网络直播营销对企业品牌忠诚度影响的实证分析

当今社会快速发展,促使网络直播成为一种新型的传播和宣传的重要方式。这种方式的准入标准很低,而且在社会上的热度很高,价格低廉,效率高。这些特点使它受到很多个人和企业的欢迎,逐渐成为当前最受欢迎的营销模式。本文研究这种营销方式对企业品牌忠诚度的影响机制,并将顾客感知价值作为中介变量,通过实证研究发现:网络直播营销对提升企业品牌忠诚度具有正向影响,也就是说,企业通过网络直播进行营销可以增加顾客对企业品牌的忠实程度;此外,顾客感知价值在网络直播营销对企业品牌忠诚度的影响中有中介效应,顾客对于产品或服务本身的价值感知会对企业品牌的忠诚度产生一定的影响。这些结论可以有效地帮助企业认识到直播营销对于提升企业品牌忠诚度的重要性,在一定程度上指导企业如何利用网络直播进行营销活动,从而来提高顾客对于企业品牌的认可和忠诚度。     

我国房地产品牌建设问题及策略探析

随着房地产市场的发展和完善,品牌对于房地产开发商的重要性已不言而喻,创立强势品牌已成为企业应对激烈竞争,争夺市场份额的战略选择.一个优秀的品牌反映的不只是可信赖的产品品质、功能、服务,更重要的还有值得欣赏的个性、企业追求卓越的经营理念和一贯性的承诺.相对于强调价格、质量、环境等一个或几个方面,它能够给客户带来一整套解决方案和更多价值,因而使企业更具竞争优势.     

论品牌塑造与企业公关

当代社会销售与利润不再是企业发展的单纯目标,更多的在于整合企业内外有效的资源,利用公关手段,促进企业与相关受众之间的了解和信任,为企业树立良好的公众形象。企业品牌是企业公关的主体要素,品牌形象代表着对客户的承诺,以及客户对于达成承诺能力的判断,品牌代表了企业的品质。     

回归消费者

在化妆品行业这种因过度重视渠道而轻视消费者，造成产品与品牌同质化现象严重的大势下，如果品牌不能满足消费者需求，通过价值诉求打动他们，只会成为没有内涵的空壳品牌。消费者做好了准备，随时可能抛弃空壳品牌，转向新品牌。对于大多数企业而言．从渠道转向消费者已经刻不容缓。     

浅论塑造企业品牌形象

现今社会,市场竞争异常的激烈,生产与销售已不再是企业发展的单纯目标,现在更多的在于整合企业内外有效的资源,利用公关手段,促进企业与相关受众之间的了解,增加信任感,为企业树立良好的公众形象。企业公关由众多要素构成,而企业品牌(经济组织)是企业公关的主体要素。若拥有了众所周知的品牌,花在销售上的时间和心血即可大幅降低。品牌的形象代表你对客户所做的承诺,以及客户对于你达成承诺能力的判断,客户在你开展促销之前就认可了品牌背后所代表的品质。     

雇主品牌的战略营销和质量评估体系初探

雇主品牌是与客户服务品牌同等重要的内部品牌,是品牌概念在人力资源领域的应用,是企业对员工做出的价值承诺.     

破坏承诺等于品牌自杀

<正> 21世纪的企业竞争已全面步入品牌竞争时代,品牌成长的健康与否牵一发而动全身,直接动摇着企业赖以生存和发展的基础。而某种品牌之所以被市场接受,它实际上在消费者心目中成功地建立了一种承诺,这种承诺一旦遭到破坏,就有可能招致消费者品牌忠诚的流失。因此,信守承诺对品牌发展至关重要。产品质量,能否一如既往品牌质量是消费者最关心的品牌特征,也是品牌立足于市场首当其冲的关键要素。正如索尼公司缔造者盛田昭夫所说:"产品是企业市场的生命,质量是企业     

企业绿色品牌资产价值评价体系的构建

随着经济全球化,企业发展有了更高的追求,消费者也对企业有了更高的要求。在这个飞速发展的市场中,人类赖以生存的自然环境日益恶劣,因此,环境的保护成为人类当务之急。在这种环境下,人们在选择品牌产品的同时更加趋向绿色安全环保,而绿色品牌资产提倡的就是一种基于人与自然环境和谐生存、共同持续发展的思想理念下的品牌资产,对于企业的发展来讲,绿色品牌资产价值的评价显得尤为重要。本文在结合前人研究品牌资产价值的基础上,针对绿色品牌的特点进行资产价值的评价,评价的结果可以帮助企业更有针对性的确立企业的战略竞争定位、核心竞争力以及企业文化。     

