应用型本科院校市场营销专业人才培养方案的构建

构建一个完整的专业培养方案应该具备三个基本要素:一是要选择构建培养方案的主线;二是要根据本学科专业特点,选择课程体系的结构模式;三是选择适当的技术路线对教学计划进行具体的修订。     

Protest avatars as memetic signifiers: political profile pictures and the construction of collective identity on social media in the 2011 protest wave

Protest avatars, digital images that act as collective symbols for protest movements, have been widely used by supporters of the 2011 protest wave, from Egypt to Spain and the United States. From photos of Egyptian martyr Khaled Said, to protest posters and multiple variations of Anonymous' mask, a great variety of images have been adopted as profile pictures by Internet users to express their support for various causes and protest movements and communicate it to all their Internet peers. In this article, I explore protest avatars as forms of identification of protest movements in a digital era. I argue that protest avatars can be described as ‘memetic signifiers’ because (a) they are marked by a vagueness and inclusivity that distinguishes them from traditional protest symbols and (b) lend themselves to be used as memes for viral diffusion on social networks. In adopting these icons, participants experience a collective fusion in an online crowd, whose gathering is manifested in the very ‘masking’ of participants behind protest avatars. These forms of collective identification, while powerful in the short term, can however prove quite volatile, with Internet users often discarding avatars with relative ease, raising the question whether they can provide durable foundational elements of contemporary social movements.     

Gamers’ confidants: Massively Multiplayer Online Game participation and core networks in China

Through a survey of more than 18,000 participants in a Chinese Massively Multiplayer Online Game (MMOG), this study examines how the size and diversity of Chinese gamers’ core networks vary by individuals’ sociodemographic, socioeconomic and game-related characteristics. It represents the first study focusing exclusively on the gamer population and one of the most recent examining personal networks in contemporary China, home to over 560 million Internet users. We found that Chinese gamers have notably larger and more diverse core networks than those of major studies. Coplaying patterns and attachment to the game community contributed significantly to network size and diversity.     

基于传播诱因的社会化营销传播研究

近年来,各类形式多样的社交网站激增,社交媒体用户也达到了前所未用的规模,新兴的社交媒体正以风驰电掣的速度给互联网用户带来了一场社交变革.本文正是以互联网用户的传播诱因作为出发点深度解析用户的社交媒体使用行为,进而对企业的社交营销给予建议.通过研究表明,用户的社交传播动机可分为:自我表达,身份认同;信息易感,资源分享;利益驱动,行使传播权三种类型.以用户的心理动机为理论基础,结合微博、微信等给媒介平台的属性为企业的社会化营销提出了三大策略建议.     

让农村籍员工自愿留在企业中:内部营销作用于留任意愿的机理研究

通过理清内部营销作用于留任意愿的机理, 找出让农村籍员工自愿留在企业中的途径。收集701份针对农村籍员工的有效问卷调查数据, 采用SPSS 21与LISREL 8.70进行统计分析。研究结果表明:内部营销对留任意愿有显著的正向影响, 组织认同在其中起到部分中介的作用。个体-组织匹配程度的不同还会严重影响到内部营销对留任意愿作用的强度以及员工“是走是留”。     

电子商务网站特征对心流体验的影响研究

文章基于文献回顾与深度访谈,提出了电子商务环境下网站特征对心流体验影响的研究模型.该模型聚焦于网站的互动性与生动性这两个主要特征对心流体验的影响作用.并通过问卷调查收集数据,运用层级回归分析法进行假设检验.研究发现:网站互动性与生动性对心流体验均有显著正向影响;网站互动性显著正向影响心流体验的控制、专注与好奇维度,而对愉悦维度没有显著影响;网站生动性对心流体验的控制、专注、好奇与愉悦四个维度均有显著正向影响.研究结果不仅丰富了在线心流体验理论,而且为电子商务企业提供了有益的借鉴.     

4P 与4C 营销理论的比较研究

从营销组合的产生与发展以及理论和应用层面分析认为,4P 和4C 营销理论之间不存在谁取代谁的关系,它们产生于不同的营销环境,没有本质的矛盾。在此基础上提出应该根据具体的行业特征、市场竞争状况和产品所处的不同的生命周期阶段来对4P 和4C 进行组合运用。     

The Challenges in Developing an Online Applied Statistics Program: Lessons Learned at Penn State University

Numerous professional fields have an increasing need for individuals trained in statistics and other quantitative analysis techniques. Today there exists great potential to fulfill this need by providing opportunities through online learning. However, to provide a high-quality education for returning adult professionals seeking advanced degrees in applied statistics online, many challenges need to be overcome. Based on our experience developing Penn State University’s online program in applied statistics, we discuss the evolution of the program’s curriculum, recruitment and development of online faculty, and meeting the requirements of students as important areas that require consideration in the development of an online program. We also highlight program evaluation strategies employed to ensure innovation and improvement in online education as cornerstones to a program’s success.     

试述新中国盐业运销管理的作用

新中国成立后,本着对国家和人民群众利益高度负责的精神,中央和地方各级人民政府对盐的运销实行"由国家直接经营"的经济政策,对其实行严格的管理。新中国对盐业运销的管理,是政府依靠强大的组织机构,运用行政权力对盐业经济进行严格控制的一种传统模式,是政府通过广泛存在于各个层级的组织机构,对所有运销事务进行包揽性和行政化的控制和管理。这对确保市场供给、满足人民需要、促进国民经济迅速发展,都起到了极为有益的作用。     

我国上市公司治理结构改革探讨

公司治理结构对公司的经营绩效有着重大的影响。随着我国建立现代企业制度目标的确立和加入WT0后国有企业改革的逐步深入 ,如何建立有效的公司治理结构对企业改革的成败起着关键作用。因此 ,以现代公司治理结构为理论依据 ,针对目前我国上市公司在治理结构方面存在的缺陷 ,认真进行治理结构的改革才是国企改革的根本出路