初创型中小企业网络营销策略探析

网络营销是当前众多中小企业开拓市场,提高生产经营效益的重要措施。特别是随着我国网络体系的不断完善,未来市场的发展势必要与网络紧密联系起来。本文从初创型中小企业开展网络营销的障碍角度出发,主要针对"引流"与客户转化率之间的创新衔接进行深入剖析,探讨了初创型中小企业网络营销策略。     

如何实现广告运营的高回报率

外贸网络营销也有可能陷入恶性循环的怪圈。企业在刚做网络营销时,由于没有看到网络营销带来的效益,通常会采取低成本来运作。比如,花几百块套一个模板来搭建自己的网站,然后找几个人组成团队来进行免费的网络推广,当试着运营了一段时间而没看到效果后,便会怀疑网络推广的     

社会化网络营销模式研究

从来没有如今天这样,社会化网络营销如此深刻地融入企业的运营模式之中。IT技术不仅使得网络从深度和广度上更加迅猛地将社会、企业、消费者关联在一起,而且从中催生的网络营销也日渐从一个概念性的营销工具,成为真正与企业融合提升其竞争力的运营方式。本文对现有的网络营销模式进行了分析比较和提炼,并对企业提升社会化网络营销竞争力给予了自己的对策和建议。     

中小企业网络营销成长轨迹分析

网络营销已成为推动中小企业发展壮大最为活跃的因素之一。适时的、有阶段性的实施网络推广,是中小企业网络营销成功的重要保证。中小企业实施网络营销可分为三个阶段：有针对性的选择并挖掘网络工具,求效益;整合多种网络工具,塑造企业网络品牌;打造独立网络平台,谋求长远发展。三个阶段,由易到难,层层递进,可发挥网络营销效益最大化,保证中小企业网络营销顺利实施。     

基于WBS网络营销新概念的电子商务外包研究

本文根据目前中小企业在电子商务和网络营销方面发展的诸多弊端,以及电子商务外包公司的出现和发展,分析了专业的电子商务外包公司和企业自己做电子商务的各自优劣。结合目前网上销售实情以及网上宣传推广现状,在实践中总结创新出WBS电子商务外包网络营销新模式。该模式通过综合企业营销型网站（Website）、电子商务整合型模式（BMc）以及搜索引擎营销（SEM）三者与一体来进行网络推广与网络销售,可为企业带来极大的网络营销效益。论证了电子商务外包对于企业的影响,其将成为中小企业发展电子商务的首要选择。     

网络消费行为分析及提高网络营销满意度的策略

随着网络信息技术的快速发展,网络营销日益发展壮大。正确把握网络消费者的消费心理与行为特征,对提高企业效益具有重要意义。基于对网络消费者的心理与行为特征的分析,提出创新营销理念,推广网络营销,加强与消费者的沟通,为消费者提供安全诚信的网络营销服务,加强移动网络营销建设等对策建议,以帮助企业认识并主动采取相应的网络营销策略,提高消费者的网络营销满意度,从而扩大企业收益。     

网络营销在企业发展中的应用

企业的发展需要创新，随着近些年网络技术的不断提升，企业也需要通过网络营销来改善传统营销方式，创造更多的经济效益。网络营销与传统营销之间存在空间以及对象的区别，营销的策略与方式也略有不同，网络营销不管是产品销售策略还是销售渠道都对企业的未来发展有着重要的影响，现阶段需要从网络营销技术水平、网络销售产品以及企业的网络营销管理等方面进行创新改革，以此来满足企业的发展需要，让企业可以提升运营质量，成为社会经济发展的主要助力。     

基于多层次模糊方法的网络营销绩效综合评价模型研究

随着互联网技术的广泛应用,网络营销必将成为企业必然选择。而网络营销绩效评价也就成为企业面对的重要问题。本文从网站效果、网络营销效率和网络营销效益三个方面设计了11个二级指标和44个三级指标,构建了四层次评价指标体系,运用多层次模糊综合评价方法,结合AHP和Delphi法进行网络营销综合评价。     

