Every year, China’s air quality is reaching hazardous level. Accordingly, China is adapting stringent environmental regulations under the new 13th Five Year Plan. The noticeable developments in the new air pollution regulations include: (1) mandatory air pollutant disclosure requirement; (2) shift towards non-compliance liability rule; and (3) increased penalty for transgression against wider range of industries. This paper first explains that these developments will induce American investments in China to carefully draft investment contracts, particularly confidentiality and limited liability clauses to minimize the risk of harsher penalties. The paper then argues that China’s stringent pollution regulations will not negatively affect American investment trend in China, mainly because most American investments already adhere to the OECD standard, and disclosing environmental information will enhance entity’s good reputation and attract investors.

This article explores whether China is ready to comply with its international obligations to recognize and enforce investment arbitral awards, and if not, what remains to be done. First, for ICSID awards, China has neither enacted any implementing legislation, nor designated courts or authorities are competent at recognizing and enforcing ICSID awards. Second, it is more ambiguous and complicated to seek recognition and enforcement of non-ICSID awards, due to China’s commercial reservation to New York Convention. It is uncertain whether the current provisions in national law on the recognition and enforcement of foreign commercial arbitral awards would also apply to the recognition and enforcement of non-ICSID awards. Moreover, statutes on State immunity, the common issue while enforcing both ICSID and non-ICSID awards, are quite insufficient. Finally, beyond satisfying its international obligations, investment arbitral awards issued by Chinese arbitration institutions also face obstacles of recognition and enforcement.

The Protocol for China’s accession into the WTO stipulated certain differential treatment for China, including the determination of normal value in anti-dumping investigations for the transitional period of 15 years. This treatment was authorized by the Protocol in response to concerns raised by other WTO Members at the time of China’s entry into the WTO. Since the transitional period is over in November 2016, there is an argument supporting the grant of market economy status to China, although the Protocol does not require the automatic grant of market economy after the passage of the transitional period. However, China’s recent trade measures, which have been adopted to press another WTO Member to meet its political objective, raise a question as to whether China is indeed ready for market economy status. This article analyzes such case and offers a view on the grant of market economy status to China.

The current scale of the import trade of the US with China is significant and has the potential to be more in near future. However, patent-based disputes, especially in terms of Section 337 investigation, have also been increased in recent years. In the context of parallel development of national innovation strategies of China’s “Made in China 2025 Plan” and the American “Advanced Manufacturing Partnership,” along with the latest expanded “Information Technology Agreement” in the WTO trading system, the implications for optimally resolving patent-based disputes in the US import trade with China is highly significant for two countries. These disputes may even impact the world trade, since bilateral trade between China and the US accounts for a considerable proportion. Thus, both China and the US should take precautions and appropriate measures to guard against such potential frictions in order to attain mutually beneficial outcomes in resolving such disputes.

본 논문은 포터(Porter)가 제시한 요소조건, 수요조건, 연관·지원 산업 실태 및 기업 전략, 구조 및 경쟁관계를 토대로 중국 조선산업에 관련한 현황을 고찰하였다. 또한 중 국 정부의 조선산업에 대한 지원전략과 정책 특성을 분석하였다. 일본과 한국의 사례 와 비교하면 중국은 부실기업을 정리하고 우수기업을 더욱 지원하는 ‘선택과 집중’ 이 라는 전략으로 조선산업 지원정책을 추진하고 있다. 조선산업에 대한 한·중·일의 위기 극복 노력은 모두 정부주도로 추진되어왔으며, 조선산업의 특징을 고려하여 볼 때 정 부의 지원은 산업의 국가경쟁력을 강화하는 데에 매우 중요한 역할을 한다. 중국은 조 선산업의 구조조정 지원정책을 통해 동종기업 간 경쟁관계를 형성하고 전․후방 산업간 연계된 지원전략을 통한 산업의 활성화를 유도하였다. 이는 조선산업의 질적 선진화와 지속가능한 산업구조 구축으로 이어져 외부 위기에 강한 경쟁력을 갖출 수 있는 산업 으로 발전할 수 있게 할 것이다.

China’s sole nationality principle was formulated at the beginning of the People’s Republic of China. However, it was not officially adopted as a legal standard until 1980 when New China promulgated its first nationality act. Sole nationality, initiated as an expedient for foreign policy, was originally designed to help with neighbourliness. However, not only did it fail to achieve this goal, but it even resulted in more domestic institutional discrimination among Chinese people. Nowadays, in such a globalization and ‘humanrightization’ era, international law and domestic nationality laws in most countries throughout the world recognize an individual’s right to a nationality, and accept dual nationality so as to facilitate migrants’ returning to their homelands and help them reintegrate into local communities. Contemporary theory and practice of international law support the legitimacy of dual nationality. Also, China has experience in dealing with dual nationality. It would therefore be legitimate, beneficial and practical for China to restore dual nationality.

