以产品为核心的品牌营销策略

传统营销理论的经典核心是以产品(Product)、价格(Price)、渠道(Place)和促销(Promotion)为中心形成的"4P"理论,虽然这一理论到今天已经被演变为4C、4R等多种形式,但究其根本,"4P"仍是核心所在,企业通常也仍以此作为一切营销活动的基点."4P"通常会由于其内在一致性,被组合成不同模式来发挥它无穷的力量. 在营销实战中,由于企业资源的相对稀缺,又必须让我们有所聚焦,于是以特定"1P"为战略核心而其它"3P"为辅助的"1P+3P"动态组合营销策略开始大行其道.在本文中,笔者就以产品为战略核心的"1P+3P"品牌营销运作策略与读者进行相关的探讨.     

服务企业跨国营销活动的集中和协调策略:基于产品相关和非产品相关营销活动的划分研究

本文以服务企业为研究对象,基于决策制定和执行的视角探讨了不同类型的服务营销活动在国际市场的配置策略(集中、协调)对竞争优势的影响关系,并借助获取的220家服务企业样本作了结构方程模型检验。研究发现:(1)非产品相关营销决策的集中化显著负向影响企业的竞争优势,而产品相关营销决策的集中化对竞争优势不存在显著影响;(2)产品相关营销活动的协调程度显著正向影响竞争优势,而非产品相关营销活动的协调程度与竞争优势之间的关系不显著。上述结论有助于指导中国服务企业在国际市场合理规划营销活动、建立国际竞争优势。     

考虑产品体验性和营销努力的分销渠道合作策略研究

有关产品分销渠道合作的研究主要集中在渠道成本、风险规避、消费者公平偏好等方面,较少关注产品本身属性。对于体验性低的产品,消费者在网络渠道就能较为准确判断产品价值。而对于体验性高的产品,网络渠道由于其虚拟性导致消费者不能准确判断产品价值,实体渠道则可以凭借现实产品的体验吸引更多的消费者。但由于线下零售商营销努力的溢出效应,部分消费者在线下体验产品后转移到线上消费,因此有必要从产品体验性和营销努力角度研究多渠道的合作策略。本文从消费者效用角度分析了产品体验性和营销努力对不同渠道需求的影响,基于此研究了制造商和线下零售商的三种分销渠道合作策略,探讨产品体验性和营销努力对不同分销渠道选择的影响：第一种为制造商支持线下零售商实施营销努力的单一合作策略;第二种是在单一合作策略下,制造商与零售商采取价格协调契约的双重合作策略;第三种是制造商与零售商之间进一步引入收益共享契约的多重合作策略。通过对三种合作策略的数值仿真,结果表明：三种合作策略均能有效提高制造商与线下零售商的收益水平,并且产品体验性越低,合作策略作用越显著。制造商在进入市场初期,往往需要快速增加企业价值,此时双重合作策略是最优选择。当市场发展成熟,双重合作策略虽然能够有效提高线下零售商收益,但却减少制造商收益,为了激励制造商支持线下零售商实施营销努力,需要将合作收益再分配,此时多重合作策略是最优选择。     

基于OBE理念的数字营销人才培养模式研究

随着数字化时代的到来,企业在获取客户和推广产品方面越来越依赖数字营销。然而,当前市场上的数字营销人才供不应求,且常常存在实际操作能力和行业洞察力不足的问题。这使得如何培养具备全面素质和专业技能的数字营销人才成为当务之急。数字营销作为一门综合性的学科,要求从业人员掌握市场营销、消费心理、数据分析等多个领域的知识,并通过运用各种数字工具和营销渠道来实施营销活动。然而,传统教育模式往往注重理论教学,实践环节与实际行业需求结合不紧密。因此,在数字营销人才培养方面需要进行创新和改革。本文简要介绍了OBE教育理念,分析了基于OBE理念的数字营销人才培养模式的优势,最后提出了基于OBE理念的数字营销人才培养模式的实施策略。     

