生产商与中间商渠道模式选择及策略分析——基于品牌和技术的博弈模型

在博弈模型中,参与人包括生产者和渠道中的中间商.模型将品牌和技术作为影响模式选择和渠道决策的内生变量,把其他如消费者因素和政策因素等作为外生变量.博弈模型的重点是分析在品牌和技术的影响下,生产商在与中间商的博弈中应采取哪种渠道模式,是自建还是代理.模型要解决的主要问题是,在中国特定的市场氛围下,技术型产品的生产商或拥有良好品牌的生产商应该采用何种营销渠道结构,是采用纵向整合的直接渠道,亦或是采用间接渠道.     

关系视角的轿车品牌权益培育研究

在品牌竞争时代,培育品牌权益成为轿车企业获取竞争优势的重要途径,而轿车企业的关系营销努力也是形成品牌权益的重要前因,关系理论运用于品牌权益研究可以为轿车企业品牌建设和品牌管理提供新视角.轿车企业的广义品牌关系存在从关系形成、关系发展和关系维持的发展层级,通过文献整理和消费者小组访谈发现,影响到关系层级发展的因素包括消费者层面的显性因素和企业层面的隐性因素.基于此,轿车企业可以通过关系理念渗透和关系策略培育轿车品牌权益.     

农业强国擘画下基于复杂网络演化博弈的农业品牌建设研究

农业品牌建设是推动农业高质量发展的重要手段，是农业强国的重要标志。农业品牌建设参与主体复杂，明晰建设过程中参与主体的行为选择，能够丰富和创新中国式农业品牌建设的理论与实践。基于演化博弈理论，分析地方政府、农产品生产者和消费者在农业品牌建设中的策略选择和实现条件，并进行复杂网络仿真实验，结果表明：（1）地方政府、生产者和消费者三方博弈能够演化到政府激励、生产者参与、消费者购买的稳定状态，各主体均衡稳定条件与自身成本收益密切相关，生产者品牌价值意识、品牌黏性能够促进策略稳定；（2）地方政府与消费者选择作为外生因素共同促进生产主体在复杂网络中的策略学习，其中外生动力通过作用于生产者成本与收益进而促进生产策略演化稳定;（3）在市场驱动下，品牌溢价能够推动农业品牌生产策略的成功扩散。因此，我国的农业品牌建设应以农业强国为最终目标，政府与市场双轮驱动，培育参与主体的互利共生机制。     

我国加工农产品质量安全预警警源分析

本文对产生我国加工农产品质量安全警情的警源进行分析,把警源因素分为内生警源和外生警源,其中内生警源包括加工原料安全水平、加工辅料使用安全水平和加工技术安全管理水平,外生警源包括消费者食品安全意识水平、农产品加工业发展水平和国家监管水平,并分别结合我国的现状进行了分析,提出了相应的建议。     

品牌权益与资本市场反应的关联性研究综述

品牌权益可以从消费者和公司两个层面来定义和测量,其中消费者层面的品牌权益主要从品牌权益的来源来测量,公司层面的品牌权益主要从品牌权益的结果来测量.研究品牌活动对资本市场股东价值的影响主要有营销生产率链模型、营销价值链模型和品牌价值链模型;研究品牌价值的资本市场反映计量主要有“四因素”财务模型、“事件研究”法和“股票回报...     

品牌关系对消费者品牌形象感知及购买行为的影响研究

品牌关系被关系研究学者视为品牌的本质所在和品牌提升的直接途径;品牌形象是消费者对品牌的综合感知,是影响消费者购买决策等行为的重要变量.以全国679个消费品调研样本为基础,运用结构方程模型(SEM)和路径分析方法,实证研究品牌关系对消费者品牌形象感知及购买行为的影响,结论显示:品牌关系是影响消费者品牌形象感知的直接变量,...     

虚拟品牌社区成员参与的影响机制研究——基于畅快体验的视角

虚拟品牌社区是一个有效的传播平台,也是企业顾客关系管理的有效途径,而促进社区参与是虚拟品牌社区成功运营和发展的重要前提.基于体验的视角,建立包含社区价值、畅快体验、品牌认同的社区成员参与的影响机制模型,并对虚拟品牌社区成员参与的动机进行实证研究,得出结论:互动价值对社区参与有积极的影响作用;畅快体验在互动价值对社区参与...     

