Big-time Investigation Report

April 8 in the 2nd Exhibition Hall of Detao Master building, the investigation report on Century-old Chinese Brand is on the show! The activity is led by Prof. Florin Baeriswyl and presented by Brand Strategy and Management students (BSM hereinafter) from "SIVA · Detao Advanced Class".

Yu Zhenwei and Mu Duanzheng, vice presidents of SIVA present themselves in the hall, sharing remarkable opinions on this meaningful program. Others at present include Prof. Yu Jinglu from Cultural Industry Department of SIVA, Prof. Fernando Brandao, Prof. Ron Nabarro and Prof. Dan Sarto from Detao Group and teachers from BSM courses. The students are able to successfully finish the investigation assignment and activate new perspectives out of it after the first semester’s study. They summarize the pros and cons of domestic brands through conscientious investigation and analyze how to facilitate domestic brand building by utilizing both Chinese and western brand strategy. Students in Group Quanjude go to Quanjude Shanghai branch and experience the fantastic services there as its customers. Members in Group Zhang Xiaoquan plan on setting a trip to the origin of the company—Hangzhou City, to collect information and conduct researches. As for Group Liu Biju, they set to issue 500 hundred of surveys to mirror their customers distribution; Group Xie Fuchun plans to conduct a survey twice to better locate customers, so as to draw up their market strategy. “Two words I’d like to confer on these brilliant students, ‘Inheritance’ and ‘innovation’.” said Yu Zhenwei, vice president of SIVA, showing his great approval to this investigation report.