品牌资产如何驱动顾客关系管理绩效--基于分解法视角的实证研究

在当今以顾客为中心的超强竞争时代, 顾客的角色已经发生了重大转变,从被动的交易者转化为企业的合作者、共同生产者、价值的共同创造者和知识与能力的共同开发者,有效的顾客关系管理正成为企业竞争制胜的关键所在.与此相应,作为顾客资产的关键驱动因素之一,品牌资产倍受青睐并成为企业有效吸引和挽留顾客的战略武器.然而,目前有关品牌资产对顾客关系管理绩效的影响机制和影响程度的知识,以及品牌资产的关键驱动因素的知识甚少.为弥补上述不足,对品牌资产的关键驱动因素及其对顾客关系管理绩效的影响进行了深入而系统的理论剖析和实证研究.通过构建基于偏最小二乘法的结构方程模型发现,除品牌感知质量以外,品牌忠诚、品牌联想、品牌认知、品牌满意对品牌资产的差异性驱动作用都具有统计显著性,并进而对顾客关系管理绩效产生显著的积极影响.     

消费价值三维驱动因素研究——以移动通信品牌为例

为顾客创造价值是品牌营销成功的关键,以移动通信品牌为例,对消费价值的驱动因素进行探讨.通过顾客深度访谈和理论文献分析得到描述消费价值的测项,经过验证性因子分析和探索性因子分析得出消费价值包括价格、让利、质量、功能、便利、服务、形象、信用、沟通等9个亚驱动因素;采用二阶因子提炼出效益、成本和关系3个消费价值驱动因素,效益因子反映的是品牌给顾客带来的感知利得,是构成消费价值的核心来源;成本因子是顾客在购买或消费过程当中付出的总成本,反映顾客的感知支出;关系因子反映企业对顾客的信用及双方的沟通.最后指出研究成果的营销应用价值以及研究的局限性.     

顾客价值与企业竞争优势——以手机行业为例

本研究以顾客价值为理论基础、顾客价值分析为方法,对2003年中国手机企业的竞争优势进行了实证分析。研究结果显示,中国手机行业的竞争是在“物超所值”层面上的竞争,企业间的竞争程度激烈;以行业平均为参考基准,手机行业存在着“优势”、“平均”和“劣势”3种优(劣)势类型,“优势类型”企业的手机“感知利益高”而“感知价格低”;企业为获得竞争优势,只在其中的一个方面领先是不够的;从竞争关系的角度看,手机行业存在着4个竞争阵营,多数企业都在同一个阵营里进行激烈竞争。     

卓越体验才能赢得顾客忠诚

在非垄断行业里,当代企业间竞争实质已转变为:无论企业采取何种竞争策略、构建何种竞争优势,归根结底都须围绕能否实现为消费者创造卓越的消费体验为核心,唯有此,才能真正赢得客户的认可和忠诚,并最终真正赢得市场竞争的胜利成果.忠诚顾客是盈利保证 实践表明,在消费者主导的市场条件下,顾客的品牌忠诚对企业的底线收益比市场份额、成本、盈利能力等因素相比具有更强的效应,顾客品牌忠诚是现代企业最宝贵、最可靠、最稳定的资产,其直接关系到企业的生死存亡. 研究也显示,保留顾客和公司利润率之间有着非常高的相关性,顾客保留的时间越长,从企业购买的商品和服务也越多,带给企业的价值也就越大;顾客不履约率下降5％,则公司利润率将上升25％-85％,而且开发一个新的顾客所花费的费用是保留一个顾客费用4-6倍左右.不仅如此,忠诚的顾客愿意接受溢价,而且经常通过向潜在顾客进行口碑推荐而为企业带来新的生意.     

