花果山风鹅与休闲食品市场营销模式的探讨

在对地方食品特产市场进行市场分析的基础上,结合地方中小土特产企业的特点和休闲食品市场发展广阔的发展前景预期,得出转型为休闲食品企业是食品特产企业发展壮大的必由之路的结论。重点研究了花果山风鹅开拓休闲食品市场的战略和策略,探讨其独特的营销模式及其对其他中小食品土特产企业的借鉴。     

我国企业奥运营销路径的选择

奥运营销是当今世界上非常流行的营销手段,成为企业提升品牌竞争力的有效途径。面对即将来临的2008年北京奥运会,我国企业可谓是商机无限,但与国外企业同台竞争,怎样利用好奥运营销这一平台来实现企业的品牌飞跃?现就这一问题进行分析并提出企业在进行奥运营销时应当采取的策略。     

Effective Design of Products/Services: An Approach Based on Integration of Marketing and Operations Management Decisions*

This paper presents an integrated framework for designing profit‐maximizing products/ services, which can also be produced at reasonable operating difficulty levels. Operating difficulty is represented as a function of product and process attributes, and measures a firm's relative ease or difficulty in meeting customer demand patterns under specified operating conditions. Earlier optimum product design procedures have not considered. operational difficulty. We show that optimum profit, market share, cost, and product profiles are dependent on operating difficulty level. Empirical results from the pizza delivery industry demonstrate the value of the proposed Effective Product/Service Design approach.     

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。     

2008奥运品牌营销中网络广告传播透析

当奥运结缘网络,奥运赞助商利用奥运品牌宣传自己的同时,也最大化地开拓了网络营销的广告传播手段,以力争在2008奥运品牌营销的饕餮盛宴中力压群芳。本文旨在通过对奥运品牌的网络营销方式,分析新媒体时代网络广告传播的特点,探究网络时代广告传播模式的变革,进一步探究如何运用新媒体进行奥运营销的发展问题。     

CHOICE-CONSTRAINED CONJOINT ANALYSIS

Choice-constrained conjoint analysis (CCCA) is a new method for metric conjoint analysis studies. It computes part-worth utility functions that account for “revealed preference”—those products a respondent actually selects in an independent choice situation. CCCA uses an iterative penalty function estimation procedure that successively modifies initial regressionderived part worths so that respondent choices (either actual or intended) of real brands are predicted as accurately as possible. The paper first describes the motivation and rationale for CCCA and presents the mathematics of the algorithm. As an illustration, it applies the CCCA model and penalty function estimation procedure to a limited set of synthetic data. A second application of the technique is presented that uses data obtained by a major telecommunications firm that used conjoint analysis to examine the importance of several features of residential communication devices. The paper also discusses potential extensions of the CCCA model and the kinds of marketing applications for which it might be useful.     

REPLY TO: “ON THE SENSITIVITY OF BRAND-CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS”

Our reply to Curry, Louviere, and Augustine's critique of our earlier paper focuses on differences in motivation between our research and theirs. Our interest in the problem relates to the possible incorporation of self-explicated evaluations in conjoint data collection methods; subsequent to the appearance of our original paper, we have developed hybrid models that combine elements of self-explicated (compositional) and conjoint (decompositional) data collection procedures. As far as we can surmise from their critique, Curry, Louviere, and Augustine are concerned with much broader strategic issues relating share of choices in the consumer population to changes in the shape of attribute weight distributions, shape of the Pareto tradeoff boundary, and so on.     

金融危机下大股东大宗交易行为的实证分析

通过对2006-2008年的138个大股东大宗增、减持公告数据进行实证分析,发现:大股东大宗交易行为能缓解金融危机下投资者羊群行为和过度反应,改善系统性和结构性市场定价效率;股权分置改革后,股权制衡度较高公司的控股股东倾向于增持,说明控制权竞争现象逐渐显现,这有益于外部治理机制改善;外部大股东没有起到被国外实证结果验证的惩罚低效管理的作用.应对大股东,尤其是外部大股东交易行为加强监管,保护中小股东利益.     

找回家庭：对农村单身现象的再解释——对赣南茶村的大龄未婚男青年的分析

本文延承布迪厄的学术遗产,通过对茶村大龄未婚男青年进行分析后指出,家庭不仅构成了婚姻生活的重要场域,同时亦对婚姻本身产生了重要影响：当婚姻由家族事件变成家庭事件时,它由一个“公共事件”转变成“私密事件”,他人对于族人婚姻的关注与贡献也急剧降低;“家风”作为婚姻市场上的道德要价,对婚姻双方的社区道德和口碑提出了要求;当男青年的家庭结构不完整或经济实力不济,这将使得男性在婚姻市场上无法获得女方的青睐。     

网络营销中的跨文化因素

网络营销的出现,无疑是有史以来最令人兴奋的市场营销创新。在互联网等新技术的作用下,营销者所面临的市场已经是全球化的跨文化市场。在国际电子商务中,为了更好地服务干来自不同国家的用户,营销者必须考虑到不同国家之间的文化差异。本文在综述互联网跨文化营销现状的基础上,从人类学的理念出发,探讨互联网营销组合特征,并通过跨文化的视角提出一些具体的操作建议。