管理科学与工程系学术讲座

题目:Branding Cultural Products in International Markets: A Study of Hollywood Movies in China；
如何为文化产品制定品牌策略：基于好莱坞电影在中国市场的数据分析

演讲人:Weihe Gao,Research Professor, Shanghai University of Finance and Economics
时间: 2020年6月30日下午4:00
参与方式:zoom云视频会议；
会议号: 91023326573 会议密码: 534684

讲座摘要:

Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and informativeness, which focuses on how the translated brand name reveals product content, to study the impact of brand name translations. The authors analyze Hollywood movies shown in China from 2011 to 2018. The results show that higher similarity leads to higher Chinese box office revenue, and this effect is stronger for movies that perform better in the home market (i.e., the United States). When the translated title is more informative about the movie, the Chinese box office revenue increases. The informativeness effect is stronger for Hollywood movies with greater cultural gap in the Chinese market. Moreover, both similarity and informativeness effects are strongest when the movie is released and reduce over time. This research provides valuable guidance to companies, managers, and policy makers in cultural product industries as well as those in international marketing.

演讲嘉宾简介:

Weihe Gao is anResearch Professor in the Department of Marketing, Shanghai University of Finance and Economics. He obtained his PhD degree from Department of Marketing, Shanghai Jiaotong University. His research interests include: Marketing Strategy (e.g. Business-to-business relationships, Channel Governance, and Sales Management), New Media Marketing (e.g. Online Media and Movie, Fintech), and Service Marketing. His research has appeared, in several reputable Marketing journals and conferences, such as Journal of Marketing, Industrial Marketing Management, Asia and Pacific Journal of Management, and also top Chinese Journals such as Management World.

He is the deputy director of the Development and Planning Department of Shanghai University of Finance and Economics. And he serves as the member of some top associations, such as the member of the National Technical Committee for Quality management and Quality Guarantee Standardization (TC151), the member of the Shanghai Federation of Social Sciences, the Secretary of Shanghai Marketing Association.