和谐营销中的社会责任观念

社会责任对于和谐营销的意义在于：赢得消费者的支持和尊敬,提升企业和谐营销效益;提高企业的凝聚力,促进和谐营销团队建设;实现企业、消费者、社会共赢,企业长久发展。在和谐营销中实施社会责任从根本上讲,是构建企业以社会责任观念为核心的企业价值观和企业文化,营造社会责任氛围,开发社会责任产品,把承担社会责任作为企业战略实现和谐营销与社会责任的统一,使消费者利益、企业利益、社会利益在更高的层次上达到和谐统一,进一步降低消费者、企业、社会的发展成本,是建设和谐社会中发挥企业责任和作用的最佳途径。     

The adoption of new technology by listed companies: the case of Twitter

This study investigates the adoption of Twitter by Australian listed companies for disseminating marketing information (including corporate promotion) and for directly interacting with consumers. Based on a sample of the Top 200 Australian Securities Exchange (ASX) listed companies, we find that companies with larger market capital are more likely to adopt Twitter for static advertising, a one-way communication approach, and direct interaction with consumers, a two-way communication approach. Companies with smaller market capital that adopt Twitter for marketing communication appear to disseminate more corporate promotion information, a static advertising approach. Overall, our results indicate that the level of a company's access to resources can influence their adoption of a new technology and the manner in which it is used. This study calls for further clarification of regulation regarding marketing communication on social media and experience sharing between industry practitioners.     

基于网络虚拟社区平台的企业战略营销模型

网络虚拟社区给消费者提供了一个信息交流的空间和张扬个性的互动平台，对传统企业的功能产生了冲击，给企业发展带来机会和挑战。本文分析了虚拟社区的营销功能和价值．提出了以虚拟社区为平台的战略营销模型，为网络时代的企业实施战略营销提供了一个理论框架。     

Personalized mobile advertising: Its key attributes,trends, and social impact

Advertising media are a means of communication that creates different marketing and communication results among consumers. Over the years, newspaper, magazine, TV, and radio have provided a one-way media where information is broadcast and communicated. Due to the widespread application of the Internet, advertising has entered into an interactive communications mode. In the advent of 3G broadband mobile communication systems and smartphone devices, consumers' preferences can be pre-identified and advertising messages can therefore be delivered to consumers in a multimedia format at the right time and at the right place with the right message. In light of this new advertisement possibility, designing personalized mobile advertising to meet consumers' needs becomes an important issue. This research uses the fuzzy Delphi method to identify the key personalized attributes in a personalized mobile advertising message for different products. Results of the study identify six important design attributes for personalized advertisements: price, preference, promotion, interest, brand, and type of mobile device. As personalized mobile advertising becomes more integrated in people's daily activities, its pros and cons and social impact are also discussed. The research result can serve as a guideline for the key parties in mobile marketing industry to facilitate the development of the industry and ensure that advertising resources are properly used.     

On the importance of institutions and forms of organisation in Piero Sraffa's economics: the case of business cycles,money, and economic policy

Abstract

This paper is based on an investigation of the Sraffa Archives and tries to characterise Piero Sraffa's approach to business cycles and economic policy. It includes two parts. The first part of the paper shows the importance of economic institutions and social conventions in Sraffa's contribution to economics and their relation with social conflicts. The second part of the paper shows how this importance permits to understand better business cycles and economic policy but also indirectly contributes to a re-interpretation of Sraffa's contribution to economics.     

Consumer demand for local honey

How to best target and attract niche market consumers is an important marketing problem for producers of specialty agricultural products. It is particularly an issue in the honey market where consumers increasingly face media messages regarding threats to honey bee health, honey adulteration and health benefits of locally produced honey. Using auction experiments, this research evaluates consumer behaviour related to informational messages about honey that is produced locally, domestically and internationally. Results from 115 adult consumers show that consumers’ demand for honey varies significantly based on the geographic location of the honey’s production, product packaging and the information they have about the product. Consumers demonstrate greater demand for locally produced honey, especially when provided information about negative aspects of internationally produced honey that include adulteration. This shows that such negative media attention on specialty products offers small producers an opportunity to increase profitability by marketing themselves as a specialized niche alternative.     