The judicial protection of IP is the most important and fundamental guarantee for the protection of IP in China. The judicial protection system of IP in China has experienced the development procedure of setting up a special pilot tribunal, "three-hearing-in-one" and a special court. The establishment and operation of IP courts in Beijing, Shanghai, and Guangzhou marks the establishment of the new hearing system for IP dispute in China. The founding and operation of IP courts have an in-depth background. With the rapid development of the economy in China, especially since the entrance of the WTO, there have been more IP cases and they constitute huge challenges for adjudication of IP disputes in China. In this regard, the IP courts is a good way to cope with. The establishment of IP courts will undoubtedly has deeper influence and significance in the judicial

본 논문에서는 동아시아 삼국의 전통지화의 기원을 고찰하고, 대표적인 사례를 통해 문화적 전승과 변용의 현상을 비교하여 그 유사성과 차이를 살 펴본다. 불교의식에서 지화를 공양하게 된 기원은 불설우란분경(佛説盂蘭盆經) 에 근거하여 돌아가신 선조의 구제를 위한 의식에서 조화(造花)를 공양했던 것에서 비롯되었을 것으로 생각된다. 현재는 지화가 장식용이나 무속의식을 위한 용도로도 제작되지만 원래는 불교의식에서 기원한 사례들이 많이 확인된다. 또한 추운 겨울이 있는 동아 시아 기후의 특성상 사시사철 꽃을 공양하기 위해서 지화가 활발하게 만들 어졌으리라는 점을 짐작해볼 수 있다. 중국의 경우에는 불교의식에서 비롯된 지화의 쓰임이 점차 민간신앙의 영 역까지 확대되면서 주술적인 의미를 담지하게 되는 것을 볼 수 있다. 또한 착지화와 전지화의 사례를 통해 기능의 확대가 종류와 형태의 다양화를 불 러오는 것을 확인할 수 있다. 방암지화의 경우에는 한국의 전통지화와 제작 기법과 형태면에서 가장 유사한 것으로 보인다. 일본의 시카바나의 경우에는 현지 민속학자들도 아직 명확한 결론을 내지 못한 상태이긴 하지만 불교의 고사를 재해석하여 장례민속에 적용하거나, 일본 특유의 ‘결계(結界)’관념을 도입한 것으로 짐작해 볼 수 있다. 한국의 전통지화는 기본적으로 굿당이나, 불당, 혹은 잔칫상을 장식하는 기능을 하고 있으며, 의식에 쓰일 때는 신앙적 의미를 갖고 있지만, 의식이 끝난 후에는 주술성을 담지하는 장식물로 사용되었다. 또한 윤회매(輪回梅) 의 경우에는 고담한 장식성이 강조된다. 이러한 장식적 기능과 신앙적 상징 성이 지화의 본질적 성격으로 생각된다.

한·중 카페리선의 경우 단순하게 국제규칙에 따라 안전관리를 시행하는 것만으로는 부족하고 한국-중국 간 항로의 특성, 투입되는 선박의 특성 및 운영선사의 특성 등을 종합적으로 고려하여 안전관리를 시행할 필요가 있다. 한·중 카페리선 안전관리 중에서 먼저 고려해야 할 부분이 바로 선령문제이다. 대다수의 선박이 선령 20년을 넘기고 있는 상황이라 선박의 노후화에 대한 관심이 지속되고 있는 상황이다. 한·중 카페리선의 안전관리 개선을 위해서는 선령제한제도를 통한 노후선박에 대한 단계적 대체를 대안 중 하나로 보고 있다. 한･중 양국의 법제 및 외국사례를 반영하여 검토한 결과 운항선박의 안전과 서비스 측면에서 한･중 카페리선의 선령을 30년 미만으로 규제하는 것이 바람직할 것이다. 한･중 양국의 법제에서 여객선에 대하여 각각 30년의 운항선령 제약이 있고, EU의 30년 선령제한제도 사례를 참고할 수 있을 것이다. 현재 한･중 카페리선 중 선령 25년 이상의 선박은 대부분 신규선박을 투입을 검토 중인 것으로 파악되어 실제 선령제도 시행과도 부합할 것이다. 이와 함께 중요한 것이 신규･대체선박의 선령을 제한하는 것이다. 한·중 해운회담에서 중국 측에서는 10년을 제안하였으나 세계 중고카페리선의 거래시장을 분석한 결과 제한선령을 15년 미만으로 정할 필요가 있다. 선령 15년의 제한은 운항선박의 현대화와 선사의 경영안정화 사이의 균형점으로 판단된다. 하지만 중장기적으로는 이러한 선령제한제도가 국제표준제도를 통해 규제하는 것이 바람직할 것이다. 현재 세계적으로 국제 카페리선에 대한 선령제한 제도 정책은 없으며, IMO 차원에서도 선령제한제도를 규정하고 있지 않는 점을 고려하면 중장기적으로는 선령제한제도 보다 선박검사를 통한 점검에 기반을 두는 것이 바람직 할 것이다.

