在电力市场条件下大型发电设备的营销策略

运用市场营销学中的相关知识,对在电力市场条件下大型发电设备生产商和购买商(即发电商)之间的关系进行了分析,指出了大型发电设备生产商在运用营销策略过程中应注意的问题。     

基于德国应用型人才培养的市场营销学课程教学改革研究——以钦州学院为例

传统的市场营销学课程教学培养的学生欠缺创新思维和应变能力,基于德国应用型人才培养的市场营销学课程教学改革,其主要内容如下:市场营销课程教学目标研究、教学内容研究、教学手段研究、实践教学设置研究、过程性考核方式研究。     

基于 SNA 的产业网络研究

产业结构优化对促进经济发展有重要的作用,国内外学者从不同的角度对产业结构进行了大量的研究,但仍存在一些不足。本文针对当前产业结构研究的局限性,将社会网络分析方法和投入产出表相结合,基于投入产出有关数据,应用社会网络分析方法对产业网络结构进行定量化研究,利用ucinet软件从密度、中心度、中介中心性和小团体等多个方面对产业经济联系进行量化分析,构建产业结构网络模型,直观的展示产业部门之间关系,对促进产业升级提供相关的建议。     

电力需求分析新思路探讨

本文通过电力经济形势的分析,运用管理经济学和市场营销学理论,提出了一些电力需求分析和研究的新思路     

基于投入产出的产业关联研究

本文基于投入产出表中直接消耗系数表,运用社会网络分析技术,对各产业在产业间的网络关联中的中心性进行了分析,揭示产业间网络结构的內在机理,并与投入产出分析中的影响力系数和感应度系数进行了对比.分析结果表明社会网络分析对投入产出表分析中的可行性,社会网络分析是对投入产出分析的有益补充,其分析结果可为国家宏观政策的制定和产业政策的调控起到重要的参考价值.     

改进多种经营市场营销的思考(工商管理培训班结业论文)

矿务局对多种经营企业营销管理的内容不能简单地归属于宏观市场营销学的范畴,因为它不是一个社会市场营销系统,不具有组织生产与消费平衡,满足社会各种需求的职能和任务。又不能简单地归属于微观市场营销学的范畴,因为它不必象每个企业那样,去进行从产品调研到生产、销售的全过程活动。它的工作内容介于两者之间。在营造企业内部市场,把生产和消费结合起来,为企业整体利益组织产销平衡时,在发挥多种经营企业优势,通过局内外联销、联营等方式共同开发市场     

大型复杂项目组织研究文献评述:社会学视角

作为一种临时性的组织,大型复杂项目组织具有典型的社会属性,这根源于工程项目的社会性特征.传统的项目管理理论需要借助交叉学科来研究这一问题,社会学理论是其中的一个重要支撑.文章从大型复杂项目组织研究的重要性出发,对该问题进行了文献分析和评述.主要从理论和方法两个方面,包括工程社会学观和哲学观、工程伦理学观以及社会网络学观等,尤其对社会学中社会网络分析(socialNetworkAnalysjs,SNA)的应用进行了详细评述.期望对大型复杂项目组织的社会学视角的研究提供研究基础和启示.     

论国际市场营销的产品策略

一、进入国际市场的四种产品观念 1.整体产品的观念。市场营销学所研究的产品就是整体产品。整体产品的概念包括三个方面的内容,即实质产品(又称核心产品)、形式产品和延伸产品。实质产品就是产品的基本需求效用;形式产品是指产品的实体外在形态,包括品质、特征、式样、包装、商标和厂牌等;延伸产品则是针对产品本身的商品特性而产生的各种服务保证。市场营销学的产品价值观就是消费者的需要,产品的整体概念就体现着以用户为中心思想,正因为这样,国际营销学者在营销过程中,就应不折不扣地考虑产品的各个方面适应消费国的顾客需要,否则在策略的运用上便有失策的可能。     

案例教学法在市场营销教学中的应用探析

案例教学法已经成为市场营销学主要的教学方法。在教学中,案例教学的具体应用还存在一些不足之处,笔者结合多年的教学感受,对案例教学法在市场营销教学中的应用进行探讨。     

发电市场寡头竞争综述

讨论了寡头市场中常用的三个模型(Bertrand、Cournot和供应函数模型)在发电市场中的应用,而且比较系统地综述了寡头竞争理论与方法中的一些基本问题和研究状况,评述了相关文献,从几个方面提出寡头竞争理论研究的发展趋势.分析了各模型的特点及存在的问题,指出它们应用的局限性.     

论“共主体”营销话语的建构与践行——关于现代营销近视症的矫治研究

本文针对当前营销理论和实践存在的"外形化"问题,梳理了莱维特提出营销近视症后的营销理论发展进路,得出该近视症并没有得到根治而且有新变异的论断和具有主体中心论特征与弊端的现代营销近视症;认为要根治该近视症,首先应克服"现代营销者研究现代营销"以及由此产生的"营销研究的近视症"局限,以营销研究者的身份、在跨学科和方法论高度与层面去寻求突破性思路和方法。基于这种认识,本文萃取和应用"后现代性"、"主体间性"与"网络嵌入性"等多学科话语作为矫治这种营销近视症的创新方法,重构了具有"消解对立、善待他者、与他者网络化互嵌共生"意蕴的共主体营销新话语,并论述了践行这种营销新话语的方式、机理和愿景。     

Managing innovation networks: Exploratory evidence from ICT, biotechnology and nanotechnology networks

This study examines the management of innovation networks which has enjoyed increased recognition in the marketing literature due to its growing prominence and relevance. By testing a causal model relating network factors to outcomes, the study contributes to theory development on managing innovation at the net level of analysis. Consequently, it contributes to the respective marketing literatures on new product development, open innovation, industrial marketing and its emerging network management sub-stream. It also offers a methodological contribution as respondents include key players from businesses, government agencies, research organizations and universities rather than from only one focal organization as studies in extant literature have predominantly done. Findings are based on 219 responses from Australian high technology networks, namely, information and communications technology and biotechnology/nanotechnology. The study offers valuable implications for marketing managers involved in new product development and innovation concerning strategies for managing their inter-organizational innovation initiatives effectively.     