烟草企业品牌培育的对策

品牌营销人泰勒说过这样一句话：“品牌就是承诺，是我们必须遵守的承诺。不论我们是谁，不论我们销售什么，这两者之间没有什么区别。”改革开放以来，中国烟草商业企业获得了快速发展。但由于烟草行业的特殊性，过去烟草企业只注意经济效益，忽视企业品牌的培育。因此，随着市场经济的发展，烟草企业现在已经认识到企业品牌的重要性。     

烟草企业品牌培育的对策

品牌营销人泰勒说过这样一句话:"品牌就是承诺,是我们必须遵守的承诺.不论我们是谁,不论我们销售什么,这两者之间没有什么区别."改革开放以来,中国烟草商业企业获得了快速发展.但由于烟草行业的特殊性,过去烟草企业只注意经济效益,忽视企业品牌的培育.因此,随着市场经济的发展,烟草企业现在已经认识到企业品牌的重要性.     

Factors affecting the effectiveness and acceptance of electronic selection systems

There has been a rise in the use of electronic selection (e-selection) systems in organizations. Given the widespread use of these systems, this article reviews the factors that affect their effectiveness and acceptance by job applicants (applicant acceptance), and offers directions for future research on the topic. In particular, we examine the effectiveness and acceptance of these systems at each stage of the selection process including (a) job analysis, (b) job application, (c) pre-employment testing, (d) interviewing, (e) selection decision-making, and (f) evaluation and validation. We also consider their potential for adverse impact and invasion of privacy. Finally, we present some implications for e-selection system design and implementation.     

Evaluating the Gauge Repeatability and Reproducibility for Different Industries

Measurement plays a significant role in Six sigma program. Usually, the gauge repeatability and reproducibility (GR&R) study needs to be conducted prior to the process capability analysis for verifying the accuracy of measuring equipments and helping organizations improve their product and service quality. Therefore, how to ensure the quality of measurement becomes an important task for quality practitioners. In performing the GR&R study, most industries are using the acceptance criteria of Precision to Tolerance(P/T) ratio as stipulated by QS9000. However, the adequacy of applying the same acceptance criteria to different manufacturing processes is very questionable. In this paper, a statistical method using the relationship between GR&R and process capability indices is proposed for evaluating the adequacy of the acceptance criteria of P/T ratio. Finally, a comparative analysis has also been performed for evaluating the accuracy of GR&R among three methods (ANOVA, Classical GR&R, and Long Form). Hopefully, the results of this research can provide a useful reference for quality practitioners in various industries.     

Communicating environmental management certification: Signaling without signals?

This article analyzes how organizations communicate their voluntary environmental management certification. Previous research suggests that firms use certification to signal and to create a better public image as one of their main objectives in adopting environmental management standards. How organizations communicate their certification to their stakeholders has not been fully researched. To fill this gap, this work focuses on the hospitality industry, one of the most relevant sectors for environmental certification, and Eco‐Management and Audit Scheme, one of the most demanding certification schemes. On the basis of the analysis of the communication practices of 201 certified European hotels and 37 interviews with managers from certified hotels, the findings are surprising. The great majority of organizations included in the study engage in no significant communication activity. The results cast doubt in the idea that improving corporate image is one of the main drivers to adopt third‐party voluntary certification.     

Recruitment Process Outsourcing and Applicant Reactions: When Does Image Make a Difference?

Many organizations transfer parts of their recruitment process to external service providers—often referred to as recruitment process outsourcing (RPO)—to save costs and enhance the quality of their recruitment procedures. However, contrary to the expectations regarding RPO, Wehner, Giardini, and Kabst (2012) found that RPO might cause negative reactions to recruitment procedures among graduates. We extend that study by incorporating a brand equity perspective in examining whether employer image and service provider image counterbalance negative reactions among graduates. Utilizing a scenario‐based, between‐subject design, we obtain results that show that the extent of RPO negatively influences applicant reactions regardless of the employer's or service provider's image. Furthermore, we find negative mediating effects of RPO on job acceptance intention. However, the perceived fit between employer image and service provider image positively influences applicant reactions. Moreover, employer image positively influences employer attractiveness and service provider image positively influences applicants’ satisfaction with the recruitment process. Thus, a strong employer image and service provider image partially compensate for the negative effects of RPO on applicant reactions. © 2014 Wiley Periodicals, Inc.     