基于识别度与传播能力的品牌竞争力评价

品牌识别度与品牌传播能力两项指标,表现了品牌和消费者心理、行为之间的互动、多变的关系。基于这种认识,本文构建了品牌识别度与品牌传播能力的评价指标体系,用层次分析法来计算影响品牌识别度与传播能力的指标的权重,再用模糊综合评价法来进行具体评价,并借助于德尔菲打分法,设计了一个基于品牌识别度与品牌传播能力的品牌竞争力二维评价模型,在此基础上,以"苏宁电器"为例进行具体的案例分析。     

品牌适宜性对品牌忠诚的影响机制研究

品牌形象与消费者形象的匹配性会影响消费者对品牌的评价,进而影响消费者对品牌的忠诚.实证研究表明,品牌适宜性会正向影响消费者对品牌的情感及消费者对品牌的忠诚,进而正向影响消费者对品牌的信任关系和品牌承诺关系.为此,企业应对品牌进行合理定位和设计,使产品形象与目标消费者的自我形象具有一致性,通过增强品牌的适宜性来提升消费者的品牌忠诚.     

线上线下参与对品牌社群满意的影响研究

本研究尝试运用MOA模型和TAM模型,同时从线上线下参与这两方面入手,探讨参与、社群感与满意之间的关系。通过相关文献的搜集整理及研究,提出线上线下品牌社群参与共同形成满意的研究模型。实证分析结果表明：动机、机会与能力影响消费者参与线下品牌社群活动;感知有用性和感知易用性较好解释了影响消费者参与在线品牌社群的因素。线上线下品牌社群参与互相影响,品牌社群参与经由社群感形成满意。     

Learning effect in multinational diffusion of consumer durables: An exploratory investigation

Literature reflects that a product/technological innovation introduced later in a country results in faster diffusion as the consumers in the lag market have an opportunity to learn about the new product from the consumers in the lead market. A systematic understanding of the learning that takes place between consumers in two countries—a pair of lead and lag countries—can provide insights for a firm’s international market entry decisions. To provide a richer understanding of the underlying structure and patterns that govern this process, propositions linking factors (country characteristics, product/innovation characteristics, and time lag) to the learning process are drawn. Subsequently, these propositions are tested through an empirical investigation of the diffusion patterns of four consumer innovations in multiple European countries. The findings help provide some preliminary guidelines for manufacturers regarding selection of foreign markets and the timing and order-of-entry decisions. He received his Ph.D. from the University of Houston in 1995. His research interests include global competition and marketing strategy, brand equity and brand extensions, customer satisfaction and brand loyalty, and issues pertaining to product development and introduction. He has been recognized with numerous teaching and research excellence awards and has published numerous articles in many scholarly journals in marketing and forecasting. He has coauthored the textbookMarketing Research and is currently working on a book titledInternational Marketing Research, which is based on his marketing research experience across the globe. He is on the editorial review board of many journals and has lectured on marketing-related topics in various universities worldwide. His research interests include developing forecasting models, international marketing strategy and research issues, models for sales promotions, and new methodologies for product positioning and market segmentation. His research interests focus on marketing strategy and international marketing. He has published articles and presented at conferences on research in his area of interest.     

Consumer brand relationships: an investigation of two alternative models

Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. In this paper, the authors argue that the success of developing empirical models of consumer–brand relationships depends on the adequacy of the metaphoric transfer. The authors compare two models of consumer–brand relationships—the brand relationship quality (BRQ) model and the relationship investment (RI) model on the basis of empirical fit and model interpretation. They modify both models to better accommodate less involving relationships and test them in two studies. The findings suggest that the modified RI model offers a straightforward interpretation of consumer–brand relationships that vary in intensity. The results from the BRQ model are less clear, though further refinements of the model demonstrates the increased potential of the BRQ model compared with traditional attitude models to explain relationships between consumers and brands.     

