一场声势浩大的新闻事件策划——浅析《金沙》的推广宣传策略

“新闻事件策划”这个命题自上世纪九十年代中期被提出以后,长期受到广泛争议和关注。在笔者的研究中,以一系列新闻事件策划的理论和实践研究成果为评判标准,主要关注成都市历时打造一年的文化名片“金沙”,以及作为媒体聚焦点的《金沙》音乐剧。在分析“金沙”成功的造势背后,揭示这条“金光闪闪”的文化产业链运作的新思路。     

我国农村信贷市场重建的合作制基础

随着新农村建设的深入开展,农村金融发展尤其是农村金融市场建设成为人们关注的焦点。我国农村有普遍的存款服务和汇兑服务,但缺乏有效率和规模的信贷供给。如何重建农村信贷市场成为制约农村金融市场建设的关键因素。通过对农户信贷需求的满足问题的探讨,可以发现,在目前城乡二元经济结构下,小农经济与市场化的矛盾成为制约农户借贷供求的根源。突破这一制约的有效途径是发展合作经济和建立"农民所有"的合作金融。     

高校后勤社会化若干实践问题的思考

根据本校后勤的实际情况 ,就高校后勤社会化改革对如下问题进行探讨 :(1)观念 ;(2 )目标实现 ;(3)内驱动力 ;(4)产权 ;(5 )人的安顿 ;(6 )基本利益 ;(7)价格 ;(8)市场 ;(9)策略     

‘America’ in Indian Advertising: Change and Impact

The aims of this article are threefold: One, to focus on the advertising and marketing communications situating the presence of the USA in India. Two, to address three issues concerning the where, how, and impact dimensions of marking the US presence in Indian advertising. In that process an attempt will be made to integrate three aspects of advertising, namely: marketing, media, and linguistics. Three, to account for US corporate culture as it manifests itself in advertising. Central to our discussion are two product types: consumer products (e.g. Coke, Pepsi, Kellogg’s cereals, or Cadbury’s chocolates) and socially-sensitive, or ‘taboo’, products (e.g. condoms, alcohol, and breath fresheners).     

Material logistics in hospitals: A literature review

Hospital material management has been identified as one key cost containment lever to cope with steadily increasing healthcare costs in industrialized countries. The purpose of this work is to present the state-of-the-art of research on material logistics management in hospitals. Particular focus is given to articles that apply quantitative methods. Our contribution is threefold: First, we provide research guidance through categorizing literature and identifying major research streams. Second, we discuss applied methodologies and third, we identify future research directions. A systematic approach is undertaken in order to identify the relevant literature from 1998 to 2014. Applicable publications are categorized thematically and methodologically and future research opportunities are worked out. In total, 145 publications are identified and discussed in this work. The literature is categorized into four streams, i.e., (1) Supply and procurement, (2) Inventory management, (3) Distribution and scheduling, and (4) Holistic supply chain management. The use of optimization techniques is constantly gaining importance. The number of respective publications has continually grown and has peaked over the last three years. Optimization has been successfully applied in research streams (1), (2), and (3). Category (4) comprises a rather qualitative research field of literature dealing with supply chain management issues.     

昌黎葡萄酒业品牌营销分析

从昌黎葡萄酒品牌营销现状分析入手,通过对昌黎葡萄酒业品牌营销的必要性分析,指出昌黎葡萄酒业发展品牌营销中存在品牌意识和品牌管理模糊、品牌内涵和附加价值低、企业缺乏品牌保护意识、产业整体品牌竞争力差等一些问题,提出应提升产品质量与品质、制订品牌科学发展规划、完善产业内法律法规、发挥产业集群优势来解决昌黎葡萄酒业在品牌营销中遇到的问题。     

旅游综合服务的营销现状分析——以长春地区为例

论述吉林省省会长春的旅游业情况，借此指出阻碍整个旅游行业运营的原因及未来发展的需求与机会，最终形成一项长期可持续发展的战略规划，以利于实现长春旅游业发展的目标，即通过为游客提供多方面的高附加价值的功能来培育地区的旅游产业，使其成为一个持续、核心的产业。     

中国物流业发展基础的构筑

通过对中国各运输方式现状的研究，论述物流与运输的互动发展关系，提出发展中国综合运输系统的相关建议和设想。     

The Security of Gambling and Gambling with Security: A Rejoinder

Social media has become an established tool to engage and maintain customer loyalty. However, its successful use involves a balance between promotion, public relations and corporate social responsibility. Nineteen individuals working in the Australian gambling industry were interviewed. The aim was to explore how gambling operators are using social media to engage with users and promote products, their considerations underpinning these actions, and the extent to which responsible gambling practices are included. All operators were active on social media and used these platforms to attempt to increase customer engagement and strengthen existing relationships. Gambling-related content was usually balanced against non-gambling content, or operators focused exclusively on non-gambling content. Sales goals or raising revenue were not direct aims of social media use. Operators sought to use social media as an indirect way to maintain their customer base and attract new customers via favourable ratings and information transfer. Few operators provided specific responsible gambling messages, despite being mindful of the dangers of targeting vulnerable populations, specifically young people and problem gamblers. This study is unique as it provides an in-depth first-hand account of how gambling operators are using social media.     

Online strategic communication: A cross-cultural analysis of U.S. and Chinese corporate websites

This study applied a cultural divergence approach to examine online marketing interactivity and corporate public image on corporate websites. It analyzed different online strategic communication of corporate websites from two different nations—the United States and China. Results indicated that U.S. corporations were more likely to highlight online marketing interactivity and social responsibility, which integrated marketing and public relations as their online communication strategy. Chinese corporations provided more online spaces for the consumer–consumer interactions and emphasized corporation-oriented information.