Just-in-time in the infrastructure

We know that just-in-time (JIT) manufacturing is a set of philosophies, not a set of techniques. These same philosophies are embraced by the total quality management (TQM) school. The most important element of this philosophy is that of continuous improvement--the acceptance of constantly changing objectives as a departure from reliance on standard requirements. This fundamental concept drives other philosophical aspects such as improving utilization of resources (employee involvement, reduction of waste) and long-term success (customer focus, vendor partnerships). Clearly, these philosophies are applicable to all organizations and functions. Perhaps some of these philosophies are manifest by certain JIT principles that we might consider when we design organizational routines and practices. Why not apply what has been proven in the factory to the seemingly bureaucratic behaviors in the office.     

医学图像分割方法研究

图像分割是图像处理和分析领域的经典难题,医学图像分割是图像分割中一个重要方面和应用领域,同时也是病变区域提取、临床实验、特定组织测量以及实现三维重建的基础。在临床应用和医学研究中具有重要的研究意义。本文主要对几类图像分割方法进行了分析、研究和实验,总结出各个方法的优缺点,从而可以达到更好的分割医学图像的目的。     

VOLUNTARY ORGANIZATIONS IN ACTION: STRATEGY IN THE VOLUNTARY SECTOR

Organizations in the voluntary sector have received relatively little attention from researchers in the field of organizational analysis. In particular, the strategy of organizations in the voluntary sector has been assumed to be passive, concentrating on a co-operative role with commercial or public agencies. This article argues that such a picture is not necessarily accurate and examines the strategies of four leading British voluntary organizations. Data suggest that co-operation is but one of many strategies pursued by some voluntary organizations. Two of the sample organizations deviate markedly from the stereo-typical image of co-operation, and variation in their strategy choice is argued to emanate from dependence relations created by organizational links. The paper argues that the influences which shape the choice of strategy in voluntary organizations are primarily those created by inter-dependence, and that aspects of task and ambiguity are secondary sources of influence.     

Factors affecting the acceptance and effectiveness of electronic human resource systems

Electronic human resource (eHR) systems are being used with increasing frequency in organizations. However, there is relatively little research on factors that influence the degree to which they result in functional versus dysfunctional consequences for individuals and organizations. Thus, the major purposes of this article are to: (a) present a model that relates a number of antecedents to such consequences, (b) describe the impact of individual and eHR system characteristics on four important eHR-related variables (i.e., information flows, social interactions, perceived control, and system acceptance), (c) offer a set of hypotheses that can be used to guide research on eHR systems, and (d) advance recommendations for the design of such systems.     

National vs. corporate culture: Implications for human resource management

Corporate culture has been described as the “glue” that holds organizations together by providing cohesiveness and coherence among the parts. Multinational companies are increasingly interested in promoting corporate culture to improve control, coordination, and integration of their subsidiaries. Yet these subsidiaries are embedded in local national cultures wherein the underlying basic assumptions about people and the world may differ from that of the national and corporate culture of the multinational. These differences may hinder the acceptance and implementation of human resource practices, such as career planning, appraisal and compensation systems, and selection and socialization. This article discusses the assumptions about people and about the world underlying these HRM practices as they may differ from those of the national culture of the subsidiary. Finally, issues concerning the use of corporate culture as a mechanism for globalization will be raised.     

Human Capital,the Millennial's Reign,and the Need For Servant Leadership

Human capital has been a major emphasis and priority for organizations for the past 15–20 years; however, changing demographics in the workplace dictate that organizations step up these efforts. The current paper explores three generational cohorts, with particular emphasis on the Millennial generation as this cohort will encompass upward of 50% of the workforce by 2020. If organizations want to compete for and retain top Millennial talent, organizations must make themselves attractive to Millennials. This will require that organizations develop a leadership base that is suited to lead Millennials. We suggest that servant leadership is likely the optimal leadership style for creating an organization rich in human capital development and for making an organization a preferred workplace for the Millennial generation.