公共利益辨析

从2004年起,我国宪法与行政法学界对公共利益的概念展开了激烈的讨论。本文在借鉴其他学者观点基础上,对界定公共利益概念的必要性、公共利益的内涵和界定公共利益的方法做一个简单的梳理。     

西方网络口碑传播效应研究进展

互联网背景下的口碑传播呈现出波及范围大、传播速度快、匿名性、非面对面接触等新的特点,由消费者发动的网络口碑极具影响力。现有网络口碑传播效应的相关文献主要存在消费者和企业两个研究视角,探讨网络口碑对消费者购买决策和企业产品销售等的影响。在此基础上对该主题的系统梳理和分析有助于今后的进一步研究。     

Students,Patients, Citizens,and Believers as “Customers”: A Cross-National Exploratory Study

ABSTRACT

Executives in 94 large UK companies engaging in cause related marketing (CRM) completed a questionnaire concerning (i) their firms' approaches to the management and evaluation of CRM, (ii) the benefits perceived to accrue to the practice, and (iii) whether these businesses applied commercial rather than philanthropic principles when selecting CRM partners. It emerged that, in general, the sample firms employed mainly commercial criteria when choosing CRM projects, that selections were frequently influenced by employee opinion, and that most of the evaluation techniques conventionally used to appraise commercial sponsorship and advertising were also utilised to assess CRM programmes. Companies were reported to demand close and obvious links between their products and the activities of partner charities. Typically, they preferred to affiliate with well-known charities and tended to dislike “controversial” causes. In the main the respondents held low opinions of their charity partners' marketing abilities. The article concludes with a number of recommendations regarding the ways in which charities should formulate proposals when inviting businesses to participate in CRM programmes.     

论口碑营销及其运作与管理系统的构建

口碑营销是把口碑概念应用于营销领域并以口碑传播为途径的一种新型的市场营销策略或方式,是企业有计划、有组织、有执行、有控制的营销管理过程。随着互联网信息传播应用的不断发展,特别是微博等社交媒体的迅速普及,口碑营销受到人们的高度关注。企业在运用口碑营销这一新型的市场营销策略组织市场营销活动时,有必要构建完善的口碑营销的运作系统和口碑营销的管理系统,以保证口碑营销能真正发挥其巨大的＂正能量＂、＂正效应＂。     

How Online Product Reviews Affect Retail Sales: A Meta-analysis

A growing body of research has emerged on online product reviews and their ability to elicit performance outcomes desired by retailers; yet, a common understanding of the performance implications of online product reviews has eluded us. Scholars continue to navigate an array of studies assessing different design elements of online product reviews, and various research settings and data sources. We undertake a meta-analysis of 26 empirical studies yielding 443 sales elasticities to examine how these variables relate to retail sales. Building on well-established meta-analytical methods, we address the following questions: How does review valence influence the elasticity of retailer sales? What about review volume? For which product types and usage situations do online product reviews have a greater impact on retailer sales elasticity? Which types of online reviewers and websites exert the greatest influence on retailer sales elasticity? Our study answers these important questions and provides a much needed quantitative synthesis of this burgeoning stream of research.     

Operationalizing the Marketing Concept in the Nonprofit Sector

ABSTRACT

This paper questions the validity of applying the market orientation construct, which was developed ostensibly for and in large multinational organizations, to a sector whose characteristics differ greatly. Instead, this paper argues for a new approach to the operationalization of the marketing concept in the nonprofit sector. The components of this 'societal orientation' are delineated, as are the organizational imperatives, antecedents and the potential consequences and benefits associated therewith.     

Consumer empowerment: public policy and insurance regulation

This paper explores consumer advocacy as it applies to insurance regulation based on the literature and on the author's experience as a consumer representative and member of the Board of Trustees for the National Association of Insurance Commissioners (NAIC). The NAIC, founded in 1871, is a non‐profit voluntary organization of the chief insurance regulatory officials of the 50 states, the District of Columbia, American Samoa, Guam, Puerto Rico and the Virgin Islands. One of its key objectives is to facilitate the fair and equitable treatment of consumers. Each year 13–16 consumer representatives are selected to speak for consumers at national meetings in addition to serving as year‐round resources to consumers, attorneys representing consumers, regulators, and other groups. Readers of the paper are encouraged to participate more fully in the public policy process. Although the focus of this paper is on insurance and regulation in the USA, the guiding principles apply to other nations, organizations, and consumer causes.     

