创新车企营销模式的最佳选择--网络营销

互联网时代的到来给人们的生活方式带来了巨大的改变！汽车是人们出行不可缺少的一部分,面对时代的变迁,汽车行业必须从改变传统的设计与营销方式,创新营销模式入手,为企业创造新的活力！我国的市场潜力可以说是无与伦比的,在中国经济日益发展的今日,不少国外的汽车企业已经将目光投入到了中国市场,我国国内汽车企业要想与国外企业竞争,不仅要从价格、性能等方面入手,而且还要利用网络营销,设计别具一格的营销概念与方式,形成自己的竞争优势,才能促进企业的长期的发展。     

社会化媒体背景下的企业微博营销策略分析

当今社会已经进入了移动互联网的社会化网络时代,传统的营销方式已经不能满足企业的发展需要,社会化媒体营销已成为各大企业进行营销传播的主要渠道。本文在介绍社会化媒体营销的概念及意义的基础上,针对当下企业微博营销现状及存在的问题进行分析,进而为企业进行微博营销提出了具体的策略建议。     

企业文化营销策略研究

文化营销作为一种新型的营销方式,是在竞争的加剧和面对消费者需求的变化中产生的,本文从企业文化营销的概念入手,指出了目前企业文化营销存在的问题,提出了企业文化营销的实施策略。     

基于企业营销能力的营销组织创新研究

本文认为,随着消费者需求的个性化与多样化、市场的国际化与微型化、信息技术的高速发展及市场竞争的日益激烈,企业的营销能力已超越生产能力和研发能力成为最重要的企业能力,而企业营销能力的高低取决于企业营销组织的合理性。要提高企业营销能力,必须构建适应环境、符合企业发展战略的营销组织,通过营销组织创新,建立市场驱动型的企业组织,培育、维护和更新企业可持续的竞争优势。当前营销组织创新的重点是营销组织概念创新、营销组织结构创新、营销流程创新、营销沟通创新及营销组织绩效考核创新。     

企业文化营销策略研究

文化营销作为一种新型的营销方式,是在竞争的加剧和面对消费者需求的变化中产生的,本文从企业文化营销的概念入手,指出了目前企业文化营销存在的问题,提出了企业文化营销的实施策略。     

产品概念演变、营销哲学发展与企业营销功能延伸

产品概念的演变产生绿色产品;营销哲学的发展产生社会营销观念;企业营销功能的延伸产生产品绿色化。其中,营销哲学起着指导作用,企业营销功能延伸是企业针对产品整体概念的不同部分开展的各种营销活动,能够有效提高产品的价值,增强其竞争力,为企业的生存和发展创造良好的条件。     

基于品牌建设的关系营销策略研究

品牌是以消费者为中心的概念,与顾客建立牢固关系的品牌更具有生命力,关系营销是一种通过实现双赢来保持企业与顾客之间长期关系的营销方式,本文从品牌建设的角度出发在四个方面对关系营销策略进行了探讨。     

浅谈关系营销策略

关系营销把正确处理企业与所有利益相关者之间的关系作为营销活动的核心,是现代营销活动的重要理念,是现代企业发展应研究的重要内容,本文阐明了关系营销的概念及其特征、关系营销的内容,主要研究企业如何与其所有利益相关者建立关系的策略.     

论关系营销在企业中的应用

关系营销是寻求和建立与顾客之间的持续伙伴关系的一种策略。随着顾客变得更加苛刻、竞争变得更加激烈,关系营销也变得更加激烈,关系营销已经成为一种重要的企业市场营销策略。本文主要阐述了关系营销的概念、提出背景以及企业营销观念由传统营销转变为关系营销的意义。     

商品营销方式与销售量关系的量化分析

营销管理是企业销售工作的核心,只有建立了良好的管理基础,销售才能获得持续的增长。现代信息的传播速度与广度使得企业的营销环境发生了巨大变化,这就要求每一家企业都必须在营销理念、营销方式、营销策略、营销手段上等进行相应的变革与创新,以适应信息时代的要求,从而获得持续的生存和发展。本文基于SPSS软件对五个商场销售健身器材的不同销售方式与对应的销售量的统计分析,揭示出营销方式与销售量之间的量化关系,为企业的营销管理提供参考。     

Change in international market strategy as a reaction to performance decline

While a great deal of research has explored how international marketing strategy influences performance, researchers have paid scant attention to understanding changes to international marketing strategy resulting from firm reaction to past performance. In this study, organizational learning theory addresses when and how international marketing strategy will change. Employing data from over 500 exporters, the results, which are consistent with theoretical predictions, indicate that (1) firms are generally not prone to inertia and do, in fact, change their international marketing strategy when facing declines in performance, and (2) that the direction of change depends on the level of competition in the specific foreign market, with firms adapting their international marketing strategy in low competitive markets and standardizing their international marketing strategy in highly competitive markets. The paper includes implications for academics and practitioners.     

Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities,marketing agility,and market turbulence

While data-driven innovation capabilities have received considerable attention from academics and practitioners, there is insufficient longitudinal evidence on how they might contribute to improved marketing agility and competitive advantage. In this study, we make a preliminary effort to address this gap by developing a model based on the dynamic capabilities view. We also explore the moderating effects of market turbulence on the link among marketing agility and competitive advantage. We used two-waves data (T = 677 and T+1 = 569) and the cross-lagged panel approach was utilised to analyse the longitudinal data. Our findings provide robust empirical evidence on the causal and predictive temporal impact of data driven innovation capabilities on marketing agility and competitive advantage. It also indicated that marketing agility mediates this relationship over time. Moreover, the analysis suggested that market turbulence reinforce the influence of marketing agility on competitive advantage. We provided significant implications for theory and practice.     

基于价值链的房地产全程营销理念研究

价值链是分析企业如何开展每一项价值活动,如何利用各价值活动之间的联系,产生最大的企业价值,获取竞争优势的一种分析工具和分析方法。房地产业必须建立起在价值链基础上的房地产全程营销系统,注重研究全程营销的每一链接对价值增值的重要作用,优化核心业务流程,降低经营成本,提升核心市场竞争力,才能在激烈的市场竞争中赢得竞争优势。     

How professional service firms compete in the market: an exploratory study

Abstract

This study investigates how professional service firms (PSFs) compete in the market. Drawing on strategic marketing literature, a managerial rather than customer perspective is adopted. The study investigates the competitive positions sought by professional service providers and the specific marketing activities actually undertaken to achieve these positions. Thirty-seven depth interviews with senior management from a range of PSFs indicate that firms seek to differentiate themselves by developing long-term relationships, providing better service quality and greater value, and developing brands with strong reputations. Organisations typically seek such interrelated competitive positions simultaneously. A list of marketing activities used by the PSFs to achieve these competitive positions offers practical insights into the specific activities needed to achieve the various competitive positions sought.     

What can Johnson & Johnson do to remain a giant in the health care industry?

As a major Fortune 500 corporation and manufacturer of significant drug products for the pharmaceutical industry, Johnson & Johnson has also had its share of marketing crisis, including the classic case example of The Tylenol Scare in Fall, 1982, so they can appreciate the need for effective marketing performance and customer responsiveness. This article will examine how Johnson & Johnson has adapted to a highly volatile business environment and how they can be benchmarked for highly competitive marketing strategies and practices.     

Relationship Marketing Approaches in Changing Russian Markets

In this paper the objective is to examine marketing approaches of companies and their changes in Russian markets. The special interest of the study is, if and how relationship marketing shows up at the new competitive situation and how it is changing. According to the results of the study, several basic conclusions can be drawn. Taken as a whole, marketing has become more important during the 1990s in Russian markets. Marketing is moving from the era of institutional relationship marketing to the era of normal(ized) relationship marketing. In practice relationship marketing does not mean lip service for relationship approach but the very comprehensive and profound understanding of the influence of relationships in the total area of the companies' marketing effort.     

传统企业如何开展网络营销

网络营销可以帮助企业获得成本竞争优势,提升企业形象,增强企业的盈利能力。本文主要介绍了传统企业如何有效地开展网络营销。     

Harnessing the power of database marketing

Increasing competition and accelerating market fragmentation, coupled with lower information systems costs, have spurred many organizations into developing marketing strategies which capitalize on the opportunities presented by powerful databases. Some organizations have been able to harness the power of database marketing systems to achieve competitive advantage in their marketplaces; conversely, others find themselves inhibited by the intricate human, technical and organizational problems created by the adoption of these systems. A review of database marketing literature identifies the competitive advantages and factors inhibiting these systems. The main body of the paper proposes a generic model designed to assist managers’ understanding of the interactions and processes necessary to create effective systems. This model encompasses a data‐rich information environment, a market modelling facility and feedback from performance measures. We consider how managers might use this model to justify and appraise their database marketing system proposals.     

Market Signaling in the Professional Services

A Market Signal is a marketing activity that provides information beyond the mere form of that activity. Market Signals reveal levels of the unobserved. Signals occur in a variety of marketing phenomena: advertising, pricing, quality, competitive response to name but a few. In this paper we examine the use of market signals in the Professional Services industry and provide a set of recommendations for providers in which how to better utilize signals in the marketing of their professional services.     

Improving competitiveness through city marketing in Spanish hotels

The degree to which hotels can be competitive depends upon some very important factors, such as city promotion initiatives and city knowledge networks. The purpose of this study is to analyse and present how a city marketing procedure could become an effective tool for knowledge development and the competitiveness of Spanish hospitality hotels. Our findings support the view that in order to implement a marketing city programme oriented towards hotels, municipal managers need to provide and support knowledge creation networks. Furthermore, a hotel's size is significantly associated with levels of city promotion initiatives. Therefore, to consolidate marketing city results among small hotels, municipal managers need to reinforce the environment in which hotel managers operate and provide them with the means to survive in the context of a competitive knowledge-based economy.