It is certainly not possible to analyse the evolution of the global luxury consumers orientations for the new luxury Chinese brands without considering the essence and the impact of the “brandscape”. In the last decade, China has assisted to the surge of the “luxury lifestyle” for a multiplicity of consumer segments living in those coastal areas – and not only - filled with luxury and fashion brands, that invaded every city area from streets to airports from clinics to hotels where concept stores, luxury flagship stores, sponsorships for events and urban artefacts “add value to the symbolic production of an urban lived space” (Bellini and Pasquinelli, 2015). Luxury product brands are enriched by the synergy with the city brand and the diverse fashion and art city locations, activities and events. In the new luxury perspective that sees luxury in its experiential dimension and no longer only in desire of an exclusive object, the relation of luxury brands and city brand requires a specific focus, in particular in the new fast growing economies as China that sees the rise of the new experiential luxury lifestyle and new local luxury brands. In the fast growing luxury Chinese luxury market where new Chinese luxury brands are striving to acquire a brand identity and image first in the local market and then in the international one, city branding may be a conductive solutions for brand value and identity creation. Authentic luxury experiences in significant city contexts appear added value activities for luxury brands in particular for those with no consolidated heritage and identity as the new Chinese luxury brands. New retail formats such as pop-up stores, concept stores located in specific high value artistic or fashion related locations adds value (Bellaiche et al, 2012). For Chinese luxury brands with a very limited identity, a almost absent heritage and a ongoing value creation of the brand, in-store experience is increasingly important (Atsmon et al, 2012) and the shopping location certainly represent an important factor for the increasingly diverse and demanding luxury customers by being not only the instrument towards the desired subjects but also a value-adding experience on its own (Rintamaki et al, 2007, p. 628). The emergence of the Chinese luxury consumer did not mean the presence on a market where the consumers are gathered by the same tastes, desires and purchasing patterns. Reference to the global consumer culture and paradigm evidenced that consumers in diverse geographical contexts may have different and sometimes even conflicting opinions or shared desires and values expressed in similar behaviours or symbols towards a brand. Global brands sets the international standards and convey shared symbols (Holt, Quelch and Taylor 2004) and a myth of cosmopolitanism to which many consumers world-wide appreciate (Strizhacova, Coulter and Price 2008).Brands represent a form of culture and they relate to the way people live, think, eat and choose to wear as well, a form of seeing life and the world (Askegaard, Kjeldgaard and Arnould, 2009) . Luxury brands have become increasingly present in the Chinese consumer market and lifestyle and the role of purchasing luxury goods experiencing a luxury lifestyle has taken an unexpected importance and meaning in the Chinese social context. China has started to experience the consumer culture only after China's opening up to the market economy as a result of the economic reforms post-1979 that have given to "aspirational" consumers more freedom to develop a consumer culture partially away from political limitations but still permeated in the Chinese culture and its characteristics. Those reforms have also given rise to the private businesses and the birth of a consumer middle class, "the new rich", in China. The birth of the Chinese middle class has fuelled the emergence of a highly diversified consumer class with different purchasing attitudes (Latham, 2006) and a new way to express their taste, their motivation for purchasing (Gillette, 2000) and in particular an increasing brand awareness, mode of purchasing and conceptualisation of luxury (Rambourg, 2014; Rovai, 2016). Distinctive aspects of luxury consumer culture have started to emerge in the late years, evidencing new desires for Chinese luxury consumers with respect to luxury brands, accompanied by the entrance in the market of Chinese luxury brands aspiring the capitalise on the increasing "Chinese luxury desire" but limited by their lack of specific characteristics of authentic luxury brands - heritage, identity and prestige amongst others. As a result, this research focuses on the analysis of Chinese luxury brands presence in the local Chinese urban context; specifically, it focuses on how the Chinese urban fashion context can help to support the creation of a luxury brand value and also reinforce a luxury brand identity and image in a Chinese luxury consumer culture that does not possess a luxury heritage. An analysis of two luxury Chinese brands and a local luxury and fashion concept store has been initiated together with further evidence from the Shanghai urban context, its activities, events and cultural specifics together with the following a qualitative method and in particular Yin (1989) case study approach. A series of 15 interviews have been held in late 2016 in Shanghai with the two Chinese luxury brands creative designers, owners and staff during one month together with observation and consulting of documents. Literature review has focused on the role of individual brands that, being somehow associated with the city become a collective brand (Pasquinelli, 2014), framing "the complex network of associations, linking products, spaces, organizations and people (Bellini and Pasquinelli, 2015). Initially, an important attention has been oriented towards the geographical associations to the country-of-origin effect (Bilkey and Nes, 1982; Johansson et al, 1985) later on evidencing that a defragmentation into of smaller geographical units may be appropriate at urban level (Bellini and Pasquinelli, 2015) to highlight the relevance of the "origin" not simply in relation to a broad geographical context where the brand manufactures a product but also „the place, region or country where a brand is perceived to belong‟ (Thakor and Kohli, 1996, p. 26). The origin being not only a matter of product production but more of product conceptualisation, perception or consumption going towards the "brand product usage context" (Gerr et al, 1999). Brand product usage happen in those spatial circuits whose cities are part of and whose role may be conductive to the „local origination‟ of product brands, adding value to the birth and internationalisation of locally originated brands (Pike, 2011). Those local brands are developed from an ecosystem composed by relations and ownerships involving a multiplicity of stakeholders whose customers are an integral part (Power and Hauge, 2008). In the literature, Fashion capitals is a unique case of those ecosystems with a specific relationship between industry and spacial circuits is based on the urban context instrumental to fashion creation and also to consumption (Breward and Gilbert, 2006). The city as a part of the consumer culture and in particular as part of the brand product experience (Thrift, 2004). As a result of the literature review and the conceptualisation of fashion capitals as ecosystems conductive to the fashion creation and consumption, an exploratory study of: Which context related variables affect new Chinese luxury brands identity and value and how the China fashion capital ecosystem affects Chinese luxury consumers brand perception. The paper will show an insight of the instrumental relation of the "brandscape" Shanghai and the impact on the Chinese luxury brands value and identity acquisition with respect to Chinese consumers.