Should Mobile Marketers Collect Data Other Than Geo‐Location?*

We take today's mobile marketing data landscape as a starting point and consider a duopoly model of third‐degree price discrimination in which firms can complement geo‐location information with data on consumer flexibility of varying quality. We show that, depending on consumer heterogeneity, higher‐quality flexibility data affect profits according to three different patterns. In equilibrium, both firms tend to acquire data if the data are of high quality, while only one acquires data if the data quality is low. Firms are likely to gain from additional data if consumers have similar preferences and/or when data are precise. Although social welfare (weakly) improves, consumers can be harmed.     

Who you are or whom you know? Consumption interdependences in social networks

This paper presents an analysis of whether a consumer's decision to switch from one mobile phone provider to another is driven by individual consumer characteristics or by actions of other consumers in her social network. Such consumption interdependences are estimated using a unique dataset, which contains transaction data based on anonymized call records from a large European mobile phone carrier to approximate a consumer's social network. Results show that network effects have an important impact on consumers’ switching decisions: switching decisions are interdependent between consumers who interact with each other and this interdependence increases in the closeness between two consumers as measured by the calling data. In other words, if a subscriber switches carriers, she is also affecting the switching probabilities of other individuals in her social circle. The paper argues that such an approach is of high relevance to both switching of providers and to the adoption of new products.     

中国儿童消费行为分析及营销策略

儿童消费市场蕴含着巨大的商机。儿童在现代家庭的消费结构中有着举足轻重的地位。本文针对儿童消费行为的特点,提出了相应的营销策略。使企业能够更好的做好符合儿童消费市场特点的营销工作,从而取得良好的经济效益和社会效益。     

媒介经营两难：客户满意与受众态度

由于中国大众传播媒介的性质和社会角色具有较强的特殊性,媒介经营所涉及到的内容极为广泛,单就营销层面而言,其所面临的难题就远远大于其他产业、企业。试图通过对受众与客户这一对矛盾统一体,面对传媒经营所表现出来的态度加以分析,探讨两者之间的相融相洽,为真正实现媒介经营的良性循环提出一些思考。     

Quality improvement versus cost reduction: A broader perspective on evolutionary economic change

A new framework is explored for analyzing scientific and engineering advances by their economic, business and social effects. For this framework, scientific and engineering advances are categorized in two contexts: the function served by the good(s) or service(s) associated with the advance, and whether the advance is directed toward the goal of cost reduction or quality improvement. It is argued that this categorization can be used to identify important patterns of technological change, and allow for better understanding of industrial research and development, as well as improved national strategies for economic growth. Data are obtained on scientific and engineering advances that might be of interest to business investors and managers, based on 783 news stories in 1994 in the business journals Business Week, Forbes, Fortune and The Economist. The approach taken is compared with traditional economic approaches to technologcal change, which are of in constrained by archaic methods of categorizing data.     

试论如何提升大众传媒对青年社会责任意识教育的影响作用

青年群体是我国社会发展的主力军,是未来建设社会主义伟大事业的中流砥柱,青年的社会责任意识的高低直接影响到我国各项社会建设事业的最终成败。而大众传媒对于青年群体的社会责任意识培养有着不可推卸的教育与引导责任。提升大众传媒对青年社会责任意识教育的积极影响,应当从加强大众传媒自身的社会责任意识、提高传媒的责任教育能力、丰富传媒社会责任意识教育的内容和形式、加大投入、创新管理手段、完善立法、明确媒体责任、搭建校内传媒平台、提高青年群体的社会责任实践能力等方面着手进行。     