重复购买的产品生命周期模型研究

产品生命周期是市场营销中的重要概念,对产品所处阶段精确分析直接影响到企业的战略决策。本文在Bass模型的基础上加入了重复购买因素,完整地考察了整条产品生命周期曲线,并进一步对影响模型各参数地企业内外部因素进行了分析 ;然后,文章还根据我国部分商品的实际资料对模型进行了验证 ;最后,指出企业在各阶段的营销启示。     

贵阳市猕猴桃产品营销模式研究

贵州省被称为"世界上最适合猕猴桃种植的地区之一",贵阳市修文县以打造全国猕猴桃产业大县为目标进行了猕猴桃的广泛种植与加工。本文以修文县为样本,分析贵阳市猕猴桃产品的营销模式。发现其存在营销渠道不广、营销过程缺乏组织、缺乏相应的营销配套设施、缺乏专业营销人员和农业信息网络建设薄弱等问题。以综合运用绿色营销和品牌营销、打造生态农业旅游基地、打造移动电子商务为平台、融入修文县和贵阳市的旅游生态圈为总体原则,提出优化贵阳市猕猴桃产品营销模式的对策建议和保障体系。     

内部营销对一线服务员工任务绩效影响的实证研究

本文以饭店业一线服务员工为研究对象,初步验证了Keller等学者的内部营销组合工具量表在中国背景下的适用性,并应用Bagozzi的态度理论模型,采用结构方程建模方法,构建并验证了基于内部营销组合工具视角的一线服务员工任务绩效预测模型。实证结果表明,一线服务员工对企业内部营销努力的感知,即对内部工作产品、内部价格、内部分销以及内部促销等内部营销组合工具的评价,决定了他们的情感承诺(对组织的情感反应)和工作满意(对工作的情感反应)水平,进而影响了他们的任务绩效水平(行为),一线服务员工的情感反应变量是解释企业内部营销努力影响一线服务员工任务绩效的中介变量。     

西部地区房地产上市公司营销绩效的DEA分析

本文选取了沪深交易所13家西部房地产上市公司作为样本,采用数据包络分析(Data Envelopment Analysis,DEA)模型对西部大开发政策下各公司营销绩效评价进行研究。研究结果表明:各房地产上市公司营销绩效由于综合技术效率水平与纯技术效率水平参差不齐,而表现出明显的差异性;87.50%的企业处于规模报酬递增状态,可以通过提高营销投入来从一定程度上改善其规模报酬递增的状态;西部地区中,甘肃、新疆、西藏的房地产公司营销绩效达到有效,其次为重庆,其余省份的绩效还有一定程度的提升空间。     

产品分析与决策的新模式──专家系统模式的研究

本文通过对产品分析与决策领域问题解决的一般模式和专家系统。专家系统开发工具特点的分析,提出了产品分析与决策新的研究模式──专家系统模式。通过研制实现新模式的工具──“产品分析与决策专家系统开发工具”,并运用该工具制作一些产品分析与决策领域的专家系统模型,初步验证了新模式的有效性和适用性。     

产品稀缺性对消费者说服的研究综述与展望

强调产品稀缺性作为重要的营销工具,已经被众多企业用于营销实践。通过对国内外相关文献的梳理与总结,首先理清了三种产品稀缺性,随后分析了产品稀缺性的有效性,并着重探讨了产品特征、消费者特征以及相关情境因素在其中扮演的角色,最后指明了未来的研究方向。     

Introduction to Special Section on Sensitivity Analysis and Summary of NCSU/USDA Workshop on Sensitivity Analysis

This guest editorial is a summary of the NCSU/USDA Workshop on Sensitivity Analysis held June 11–12, 2001 at North Carolina State University and sponsored by the U.S. Department of Agriculture's Office of Risk Assessment and Cost Benefit Analysis. The objective of the workshop was to learn across disciplines in identifying, evaluating, and recommending sensitivity analysis methods and practices for application to food‐safety process risk models. The workshop included presentations regarding the Hazard Assessment and Critical Control Points (HACCP) framework used in food‐safety risk assessment, a survey of sensitivity analysis methods, invited white papers on sensitivity analysis, and invited case studies regarding risk assessment of microbial pathogens in food. Based on the sharing of interdisciplinary information represented by the presentations, the workshop participants, divided into breakout sessions, responded to three trigger questions: What are the key criteria for sensitivity analysis methods applied to food‐safety risk assessment? What sensitivity analysis methods are most promising for application to food safety and risk assessment? and What are the key needs for implementation and demonstration of such methods? The workshop produced agreement regarding key criteria for sensitivity analysis methods and the need to use two or more methods to try to obtain robust insights. Recommendations were made regarding a guideline document to assist practitioners in selecting, applying, interpreting, and reporting the results of sensitivity analysis.     