The concept of „Sustainability‟ has become as major concern and it used by consumers and corporations to convey the concept of taking care of the environment. Environmental concern has led to sustainable consumption in a variety of product categories, such as electricity, textiles, apparel, food, and grocery products (Chan, 2001; Harrison, Newholm, & Shaw, 2005; Vermeir & Verbeke, 2006a, 2006b). Interest of the negative environmental impacts are rapidly increasing in present fashion business and consumer behavior has become a rising concern of the consumption and fashion supply chain to apply sustainable consumption (Birtwistle & Moore, 2007; Fineman, 2001). The environmental and social concern recognized in fashion industry from 1990‟s. However, the complexity of conceptual definition of sustainability and ecologically responsible consumer generates different and mistaken perception to consumer. In addition, in fashion industry, the terms of „eco-fashion‟, „environmentally friendly fashion‟,„green fashion‟, „ethical fashion‟, and „sustainable fashion‟ are frequently used interchangeably to describe the same concept. These interchangeable terminology is leading to confusion of the readers by the non-unified terminology (Choi et al., 2012). Also, consumers seem to have narrow scope and little understanding of sustainable fashion. In general, consumers focuses on environmental aspect not the wide-range of complexity of environment, social, and economical concern (Cervellon, Hjerth, Ricard, & Carey, 2010). The growing number of fashion brands are leveraging on green branding initiatives. Green marketing is increasing rapidly in corporate aspects and for a consumer perspective, global consumers are recognizing a personal accountability to take responsibility for social and environmental issues. Despite the fact many of individuals‟ willingness to purchase green products has increased in the last few years, however, there is limited studies suggest that purchase of green or sustainable products. Consumer research on sustainable fashion has mainly focused on consumer behaviors towards sustainable fashion products (SFPs); however, relevant studies that examined the whole process of the predicting proenvironmental behavior cross nationally value and the eWOM are still scarce. The purposes of research model are 1) to identify the determinants of eWOM intention on consumers' purchase intentions, 2) to examine the information adoption process as precursors of purchase intention of sustainable fashion, and 3) to testify different message types effects to information adoption process.