解析网络营销八大模式

21世纪人类进入了电子商务时代,在新的商务时代,企业纷纷触网,开展基于网络的营销活动。首先要了解阐述网络营销的概念,然后根据企业的性质和营销目标,总结出国内外企业开展网络营销的模式,分析了这些模式的内容特点和具体流程,才能掌握各种模式分别适合哪些企业应用。     

基于C2R模型的网络营销纵向比较有效性分析

随着互联网的快速发展,基于网络技术的网络营销模式逐渐成为企业推行营销的重要方式;而有关网络营销绩效评价也成为该领域的重要课题.本文将运用DEA模型,从我国网络营销整体水平出发,选取若干影响网络营销的重要指标,构建了一套网络营销绩效评价体系;实证分析结果显示,我国网络营销规模收益近十年几乎处于不变的状态,这表明我国网络营销发展具有很大的发展空间;而创新理念是推进我国未来网络营销发展前进的主要方向.     

A bricolage perspective on service innovation

Service innovation is often viewed as a process of accessing the necessary resources, (re)combining them, and converting them into new services. The current knowledge on success factors for service innovation, such as formalized new service development (NSD) processes, predominantly comes from studying large firms with a relatively stable resource base. However, this neglect situations in which organizations face severe resource constraints. This paper argues that under such constraints, a formalized new service development process could be counter-productive and a bricolage perspective might better explain service innovation in resource-constrained environments. In this conceptual paper, we propose that four critical bricolage capabilities (addressing resource scarcity actively, making do with what is available, improvising when recombining resources, and networking with external partners) influence service innovation outcomes. Empirical illustrations from five organizations substantiate our conceptual development. Our discussion leads to a framework and four testable propositions that can guide further service research.     

Religion in Strategic Leadership: A Positivistic,Normative/Theological,and Strategic Analysis

This paper presents positivistic, normative/theological, and strategic analyses of the application of religion to the practice of strategic leadership in business. It is argued that elements of religion can enrich several components of strategic leadership. Furthermore, it is argued that the question of whether religion ought to be applied involves the more basic question of whether there is a common basis or a meta-framework relating theological and normative analyses. Finally, because the strategic value of religion in strategic leadership involves varying costs and benefits, an optimal level of integration can be established by applying a cost/benefit analysis to a framework of four ways of relating religion to the business arena based on the degree of integration.     

EU Enlargement,Institutional Governance and Innovation Environment in the Baltic Countries

Abstract

This paper presents institutional framework to implement innovative and co-operative procedures of industrial reorganization and economic growth in the Baltic countries. By using the recent features of organization mode theories and institutional economics, we apply how institutional development helps the Baltic firms to survive in the integration of EU25 markets. We present this framework as a dynamic process in three stages. The first stage identifies the main foundations from the transition period: macroeconomic stabilization, privatization, and financial governance. The second stage considers how to build up the institutional structure of the governance in production. The third stage points out those topics that enhance innovation environment and benchmarks the Baltic countries to EU innovation capacity. These progressive stages in financial, production, and innovation systems of governance can be overlapped or happen in sequential order but the final purpose of these improvements is to enhance the managerial incentives for higher innovative activity in the EU-Baltic industrial integration. It is found that the Baltic innovation input capacity is competitive compared with the EU25 average but a gap in innovation output is still essential.     

财政风险:防范的路径与方法

公共风险是财政风险的源头.防范财政风险,应至少从4个方面入手:一是通过制度创新来控制公共风险,从而有效地减少财政风险;二是减少政府干预公共风险中的各种失误,防范由此而引发新的财政风险;三是建立风险管理机制,打破"风险大锅饭",抑制道德风险,减少风险的积聚和集中;四是增强政府抗风险能力.     