基于传染病模型的口碑传播预测

早在上个世纪五六十年代就有人提出过口碑营销的概念,这是一种以消费者自己为导向自发宣传企业产品的一种效应。多年来,关于如何高效地利用口碑营销价值的问题得到了众多学者的关注,但主要研究内容都侧重于不变数目人群消费圈子的传播效应预测,以及口碑营销的纯理论研究机制,缺乏对动态人数变化的分析。故本文侧重于对消费移出者这样一种动态趋势的口碑营销现象进行研究,采用微分方程模型的方法,对消费者口碑效应做一个简单地预测。本文的研究对实际生活中的营销投入有一定的参考借鉴价值。     

The use and value of qualitative research studies

Qualitative research provides rich insights into many marketing problems and, with appropriate interpretation, will provide detailed solutions. This article describes the benefits of conducting qualitative research and cites its appropriateness to specific marketing questions. Examples of qualitative research and its application to marketing and business decisions are provided.     

Toward a theory of outside-in marketing: Past,present, and future

Outside-in marketing is a powerful driver of superior firm performance, especially for firms in dynamic, competitive markets. The use and application of outside-in marketing has flourished in the past four decades, but research that synthesizes and extends understanding of this approach is missing, such that extant literature remains fragmented and scarce. This paper aims to deliver a theoretically grounded, managerially relevant framework to guide outside-in marketing research and business practices. Specifically, it offers an integrative conceptualization of outside-in marketing, examines its evolution over the past four decades, and provides business cases that depict how organizations have implemented outside-in marketing. On the basis of a comprehensive analysis of research domains pertinent to outside-in marketing, combined with business examples, this article establishes an evolving theory of outside-in marketing, comprising four key tenets and seven testable propositions.     

Relationship marketing in Guanxi networks: A social network analysis study of Chinese construction small and medium-sized enterprises

Despite the significance of Guanxi networking as the integrated approach to relationship marketing in the Chinese business environment, there remains, however, a limited understanding of the structural and relational characteristics of these stakeholder networks, within which value is jointly created and shared. In this study, the value-adding ego-networks of the business owners in four Chinese construction small- and medium-sized enterprises (SMEs) are examined. The relationship between the business owner and six main stakeholder groups was identified, quantified, analyzed, and visualized using SNA. Relationships were measured according to the frequency of communication, the value of favour exchanges, and the amount of emotional investment in the relationship. Comparative SNA studies were conducted, focusing on ego-network density, tie strength, and prominence of key stakeholders. The findings highlighted the high degree of the structural and relational embeddedness in Chinese SMEs with Guanxi ties (both strong and weak) dominating the construction business-owners' network. They also underlined the prominence of the internal markets of multiskilled employees and business-development managers. Transactional ties, albeit a minority, also exist in the business-owners' network, which confirms that both relational and transactional marketing coexist in the Chinese construction industry. The study draws managerial implications for entrepreneurial business owners and managers, and proposes directions for future research.     

Improving Marketing's Contribution to New Product Development

In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as research and development. This finding underscores the importance of identifying relevant capabilities that can improve the position of marketing within the NPD process as part of the quest to improve innovation performance. However, thus far, it has remained unclear precisely how the marketing department can increase its influence on NPD to enhance a firm's innovation performance. The results of this study demonstrate that the relationship between marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on NPD. In particular, both marketing research quality and the ability to translate customer needs into product characteristics serve to increase marketing's influence on NPD. This increased influence, in turn, positively contributes to overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing capabilities, the marketing department must achieve a status in which these capabilities can translate into performance implications.     

A kaleidoscope of business network dynamics: Rotating process theories to reveal network microfoundations

Although networks have been the epicenter of research in B2B marketing for many years, our understanding of their dynamics remains in its formative stages. In this paper, we explore how the integration of various process theories broadens our perspective of business network dynamics and allows us to study the microfoundations of network change and stability. Our empirical case shows that as we rotate through each process theory, a new combination of network microfoundations appears. We contribute to the business network literature by: 1) providing a nuanced and refined understanding of network microfoundations; and 2) showing how the use of different process lenses alters the mix of microfoundations revealed.     

营销学在中国发展的30年回顾：成就与挑战

营销学从国外引进到中国迄今不过30年，在世界营销史上虽属短暂，但这30年已经走过了世界营销百年的风雨历程，为世界营销理论和实践的丰富和发展作出了杰出的贡献，其间经历了引进启蒙、广泛传播、应用深化三个主要阶段，并正在经历新一轮的创新拓展过程。中国营销已经迎来新世纪的挑战，中国将从世界的“生产车间”走向“研发车间”以至“营销车间”，中国营销学者任重道远。