Focusing on the effectiveness of a glocalization advertising strategy in China, findings suggest that the ethnicity of endorser moderates the effect of bilingual brand naming (use of both foreign and Chinese brand names) on perceptions of a brand’s luxury quality. Introduction Given a long debate between standardization and localization, many corporations, as a solution, prefer to use both (Featherstone 1990, Sklair, 1995; Friedman, 1999). The right balance of standardization and localization is viewed as the key to success of brands being implemented at a global level, especially in countries the cultural values of which completely differ from those of the brand’s country of origin. The degree of standardization or localization in advertising is determined by various advertising elements. Advertising transfers cultural meaning through signs such as language, aesthetics, endorsers, and so forth, with brands hoping that target audiences positively associate the cultural meanings with the advertised brand (Leclerc, Schmitt & Dubé, 1994; Schmitt, Pan & Tavassoli, 1994; Cheng & Schweitzer, 1996). A brand name and the ethnicity of an endorser, out of the advertising signs, have been recognized as significant cues for conveying a brand image to consumers. This suggests that, in such a place as China, a foreign brand name or a foreign endorser in advertising produces more positive advertising-related responses for a product with foreign characteristics, compared with a Chinese brand name or a Chinese endorser (Zhang & Zhang, 2010). However, when taking a combination of the two strategies or considering the extent of localization in China, little is known about the effectiveness of a glocalization strategy in global advertising in China, which is one of the most attractive international markets to global brands, in particular, luxury brands. In reality, consistent with the argument that the combination of standardization and localization is effective, a number of luxury brands (e.g., Chanel ‘香奈儿’, Dior ‘迪奥’, Bottega Veneta ‘葆蝶家’, Estée Lauder ‘雅诗兰黛’, etc.) create their Chinese brand names when entering the Chinese market while retaining their foreign brand names. This is because most foreign brand names are either too complicated or lengthy, making it difficult for Chinese consumers to remember them or pronounce them (Zheng, 2013). Therefore, the current study attempts to examine the effectiveness of bilingual brand names as a means of a glocalization strategy. Specifically, this study investigates how languages of brand name (presentation of brand name: foreign brand name only vs. Chinese brand name only vs. both of the foreign and Chinese brand names) and the ethnicity of an endorser (Western vs. Chinese) affect consumer perception of the brand’s luxuriousness and consequently influence purchase intention. Method A 3 (language of brand name: foreign brand name only vs. Chinese brand name only vs. both foreign and Chinese brand names) x 2 (ethnicity of celebrity endorser: Western vs. Chinese) between-subject experimental study was conducted to test proposed hypotheses. Six versions of a manipulated print advertisement represented the experimental conditions. For the experiment, data were collected from a sample of 150 undergraduate students in Mainland China through a snowballing sampling technique. To increase internal validity, undergraduate students were used as the sample in the current study as it is suggested that university students are relatively a homogeneous group to reduce individual differences. In addition, considering that most of consumers for luxury goods in China are under 45 years old (Atsmon & Dixit, 2009), and the younger generation (25-35 years old) has been growing into the core consumers for luxury goods in China (Bain & Company, 2014), undergraduates are the potential consumers of luxury brands as they will, in the near future, accumulate consumption power. All subjects logged onto the study’s website, where they were randomly assigned to one of the six experimental conditions. LONGINES, a Switzerland luxury watch brand, was selected as the representative of a luxury brand for subjects, as this particular brand embraces a high degree of localization, having both English and Chinese brand names and both foreign and Chinese celebrity endorsers. It also enjoys high awareness among Chinese consumers. To manipulate the language of the brand name, three variations were used: presentation of brand name in a foreign language [LONGINES], presentation of brand name in Chinese [ 浪琴], and presentation of both brand names in a print advertisement. In the history of its advertising, LONGINES has employed 15 celebrity endorsers, 4 being Chinese. To manipulate the ethnicity of the celebrity endorser, out of the 15 endorsers, Simon Baker and Kate Winslet were selected as Western endorsers while Aaron Kwok, and Lin Chi-ling were used as Chinese endorsers. To reduce confounding effects by using a real brand, brand familiarity and brand attitude were included as covariates in the study. Findings Luxurious Perception of the Brand While controlling brand familiarity (p < .05) and brand attitude (p < .001), the language of the brand name, F(2,142) = 5.254, p < .01, had a significant main effect on the perception of a brand’s luxury quality. More specifically, a follow-up post hoc test indicated that subjects who saw the ad presenting the foreign brand name in Latin showed a stronger perception of a brand’s luxury quality than did those exposed to the ads that presented the Chinese brand name or both of the foreign and Chinese brand names. However, we found no significant difference between the presentation of the Chinese brand name and the presentation of both foreign and Chinese brand names. On the other hand, the ethnicity of the endorser was not found to have a significant effect on the perception of a brand’s luxury quality (p > .05). The results further revealed a significant interaction between the language of the brand name and the ethnicity of the endorser on the perception of a brand’s luxury quality, F(2,142) = 5.647, p < .01. Specifically, Figure 1 shows that both brand names produced a weaker perception of a brand’s luxury quality than the foreign brand name only when the Western endorser is presented, however, both brand names produced an equal effect to the foreign brand name only when the Chinese endorser is presented. The language of brand name, while controlling brand familiarity (p < .05) and brand attitude (p < .001), exhibited a significant effect on purchase intention, F(2,142) = 3.472, p < .05. A follow-up post hoc test revealed that the presentation of the foreign brand name or both of the foreign and Chinese brand names in the ad generated higher purchase intention than the presentation of the Chinese brand name. However, there was no significant difference between the conditions of the foreign brand name and the both brand names. With respect to the main effect of the ethnicity of an endorser on purchase intention, the data did not exhibit a significant effect (p > .05). No significant interaction effect between the language of brand name and the ethnicity of an endorser emerged (p > .05). Mediating Role of Luxurious Perception of the Brand To confirm the moderated mediation of the perception of a brand’s luxury quality on purchase intention, the PROCESS macro model 8 was performed. The study found significant effects of the interaction on the perception of a brand’s luxury quality: βBrand name x Endorser = .54, SE = .17, p < .01. Then, when we examined the joint effects of the interaction effect and luxurious perception of the brand on purchase intention, no significant effect was found from the interaction; βBrand name x Endorser = -.02, SE = .24, p > .05, emerged on purchase intention. However, the effect of the perception of a brand’s luxury quality was still significant; βBrand name x Endorser = .33, SE = .12, p < .01. This implies that the interaction effect of the two independent variables had an indirect effect on purchase intention through the perception of a brand’s luxury quality (CI95, 1,000 bootstrapped samples [.0492, .4229]). Specifically, the perception of a brand’s luxury quality mediated the effect of the language of brand name on purchase intention only in the condition of a Western endorser (CI95: [-.3161, -.0429]), but not in the condition of a Chinese endorser (CI95: [-.0298, .1254]). Discussion The study supports the argument that a brand name is a strong cue for consumer judgment (Thakor & Lavack, 2003; De Mooij, 2010; Elena & Segev, 2012) by suggesting that when a brand uses a foreign brand name (Roman Alphabet), consumers are more likely to view the brand as luxurious; also consumers are more likely to be willing to purchase the brand than when it uses a Chinse brand name. Interestingly, bilingual brand naming has been found to be somewhat complicated. The study suggests that using both foreign and Chinese brand names is as ineffective as using a Chinese brand name only for luxurious perception of the brand. This may be because the use of a Chinese brand name along with a foreign brand name dilutes the cultural meanings (e.g., status, social distinction, etc.) that the foreign brand name on its own transfers to consumers. With respect to purchase intention, however, the use of bilingual brand naming produces an effect equal to the use of a foreign brand name only. This finding indicates that a brand name may be more associated with the perception of brand’s luxury quality than intention to purchase the brand. This further implies that the effectiveness of a glocalization strategy of the brand name by adding a Chinese brand name to an original foreign brand name should be considered with caution. In addition, the current study extends prior research on multi-cue models of country-of-origin effects by demonstrating the moderating role of the ethnicity of an endorser in the effectiveness of the language of a brand name. When a brand uses a Western celebrity endorser, the glocalization strategy of bilingual brand naming seems to be less effective; consumers have a weaker perception of a brand’s luxury quality, compared with a foreign brand name. However, bilingual brand naming is just as effective as foreign brand naming when it uses a Chinese celebrity as the endorser. Supporting previous findings about the synergistic effect of multiple foreign cues (Huang, Fan, & Zhou, 2008), this study implies while the foreign brand name still serves as a foreign cue in bilingual brand naming, the Chinese brand name attenuates the positive effect of the foreign brand name and weakens the synergistic effect from the foreign cues of the foreign brand name and the Western endorser. On the other hand, when a Chinese celebrity endorses the brand, there may not be a synergistic effect from the multiple foreign cues of the foreign brand name and the endorser. Therefore, adding a Chinese brand name to a foreign brand name may not significantly moderate the positive effect of the foreign brand name. Finally, this paper suggests that consumer perception of a product having luxury quality seems to be a strong driver in determining the purchase of a luxury brand, especially when a western celebrity endorsers the brand. Managerially, the study provides insights into the selection of an effective brand-naming strategy and an endorser for advertising when luxury brands do business in the Chinese market. Bilingual brand naming is becoming a common practice in China. Given such a trend in China, is the glocalization strategy on brand naming being deemed effective? If viewing advertising effectiveness from the perspective of enhancing luxurious brand image, the strategy of bilingual brand naming seems to work poorly in China compared with standardized foreign brand naming. It may not be that simple, though, because multiple cues are used to infer cultural meanings of luxury brands and, furthermore, the cues would interact with one another. Considering that many luxury brands use celebrities, especially Chinese celebrities in the Chinese market, foreign or bilingual brand naming is critical to the success of luxury brands, yielding equal effectiveness in luxury perception. This implies that if a brand uses a foreign brand name only, a Western endorser would be more desirable. If the brand adopts bilingual brand naming, then utilizing a Chinese endorser would seem advisable. The study further suggests that the localized strategy in brand name–the use of a Chinese brand name only–is not a good idea for luxury brands in China.

