The term of culture industry was first presented by Adorno and Horkheimer. In the Culture Industry Theory, culture was explained as products of media (TV, Newspaper, Radio) and markets which were constantly adjusting consumption. And now the culture developed more industrialized in television dramas, movies, pop songs and their associated celebrities and their SNS, TV programs and fashion styles. The customer, especially Young Generation is involved in culture industry more widely, conveniently and closely, such as Web Series. The consumption of Web Series increased with multipliers especially the popular culture in Asia and Young Generation. Accompanied by developing rapidly, fierce competition happened in Web Series Industry. The purpose of this study is exploring what motivations drive Young Generation to Wen Series. This study will try to explore a measurement system of the equity of Web Series based on customer equity theory for estimating the future competitiveness and figure out what motivations drive customer’s perception of Web Series.

Along with the rapid development of China’s economy, the consumption of China’s consumer has also been increased. This research explores whether China’s consumers concern about product’s packaging as much as product’s quality and brand influence. It also discusses whether the product packaging is marked with recyclable logo on it and whether the packaging is harmful to human health. China’s express industry is taken as an example in this research. According to the statistics by State Post Bureau, the total amount of China’s express business was 14 billion packages in 2014, and the volume was substantially increased to 20.67 billion packages. If each package was estimated as 0.2 kg, more than 4 million tons of packaging waste would come from 20 billion packages. Recyclable packaging material would reduce the amount of waste and alleviate environmental pollution. However, whether customers are willing to pay for it is a problem. Product packaging can’t only attract customers from the visual perspective, but needs to be developed through multi-dimensional sensory conveying method. The product itself can be expressed directly through simple packaging. For instance, the Apple Inc. does not only shift consumer’s thoughts on mobile phone, meanwhile, it makes a change on high-end brand mobile phone packaging for China’s consumers. Prior to the emergence of Apple mobile phone, high-end mobile phone brand was adopted luxurious and sophisticated packaging method. With the entrance of Apple into China’s market, the unique style of Apple’s simplicity is followed by other mobile phone brands. This research is elaborated on China’s consumer’s reaction on innovative ecological packaging and their cognition to food packaging security. It also gives inspiration to enterprises how to catch consumer’s eyeballs through innovative ecological packaging and further make enterprises access to benefits.

World Advertising Research Center forecasts that internet advertising will overtake on TV advertising in 2016. The internet will become the largest advertising platform. The form of advertising is continually changing as time changes and technological progress, but the essence of advertising which widely inform information needs have never changed. With declining of advertising credibility, more and more young people prefer to get product information from friends or virtual friends online. Providing a good opportunity for enterprises to employ e-WOM when they making the marketing strategy. Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future. Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning, e-WOM and customer equity. The results of the study can be summarized as follows. First, the study elaborates on the relationships among social influence, social learning, e-WOM and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study found the social influence has a positive influence on customer equity in different ways between the two countries.

The increasing competition in recent years made more and more firms regard strategic alliance as an important alternative and solution to respond to fierce competition. As a kind of system arrangement among firms, the concept of strategic alliance was first proposed by Hopland and Nigel in the early 1980s, who defined strategic alliance as the collaboration mode in which two or more firms, aiming at joint-owned both market and resources, formed the kind of cooperation to enhance advantages, share risk or cost, and also mutual flow of production factors via different kinds of contracts or agreement. However, even before this definition, many firms have already begun their alliance strategies practices. As a cooperative form, strategic alliance, no matter its specific types, becomes one key choice for firms to acquire, maintain and enhance their market shares and positions. Shrader (2001) found that collaboration to foreign firms become key methods for newly-founded firms and small firms to enter foreign markets, which can bring these firms with suitable knowledge and market information, making these firms expand even faster with lower costs and market risks. The enhancing pace of globalization and internationalization triggered firms’ attentions to external markets, Archibugi and Iammarino (2002) found that fierce changes in internal market forced firms to expand their market and product scopes, making more and more firms realize product and R&D internationalization by searching, choosing and collaborating with foreign firms. Dong and Glaister (2006) found Chinese firms cared more about market positions, international expansion and technology exchanges, while foreign firms tended to enter to Chinese market and learn how to operate in China via strategic alliances. Although, many scholars brought out managerial practices of firms’ strategic alliances, and had already formed theoretical foundations, researches related to market orientation, especially how alliance firms establish and realize their strategic goals and performance goals under market motivation is still lack of studies. In reality, the mechanism how firms’ alliance intention transformed into their strategic or performance goals is still in the black box. Taken alliance firms as research objectives, this paper tends to explore how firms constructed strategic alliance due to market-orientation realize their strategic or performance goals via choice of patent strategies. We introduced patent strategies to establish the matching model, to analyze how firms market orientation influence choices of patent strategies, and their mutual effects on firms innovative performance, in hope to provide to the future studies and managerial practice how firms can choose the reasonable and effective alliance partners according to their own strategic and performance goals. Based on differentiation of market access and market extension motivation, we pointed out that, in order to realize the transformation from alliance motivation to innovation performance, alliance firms had to choose and determine among a set of practical and operational plans. Patent strategies, as a kind of operational plan, were conducive to transformation from alliance motivation to innovation performance. With the framework of market motivation, patent strategy and firms innovative performance, we put forward the hypotheses on how market motivation affect firms’ choices of patent strategies, and also the joint effects of market motivation and patent strategies on firm innovative performance. We selected alliance firms in IT industry as samples, with data from Cooperative Agreements and Technology Indicators Database, USPTO and R&D Scoreboard released by Department for Business, Innovation & Skills of UK, we empirically tested effects of market motivation on choices of patent strategies, and also effects of market motivation and patent strategies on firms innovative performance. Results showed that: different market positions led to differentiated motivations and patent strategies in their strategic alliances, firms with relatively weak market positions tend to pursue strategic profile of patent defensive and leveraging strategies under market access motivation, while firms with strong positions would like to implement patent proprietary and leveraging strategies in market extension motivation. The implementation of patent defensive and leveraging strategies under market access motivation enhanced innovation efficiency of the firms with weak market positions. Since these firms focused more on market positions and opportunities, their market capitalization tended to improve, but the motivation and utilization of patent strategies had no effect on patent output. Similar to these firms, the ones with stronger market position were inclined to strengthen their market opportunities and improve their market capitalization. Results indicated that because of their stronger market positions, these firms showed lower awareness of innovation efficiency and their emphasis on patent output was not high either, which then led to the fact that both market extension motivation and patent strategies used had no effects on firms innovative performance measured by innovation efficiency or patent output.

