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。     

电视频道专业化的困境与策略

频道专业化是世界电视发展的潮流。我国在电视频道专业化的进程中存在一些问题。在此,从盈利模式、受众细分、频道定位等方面深层次剖析限制我国频道专业化发展的瓶颈,并借鉴国际上成熟的专业化频道的运作经验,有针对性地提出了一系列频道专业化的建设思路和营销策略,以求能对电视业务界有借鉴、指导意义。     

中国C2C电子商务网站的用户体验

通过学生用户试用在两个不同文化背景下设计出来的C2C电子商务网站——淘宝网和Ebay易趣,并进行初次网上购物体验活动,以及对测试后满意度问卷的分析,结果显示:在用户决定购买的过程中,网站概念/功能的传递和表达对用户的影响最大,它们会影响到用户的初次购买决定;而流程的跳转以及交互行为的不平衡会对用户的购买过程造成影响;对用户初次购物总体评价影响最大的是功能满足。两个网站的系统可用性与界面设计不能决定用户的总体评价,但却会影响到用户对网站的感觉。因此,创建一个对用户有用、好用和想用的购物网站就必须要满足功能、交互以及冲击三个层次的要求。     

Patriarchal capitalism with Chinese characteristics: gendered discourse of ‘Double Eleven’ shopping festival

In this article we consider the Double Eleven shopping festival as a major discursive site where the hegemony of what we call patriarchal capitalism with Chinese characteristics is articulated. The state, the market, the corporations and the media, both mainstream and social media, all played an important role in building up a national spending spree that is deeply embedded in the current class and gender structure of China. The phenomenon of Double Eleven emerged at a time when state capitalism has been overwriting socialist institutions, while patriarchal ideology being further intensified through consumerism. As a consequence, the intersectionality of class and gender becomes increasingly manifest in the Chinese society. We start with a brief overview of the trajectory of gender politics in China since 1949, with specific focus on how the socialist project of seeking gender equality was gradually replaced by the quest for ‘womanhood’ and ‘femininity’. We then discuss, using both secondary sources and our own analysis of news coverage of Double Eleven, why maintaining a high level of consumer demand is of crucial importance for the Chinese state and what the state’s role has been in configuring the hegemonic gender order. A brief section on ideology and discourse lays out the conceptual framework of our analysis. It is at the intersection of a dissipating socialist ethos, emerging economic stagnation and ascending consumerism that the sexist discourse in relation to Double Eleven proliferates, and this is the analytical focus of our empirical section. We elaborate on the theoretical implications of the empirical analysis before concluding.     

‘I Want to Persuade You!’ – Investigating the effectiveness of explicit persuasion concerning attributes of the communicator and the marketing campaign

In explicit persuasion, the communicator states explicitly a desire to persuade the consumer. By referring to an attributional approach, social engagement was simultaneously explored as a beneficial communicator attribute, while cause-related marketing (CRM) was addressed as a boundary condition. In an experiment, we varied the persuasion strategy (explicit vs. implicit), the communicator’s prior experience with social engagement (yes vs. no), and the specific marketing strategy (CRM vs. non-charity marketing). As expected, in the non-charity marketing condition, explicit (vs. implicit) persuasion was more effective when the communicator had prior experience in social engagement. In the CRM condition, explicit (vs. implicit) persuasion was less effective when the communicator had prior experience in social engagement; when no prior experience was reported, persuasiveness increased.     

基于城市营销的中国城市大型体育赛事选择研究

随着经济全球化飞速发展,大型体育赛事逐渐成为主办城市营销自己的重要载体和工具,但并非每个城市都适宜举办大型体育赛事,主办城市必须选择与自身发展相适宜的大型体育赛事。本文首先从城市选择大型体育赛事进行经济分析,剖析影响城市举办大型体育赛事的赛事因素和城市因素,最后系统研究中国城市选择大型体育赛事的非均衡发展战略,以及从城市群和各类城市两个角度详细分析我国城市大型体育赛事选择思路。     

‘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).     

基于新农村理念的农村消费市场营销策略研究

党和国家的建设社会主义新农村战略使农村消费市场的潜力巨增,亟待开发。针对农村消费市场的特点,采用适合农村消费市场的营销策略,开拓农村消费市场,启动农村消费是社会主义新农村建设的重要内容,也是拉动经济可持续发展的重要途径。     

电子商务间接税法律制度的国际比较及其对我国的启示

通过对世界各国对电子商务间接税立法态度与实践的分析,进行了电子商务间接税法律制度的国际比较,从而得出了对我国电子商务税收法律制度构建的启示.     

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.