Chinese economic develops fast and have became the second economic entity all around the world. The development of economic pushes the popularize of mobile clients. Accordingly, whenever and wherever the consumers are, they can acquire and share information about productions directly, e-word-of-mouth (eWOM) becomes one of the important part of online marketing. Customers prefer to trust opinion leaders and real users’ feedback rather than the advertisements which are made by companies. The choice preference of information source accelerate the development of social media. The Word of Mouth Marketing Association, have grown rapidly and have advocated for the burgeoning new industry. (Robert V. et al., 2010) Marketers and sociologists have recognized the importance of the phenomenon of word of mouth, for more than half a century, proposing, for example, that WOM affects the majority of all purchase decisions (Brooks 1957; Dichter 1966).They find that the “friend who recommends a tried and trusted product” rather than the “salesman who tries to get rid of merchandise” (Dichter 1966, p. 165). Marketing scholars has evolved from a transaction orientation to one based on relationships (Vargo and Lusch 2004) Consumers are regarded as active coproducers of value and meaning, whose WOM use of marketing communications can be idiosyncratic, creative, and even resistant (Brown, Kozinets, and Sherry 2003; Kozinets 2001; Muñiz and Schau 2005; Thompson and Sinha 2008) Therefore, when the behavior is on/off, impact measured as probability of purchase can differ substantially from impact measured as attitude change (Robert East 2015). This study will select significant respondents from Chinese social media users as sample. The WOM communication is send information to marketers from the market-based message interaction community ,gathering consumers with same interests. In this study, not only structural equation modeling (SEM) will be used to test research model. But also using the fuzzy-set Qualitative Comparative Analysis (fsQCA) and SPSS, the first method attempts to find a new configuration to verify the finding and the SPSS can be used to make reliability analysis and validity analysis. WOM of the research model will also be tested by fsQCA and SPSS to obtain the conclusion about what extent do two communication ways influence consumers’ purchase preference. We want to explore different results between opinion leaders and the real users in different communication ways. Based on the results we will give some implication to both marketing scholars and practitioners.

