传统营销面临新经济的挑战

本文主要阐释了新经济的涵义与特征;着重探索了新经济对传统市场营销带来的冲击,以及是对传统市场、消费者地位、消费者需求、交易模式、营销策略等的影响;提出了传统营销企业应对新经济的对策思路。     

对绿色消费者生活方式特征的研究

绿色消费热的兴起使得国外众多学者开始关注绿色营销,尤其是上世纪90年代的前半期,众多文献对绿色营销涉及的各方面进行深入了研究。国外许多研究证明人口统计特征难以作为绿色消费者的市场细分变量。本文试图从生活方式方面进行探索,以获得对中国绿色消费者的一些认识,帮助中国营销者更好地进行绿色营销沟通。本文首先对有关绿色营销、绿色消费者和生活方式等的文献进行回顾,然后介绍了研究方法和数据分析,最后对结论及其意义和研究局限进行讨论。     

TIME BETWEEN PURCHASES AND CONSUMER BRAND CHOICE

Past research has presented conflicting evidence regarding the effect of time between purchases on consumer brand choice. This study investigates the time effect on brand purchase probabilities after homogenizing the data with respect to store switching, size of purchase, and frequency of the product purchase. Two exponential models have been proposed and their over-all effectiveness compared with a naive model. The contribution of the study is in building a realistic model of consumer purchase choice by incorporating the elements of the marketing environment.     

基于消费者需求与信息搜寻过程的新二维营销战略模型及验证

本项研究从消费者需求与消费者信息搜寻两个维度，将产品市场分为易识常用品市场、易识高档品市场、难识常用品市场、难识高档品市场。基于每一类产品的特征，我们提出不同产品市场的营销战略假设，然后在国内选择五个案例，对我们提出的营销战略假设进行了验证。     

On the Measurement of Perceived Consumer Risk

The role of perceived risk in consumer behavior has been studied extensively by academic researchers. This paper introduces a methodology for the measurement of the effects of product features, marketing mix components, and individual differences on perceived consumer risk based on theoretical foundations in the literature. A conjoint-type model based on paired comparison judgments is estimated to provide attribute weights. A modification of a stochastic multidimensional scaling-based vector model is then used to measure and summarize individual consumer differences with respect to the impact of brand attributes and marketing mix components on latent levels of perceived consumer risk. An illustration is provided using students’ risk perceptions of sports cars.     

Utility‐consistent Brand Demand Systems with Endogenous Category Consumption: Principles and Marketing Applications*

This paper introduces the design and implementation of utility‐consistent, brand, and category demand systems. It extends formal demand analysis to the area of brand and category demand, which directly concerns marketing researchers and managers. The proposed brand demand system is a set of interrelated demand functions that are derived explicitly from a utility function describing consumer preferences. The model generalizes by the integration of category expenditures, which are determined endogenously. The theoretical plausibility of the proposed demand model is demonstrated first and, subsequently, brand and category level systems are derived. Econometric methods for estimating the systems are also developed and illustrated in empirical data. The results yield empirically determined, quantitative insights into the structure of consumer demand for brands and product categories. The proposed approach has the attractive feature of structuring the interdependencies of consumer decisions and ensuring an explicit role for theory in applied research.     

Optimal Pricing of Two Successive‐Generation Products with Trade‐in Options under Uncertainty

To entice consumers to purchase both current and next generation products, many manufacturers and retailers offer trade‐in programs that allow buyers of the first generation product to trade‐in the product and purchase the new generation product at a lower price. By considering the interactions between “forward‐looking” consumers and a firm when a trade‐in program is offered, we analyze a two‐period dynamic game to determine the optimal prices of two successive‐generation products in equilibrium, and examine the conditions under which trade‐in programs are beneficial to the firm. Our model incorporates market heterogeneity (valuation of the first generation product varies among the consumer population), product uncertainty (the incremental value of the new product is uncertain before its introduction), and consumers' forward‐looking behavior (consumers take future product valuation and prices into consideration when making purchasing decisions). With the trade‐in option, we show that consumers are willing to pay a price that is higher than their valuations of the current product. Furthermore, trade‐in programs are more beneficial to the firm when: (i) the durability of the current product is high; (ii) the market heterogeneity is low; or (iii) the uncertainty level (or the expected incremental value) of the new product is high. Finally, when the incremental value of the new product is more uncertain, consumers are more willing to purchase the current product because of the “option” value of the trade‐in programs and thus trade‐in programs can be more beneficial to the firm in this case.     

