社交电商情境下消费者预期价值研究——基于说服抵抗的中介作用及内容煽动性的调节作用

社交电商的发展使得网红带货成为时下最流行的流量变现方式,商家利用社交媒体投放产品广告,借助网红博主的影响力为产品打开市场并建立口碑。基于说服抵抗理论和信息操纵理论,通过两个实验研究社交电商背景下网红博主与产品之间的契合程度对于消费者对产品预期价值的影响,以及该过程中说服抵抗的中介作用和博文内容煽动强度的调节作用。结果表明：与博主-产品契合度低的博文推广内容相比,博主-产品契合度高的博文推广内容能使消费者对产品产生更高的价值预期,且此过程以说服抵抗为中介。同时,内容煽动强度发挥调节作用,当煽动强度存在强弱差异时,不同博主-产品契合度的产品推广博文对消费者预期价值的影响差异逐渐加大。     

浅论大规模定制化营销模式的柔性化特征

文章介绍了大规模定制化营销模式产生的时代背景,并对大规模定制化营销模式的柔性化特征进行了分析和论述,目的在于给我国准备实施大规模定制化营销的企业提供参考。     

电子商务的智能化营销

互联网和电子商务的出现,在信息获得的手段和方法上突破了传统时空观念的限制,在多方面动摇了企业经营和营销理论的根基。同时也改变了企业外部经营和购销的实务操作模式。传统行业的电子商务得到了广泛的应用,积累了大量的数据,在强大的数据库技术和数据挖掘工具的支持下,从海量的数据中挖掘出有用的信息来提高企业经营管理水平已成为热门的课题,为企业实现智能化营销提供了坚实的基础。     

An integrated production and inventory model for a whole manufacturing supply chain involving reverse logistics with finite horizon period

This paper proposes a model and solution method for coordinating integrated production and inventory cycles in a whole manufacturing supply chain involving reverse logistics for multiple items with finite horizon period. A whole manufacturing supply chain involving reverse logistic consists of tier-2 suppliers supplying raw materials to tier-1 suppliers, tier-1 suppliers producing parts, a manufacturer which manufactures and assembles parts from tier-1 suppliers into finished products, distributors distributing finished products to retailers, retailers selling products to end customers and a third party which collects the used finished products from end customers, dissembles collected products into parts, and feed the parts back to the supply chain. In this system, we consider a finite horizon period. A mathematical model for representing the behaviors of the system is developed. Solution methods based on decentralized and a combination of decentralized and centralized decision making process, referred to as the semi-centralized decision making process, are proposed to solve the model while the centralized decision making process is solved by a mixed integer nonlinear programming method. A numerical example is used to demonstrate the model and the solutions based on the three types of the coordination.     

服务人员互动风格对顾客忠诚的影响研究:关系利益的中介作用

在竞争性环境中,服务人员的有效互动尤其重要.基于此,应用关系营销理论,构建服务人员不同互动风格对顾客忠诚的影响模型,探索不同关系利益在其中的中介作用.以北京某品牌汽车4S店为背景展开调查,运用结构方程模型进行实证研究.研究结果表明,服务人员互动导向型风格既对顾客忠诚产生直接的影响,还通过顾客感知的信任利益和社会利益对其产生间接影响;任务导向型和自我导向型互动风格仅通过顾客感知的信任利益对顾客忠诚产生间接影响.     

顾客满意与顾客忠诚之间关系的实证研究

顾客忠诚日益受到企业的追逐.在传统的营销学教科书中,培育顾客忠诚的最有效手段是让顾客满意,许多顾客忠诚计划都是以顾客满意为中心而设计的.然而,实务界所得出的结论却并非如此,顾客满意并不必然给企业带来相应的顾客忠诚.因此,需要重新审视这两者之间的关系.作者采用实证研究方法,首先从理论上鉴定了顾客满意和顾客忠诚的本质,并区分了不同的满意程度和忠诚类型.然后,研究了这两者之间的对应关系.结果认为,顾客满意是顾客忠诚的必要条件而不是充分条件,随着满意程度的提高,顾客会更加趋向于忠诚,但并非线性关系.根据研究的结论,企业制定顾客忠诚计划时,首先,对于不同忠诚类型的顾客,应该采取不同的策略;其次,企业应该致力于"让顾客非常满意",而非简单地追求"顾客满意";最后,除了提高顾客满意度外,企业还应该为顾客创造其他条件,才能获得真正的顾客忠诚.     

论和谐营销系统的构建

文章运用系统科学的方法,研究了和谐营销系统各子系统的和谐要素,得出明确和谐营销系统各子系统的责任是构建和谐营销系统的基础、制度的完善是构建和谐营销系统的保障与难点、企业创新是构建和谐营销系统的保证的结论。     

社区应急疏散动态协作调度优化研究

针对灾民数量和路网通行时间的动态性以及灾民疏散反应系数的随机性,本文提出了社区应急疏散协作调度优化流程,并以疏散灾民数量最大化和疏散成本最小化为目标,构建了社区应急疏散多种运输方式协作调度优化模型,并给出了求解该模型的改进多目标遗传算法。然后,论文使用Tansmodeler模拟社区应急疏散协作调度优化过程,加载疏散灾民动态需求和历史出行时间表,并对模型和算法进行验证。结果表明,该模型和算法可以在有效刻画疏散灾民数量和路网通行时间的基础上,为不同时刻的交通工具配置及疏散路径选取提供决策。     

基于人文的现代营销行为

随着商品经济的发展和市场竞争的加剧,发达的商品经济以其高雅文化的面貌征服了人们的情感,表现为一种双赢的商品交易与极具亲和力的现代营销——“人文营销”。它使企业以人文要素为中心展开营销活动,通过营销整合,营造强烈的人文氛围,重视企业与企业之间、企业与消费者之间的良性沟通及人文关怀,强化竞争及交易双方的亲和力,从而实现有效营销。     

Exploring gaps in the online economic inclusion of persons with disabilities in Korea

ABSTRACT

This paper explores the difference in the online economic activities of people with and without disabilities in Korea. We conducted a multiple regression analysis to investigate the impact of socioeconomic characteristics, internet access, and internet skills on online economic activities. Our sample, based on a 2016 dataset that included 1554 people with disabilities and 6004 people without disabilities, was developed using quota sampling based on gender, age, and residence. We determined that individuals with disabilities were more likely to engage in online economic activities if they had higher levels of education, lived in urban areas, were employed, or had greater internet skills. Individuals without disabilities were more likely to engage in online economic activities if they were women, had higher levels of education, were employed, lived in a two-generation or more household, or had greater internet skills. For both people with and without disabilities, the level of education, employment status, and internet skills positively contribute to online economic activites. We also determined that education level, participation in economic activity, living in a two-generation or more household, and internet skills had a statistically significant influence on online economic activity for people both with and without disabilities. These results highlight the importance of education and internet training for people with disabilities, as well as social support systems that help them learn to use the internet in diverse ways through both formal and informal networks. The study also underscores the importance of information and communications technology that adequately addresses people’s needs.