我国第三方物流企业的市场营销战略与策略研究

本文通过对第三方物流企业的需求与供给分析，提出第三方物流企业的市场营销战略：一是市场定位以中国大陆地区为基地，以精良的设备、高效的管理制度和高素质的员工队伍，为客户提供订制的个性化的物流服务——个性化战略；二是实现个性化战略的两条基本思路——定位个性化和服务个性化。据此战略指出第三方物流企业相应的营销策略是市场细分策略、价格竞争策略、一对一营销策略、客户资源整合策略、品牌建设策略和营销创新策略等。     

A communications model for marketing decisions

The purpose of this paper is to report the development of a communications model which could be helpful in making marketing decisions. The proposed model shows relationships between persuasibility, self-esteem, source credibility, and communication discrepancy. The importance of these variables is explained in the context of a general marketing situation. Because a major goal of marketing activities is to influence buyer attitudes, it is important to know how the buyer's self-esteem, the seller's credibility, and attitude discrepant communications may influence the effectiveness of persuasive efforts. Knowledge of these relationships can aid decision making on the part of manufacturers, wholesalers, retailers, and other channel members. The proposed model can be used to optimize efforts in choosing target markets, selecting advertising media, selecting price levels, developing advertising formats, and in making a multitude of additional marketing decisions.     

市场营销渠道关系中的几个焦点问题

市场营销渠道的功能是有效地进行商品流转 ,基于对渠道策略焦点问题的分析 ,我国企业在建立渠道网络时 ,应合理平衡成本与服务水平的关系 ,建立完整的关系营销渠道 ;选择适合企业发展的终端销售网点的密度决策 ;对销售渠道进行有效的评价 ;形成垂直营销系统     

Unlocking the power of marketing: understanding the links between customer mindset metrics,behavior, and profitability

Recent evidence about the central role played by perceptual constructs in driving performance outcomes has produced a renewed interest in studying customer mindset metrics (CMMs; e.g., satisfaction, service quality, and loyalty intentions). However, we still lack a proper understanding of how (i.e., process) and to what extent (i.e., magnitude) these CMMs ultimately translate into profitability at the customer level. In this study, we integrate CMMs into an individual-level framework of customer behavior and profitability and provide a conceptual understanding of the process through which these metrics influence customer profitability. Specifically, we propose three mechanisms through which CMMs affect customer behavior and profitability: behavioral effect, marketing effectiveness effect, and marketing efficiency effect. We empirically test this framework across two distinct contexts, a B2B high-tech firm and a B2C telecommunications firm. The results demonstrate that these unobservable CMMs have a significant and multi-dimensional impact on customer behavior and customer profitability. Furthermore, we compute the increases in customer behavior and customer profitability that each firm can expect due to increases in CMMs to help firms improve resource allocation and make better decisions about how much (and when) to invest in CMMs.     

中餐业的服务特征与服务营销策略探析

根据中餐业具有需求多样、服务质量难以把握、培养顾客忠诚困难、产品质量不稳定、受地域和文化影响大以及延伸产品非常重要等服务特征,应以服务的有形化和技巧化、可分化和关系化、规范化和差异化、可调化和效率化、准确化和特色化、标准化和个性化、本地化和连锁化、认同化和品牌化等构建中餐业服务营销体系.     

Exploring the implications of the internet for consumer marketing

Past commentaries on the potential impact of the Internet on consumer marketing have typically failed to acknowledge that consumer markets are heterogeneous and complex and that the Internet is but one possible distribution, transaction, and communication channel in a world dominated by conventional retailing channels. This failure has led to excessively broad predictions regarding the effect of the Internet on the structure and performance of product and service markets. The objective of this article is to provide a framework for understanding possible impacts of the Internet on marketing to consumers. This is done by analyzing channel intermediary functions that can be performed on the Internet, suggesting classification schemes that clarify the potential impact of the Internet across different products and services, positioning the Internet against conventional retailing channels, and identifying similarities and differences that exist between them. The article concludes with a series of questions designed to stimulate the development of theory and strategy in the context of Internet-based marketing. Robert A. Peterson holds the John T. Stuart III Centennial Chair in Business Administration and is the Charles E. Hurwitz fellow at the University of Texas at Austin. A former editor of theJournal of the Academy of Marketing Science andJournal of Marketing Research, he currently chairs the board of governors of the Academy of Marketing Science. His research interests include the competitive and cooperative interface between electronic and traditional retail channels, customer equity modeling, and the application of options theory in marketing. His research interests are psychological models of economic behavior, consumer choice and choice protocols, and advertising. His work has been published in theJournal of Marketing Research, Marketing Science, Journal of Retailing and Consumer Service, andR&D Management.     