顾客忠诚度的驱动因素实证研究:以大型超市为例

大型超市之间的竞争已进入白热化阶段,保持顾客忠诚度是赢得竞争优势的关键。本文通过调查480位顾客对6家大型超市的感知,实证分析发现:感知价格、商品质量、交通便利、员工服务和促销活动是顾客忠诚度的驱动因素,而卖场环境对顾客忠诚没有显著影响。     

逆向供应链的非合作代价分析

小微企业不仅是推动中国经济发展的重要力量,也对中国民生具有重要意义。然而,目前中国大部分小微企业生存状况并不乐观,这一现实矛盾引发了大量学者的研究兴趣。但已有关于新创小微企业营销绩效的研究被割裂从属为创业研究和营销研究两个领域,一方面,创业研究者过多地强调新创小微企业的新创弱性,忽视了企业因为新创可能具有的优势特征对企业绩效的积极影响;另一方面,新创小微企业因其特殊的组织结构和管理方式导致以成熟大中型企业为研究对象的传统营销理论部分失灵。因此,缺乏专门针对新创小微企业营销绩效的系统研究。 从顾客合法性感知视角出发,整合创业领域的新创企业特征理论和营销领域的市场导向理论,以工具-象征框架为理论框架,构建新创小微企业营销绩效影响因素的系统模型。利用中国4个城市的629家新创小微企业的问卷调查数据,采用结构方程模型方法开展实证检验。研究结果表明,充分利用新创企业资产和实施市场导向是新创小微企业提升营销绩效的两种有效途径。新创企业资产对新创小微企业意义尤其重大,它不仅对新创小微企业营销绩效具有显著的直接影响,还通过提升顾客关于企业的适应合法性感知给新创小微企业营销绩效带来积极影响;竞争导向对新创小微企业的营销绩效具有直接积极影响,也以顾客的适应合法性感知为部分中介对营销绩效产生间接影响;顾客导向对顾客的创新合法性认知有积极作用,但顾客导向和顾客的创新合法性认知对新创小微企业的营销绩效没有显著影响。 关注顾客合法性感知对新创小微企业的重要意义,从顾客感知视角提供了新创小微企业战略选择的方向,研究结果对于新创小微企业改善和提升营销绩效实践提供了新的视角和方向。     

市场导向和企业绩效的因果关系研究

市场导向与经营绩效之间的关系是营销学术界探讨的热点问题。一般认为，市场导向是获取可持续竞争优势的重要方式。并能明显提高组织绩效。但并无多少研究深入剖析市场导向影响绩效的动力机制。借用资源-活动-位置-绩效这一解释绩效差异的理论框架，可以推论，作为企业资源的市场导向能从行为和文化两个层面提升顾客价值创造活动的效率，增加顾客满意度和顾客忠诚，进而带来位置优势／差异化竞争优势，并最终导致满意的绩效回报。     

民航顾客资产驱动因素与顾客满意感和忠诚感关系的实证研究

作者在我国17个民航公司进行了一次实证研究,探讨顾客资产驱动因素和子驱动因素与顾客满意感、归属感和忠诚感的关系。聚类分析与罗吉斯蒂回归分析结果表明,资产价值不同的两类顾客对各类顾客资产驱动因素与子驱动因素的评估存在显著的差异,对民航公司的满意感、归属感和忠诚感也存在显著的差异。顾客对民航公司的满意感、归属感和忠诚感主要是由各类顾客资产驱动因素和子驱动因素决定的,而并非是由顾客的人口统计特点决定的。因此作者指出,民航公司可根据顾客重视的顾客资产驱动因素与子驱动因素细分顾客,针对不同的顾客采取不同的营销策略。     

基于市场产出的奢侈品品牌资产驱动因素的实证研究

针对国内奢侈品消费热,对上海275名群众进行问卷调查。通过因子分析从功能价值、个人价值和社会价值构建奢侈品牌资产的驱动因素,通过路径分析研究各因素的作用强度。研究发现：社会价值是首要资产驱动因素,其次是个人价值和功能价值;溢价能力是品牌资产主体,其次是品牌延展性和顾客忠诚度;服务性、交际性和自我实现分别是功能价值、社会价值、个人价值的主要贡献者。最后对创建中国的奢侈品牌提出“守正、出奇、无为”的策略。     

企业诚信与竞争优势的关系研究--基于苏州等六地188家企业的实证调查

本文在综合和提炼了企业诚信与竞争优势的相关理论基础上,将企业诚信分为三个维度,分别是信用水平、品牌、利益相关者信任;将竞争优势分为销售业绩、发展潜力、管理绩效三个维度.本文分析了企业诚信三维度与竞争优势三维度之间的相关和回归关系,研究结论有利于企业诚信建设.     