This study evaluated Jichang Garden in China, which features various visual arrangements for landscape experiences. The purpose of the study was to understand concrete landscape arrangement methods and structure and to analyze the landscape experience therein. The results indicated the following elements. Water spaces in Jichang Garden created synesthetic multi-layers constructed by the sounds of the Eight-pitch stream. A multi-layer landscape structure was created through symmetrical and borrowed landscapes displayed in the buildings centering on the pond. The pot-planting landscape reveals axial and complementing landscapes that extract and separate aesthetic objects from plain walls and distracting surroundings to evoke the profound beauty of mountains and waters. By creating walkways and frameworks, the corridors serve as dividing landscapes that create a sense of direction and dynamics and divide landscapes. The moon gate and openwork windows create visual frameworks, while the overlapping of the framed and window landscapes creates a sense of depth, making the space more intriguing. First, the landscape experience, with framing and layering features, offer visual diversity and illusions. One may find Jichang Garden full of stories and landscapes as it often creates illusions to separate spaces while maintaining the atmosphere through the landscape composition and overlapping unusual layers. Second, Jichang Garden offers the experience of dynamic visual perception. In doing so, Jichang Garden combines standstill and mobile views, which offers opportunities and occasions for each individual to create different layers. Third, to recapitulate huge mountains and waters in nature, Jichang Garden overlaps a range of visual layers, reminiscent of nature outside the garden.

This study aimed to investigate the perception and preferences related to Korean food according to the ethnicity of university students in Yanbian, China. Korean food was preferred by Korean-Chinese as compared with Chinese students, and Korean-Chinese students preferred Korean food more than Chinese food. Both Korean-Chinese and Chinese preferred Korean food more than traditional Chosun food. More Korean-Chinese than Chinese students had positive perceptions of Korean food, which included foods made with jang, kimchi smell, and healthiness due to diversity. For evaluation of Korean food taste, more Chinese than Korean-Chinese subjects thought Korean food is not greasy and hoped salty taste. Both awareness and preferences related to Korean food were significantly higher in Korean-Chinese than Chinese students. Meat foods (so-galbi, dak-galbi, jang-jorim) were relatively high in terms of preference in both Korean-Chinese and Chinese students. Moreover, Chinese students preferred Korean traditional foods (sujeonggwa, yakgwa, gangjeong). In Korean- Chinese students, Korean representative traditional foods (kimchi, jangajji) and Korean traditional holiday foods (tteokguk, mandu-guk) were relatively low in terms of preference. This study found that the traditional food culture of Korean-Chinese has been maintained in Yanbian, whereas there is a change in the young generation.

