知识经济与企业营销创新

知识经济的到来,使市场营销环境向全球化、趋同化、人性化、分散化趋势发展。为迎接知识经济的挑战,企业应树立知识营销观念,实施全球营销战略,建立扁平化营销组织结构,利用品牌形象与商誉进行产品创新,拓宽营销渠道。培养和造就大批知识型营销人才。     

创业型、实战型市场营销本科专业人才培养模式的改革与实践

21世纪社会经济发展要求对市场营销本科专业的人才模式进行改革与创新.以"造就营销管理者"作为教学理念、以培养学生的创业能力和实战能力作为教学过程主线、以塑造具有战略眼光和创新意识的创业型实战型人才为教学目标的人才培养模式的构建与实施,较好地适应了社会对市场营销管理人才需求的变化,有利于创新型和实践型人才的培养.     

电信企业营销渠道精细化管理之浅谈

随着电信企业的营销渠道功能从传统的单一的销售功能转变为销售与服务两项功能,电信企业应对其营销渠道进行精细化的管理:一方面,要通过利用网站、邮政报刊亭等媒介建设非传统营销渠道以有效补充传统渠道的覆盖范围;同时要通过更明细的分类方式对传统渠道进行重新分类,并对每一类渠道进行不同规范的管理。而另一方面,无论是非传统渠道还是传统渠道,都应通过监督检查、培养感情、调整佣金结构等方式强化其服务功能。电信企业营销渠道精细化管理是个系统工程,需要企业内部各部门通力协作才能实现。     

国际营销教学法的探索与实践——以云南财经大学“国际营销”课程为例

随着国际竞争国内化、国内竞争国际化成为市场常态,社会、企业迫切需要大学培养既掌握国际营销理论,又能娴熟运用相关技能的人才。国际营销作为我国大学商科教育国际化课程体系的重要组成部分,是本土化培养国际化、复合型人才的必然选择。本文基于云南财经大学国际营销课程的10年教学探索,对教学实践中的启发式教学法、研讨式教学法、案例分析教学法、现场教学法进行了系统归纳总结,以完善教学方法,提高教学质量,培养本土化、复合型、高素质的综合性国际营销人才。     

营销渠道模式选择初探

企业的竞争是全方位的竞争,涉及到资金、技术、人才、服务以及渠道等诸多方面。本文主要介绍营销渠道的内涵、营销渠道模式的选择以及营销渠道的评价标准和未来营销渠道的发展趋势。     

基于机电产品营销岗位群的复合型人才培养模式探索

机电产品营销人才需跨专业培养其岗位能力,苏南地区企业对机电产品营销人员需求量较大,急需懂技术、会经营的营销及管理人才。文章对比了当前高职院校采用的几种培养模式,提出依托校企合作划分不同阶段动态推进的培养模式,并提出了具体的培养方法。     

供应链管理在营销渠道冲突上的应用——以ABB低压产品营销渠道冲突管理为例

随着市场竞争的日趋激烈,企业越来越将营销渠道视为必须掌控的关键外部资源。传统渠道链的内在缺陷和新竞争模式的外在压力迫使企业必须通过渠道创新以获得新的利润和竞争力。供应链管理中协同合作和系统优化的思想可为产品渠道冲突管理提供借鉴和依据。     

工程机械企业营销渠道整合研究——以中联重科为例

中国工程机械企业面临典型的"二元化"结构市场,其地域广阔和市场结构不成熟的特点,使得渠道变革成为无数工程机械企业又爱又恨的环节。本文以营销渠道整合理论为基础,以中联重科为对象,构建营销渠道整合的概念模型,提出了工程机械企业营销渠道整合的策略。     

谈企业营销创新

营销创新对企业的生存与发展具有重要意义。企业营销创新 ,应实施全球营销战略 ,实现产品、价格、渠道、促销策略创新 ,建立扁平化组织结构 ,培育和造就大批知识型营销人才。     

对再造商品流通渠道的分析

随着电子商务和营销管理理论的发展,企业越来越重视商品流通渠道再造。商品流通渠道直接决定了企业的效率和效益,企业应再造能实现企业价值最大化的商品流通渠道。     

基于加强情商培养的本科工商管理类专业人才培养方案研究——以市场营销专业为例

市场营销专业是高校本科工商管理类专业中具有代表性的专业。企业需要高情商的营销人才,高校本科市场营销专业作为培养营销人才的重要阵地必然要加强学生的情商培养。为此,高校应从培养目标、培养规格、课程体系、教学改革等方面设计科学的本科市场营销专业人才培养方案,加强学生的情商培养,提高人才培养的质量。     

The role of slotting fees and introductory allowances in retail buyers’ new-product acceptance decisions