平台-社群商业模式构建及其动态演变路径——基于海尔、小米和猪八戒网平台组织的案例研究

伴随着海尔、小米通过向大众赋能促使大众与企业进行价值共创的平台组织模式,以及猪八戒网等向大众赋能的众包模式在全球范围内逐渐兴起,诸如管理权矛盾、创新不足、利润下滑等企业自身束手无策的问题频频出现,这是否意味着可以从企业的合作方,即大众的角度分析和解决这类困境?本文通过海尔、小米和猪八戒网的多案例研究,从社群价值出发,构建了基于个体需求价值和隐性冗余价值的平台-社群商业模式。首先,基于隐性冗余价值的碎片化、内隐性和差异化特征,推导出大众社群化、价值共创化的必然趋势。其次,总结出由社群价值密度、社区专业化、社群迭代率和社群聚合度四个维度构成的社群组态,并由此归纳出社群生态。最后,通过对海尔、小米和猪八戒网三个企业商业模式面临问题的分析,建立了以社群价值的最优区分转变为“导火索”,继而引发社群生态特点的变化,从而最终引发平台-社群商业模式动态变化的商业模式演变路径。基于此路径,揭示了类似平台化企业商业模式出现问题的原因。     

Belonging,believing, bonding,and behaving: the relationship between religion and business ownership at the country level

This cross-country study adopts a competing theories approach in which both a value perspective and a social capital perspective are used to understand the relation between religion and a country’s business ownership rate. We distinguish among four dimensions of religion: belonging to a religious denomination, believing certain religious propositions, bonding to religious practices, and behaving in a religious manner. An empirical analysis of data from 30 OECD countries with multiple data points per country covering the period 1984–2010 suggests a positive relationship between religion and business ownership based on those dimensions that reflect the internal aspects of religiosity (i.e., believing and behaving). We do not observe a significant association for those dimensions that reflect more external aspects of religion (i.e., belonging and bonding). These results suggest that the social capital perspective prevails the value perspective, at least when internal aspects of religiosity are concerned. More generally, our study demonstrates the importance of distinguishing between different dimensions of religion when investigating the link between religion and entrepreneurship.     

Market share determination in marketing service industries - A demand side approach∗

A marketing service industry provides its business clients with its services such as advertising media or inbound telecommunication ( i.e. toll free 800 calls) to increase their sales. By extending Dorfman and Steiner (1954) to the world where firms obtain costly marketing services from outside specialized providers, this paper studies the market shares of providers of a marketing service from the perspective of their clients. It derives that at the optimal point for a representative client, a provider's market share equals the ratio of the profits contributed by its service to the total profits contributed by the services of all providers in the market. Under certain conditions, a provider's market share is just a function of quality-price ratios. This result should facilitate choosing a marketing service from alternative providers and analyzing market shares in marketing-service industries.     

视觉营销及其演进探析

视觉营销这一概念在中国正式提出时,它主要是指在终端卖场通过商品的陈列和形象化展示,向消费者传达品牌信息和品牌文化,对消费者的视觉形成强劲攻势,实现与消费者的沟通,达到促进商品的销售。视觉营销不是在某一个时期突然出现的,作为一种营销理念和营销方式,视觉营销的形成,从最初的商品展示发展到企业的整体识别管理领域,经历了一个漫长的过程。通过对视觉营销演进的探析,有利于我们深入研究视觉营销理论与实践,揭示其内在规律,并构建一个完整的视觉营销理论与实践的框架。     

消费者的企业社会责任认知研究

本文在对企业社会责任(CSR)相关文献分析、研究的基础上,从消费者的视角出发构建企业社会责任构成模型,研究消费者认知CSR的维度。通过对问卷数据的分析,发现产品自身质量、售后服务、商业道德、危机事件的处理、公益行为及管理层社会形象这6个方面构成了消费者对企业社会责任的认知,这对企业树立良好的社会形象、增加企业的知名度与美誉度具有重要的指导意义。