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.     

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.     

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.     

Job stress, job strain, and psychological withdrawal among Dutch university staff: towards a dualprocess model for the effects of occupational stress

This study examined the antecedents of job strain (emotional exhaustion, health complaints) and withdrawal behaviour (e.g. lowered organizational commitment) among a cross-sectional sample of 131 academic staff members of the law department of a large Dutch university. Conservation of resources theory (Hobfoll, 1989) provided the theoretical background for this study. Strains and withdrawal behaviours were expected to be most prominent among those who reported having few resources and/or who reported high job demands. Structural equation modelling revealed that this was indeed the case. As predicted, differential patterns of effects emerged for job demands and job resources. Analysis of the effects of four job-specific stressors revealed that especially the structural aspects of a staff member's teaching task (e.g. the number of students in their classes) contributed strongly to perceived job demands. Theoretical and practical implications of the study are discussed.     

Dermal Uptake of 18 Dilute Aqueous Chemicals: In Vivo Disappearance‐Method Measures Greatly Exceed In Vitro‐Based Predictions

Average rates of total dermal uptake (K_up) from short‐term (e.g., bathing) contact with dilute aqueous organic chemicals (DAOCs) are typically estimated from steady‐state in vitro diffusion‐cell measures of chemical permeability (K_p) through skin into receptor solution. Widely used (“PCR‐vitro”) methods estimate K_up by applying diffusion theory to increase K_p predictions made by a physico‐chemical regression (PCR) model that was fit to a large set of K_p measures. Here, K_up predictions for 18 DAOCs made by three PCR‐vitro models (EPA, NIOSH, and MH) were compared to previous in vivo measures obtained by methods unlikely to underestimate K_up. A new PCR model fit to all 18 measures is accurate to within approximately threefold (r = 0.91, p < 10^?5), but the PCR‐vitro predictions (r > 0.63) all tend to underestimate the K_up measures by mean factors (UF, and p value for testing UF = 1) of 10 (EPA, p < 10^?6), 11 (NIOSH, p < 10^?8), and 6.2 (MH, p = 0.018). For all three PCR‐vitro models, log(UF) correlates negatively with molecular weight (r² = 0.31 to 0.84, p = 0.017 to < 10^?6) but not with log(vapor pressure) as an additional predictor (p > 0.05), so vapor pressure appears not to explain the significant in vivo/PCR‐vitro discrepancy. Until this discrepancy is explained, careful in vivo measures of K_up should be obtained for more chemicals, the expanded in vivo database should be compared to in vitro‐based predictions, and in vivo data should be considered in assessing aqueous dermal exposure and its uncertainty.     

Systems Resilience for Multihazard Environments: Definition,Metrics, and Valuation for Decision Making

The United Nations Office for Disaster Risk Reduction reported that the 2011 natural disasters, including the earthquake and tsunami that struck Japan, resulted in $366 billion in direct damages and 29,782 fatalities worldwide. Storms and floods accounted for up to 70% of the 302 natural disasters worldwide in 2011, with earthquakes producing the greatest number of fatalities. Average annual losses in the United States amount to about $55 billion. Enhancing community and system resilience could lead to massive savings through risk reduction and expeditious recovery. The rational management of such reduction and recovery is facilitated by an appropriate definition of resilience and associated metrics. In this article, a resilience definition is provided that meets a set of requirements with clear relationships to the metrics of the relevant abstract notions of reliability and risk. Those metrics also meet logically consistent requirements drawn from measure theory, and provide a sound basis for the development of effective decision‐making tools for multihazard environments. Improving the resiliency of a system to meet target levels requires the examination of system enhancement alternatives in economic terms, within a decision‐making framework. Relevant decision analysis methods would typically require the examination of resilience based on its valuation by society at large. The article provides methods for valuation and benefit‐cost analysis based on concepts from risk analysis and management.     

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.     

UNIX系统性能监控简述及shell系统资源统计程序

本文简要阐述了unix系统中(主要以IBM的AIX为例)进行系统性能管理的几种命令行工具,并通过编写shell实例程序,运用其中提到的工具实现系统资源利用率的统计程序,为做好unix系统管理和调优提供参考.