编辑选题策划中的营销策略

选题策划是出版工作的重要环节,也是编辑工作的一项重要任务。好的选题策划是好的出版物的前提和保证。而好的选题策划中的市场营销策略又是其中至为关键的要素。现针对编辑选题策划中营销策略所应重点关注的几个问题展开讨论,以期引起更多的关注。     

Comparisons of outlier tests for potency bioassays

Potency bioassays are used to measure biological activity. Consequently, potency is considered a critical quality attribute in manufacturing. Relative potency is measured by comparing the concentration‐response curves of a manufactured test batch with that of a reference standard. If the curve shapes are deemed similar, the test batch is said to exhibit constant relative potency with the reference standard, a critical requirement for calibrating the potency of the final drug product. Outliers in bioassay potency data may result in the false acceptance/rejection of a bad/good sample and, if accepted, may yield a biased relative potency estimate. To avoid these issues, the USP<1032> recommends the screening of bioassay data for outliers prior to performing a relative potency analysis. In a recently published work, the effects of one or more outliers, outlier size, and outlier type on similarity testing and estimation of relative potency were thoroughly examined, confirming the USP<1032> outlier guidance. As a follow‐up, several outlier detection methods, including those proposed by the USP<1010>, are evaluated and compared in this work through computer simulation. Two novel outlier detection methods are also proposed. The effects of outlier removal on similarity testing and estimation of relative potency were evaluated, resulting in recommendations for best practice.     

USP理论的效能性及其发挥条件探讨

通过对USP理论的实质和功能及效能特征等的分析,阐述了它的效能性,同时也揭示了产生效能的原因;探讨发挥USP效能的主要条件,并以此说明深入认识USP理论及其效能和正确运用该理论的方法。     

品牌理论进入以定位理论主导的融合阶段——以瓜子二手车和人人车广告战为例

现代品牌理论的产生与发展源自于上世纪二战后的美国,经历了USP理论、品牌形象理论和定位理论三个阶段。自本世纪初传入中国后,在指导中国商业竞争的实践中又不断的发展、融合并系统化,形成了以定位理论为主导和统率的理论融合,即以定位理论为统率和主导,USP理论和品牌形象理论为配称和背书,这是品牌理论发展与融合的内在逻辑。文章以瓜子二手车和人人车广告战中品牌理论的运用为例,对这一理论融合阶段进行了分析。     

基于USP理念的旅游营销研究——以甘肃省临潭县为例

旅游地USP营销是凸现旅游地特色与个性,使旅游地在众多竞争对手中被大众识别和接受的重要途径。通过对旅游地USP的概念、内容和技术路线的分析,以甘肃省临潭县旅游开发为例,对该地区旅游产品、旅游形象进行了设计,并对其旅游特征和实施USP营销策略的效果进行了分析,认为其基于USP理念的旅游开发与营销是成功的。     

An inferential procedure for the probability of passing the USP dissolution test

Dissolution is one of the tests that is required and specified by the United States Pharmacopeia and National Formulary (USP/NF) to ensure that the drug products meet the standards of the identity, strength, quality, purity, and stability. The sponsors also establish the in‐house specifications for the mean and standard deviation of the dissolution rates to guarantee a high probability of passing the USP/NF dissolution test. However, the USP/NF dissolution test is a complicated three‐stage sampling plan that involves both the sample mean dissolution rate of all units and the dissolution rate of individual units. It turns out that the true probability of passing the USP/NF dissolution is formidable to compute analytically even when the population mean and variance of dissolution rates are known. It is not clear that previously proposed methods are the estimators of the true probability for passing the USP dissolution test. Therefore, we propose to employ a parametric bootstrap method in conjunction with the Monte Carlo simulation to obtain the sampling distribution of the estimated probabilities of passing the USP/NF dissolution test and hence the confidence interval for the passing probability. In addition, a procedure is proposed to test whether the true probability of passing the USP/NF dissolution test is greater than some specified value. A numerical example illustrates the proposed method. Copyright © 2011 John Wiley & Sons, Ltd.     

四种营销传播理论的比较——从USP论、品牌形象论、定位论到IMC理论

USP论、品牌形象论、定位论三种营销传播理论在实际运用上各自侧重不同,而且在理论上也存在一定缺陷。IMB是系统完整的营销理论,但在实践中却最难运用。我国营销传播理论应进行系统、全面整和,并揭示营销活动的实质。     

基于独特销售主张理论的旅游口号评价——以中国5A级旅游景区为例

旅游口号是旅游目的地营销或广告活动的重要战略。作为旅游目的地营销的核心主题,有效的旅游口号应该向市场传递目的地独特的销售主张。本文基于独特的销售主张理论,运用规范的内容分析法,对中国5A级旅游景区的旅游口号进行分类评价。研究结果显示,中国绝大部分5A级旅游景区的口号没有成功地传递目的地的独特销售主张。为增强旅游口号的有效性,独特销售主张应成为营销管理者设计旅游口号时首要考虑的原则,以达到充分传达景区的独特价值、吸引旅游者的目的。