This study aimed to investigate the perception and preferences related to Korean food of university students in Yanbian, China. Self-administered questionnaires were collected from 306 (124 males and 182 females) students. The preferences for Chinese food (44.7%) and a combination of Korean (32.0%) and Chosun food (12.4%) were similar, and Korean food was more preferred than traditional Chosun food. The main reason for preferences for Korean food was taste. The perception of Korean hot spices and kimchi smell was not good, whereas positive perceptions where held for foods made with jang, new Korean food experience and healthiness of Korean food. Awareness of Korean food was in the order of bibimbap, kimchibokkeum- bap, gimbap, baechi-kimchi and ttoe-bbokki. Preference order was bulgogi, so-galbi, jang-jorim, dak-galbi and dewaeji-galbil. Meat foods and Korean traditional foods were relatively high, whereas kimchi, ttoe-bbokki and bibimbap were relatively low in terms of preference. More female than male students preferred Korean food, and the perception of new food experience and healthiness of Korean food were positive. Moreover, both awareness and preference related to Korean food were significantly higher in female than male students. These results can be used as a foundation to prepare a localization strategy of Korean food to China.

이 연구는 최근 37년(1977-2013) 동안 여름철 동중국해에 영향을 준 태풍빈도와 북서태평양 몬순지수와의 상관 을 분석하였다. 두 변수 사이에는 뚜렷한 양의 상관관계가 존재하였으며, 엘니뇨-남방진동 해를 제외하여도 높은 양의 상관관계는 변하지 않았다. 이러한 두 변수 사이에 양의 상관관계의 원인을 알아보기 위해 가장 높은 북서태평양 몬순 지수를 갖는 11개 해(양의 북서태평양 몬순지수 위상)와 가장 낮은 북서태평양 몬순지수를 갖는 11개 해(음의 북서태평 양 몬순지수 위상)를 선정하여 두 위상 사이에 평균 차를 분석하였다. 양의 북서태평양 몬순지수 위상에는 태풍들이 열대 및 아열대 서태평양의 동쪽해역으로부터 동중국해를 지나 한국 및 일본을 향해 북상하는 경향을 나타내었다. 음의 북서태평양 몬순지수 위상에는 태풍들이 남중국해를 지나 중국 남부지역을 향해 서진하는 패턴을 보였다. 따라서 동아 시아 중위도까지 먼 거리를 이동하면서 바다로부터 충분한 에너지를 얻을 수 있는 양의 북서태평양 몬순지수 위상에의 태풍강도가 더 강하였다. 또한 양의 북서태평양 몬순지수 위상에 태풍들이 더 많이 발생하는 특성을 보였다. 850 hPa과 500 hPa에서의 수평 대기순환에 대한 두 위상 사이에 차에서는 열대 및 아열대 서태평양에서 저기압 아노말리가, 동아 시아 중위도 지역에는 고기압 아노말리가 강화되었다. 이 두 기압계 아노말리로 인해 동중국해에서는 남동풍 아노말리 가 발달하였으며, 이 남동풍 아노말리가 태풍들을 동중국해로 향하게 하는 지향류 아노말리의 역할을 하였다. 또한 열 대 및 아열대 서태평양에서 발달한 저기압 아노말리로 인해 양의 북서태평양 몬순지수 위상에 태풍들이 좀 더 많이 발 생할 수 있었다.

본 논문은 2016년 중국 대학입시 어문과목의 출제문항을 분석하여 2016년 중국 대학입시 의 특징과 변화, 그리고 어문 과목의 출제형식과 중점을 검토했다. 2013년 중국공산당 18대 3 중전회 이후 중국의 대학입시는 중앙정부의 정치적 방향성이 큰 비중을 차지했다. 구체적으 로는 일점사면(입덕수인을 핵심으로 하고 사회주의 핵심가치, 전통문화, 의법치국, 창신정신 을 심화)”의 원칙이라 할 수 있다. 본 논문은 이러한 출제원칙들이 2016년 입시 어문 문항에 서 인물전기 중심의 문언문 독해 지문, 전통문화 요소에 대한 강조, 창신정신과 현실성을 반 영한 작문 문항 등의 특징으로 구체화되었다고 생각된다. 이는 최근 고위공직자 사정, 중국몽 과 소프트파워에 대한 추구 등 현대 중국의 시대적 과제를 반영한 내용이라 할 수 있다.