感觉理论在体验营销中的运用研究

通过研究感觉的基本规律性,即差别阈限、错觉、联觉、适应性,分析了运用感觉理论提高体验营销的有效性,为企业开展体验营销提供了一种新的思路。     

交叉销售在中国金融业的应用前景研究:美国的经验及启示

交叉销售作为创新的营销方式,为提升美国金融机构的竞争实力做出了重要贡献。本文从对中美两国营销环境的差异分析入手,研究了中国金融业应用交叉销售必须解决的问题及其发展前景。本文认为,金融业在中国尚处于初级阶段,交叉销售的产品及其必要性十分有限;关于交叉销售的法规和管理也严重缺乏;在应用交叉销售之前,还需做好大量的数据理清、转化和集成工作,需要强化网络基础,优化法律环境,深化金融改革;金融业运用交叉销售是不可逆转的趋势,其在中国的应用只是时间问题。     

"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.     

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。     

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。     

Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings*

Early formulations of conjoint models focused on part-worth estimation at the individual level. As the methodology's popularity grew so did industry demands for increasingly larger numbers of attributes and levels. In response to these demands, new approaches, based on partial or full data aggregation (such as clusterwise/latent class conjoint and choice-based conjoint), have appeared. This paper suggests that pooled-data models will often be successful in predicting market shares when researchers employ monotonic attributes. In these cases more of a good attribute (or less of a bad attribute) is always more preferred. In the more realistic case, in which some of the attributes may be nonmonotonic, we find that data aggregation does not predict holdout sample preferences as well as individual part-worth models.     

Variable Royalty Rates for Improving Franchise Channel Coordination*

A business format franchisor obtains a major part of its revenues from franchise royalties, which are typically a fixed percentage of franchisee gross sales. When a fixed royalty rate is used and the marginal costs of operating the franchise are increasing, the franchisee does not have an incentive to increase sales beyond a certain “optimal” volume. We present a model that recommends the use of a variable franchise royalty rate for extending this optimal sales volume. For a general convex cost function, we show that a new lower rate can be applied to incremental sales beyond the original optimal level. We show that this new rate should be less than half of the original rate when a quadratic cost function is applicable. Adopting a variable royalty rate increases franchisor royalty revenues and franchisee profits.     

A Multiobjective Approach and Empirical Application of Sales-Organization Design

This paper addresses the critical issue of determining the appropriate structural design of a sales organization. We propose a new approach for organizing the selling function using multiobjective modeling techniques. The proposed approach considers the situational characteristics under which the sales organization operates, trade-offs among multiple sales-effectiveness criteria, and the “fit” between the situational characteristics and the structural dimensions (i.e., the structure-contingency relationships). Using data collected from sales branches of brokerage firms, we develop appropriate structural designs for a sales organization using the proposed procedure. The paper concludes by outlining the various decision-making implications of the approach.     

高等教育营销及其在中国的适用性研究

高等教育营销兴起于20世纪70年代初,已经受到学术界和实践者越来越多的重视。论文回顾了西方高等教育营销兴起的历史背景和发展现状,从有利条件和不利因素两个方面分析了我国开展高等教育营销的适用性,并从关系营销视角就高等教育营销在我国的研究与实践提出了若干对策。     

Interactive Multiple Objective Decision Support for Sales Force Sizing and Deployment*

An interactive decision aid is introduced for the deployment of two sales resources: salespeople and sales support staff. The aid consists of a normative sales resource allocation model with five objectives and an interactive multiple objective programming solution procedure. The specific decision problem addressed involves the assignment of salespeople and sales support people to customer accounts and the allocation of the time they spend on these accounts. The authors contribute to the existing sales resource modeling literature by dealing with the deployment of two sales resources and interactively solving this problem with respect to five short-run and long-run objectives of the firm. This approach differs from existing sales force modeling efforts in which the solution is found noninteractively by optimizing a single sales resource model with respect to a single objective, often short-run sales. An application of the decision aid to the deployment problem of an industrial sales force manager is presented. Furthermore, useful extensions of the basic sales resource allocation model are discussed.