Distinguishing traumatic, vicarious and routine operational stressor exposure and attendant adverse consequences in a sample of police officers

Problems in studying occupational stress within the police service are identified and the paucity of work on operational duties as potential stressors are discussed. The present study reports the results of a factor analysis of operational stressors (N = 601 serving British police officers) that revealed three factors: exposure to death and disaster; violence and injury; sexual crime. These were demonstrated to be reliable scales and were included in logistic regression models together with a range of demographic and psychological variables. Models were applied to men and women separately, which showed there to be different predictors of the likelihood of suffering distress (measured by the General Health Questionnaire, GHQ) in terms of the officer's gender and operational role. Overall the model for women officers was better at predicting psychological distress than that for men. These findings are related to aspects of the police occupational culture. Further discussion is offered that conceptualizes police operational stressors as traumatic, routine and vicarious. Finally, some implications are drawn for the provision of stress intervention in the light of this differentiation.     

Power,authority and legitimacy

Management, human resources, organization, control, leadership, etc., all seem to be just so many euphemisms for power, and this suggests a discourse of management and organization that calls things by their proper name. This paper on the contrary stresses the need to resolve the concept of ‘power’ itself into more differentiated notions, and proposes that clarification may be derived from distinctions once explicit in the vocabulary of Classical antiquity, but lost in modern European languages. It argues that nothing but confusion in thinking about organizations, management and legitimation can result from the failure to recognize that the phenomena this vocabulary identifies and distinguishes are irreducibly different.     

Criteria for selecting a production control philosophy

Logistic objectives constitute a compromise between having short leadtimes and a low volume of work in progress on the one hand and a high resource loading and due date obligation on the other. Miscellaneous production planning approaches offered today provide different combinations of logistic objectives for satisfying a manufacturing strategy. To combine the strength of the various approaches into a unified system, a new approach based on a dynamic and distributed production planning methodology is proposed. To customize the approach, various analyses and specifications have to be made and for that reason some important characteristics and criteria for analysing production control philosophies will be given.     

Employees' perceptions of organizational restructuring: the role of social support

Organizational change and restructuring is often perceived as leading to increased occupational stress, impacting negatively on the psychological well-being of employees. This pragmatic study investigates the role of social support and dispositional affect as moderators of role stress post-restructuring for employees in a public utility company. A total of 176 employees, including 37 managers, 60 graded staff and 78 industrial staff completed a self-report questionnaire, approximately 1 year postrestructuring, retrospectively assessing role conflict, ambiguity, overload and positive and negative feedback pre- and post-restructuring. Results suggested that overall role stress increased for managers/ senior officers and graded staff, but not for industrial staff. Social support was linked with lower role stress, more positive feedback and less negative feedback at post-restructuring. For certain role stressors this impact was moderated by dispositional affect, but the effect was not consistent across occupational groups. Positive affect enhanced the effect of manager support in reducing role conflict for graded staff, and the effect of co-worker support in increasing positive feedback and reducing negative feedback for industrial staff. Findings suggest that managers should pay particular attention to support and feedback for employees during periods of chronic occupational stress following organizational restructuring.     