大数据时代网络口碑如何影响消费者行为

本文从评判、真伪、发起者、表达形式、点评数量与评分五个维度全面分析网络口碑对消费者行为的影响.研究发现,正面的、真实的、表达形式多样的消费者式口碑及口碑数量多和评分高的网络口碑都能有效地促进消费者的购买,而负面的、虚假的、形式单一的、商家式口碑及口碑数量少和评分低的网络口碑都易转移消费者的购买.进一步,本文针对分析的结...     

公共危机中的政府传播研究

经济与社会发展的转型期是矛盾的多发期,一些矛盾处理不当会导致群体性公共危机。本研究总结了公共危机产生的种类与原因,归纳了政府积极传播对化解公共危机的作用。通过对公共危机中有害信息传播规律的分析,并联系我国当前的传播现状——传播理念、方法、方式滞后;传播渠道协同性差;政府与部门之间无法信息共享;传统政府组织结构传播效率低,提出了改善公共危机中的政府传播需要改造传统的＂政务流程＂;完善危机政府传播机制;构建政府传播的电子政务平台。     

Hoping to Enhance a Local Funding Relationship: Exploring Private Sector Business Preferences When Contributing to Nonprofit Organizations

ABSTRACT

Nonprofit organizations want relationships with private sector businesses because nonprofits rely on fundraising to generate income, a portion of which is provided through the charitable giving of the private sector. Who the private sector contributes to, why they give, and what variables positively influence more giving, are all questions nonprofit organizations continuously want answers to. The answers though are often arbitrary, reflecting subjective criteria based on individual business preferences, the economic status of the marketplace, the community context, and the credibility of the nonprofit program. Because the relationship is dynamic and the answers may continue to change, nonprofits must continue to ask.

This article discusses an exploratory effort to identify the funding attitudes and behaviors of private sector businesses who contribute to their local nonprofit organizations.

The results showed the majority of private sector businesses who responded said they support their local nonprofits primarily with cash contributions, and identified altruism as a key motivation for giving. Results also revealed that their funding choices are somewhat arbitrary with little formalized process for decision-making. Dollars are contributed primarily by direction of individual managers or owners who prefer informal relationships with their local nonprofit organizations, but expect funding requests to clearly explain how the dollars will be used. The findings, although limited, provide results that further examine this complex relationship, and perhaps provide insight into how the relationship could be enhanced for the ultimate benefit of both organizations' needs.     

RFID技术、保护隐私权与公共政策

本文分析了RFID无线射频识别技术在流通领域的应用前景和预期效益，论述了RFID技术与保护消费者隐私权的关系，以及相关公共政策。应用RFID技术，应注重保护消费者隐私权，制定相关公共政策。公共政策应包括多方参与的技术评估、公正信息原理、界限范围和行业自律等方面内容。     

Policy Issues Raised by For-Profit Spinoffs from Professional Associations: An Evaluation of a Recent AICPA Initiative

This paper provides an evaluation of the spinoff of a for-profit company from the American Institute of Certified Public Accountants (AICPA), a nonprofit professional association. The evaluation is based on a review of the literature on public policy issues surrounding organizational conversions from nonprofit to for-profit legal status. Many criticisms of this for-profit spinoff were voiced by professional leaders and accounting regulators, and we demonstrate that these criticisms are grounded in widely recognized policy principles relating to nonprofit conversions. The public policy issues raised by this study have implications for the governance of professional associations in all disciplines.     

基于消费者视角的口碑传播媒介组合策略研究

随着互联网的兴起,企业对口碑传播的重视达到了前所未有的高度。当前,传统媒介继续保持旺盛的生命力,互联网成为口碑传播的有力推手,分销渠道则把真实的企业和产品呈现给消费者并与其互动。口碑传播的媒介组合策略正是整合了传统媒介、互联网和分销渠道三者的力量,以期望在消费者之间形成自发的、持续的口碑。     

Private certification schemes as consumer protection: a viable supplement to regulation in Europe?

In the European single market, most product certification schemes are privately organized. This paper considers the goals and pitfalls of private certification as a form of market‐based and multi‐stakeholder consumer protection that relies on the transparency of information and the possibility of consumers choosing accordingly with their preferences.