基于层次分析法的食品供应链风险影响因素评价研究——以生鲜食品为例

食品供应链可分为原料采集阶段,加工制造阶段与分级销售阶段。在供应链的各个不同的阶段中,都会面临来自供应链自身以及外部的诸多风险,概括起来主要有原材料采购风险,物流运输储存风险,市场需求风险。它们直接或间接的受到诸多因素的影响,各影响因素的不断变化决定着供应链风险的高低。本文总结出了4大主要影响因素,即自然条件,信息因素,物流技术及设备,市场需求因素,并应用层次分析法对这四大影响因子进行重要性排序,结果表明,这四个因素对于生鲜食品供应链风险的影响程度排序为:物流技术和设备,信息因素,市场需求环境,自然条件。本文以上述排序为基础,提炼出了相应的解决方案和措施,为如何规避当前我国生鲜食品供应链存在的风险提供合适的建议。     

从激励机制研判中小企业可持续发展

对自身规模不大、竞争力不强的中小企业来说,能否建立起完善、有效的激励机制将直接影响其生存和发展。中小企业因为效益、发展阶段、管理模式的不同等,激励机制也存在有无或效果优劣的差异。因此从中小企业效益、发展阶段、管理模式等多方面对比来研判激励机制的建立对中小企业可持续发展的影响很有必要。     

Moving resources across permeable project boundaries in open network contexts

This paper discusses how firms develop and use resources across a permeable project boundary and conceptualizes how a project can create value for a focal parent organization. Inspired by ideas on interaction and open innovation, we suggest a framework for analyzing the flow of resources based on the two dimensions; direction, whether the resource starts inside or outside the project, and mode, whether the resources cross the boundary once (uni-directionally) or twice (bi-directionally). The dimensions lead to four situations: Inside-out, Outside-in, Boomerang and Passing on. The framework is based on a single case study of an inter-organizational research project in plant biotechnology in a Swedish context. Through these four situations, the results show that a focal parent organization can create direct, indirect, relational potential and transactional potential value. The complex pattern of value creation in an open network context, raises the challenging question of how to capture the value created.     

基于集群生命周期的产业集群技术创新扩散探析

技术创新扩散在产业集群整个演变进程中具有极其重要的地位与作用,技术创新扩散程度如何,关系到产业集群的可持续发展。在产业集群生命周期理论的基础上,了解集群各阶段技术创新扩散过程和特征等进行探讨,以时间为维度揭示产业集群技术创新扩散的内涵与规律。     

资源-能力框架下朴素式创新演变机制——以Kilimall为研究案例

随着全球环境变化，新兴市场在狭缝中寻求机会，而盛行的朴素式创新理论为多样化和资源匮乏背景下新兴市场的崛起提供思路。基于Kilimall案例，文章在资源-能力观和朴素式创新视域下，运用程序化扎根理论分析企业如何突破新兴市场的资源约束、消费者可负担能力约束和体制约束，并随之形成企业独特的能力进阶与创新演变机制。文章发现：(1)资源能力与朴素式创新融合机制可解读为识别机会与约束、确定企业主导逻辑、采取创新与资源行动、形成相应能力和构建可持续竞争优势五个时序阶段，通过各阶段依次正向反馈再进入下一周期。(2)朴素式创新演变阶段可分解为产品与服务创新、产业链创新与生态体系创新三个层次，!创新层次由点及面逐步扩展。(3)企业始终围绕企业的发展和可持续竞争优势为目标，实现创新与资源能力的演变。在不同阶段创新和资源行动会积淀不同层次的能力，形成“零阶能力-一阶能力-二阶能力”的进阶过程。文章在丰富朴素式创新理论的同时，也为入驻新兴市场的中国企业开展朴素式创新活动提供了借鉴和启示。     

The Evaluation of Innovation Capabilities in Small Software Firms: A Methodological Approach

This paper presents a methodological approach for the evaluation of innovation capabilities in small software firms. The methodology is based on the assumption of a relationship between specific resources managed by small software firms and their innovation capabilities. Within the proposed methodological approach, a model for the quantitative analysis of innovation capabilities is presented. In order to show how the methodology can be applied to concrete situations, three case studies of small firms operating in the software sector and information services are presented and discussed.