基于农家书屋与乡镇图书馆（室）合作的“三农”出版物整合营销传播

农家书屋与乡镇图书馆（室）是建设农村新文化、保障农民基本文化权益的两个子工程,不缺资源但缺整合,要积极整合政策资源、文化制度和营销传播;两者有必要且有可能在书目控制、规划选题、运作模式和培育市场方面创新和整合文化制度,以规避“空壳”的风险;整体策划“三农”出版物,在供应链上实施整合营销传播战略,共同构建农村公共文化服务体系。     

企业动态营销能力构成维度及其路径关系——基于扎根理论的探索性研究

运用扎根理论方法,在中国市场环境和营销实践背景下,通过开放编码、主轴编码和选择性编码和模型构建,对于动态营销能力的构成要素及其相互关系进行质性分析.研究结果表明,动态营销能力涵盖市场感知、市场知识吸收、渠道联盟、顾客联结、市场创新、品牌价值提升和响应顾客能力七个维度,构建了动态营销能力结构体系及其路径关系模型,并进一步揭示了各个能力的作用机理,动态营销能力的维度彼此相互关联,通过知识创造、资源联合与整合以及资源释放过程共同影响企业的绩效与可持续竞争优势.     

西方跨国公司跨文化服务营销的经验及其借鉴

在竞争激烈的现代市场中,服务逐渐成为最能创造价值的营销利器,日益成为市场营销的核心。本文通过介绍一些西方跨国公司跨文化服务营销的成功案例,分析其在营销过程中所运用的策略,总结出其取得成功的经验,同时提出我国跨国公司在跨文化服务营销过程中应借鉴西方的成功经验,与企业自身特点相结合,制定适合自己的跨文化服务营销策略。     

迪斯尼乐园的亚洲市场营销战略模式——以香港迪斯尼乐园为例

目前迪斯尼公司亚洲市场收益主要来自于日本,而迪斯尼公司希望以更强的势头挺进亚洲市场。迪斯尼乐园在亚洲应该采取何种市场营销战略模式才能获取最大利益,以香港迪斯尼乐园为例,即引进全球本土化的整合营销理念,在若干战略性元素上寻求全球化的统一,并辅之以本土化的战术决策来适应当地的具体情况。     

多媒体案例教学在市场营销学教学中的应用

从科学分组、具体应用、如何合理评价学生三方面进行研究突破,提出与以往完全不同的多媒体案例教学模式。这种方法不仅能使学生充分掌握市场营销理论知识,而且对目前很多高校应用型人才的培养起到了非常重要的作用。     

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。     

少数民族传统文化与自然环境的互动与适应——以金沙江河谷傣族为例

人类同所有动物一样,都面临着适应自然环境的问题,这个环境包括自然环境和人文环境。金沙江河谷傣族在长期迁徙和民族融合的过程中,不断地寻找、选择最佳生存环境,创造了自己独特的文化生长机制。这种文化生长机制建立起人与自然的和谐关系,达到人与自然的完美结合。     

Blood,Sweat, and Tears: Navigating Creepy versus Cool in Wearable Biotech

ABSTRACT

This paper considers how personal data protections figure into the design process of wearable technology. The data question is becoming especially important in the face of recent innovations in biotechnology that capitalize on the new fungibility of biology and electronics, in which new biotech wearables capitalize on the ability to analyze and track changes in blood, sweat, and tears. Interviews and participant observation with wearable tech designers, data scientists, fashion tech entrepreneurs, and select experts in cybersecurity and intellectual property law, reveal a range of approaches to data protection in design within the culture where wearables are beginning to merge with biotech. While a few respondents were extremely vigilant about protecting consumer’s privacy, the majority felt that when consumers ‘opt in’ to data sharing, they should be cognizant of the risks. From their perspective, it is not necessarily the producer’s responsibility to protect user's personal data. These attitudes present a problematic logic, which leaves users vulnerable to data exploitation. The paper concludes by arguing that this laissez-faire culture is the environment in which wearable biotech is being developed and will be deployed. This emerging technology raises issues about bodies, data, and ownership in crucial need of analysis and critique to push its move into the mainstream toward more equitable and inclusive ends.     

‘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.