Customer value impact of sales contests

Although firms spend more than $26 billion annually on sales contests, no empirical research has investigated the effects of contests on individual customers. While some short-term firm effects of contests have been documented, the impact on long-term customer value has remained a matter of speculation. This research investigates the long-term customer impact of sales contests, by applying the customer value framework. We add to previous research that has used customer value of marketing programs by employing the acquired, retained, and add-on framework to segment customers based on their purchase history. We develop hypotheses drawing on theories in the buyer behavior, customer loyalty, and sales management domains. By disaggregating the overall customer value into initial and subsequent components, we demonstrate a greater long-term value per customer in the retained customer cohort and lower short-term and long-term value per customer among the two other cohorts (acquired and add-on customers). There is no adverse impact on other drivers of customer value such as customer churn and purchase frequency. While our study focuses on individual customer effects, we note the significantly higher volume of customers during the contest leads to a positive aggregate-level assessment. We conclude by discussing the implications of our findings for managers and researchers.     

Consumer logistics: Conceptualization,pertinent issues and a proposed program for research

This article provides a basic conceptual foundation for a new field of study that considers the decisions and activities of consumers within a logistics framework. Five subsystems in industrial logistics, as suggested by Bowersox (1978), furnish the conceptual underpinnings for this work. The article explores various issues related to a program of study of the field of consumer logistics, and it proposes problems to be investigated, as well as means for their investigation.     

The theoretical underpinnings of customer asset management: A framework and propositions for future research

Most research in customer asset management has focused on specific aspects of the value of the customer to the company. The purpose of this article is to propose an integrated framework, called CUSAMS (customer asset management of services), that enables service organizations (1) to make a comprehensive assessment of the value of their customer assets and (2) to understand the influence of marketing instruments on them. The foundation of the CUSAMS framework is a careful specification of key customer behaviors that reflect the length, depth, and breadth of the customer-service organization relationship: duration, usage, and cross-buying. This framework is the starting point for a set of propositions regarding how marketing instruments influence customer behavior within the relationship, thereby influencing the value of the customer asset. The framework and propositions provide the impetus for a research agenda that identifies critical issues in customer asset management. Ruth N. Bolton (ruth.bolton@owen.vanderbilt.edu) is a professor of marketing in the Owen Graduate School of Business at Vanderbilt University. Her current research is concerned with high-technology services sold to business-to-business customers. Her most recent work in this area studies how organizations can grow the value of their customer base through customer service and support. Her earlier published research investigates how organizations’ service and pricing strategies influence customer satisfaction and loyalty, as well as company revenues and profits. She has published articles in theJournal of the Academy of Marketing Science, theJournal of Marketing, theJournal of Marketing Research, theJournal of Retailing, theJournal of Service Research, Marketing Letters, Marketing Science, and other journals. Katherine N. Lemon (katherine.lemon@bc.edu) is an associate professor in the Wallace E. Carroll School of Management at Boston College. Her current research investigates the antecedents and consequences of customer-firm relationships. In addition, her research examines relevant metrics for measuring and managing the value of customer relationships. Her earlier published research investigates how emotional reactions (such as anticipated regret) inflence customer retention decisions. She has published articles in theJournal of Marketing, theJournal of Marketing Research, theJournal of Service Research, Marketing Science, theJournal of Product Innovation Management, and other journals. Peter C. Verhoef (verhoef@few.eur.nl) is an assistant professor of marketing in the School of Economics at the Erasmus University in Rotterdam, the Netherlands. His main research interest is customer asset management. He has also done research on other topics, such as waiting times, private labels, and out-of-stocks. He has been a visiting professor at the Tuck School of Business Dartmouth College in fall 2003. He has published a wide variety of articles in journals such as theJournal of Marketing, theJournal of Marketing Research, theJournal of Retailing, Marketing Letters, theJournal of the Academy of Marketing Science, and theJournal of Consumer Psychology.     

物流产业融合的驱动力、模式与战略思路

为给物流产业融合提供理论架构和政策支持,在对产业融合理论归纳的基础上,提出了物流产业融合的基本概念框架,并进一步研究了物流产业融合的驱动力:即对商业利益的Ψ求、物流服务供需关系、物流服务创新和全球价值网络嵌入;探索了物流产业融合的主要模式:"价值模块镶嵌"型融合模式、"纵横交错渗透"型融合模式以及"价值网络重组"型融合模式;在上述研究的基础上,提出了中国物流产业融合"三位一体"的战略思路。     

Demand and supply integration: a conceptual framework of value creation through knowledge management

Strategy identifies two primary sets of processes through which the firm creates value for its customers by moving goods and information through marketing channels: demand-focused and supply-focused processes. Historically, firms have invested resources to develop a core differential advantage in one or other of these areas—but rarely in both—often resulting in mismatches between demand (what customers want) and supply (what is available in the marketplace). This paper suggests that successfully managing the supply chain to create customer value requires extensive integration between demand-focused processes and supply-focused processes that is based on a foundation of value creation through intraorganizational knowledge management. Integrating demand and supply processes helps firms prioritize and ensure fulfillment based upon the shared generation, dissemination, interpretation and application of real-time customer demand as well as ongoing supply capacity constraints. We draw upon literature in marketing, logistics, supply chain management and strategy to introduce a conceptual framework of demand and supply integration (DSI). We also offer insights for managerial practice and an agenda for future research in the relatively under-researched, but strategically important, area of demand and supply integration.     