Although slotting fees and introductory allowances have become well established in the grocery and other industries, they remain a source of controversy among channel members. Retailers claim that these fees and allowances help mitigate the risks associated with new-product acceptance. Manufacturers counter that retailers are abusing slotting fees and allowances by using them as a source of profit. The authors investigate this controversy by empirically examining the role of slotting fees and allowances in the retail buyers’ product acceptance decision process. Results provide evidence to suggest that introductory allowances are indeed being used by retailers in the sample to offset perceived risks and costs of carrying new products. However, findings regarding slotting fees are much less supportive of retailers’ claims. J. Chris White (Ph.D., Texas A&M University) is an assistant professor at the University of Central Florida. His primary research and teaching interests include marketing strategy and management, retail management, international strategy, and promotion strategy. Lisa C. Troy (Ph.D., Texas A&M University) is an assistant professor of marketing at Utah State University. Her primary research and teaching interests include product innovation and new product development, marketing strategy, retail management, and international marketing. R. Nicholas Gerlich (Ph.D., Indiana University) is an associate professor of marketing at West Texas A&M University. He is actively involved in the development of Web-based courses and has research interests in the marketing of new products.     

基于PDCA的经管类实验教学质量改进模式研究——以人力资源管理专业为例

经管类实验教学在人才培养中发挥着重要作用。该文以人力资源管理专业为例,构建了基于PDCA的经管类实验教学质量改进的模式,并给出了实施思路。     

基于博弈论的制造商分销渠道设计研究

分销渠道设计是渠道管理的前提，科学合理的分销渠道设计会给营销渠道管理工作减轻相应的负担。该文从制造商的角度出发，建立了渠道设计中制造商与中间商的博弈模型，并在此基础上提出制造商在渠道选择中应采取的相应策略。     

Exchange relationships and interfirm power in channels of distribution

Conclusion The article by Weitz and Jap in this volume makes a significant contribution to the marketing literature, as it enhances our understanding of relationship marketing in channels of distribution. Our commentary was designed to elaborate on important issues raised by Weitz and Jap. We hope it generates interest in channel relationships that are in trouble, leads channel researchers to consider alternative channel contexts when formulating and testing theory, and motivates a more open and positive view of interfirm power and its use. His research, teaching, and consulting efforts focus on the structuring and management of channels of distribution. He is a frequent contributor to leading research journals and has won several awards for his teaching. He has consulted for such companies as AT&T, Carnation, General Electric, General Motors, Hewlett-Packard, Honeywell, IBM, Intel, Merck, 3M, Northrop, TRW, and Weyerhaeuser. Before joining USC in 1984, he served on the faculty at the University of Illinois. His research and teaching interests focus on the structure and coordination of channels of distribution and on services marketing. Prior to his admittance in the doctoral program, Kersi worked in India for Software Research Corporation as a software developer and at Citibank. His dissertation proposal has just been awarded a grant by the University of Pittsburgh’s Center for Research on Contracts and the Structure of Enterprise.     

“官校企生”四方联动积极推进高职营销专业实践教学基地建设

培养从事营销一线的高职技术应用型人才,是高职市场营销专业的根本任务。目前,从整体来看,高职院校市场营销专业在培养技术应用型人才方面已有所成效,但还有待于进一步提升,实践教学建设较弱,尤其是在实践教学基地建设的上需进一步加强和提升。因此,本文中主要对高职市场营销专业实践教学基地建设存在的问题、原因及对策进行探讨。     

高职院校市场营销专业项目化管理初探

为了提升高职院校市场营销专业学生的就业竞争力,本文运用项目管理的思想对传统的市场营销专业进行改革,提出了一套高职院校市场营销专业教学的项目管理模式,希望能给各高职院校一定的借鉴。     

西安房地产企业发展的战略思考

西安房地产企业在新的市场形势下,必须重新调整企业的发展战略.创新战略应作为企业战略的核心,尤其要突出制度创新、技术创新、管理创新;人才战略要以人本管理作为出发点;营销战略应把重点放在纵向一体化战略、品牌战略和营销组合策略上.     

Interface of marketing and R&D personnel in the product innovation stream

A questionnaire was sent to over 550 different Canadian firms engaged in R&D activity as of the Fall of 1973. One portion of the questionnaire was designed to provide specific information about marketing involvement in the product development stream in Canadian organizations engaged in R&D. Analysis of the resulting data pertaining to: when marketing personnel are and should be brought into the product innovation stream; what level of marketing management is and should be brought into the product innovation stream; and the degree of influence of marketing personnel in product innovation is presented in this paper.     

上市公司如何进行市值管理

市值管理是上市公司的一种生存方式和成长机制.上市公司要进行有效的市值管理,应该做到:成立市值管理的专职机构,建立起市值管理的常态机制;科学制定股权激励机制,充分发挥股权激励的正效应;广泛开展资本市场营销,实现公司价值的有效传播;充分利用资本运作手段,进行有效的购并重组.