The online game market has grown rapidly in worldwide. The world game market earned 111.7 billion US dollars and online game occupies 18.9% (21.1 billion US dollars) in the world game market in 2012. Online game companies have launched a variety of free online games to online game players such as League of Legends (LOL), World of Tank, and Hearthstone. These online games provide online game with free install with online game players. Online game companies, however, sell some of online game items to the game users. For example, LOL sells Skin that is the cloth which only provides fancy effect to online game hero through the online game shop. In case of ‘Hearthstone: Heroes of Warcraft’, game user can purchase game card deck by cash. This study was initiated to answer the following research question called “How these online game companies get profit?” because their online games are free to play. The research upon the question mentioned above leads to the second research question called “how online game users purchase the cash game items?”. To understand purchasing behavior and attitude of online game players about cash game item, this study conducts focus group interview of LOL game player to understand purchase behavior of game players for online games items. The results of focus group interview help us to understand the relationship between attitude toward online game items and consumption values. The purposes of this study are 1) to understand online game players’ purchasing behavior for LOL luxury Skin, 2) to find out relationships among online game experience, design innovative Skin, consumption values, and repurchase intention, and 3) to draw academic and practical implications based upon the result of analysis in this study.

Customer equity can estimate customer lifetime value for the company (Rust et al, 2004). The firm can make proper marketing strategy with customer equity. Customer equity can both satisfy consumers and make a profit for the company (Lemon et al., 2001).So we built a model to connect service quality and customer equity to study how to prove the competitive power of traditional market. In this paper we used customer satisfaction and brand attitude as mediating variables since Store brands have become an important contributor to retail differentiation and basis for building store loyalty (Dodd and Lindley, 2003) and in retail market customer equity varies with customer satisfaction( Pappu and Quester 2006). Considering that Chinese economic growth rate was slowing down, traditional market is being a priority for Chinese Government to relieve severe export pressure and employment pressure. In this research we would like to study the relationships among service quality, customer satisfaction and brand attitude and how they influence customer equity in traditional markets. Through this study we also find out how to competitive power of traditional market through managing CLV and proving service quality

Prior to the initiation of new marketing activities, the majority of companies make great efforts to figure out a means of collecting all-round information on overseas target markets and global consumers for the purpose of strengthening competitiveness and then further increasing market share and enterprise benefits. The concept of customer equity has been introduced as a tool to continuously secure customers and create profits in the future. Globalization trends have attached great importance to altering the structure of the fashion industry. In particular, with expectation of conducting innovative marketing, companies engaged in SPA brands are gradually developed into global companies. Furthermore, corporate profitability is very sensitive to consumers’ attitudinal changes due to the short trend cycle of SPA brands. Most of our behaviors are predicated on the attitudes and behaviors of the others. The influence of loyal customers may turn potential customers into loyal customer owing to high customer equity. That is to say, companies may obtain more profits through higher customer equity. The study aims to explore the relationships among social influence, social learning and customer equity. The results of the study can be summarized as follows. First, the study elaborates on the relationships among social influence, social learning and customer equity. Second, by comparing the economic and cultural differences between South Korea and China, the study finds the social influence has a positive influence on customer equity in different ways between the two countries.

The online game market has rapidly increased worldwide, especially in China. In 2012, the world game market equaled 111.7 billion. Many game companies compete by launching new online games in various genres. In 2010, Activision Blizzard reported that the World of Warcraft (WOW) is the world’s most popular online game. Chinese gamers constitute more than half of WOW’s 10 million users. Korea is the second largest gaming market. Thus many foreign game companies target Korea and China, in competition with domestic game companies. The purposes are 1) to understand the role of country of origin and /or brand image in game consumer behavior, 2) to find out the difference of game evaluation between game users in China and Korea, and 3) to draw strategic implication game marketers. Consumers expect products from advanced countries to provide superior performance, so they often look to country of origin in evaluating products. Recently, consumers have looked to brand image as another key element in product evaluation. In this research, we study whether gamers evaluate games on the basis of country of origin and/or brand image. In this paper, we add to the gaming research and suggest that the online game market has three dimensions. First, online games are products. Second, online games are service. Last, online games are entertainment. Data collection resulted in 355 usable responses from online game (LOL) users in Korea(166) and China(189). We conduct factor analysis and reliability analysis to check reliability and validity. Country of Origin is the key element for product evaluation of utilitarian goods but it doesn’t have significant effect on product evaluation of hedonic products which mainly provide sensual pleasure, fantasy, and fun to customers such as luxury goods or online game (Dhar & Wertenbroch, 2000).