The impact of the centralized structuring of logistics activities on span of control,formalization and performance

The centralized structuring (or consolidation) of logistics activities within the firm is shown to have a major impact on (1) the total number of activities that are the direct responsibility of logistics, (2) formalization, and (3) the capability of the logistics system to accommodate certain channel activities. In particular, centralized structuring enhances the accommodation of product introduction, phaseout and recall in functional firms, and the customization of service levels to specific segments or customers in divisional firms.     

不完全信息下买卖双方供应链博弈模型研究

针对买卖双方供应链中不完全信息问题，建立了卖方Stackelberg模型和买方Stackelberg模型。得出在完全信息模型中买方的最优单位营销支出和销售价格分别是卖方批量的减函数，批发价格的增函数；卖方的最优批量是买方销售价格的减函数，单位营销支出的增函数。在不完全信息下，给定需求函数中参数的联合概率分布，以及卖方成本参数的联合概率分布，买卖双方根据各自预期利润的最大化进行决策，获得各自决策变量的表达式，其形式类似于完全信息下的结果。     

Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

How does product program innovativeness affect customer satisfaction? A comparison of goods and services

This article attempts to provide deeper insights into the link between the innovativeness of a company’s offered goods/services and customer satisfaction. This study proposes an inverted U-shaped relationship between the innovativeness of the offered goods and customer satisfaction. For the innovativeness of services, information economics and services marketing literature indicate an inverted S-shaped relationship. Two separate studies conducted for goods and services confirm the proposed nonmonotonic effects of the investigated relationships. Both studies use dyadic data from marketing managers to assess innovativeness and from customers to indicate customer satisfaction.     

差异化营销的界定及其分析框架构建研究

差异化营销可界定出四个不同角度下“的差异化营销”概念:竞争差异化营销、定位差异化营销、定制差异化营销和顾客价值差异化营销。对它们进行比较和层次区分得出:竞争差异化营销和定位差异化营销主要是竞争者导向型营销战略,同时两者之间又是一种表和里的层次关系;而定制差异化营销则是一种消费者需求导向型营销战略,与前面两者之间有着本质区别。通过分析它们之间的演进关系和不同模式下企业经营中心的转变(由产品转向顾客),构建出一个差异化营销的整体分析框架。     

管理咨询业的特性及营销策略

本文分析了管理咨询业的无形性、客户高度参与性、服务质量的不确定性、易逝性、知识性、为组织服务等特性。针对这些特性提出五大营销策略，主要内容有：（1）个性化品牌营销；（2）全员营销；（3）以知识为媒介的直接营销；（4）平衡需求；（5）依据服务体验模型，提升服务质量。     

国内商业银行服务营销的问题与措施探析

外资银行进入中国市场,国内商业银行面临着来自各方面的竞争和挑战。银行服务作为国内银行业最为薄弱的环节,问题集中反映在五重五轻上,即重硬件轻软件、重服务形式轻服务落实、重顾客开发轻顾客忠诚、重产品开发轻顾客需求、重工作规范轻工作技能。改变现状,商业银行必须切实开展服务营销,使顾客满意,树立品牌特色服务。     

快餐业服务质量对顾客忠诚影响的实证研究

服务质量是影响顾客忠诚的重要因素,是近年服务营销领域研究的热点课题。选取接受快餐业服务的顾客为调研样本,运用因子分析、结构方程模型等统计分析方法,从多维度来研究服务质量与顾客忠诚的关系。结果表明,快餐业服务质量由有形性、响应性、可靠性、保证性和移情性五个维度组成,各个维度对顾客忠诚的影响效果是不同的。     

Antecedents to customer expectations for service recovery

Selected antecedents of customers’ service recovery expectations are considered in this study. A conceptual model is proposed in which customer perceptions of service quality, customer satisfaction, and customer organizational commitment function as antecedents to service recovery expectations. The proposed model was tested with covariance structure analysis. The results support the hypothesized relationships, suggesting that service quality and customer organizational commitment have direct effects on customer service recovery expectations and that customer satisfaction has an indirect effect on service recovery expectations. He received his doctorate in marketing from the University of Kentucky. His research interests include services marketing and ethics. His research has been published in theJournal of the Academy of Marketing Science, Journal of Retailing, and theJournal of Business Research. He received his doctorate in industrial and organizational psychology from Virginia Tech University. His research interests include service quality with a focus on health care settings. His research has been published in theJournal of Management, Organizational Behavior and Human Decision Processes, andMedical Care Review.