我国企业奥运营销路径的选择

奥运营销是当今世界上非常流行的营销手段,成为企业提升品牌竞争力的有效途径。面对即将来临的2008年北京奥运会,我国企业可谓是商机无限,但与国外企业同台竞争,怎样利用好奥运营销这一平台来实现企业的品牌飞跃?现就这一问题进行分析并提出企业在进行奥运营销时应当采取的策略。     

Economies of sacrifice: Recognition,monadism, and alien‐ation∗

Abstract

‘Economies of Sacrifice’ compares Girard's (1987) Hegelian inter‐dividualism to the Cartesian notion of the cogito and the Freudian theory of the unconscious in order to show how the monadic identity position violates the communicative balance of the self‐other bind. By looking at how both these thinkers constitute an identity category through the concept of sacrifice, the paper refers to the Girardian (1986) and Bataillean (1990) theories of violence and recognition in search of an alternative stance that may provide a more balanced view of human sociability. With regard to Bataille's theory of radical difference we can see how the idea which seeks to attack monadic individualism by destroying all identity advocates a principle of amoralism which views equality as ‘the generalisation of expendability’. As such, through reference to the work of Goux (1998) and O'Neill (2000) the article shows how the Bataillean thesis may pre‐empt the emergence of the post‐modern political economy. In light of this realisation the paper looks beyond both the Bataillean attempt to collapse identity, by exposing humanity to the total violence of the state of nature/post‐modern economic system, and the solipsistic theories of Descartes and Freud, which emphasis the centrality of the self at the cost of an acceptance of otherness, and towards Girard's theory of social justice as a communicative attempt to re‐state the importance of Hegelian recognition and human sociability.     

社会化媒体语境下的品牌情感传播策略探析

Web2.0时代,互联网越来越多地融入了互动、分享、交流的人性化元素。社会化媒体带给用户更加新鲜的网络体验,网络传播应用模式也更具创意性。受众认知和商品消费行为也发生巨大变化。品牌的情感传播,就是要捕获消费者的情感,通过情感打动消费者,把人类共通的情感注入到商品之中,使消费者在情感的体验、想象、享受中自觉地接受产品和服务,从根本上与其建立起一种持续的、长久的情感关系。在这个过程中,社会化媒体以其公开性、参与性、对话性、交流性、连通性和社区化的特点成为品牌情感传播的有效平台。     

品牌形象对购买意愿影响的性别差异研究——以自用化妆品市场为例

本文以自用化妆品消费者为研究对象,通过调查问卷收集数据并利用因子分析和Logistic回归的方法对数据进行分析处理,由此探讨了品牌形象对消费者购买意愿影响的性别差异。研究结果表明,厂商或企业为了更好地提高其顾客的购买意愿,要区别对待不同性别的消费者,做到有目的、有计划、有组织地建立其产品的品牌形象,从而使企业或厂商在竞争中立于不败之地。     

文化创意企业品牌延伸对母品牌形象回溯影响研究

以文化创意企业品牌联想和品牌延伸契合度为基础,把延伸的品牌划分为知名品牌和一般品牌,把延伸距离划分为近延伸和远延伸,通过问卷调查的方式,用spss17．0统计分析工具中的相关分析及回归分析,在形成的2 x2矩阵中研究消费者对于企业延伸的接受性,并判断品牌延伸对母品牌形象的影响程度,便于文化创意企业品牌延伸的过程中,充分利用相关影响要素,避免资金、人力等方面的浪费,提高品牌延伸的成功率,达到稳步提高文化创意企业核心竞争力的目的。     

澳門品牌識別設計的策略

近年,"品牌"這個字眼是澳門企業界、學術界最爲熱衷計論的话题,從産品、服務、中小企、各種活動;甚至城市都被冠以品牌化稱謂,而當中建言多屬融資方法、人力資源及服務質素等"管理"層面上的觀點;但處在全球知識經濟的競爭下,設計策略、品牌形象與整合行销的"創意"層面才是企業、品牌或城市生存和兢争力的關鍵。因此,爲了提升澳門中小企業、節日活動以至城市的兢爭力,必须重视设計策略规劃舆強化品牌識别系統的意識,藉以提高企業、活動的核心理念與文化内涵,使"品牌"的塑造更具個性及魅力。     

人性的沦丧与救赎——论《伊桑·布兰德》中象征主义的体现

纳撒尼尔·霍桑是美国19世浪漫主义小说的代表人物,其作品被誉为象征主义运用的典范。霍桑善于运用象征寓意于其作品,并因其技巧而享有盛誉。《伊桑·布兰德》是霍桑的经典短篇,但学界尚未有对其的系统评价。通过分析象征主义在《伊桑·布兰德》中的体现,更加全面系统的认识霍桑,从而丰富霍桑象征主义完美大师的形象。     

The role of corporate image and extension similarity in service brand extensions

In this article we examine the role of corporate image in extending service brands to new and traditional markets in the telecommunications sector. With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e., pioneers versus followers). Increasingly, firms are extending their services to markets that are beyond the markets that they traditionally have been active in. The results of an experimental study show that consumers evaluate service extensions by providers with an innovative late mover image more favourably that service extensions by companies with a pioneer image in terms of perceived corporate credibility and expected service quality. With regards to these evaluation criteria, it was also found that consumers prefer service brand extensions to related rather than unrelated markets. In addition we find that the relative distance between service providers with an innovative late mover image and pioneers is larger in related markets.     

价格促销对品牌资产的影响:竞争反应的高地作用

在价格促销对品牌资产的影响方面,学者们并没有形成共识,原因之一是学者们忽视了竞争者的反应行为,本文旨在探讨竞争反应对这种影响关系的调节作用。本文通过2(品牌资产梯队)×8(竞争反应)的实验设计研究表明,对不同品牌资产梯队的品牌,价格促销对品牌资产的影响存在差异;竞争反应对这种影响关系具有调节作用;竞争对手的影响主要来自同梯队品牌,相反梯队品牌的影响不显著。本文对深入了解价格促销对品牌资产的影响具有重要意义。     

中间商品牌战略与竞争力

本文试为实施中间商品牌战略提供较为完整的理论框架 ,包括概念、竞争力形成条件、竞争力要素、支撑力和决策优化等。自 1997年以来 ,上海商业积极推进中间商品牌战略 ,走集约化发展之路 ,已经获得了有益的经验和可观的效益