RouJun Ye's blog

Rep. Cathy McMorris Rodgers, the vice chair of the House Republican Conference, had announced “the House Republic are competing in a three-round new media competition,” on Twitter, April 20^th, 2010.

“The 56 Twitter accounts competing in the initial round are a hodgepodge of individual Republicans and the Twitter feeds for select House GOP organizations.” And “Subsequent rounds will be on @Facebook & @YouTube. And Final rounds on all 3.”

The “House Republicans compete in new media challenge” news has exactly showed how the social media works perfectly.

Nowadays social media are widely used in different scopes; an ordinary man will share his life by facebook; politicians can make communications with the public via twitter, and in the past, it was impossible to make it happen, before the social media “came” into the market.

Let’s take a look in a successful story that was “Born” in the Social media. A popular Canadian singer – Justin Bieber, got himself famous, because of a video “Bieber was performing in a singing competition” on Youtube. The video was acclaimed, that turns Justin Bieber to a popular star.

And that’s how Social Media works! It is a virtual server by computer, but it brings really life and information. There are countless business opportunities that are “hiding” in the social media market.

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The Kraft is recently taking part in the campaign that is aimed: to improve food safety and health for poor rural students; teach cooking skills, food hygiene to teachers. It has donated a total of 5.5 million Yuan to build 100 Hope kitchens in 100 Hope schools, benefiting more than 50,000 village children aged between 6 and 12.
Even the charity programs did not bring any financial benefits for the company, but the Kraft is determined to conduct the volunteer activities.
It seems that Kraft doesn’t get any financial benefits by taking part in the charity campaign, but making more payments conversely. However, the benevolent behavior not only helps those people in need, also, it helps the company. The aims deed can be treated as a strategy: it will be impressive and help to build a good image in public. The charitable behaviors could be a persuasive advertisement.
In addition, the Kraft may drive more people/enterprises to take part in the charity campaign by its reputation in public.

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A brand will usually try to enhance its appeal by making all kinds of advertising to increase the quantity of sale. However, Abercrombie&Fitch (A&F) seemed to using a wrong way on purchasing a perfume this time, and this mistake has also leads the business owners to face a difficult ethical dilemma. A&F required the employees to spray the fragrance frequently in the shop as part of the marketing scheme. And this caused the health problems that “the group says A&F shoppers in nearby Village at Corte Madera, an open-air mall in Marin County, complained of headaches, sore throats, coughing and nausea”. If a firm only absorbed in one’s profit and has damage the public’s rights and interests, this has totally go against the social ethics. Also, the A&F’s “Fierce” fragrance “contains 11 chemicals not listed on the ingredient label, many of which are sensitizers that can trigger asthma, headaches and contact dermatitis.” The dishonestly behavior can be treated as a default in consumers. As Abercrombie&Fitch is a powerful fashion apparel brand among juveniles, to maintain a good image is very important, in order to prevent “the fragrance event” lead a poor reputation among customers, the first thing and right thing to do is to stop the fragrance pollution!

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In April, the world’s first Armani hotel opened in Dubai. As Armani keeps expanding its market into diverse  areas of services, we can take an overview of how did Armani make its great success.

Armani is a famous global fashion brand. Giorgio Armani, Emporio Armani, Armani Collezioni, A/X Armani Exchange, Armani Jeans, Armani Junior are the apparel brands that owned by the Armani. These brands have an explicit brand position in the market, like Giorgio Armani’s target customers are rich and with a high social status, while the youngs prefer in A/X Armani Exchange because it is more fashionable and affordable. Explicit positions in the market not only can convenient for consumers to differentiate each brand, also helps Armani covers in varies sections of demands. Besides the extension of apparel brands, Armani also make expansion into distinct areas. Accessories like watch, eyewear, cosmetics, and daily use like Armani/Casa that is a brand of high-class home furnishing; Armani Dolci that sells chocolates and candies, etc. Also, the Armani hotel that was opened in Dubai can all tell us that Armani has broaden its business into different serve areas, and that’s why Armani has transformed its image from a luxury brand that simply sells costume into a completely fashionable and luxury lifestyle brand successfully.

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One of my friends told me that she got a handbag with 20% off excitedly on the phone yesterday. She said even though that wasn’t the bag she wanted the most, but because it is a well-know brand, it was on sale, and she will absolutely feeling repentant if she didn’t get one for herself. After the conversations, I start to thinking about what kind of factors will affect a consumer’s demand. By making discount for a good, it will certainly affects the decision making of a consumer. Like when we see something that looks gorgeous and now it cost less to get one, we may buy it immediately because we believes that people will pay more attention of us when we have such a “gorgeous” on, or we will feel regret if we didn’t take it. Regret can be a powerful force that pushes people to do something, so most people will buy things that are on sale impulsively. That’s true. Who can keep rational when seeing “gorgeous” are being on sale? Though we know it may be a “conspiracy” from the sellers, but we have already lose control!

The graduates, young people with all kinds of talented mostly will gather in big cities to pursue in an ideal job. First-tier cities in China like Beijing and Shanghai, which can provide tons of chances for people to fulfill their dreams. However, the home prices in these big cities are very high and it still keeps rising, even the big cities can offer better opportunities in occupations, but on the other side, the competitions are also more intense. And people that are not hired temporary or the one that the salary cannot offer for the house price, may choose to move away from these big cities. To stop a vicious cycle of losing talented people and cutting down a city’s competitive power, it is very necessary for the government to make domination of the house price.

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Eating shark’s  fin is one a cultural phenomena in China. Since shark’s fin is in a high demand and a high price, sellers will try to get the needs as much as they can, and the way of reaching higher profits has always go against with the business ethic. A large quantity of sharks were captured and killed every year by fisherman in order to satisfy their needs. What more, the method of getting fins is cruel. The fins were cut off from the sharks, and the mutilated shark will be abandoned into the water. The way of doing these will not only deprival of animal rights; also it destroys the ecological environment.