论全球营销战略及整合的全球营销战略模型IGMS--兼评其对我国企业发展跨国经营战略的启示

全球营销作为21世纪指导跨国公司在全球市场扩张的全新营销理论和战略构架,得到了管理理论界和企业界的普遍关注.随着WTO各项准入规则在中国的实施,中国市场将在更大的范围内和更深的程度上与国际市场并轨,中国企业融入国际市场、参与全球化竞争已经迫在眉睫.本文主要研究全球营销战略的主要观点、基本模式、整合的全球营销战略--IGMS模型及全球营销及其整合战略的结论及其对中国企业发展国际化战略的启示.     

Patterns of Information Source Use Across Industrial Purchase Situations*

An empirical taxonomy of industrial customers' information source use is developed based on a survey of 636 industrial customers across a wide range of different purchase situations. The taxonomy reveals five distinct information source mixes. Each mix consists of the combination of individual information sources used in a purchase situation. The five information source mixes are related to select underlying characteristics of purchase situations. The results indicate that the multivariate dimensions of purchase involvement, purchase complexity, and multiple influence are all significantly related to customers' choice of an information source mix. Implications of the taxonomy for marketing management and research are discussed.     

特色品牌海外渠道与消费群体研究:基于顾客体验和口碑传播的双重视角

特色品牌的海外市场拓展依赖优质的顾客体验和高效的口碑传播,有限的海外市场资源条件下,如何选择品牌介入的渠道和目标顾客尤为关键。基于消费者购买行为和口碑传播理论,本文通过构建具有小世界特征的海外特定区域消费者网络,探讨了考虑渠道顾客体验的特色品牌购买意愿,分析了消费者个体间品牌口碑传播的影响因素与过程机制。使用Matlab建模与仿真方法,多情景设计的模拟实验结果显示,消费群体间口碑影响的差异程度越明显,特色品牌的口碑传播速度显著变缓、潜在消费者数量大幅减少,不同类别销售渠道在推动品牌口碑传播和吸引目标消费群体两个方面的作用呈分化趋势,此时应围绕具有影响力、联结紧密的消费者群体开展针对性营销。在消费者群体间差异显著的海外市场,设立实体直营渠道能迅速提升购买意愿,但在消费者规模较大且居住分散区域,尤其是规模少数群体占主导影响力时,适时借助网络渠道在消费者覆盖方面的优势,有助于发展更多具有较高购买意愿的潜在消费者。该研究对指导特色品牌的海外市场拓展,特别是面对海外多元消费群体的复杂社会背景,在初始消费群体选择和销售渠道设计方面具有理论支持与实践指导价值。     

慈善营销中契合度、熟悉度和产品性质对消费者响应的影响

本文通过实验设计,探讨了慈善营销中产品与慈善组织的契合度、消费者对慈善组织的熟悉度以及产品性质对消费者响应的影响,并得出了结论:契合度、熟悉度和产品性质对消费者响应存在主效应,契合度与熟悉度之间、契合度与产品性质之间存在交互效应。根据研究结论,作者针对企业选择合作伙伴、开展慈善营销提出了相应的启示。     

The role of self-determination theory in marketing science: An integrative review and agenda for research

The marketing literature is replete with the repeated use of traditional theories of behaviour, such as ‘the consumer decision model,’ the ‘theory of buyer behaviour,’ the ‘theory of reasoned action,’ the ‘theory of planned behaviour,’ and ‘the model of goal-directed behaviour.’ The conclusions and criticisms that are drawn from these theories stem from the many ways in which these theories are applied, which reduces the efficiency of these approaches in the sense of predictability and generalizability across different cultures. Moreover, these theories have minimal influence on autonomously motivated behaviours. Despite these limitations, marketing scientists have overwhelmingly applied these theories to predict consumer intention and behaviour. However, theories that are actually capable of explaining consumers' motivations have been surprisingly ignored in the marketing literature; for instance, ‘self-determination theory’ (SDT) is a leading theory of human motivation that has been proven effective at identifying the contingencies that affect motivation and behaviour. Therefore, the goal is to review the marketing research in which SDT is used. To this end, we review all empirical studies published on the subject over a 20-year period. Several clusters of research are identified in which SDT appears to be more promising in addressing marketing problems. Finally, we provide directions for future research in greater detail.     

"关系营销是对传统营销理论的革命"质疑

关系营销被认为是对传统营销理论的一次革命.其实不然!关系营销与传统营销(交易营销)之间虽有一定的差异,但并无本质的区别,它们在基本属性、运作原则、相互关系、应用范围、赢利模式和服务理念等许多方面,有着紧密的联系.传统营销是关系营销的基础,关系营销则是传统营销的衍生和拓展.二者相互渗透,相互兼容,既不是两种对立的营销模式,更不是一场营销理论上的革命.     