The Danish psychosocial work environment and symptoms of stress: the main, mediating and moderating role of sense of coherence

The aim of this cross-sectional study was to explore the main, mediating and moderating role of sense of coherence (SOC) on stress symptoms and on the association between perceived psychosocial work environment and stress symptoms. The sample includes 2053 Danish employees from 52 workplaces. Hierarchical regression models were applied for each measure of stress. The results strongly supported the presence of a main effect for SOC. People with high levels of SOC experienced fewer stress symptoms. A mediating effect of SOC was also supported. Thus, SOC in part explained the association between work environment and stress symptoms. In addition, some support for a moderating effect of SOC was found, suggesting that people with higher SOC coped more efficiently with work environmental strain that people with lower SOC. Taken together the regression models explained 11-32% of the variance in stress symptoms. The results suggest that measures of individual factors such as SOC should be included in analyses of the effects of work environmental factors on stress and well-being.     

Control at work: a generalized resource factor for the prevention of musculoskeletal symptoms?

During the last two decades two potent groups of predictors for work-related musculoskeletal problems have been identified: physical work load and poor psychosocial working conditions. However, little is known about their combined effects. In this study the buffering effect of control at work with respect to the negative effects of psychological demands and physical work load on musculoskeletal problems is examined. All study variables were sampled from 431 people working in geriatric nursing homes in Germany by means of questionnaires. Main effects and interactions were tested with multiple regression analysis. The results showed that control buffered the effects of high psychological demands, but not of high physical work load; the buffering effect of control was observed only when physical work load was low. The combined effects of demands and physical work load were over-additive. Thus, the power of different predictors for musculoskeletal symptoms depended on the level of other predictors. This suggests that the efficiency of certain strategies for the prevention of musculoskeletal problems is likely to depend on the level of risk factors, with different strategies being appropriate for different levels of risk.     

The social construction of the meaning of acute stressors: a qualitative study of the personal accounts of police officers using a stress counselling service

The police profession is one in which acute stressors are encountered more frequently than in other occupations. Using the personal accounts of 35 police officers attending an in-house stress counselling clinic, the aim of the present study was to provide a qualitative examination of how the institutional context of policing influenced the ways in which acute stressors signified to individual police officers experiencing felt distress. Using the framework of Rational Emotive Behaviour Therapy as an analytical tool, it is argued that beliefs contributing to the experience of felt distress are related to the way in which policing as both an identity and an activity is constructed through the police organizational culture. Not only do these constructions influence the ways in which officers perceive themselves and their environments, but they also operate at the collective level to 'normalize' some emotional responses and to 'pathologize' others which, it is argued, could impact upon the outcomes of interventions such as stress counselling.     

The moderating role of social support in Karasek's job strain model

This paper examines whether social support is a boundary-determining criterion in the job strain model of Karasek (1979). The particular focus is the extent to which different sources of social support, work overload and task control influence job satisfaction, depersonalization and supervisor assessments of work performance. Hypotheses are tested using prospective survey data from 80 clerical staff in a university setting. Results revealed 3-way interactions among levels of support (supervisor, co-worker, non-work), perceived task control and work overload on levels of work performance and employee adjustment (self-report). After controlling for levels of negative affect in all analyses, there was evidence that high levels of supervisor support mitigated against the negative effects of high strain jobs on levels of job satisfaction and reduced reported levels of depersonalization. Moreover, high levels of non-work support and co-worker support also mitigated against the negative effects of high strain jobs on levels of work performance. The results are discussed in terms of the importance of social support networks both at, and beyond, the work context.     

Job insecurity, coping resources and personality dispositions in occupational strain

This paper presents research on the relationships between the work-related stressor of perceived job insecurity and various indicators of occupational strain, taking into account employees' personality dispositions (trait negative and positive affectivity) and coping resources. Respondents were 222 Australian public servants surveyed during organizational restructuring that involved downsizing and threat to job certainty. The research was formulated within an adaptation of Osipow, Doty, and Spokane's (1985) framework of stress-strain-coping that included the possible direct as well as moderating effects of personality dispositions in reporting occupational strain (Parkes, 1990). Findings from hierarchical regression analyses indicate consistent significant independent effects of personality dispositions, coping resources and perceived job insecurity on various indicators of strain. There was also support for the moderating roles of negative affectivity and self-care in the relation between perceived job insecurity and physical strain. Implications for the role of dispositional factors, especially negative affectivity, and the utility of various coping resources in accounting for occupational strain in times of threatened job security are discussed.