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This article explores Chinese consumers' perception of brand functions. The results show that brands accomplish various functions, such as “recall of past experiences”, “quality and guarantee” and “identity and status”. In particular, “recall of past experiences” is a brand function unique to Chinese consumers and has a positive impact on brand loyalty. The “continuity” of Chinese culture is suggested to explain this particularity.

Sanlu melamine milk event shocked the whole world after the Olympic Games successfully closing in Beijing in August 2008.It was reported more than six thousands babies were affected. It was not Sanlu only, but also YiLi , Mengniu and other firms. Their products had also been found to contain melamine. The dairy industry of china was trapped in the crisis of confidence. At the same time more foreign brands took the opportunity to occupy the market. Sanlu event has brought the industry to an unprecedented crisis. So what's the key point of China's dairy industry? How to be out of trouble and obtain a competitive advantage? We tried to build a model based on the industry value chain to analyze and solve the problem.

Among all the types of distributors who play different roles in the vegetables and fruits distribution system, farmer middlemen have attracted increasing attention. Farmer middlemen, who hold more than 80% of the market in strawberry distribution in Jiande Strawberry Wholesale Market located in Xutang village, have fulfilled a very important function in the distribution process. The paper takes farmer middlemen in this village as a case study to clarify their types and highlight their function through systematically analyzing their business activities. Farmer middlemen's limitations and development tendency are also analyzed in the end.