消费者民族中心主义的中国本土化研究

消费者民族中心主义是国际营销与消费者行为学的重要研究构念,在欧美、日本、韩国等地区得到检验和推广,但缺少对中国市场的全面检验和本土化创新。本文在文献回顾的基础上,重点建构了消费者民族中心主义与国产产品消费行为间的内在关系,设计出理论模型和关系假设,并抽取京、沪、穗、渝四地消费者样本,运用可靠性分析、相关分析、回归分析等方法进行实证研究。研究证实,消费者民族中心主义及其量表CETSCALE在中国具有满意的信度和内在关系,测量CETSCALE值发现,与消费者民族中心主义相关的三个VALS因素、三个人口统计因素,界定三个调节消费者民族中心主义与国产产品消费行为关系的认知因素。本文还系统分析了上述研究发现在本土企业、跨国公司和政府部门中的战略内涵。     

Estimating the Geographic Extent of Part-Time Labor Markets: U.S. Army Reserves*

Local labor market supportability is becoming an increasingly important issue for the United States Army Reserves. As military bases close and Reserve units are consolidated at fewer Reserve centers, the appropriate reassignments of units to Reserve centers require accurate measures of the ability of local labor markets to support such consolidations. A two-stage random effect model is applied to evaluate the geographical extent of the labor market for Army Reserve centers. In the first stage model, a lognormal distribution is used to describe the commuting distance behavior of the Reserve center members. In the second stage model, we estimate the mean of log transformed commute distance as a function of regional characteristics of the Reserve center. An iterative weighted stepwise selection method is used to find a set of characteristics that adequately predict variation of the mean commute distance over Reserve centers. The resulting model is used as inputs to location and market assessment models to assist the marketing decisions of the Army Recruiting Command.     

基于消费者隐性需求的营销模式研究策略

消费者隐性需求的相关理论和实践研究逐渐受到国内外学者的重视,这对于营销理论的再造和营销学的演进具有一定的理论价值。本文从营销范式的演进规律归纳得出,营销范式的转换归根结底源于隐性需求的开发。在此基础上,对传统营销模式及营销组合对隐性需求研究的普适性进行了检验,并探讨了基于隐性需求的4Vs营销模式及其现实意义。     

AN ALTERNATING LEAST-SQUARES PROCEDURE FOR ESTIMATING MISSING PREFERENCE DATA IN PRODUCT-CONCEPT TESTING*

Product-concept testing is a popular activity in marketing research. Often the number of new product/service concepts under study far exceeds the time available for any single respondent. Respondents therefore may receive only a subset of the concepts comprising the total design. Researchers are interested in making plausible imputations for the missing evaluations of any given respondent. This paper proposes a model and an iterative estimation procedure to impute missing entries for each evaluator. The model and the procedure incorporate (1) the internal structure of the response matrix and (2) an ancillary matrix of (nonmissing) respondent background data; they also (3) allow for individual differences in respondents' uses of the numerical rating scale. The model is applied to both real and synthetic data. Suggestions also are given on how the data imputations may be used in market segmentation and product-line decisions.     

Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review

This paper provides a systematic review of consumer behaviour and order fulfilment in online retailing. The objective of this review is threefold: first, to identify elements of order‐fulfilment operations that are relevant to online consumer behaviour (purchase, repurchase, product return); second, to understand the relationship between order‐fulfilment performance and consumer behaviour; and third, to inspire future research on developing consumer service strategies that takes account of these behavioural responses to order‐fulfilment performance outcomes. The paper is based on a systematic review of literature on online consumer behaviour and order‐fulfilment operations, mainly in the fields of marketing and operations, published in international peer‐reviewed journals between 2000 and September 2015. This study indicates that the current literature on online consumer behaviour focuses mainly on the use of marketing tools to improve consumer service levels. Very little research has been conducted on the use of consumer service instruments to steer consumer behaviour or, consequently, to manage related order‐fulfilment activities better. The study culminates in a framework that encompasses elements of order‐fulfilment operations and their relationship to online consumer behaviour. This paper is the first comprehensive review of online consumer behaviour that takes aspects of order‐fulfilment operations into account from both marketing and operations perspectives.     

利益细分变量研究与消费者市场细分

在当今激烈的市场竞争环境中,市场细分理论对企业市场营销活动的指导作用已为越来越多的企业所认同,并引起市场营销研究人员的关注。本文从市场细分变量入手,通过对市场细分变量的四大类型和消费者市场细分组合的多样性进行分析,并以针对国内牙膏市场上主要品牌所进行的利益细分调研为例,论述了进行利益细分研究对市场营销的指导意义。