职业教育品牌关系研究

职业教育品牌关系是职业教育品牌形象和教育消费者品牌态度之间的互动关系。可以从承诺、满意、信任三方面衡量职业教育品牌质量,并从塑造品牌形象、改变品牌态度和形成心理契约方面提高品牌质量。品牌关系缺乏维护会被破坏,需要从严格履行承诺、降低消费者期望和增加活动方面进行维护。     

自我、绿色消费情境与消费者-绿色品牌关系建立

构建以消费者自我、绿色消费情境为前因变量及绿色品牌依恋为结果变量的消费者-绿色品牌关系研究体系，利用探索性因子分析和验证性因子分析分别确定了消费者自我、绿色消费情境和绿色品牌依恋的测量量表。在传统相关性分析的基础上采用模糊集定性比较分析方法研究了导致绿色品牌依恋的消费者自我与绿色消费情境变量组合，发现消费者自我中的社会自我与理想自我是影响消费者-绿色品牌关系建立的必要条件，且消费者自我与绿色消费情境变量组合对消费者-绿色品牌关系建立的影响具有捆绑效应和互补效应。研究结论为我国绿色品牌关系管理提供了更为多样化和差异化的选择，丰富了绿色品牌关系管理理论体系。     

旅游目的地品牌化成功的影响因素：基于文献回顾的研究

旅游目的地品牌化是全球旅游业进入目的地品牌竞争时代的重要研究命题。在文献回顾的基础上,对影响目的地品牌化成功的因素进行系统梳理,并提出了对目的地营销组织的几点管理启示。目的地品牌化成功的影响因素可分为两个层面,即品牌化战略执行层和品牌化管理支持层;主要包括以下九大因素：目的地品牌识别,目的地品牌定位,目的地品牌沟通,目的地品牌监测、评价与审计,强有力、坚定的品牌化领导,目的地利益相关者之间的持续沟通,目的地利益相关者的合作,目的地品牌化文化氛围,目的地不同部门间的协作。     

浅析服装品牌的经营策略

品牌对消费者来说,它代表着产品的品质,象征着产品的信誉。同时,消费者可借助品牌进行同类产品的比较、鉴别,得到满意的售后服务。而对于企业来说,品牌能起到宣传企业、使企业新产品迅速进入市场和保护企业的合法经营等重要作用,因此,必须注重品牌的经营策略。     

消费特权引致的嫉妒效应及对品牌关系的影响

消费特权引起的嫉妒效应对品牌关系有重要影响。基于特权营销效果的视角,利用心理学实验数据的研究表明:对特权消费者而言,"凭身份获得的起点特权"比"凭消费贡献获得的结果特权"更易引致被嫉妒效应及对品牌的忠诚;对一般消费者而言,起点特权引致的嫉妒效应可能会导致品牌关系断裂,结果特权则更有利于促进其与关系的升级;"以VIP通道为代表的高强度特权"所引致的特权消费者被嫉妒感知及品牌关系强化意向均明显优于"以插队为代表的低强度特权",然而对一般消费者来说,直接损害其切身利益的低强度特权对嫉妒感知和品牌关系的破坏影响更大。     

The link between attractiveness of “Extrabrand” attributes and the adoption of innovations

While innovators may rush to purchase many new products, most consumers are more conservative and do not want to buy into fads but purchase only those new products that are viable. How do the majority of consumers make judgments about whether they will adopt an innovation? This article examines the evaluative aspects of adoption as a means for better understanding consumer adoption and the market factors that may influence the success of an innovation. This research introduces a conceptual model that shows how consumers’ evaluation of product category attractiveness affects the adoption decision for really new products. These consumer evaluations are based on the attributes of the product category (“extrabrand” attributes) rather than brand attributes. Results from a test of the model indicate that consumers do use extrabrand attributes to assess the attractiveness of innovative new products.     

关于品牌定位几个理论问题的探讨

品牌定位是品牌营销战略中的核心问题。本文在现代营销理论的基础上 ,从品牌定位系统及品牌定位与其它营销要素间的关系等几个方面探讨了品牌定位理论 ,在如何正确理解品牌定位问题上提出了个人的一些看法。     

Capturing the cross-national learning effect: An analysis of an industrial technology diffusion

Recent studies on cross-national diffusion have observed that when a new product innovation is introduced early in one country (the lead country) and with a time lag in subsequent countries (the lag countries), the consumers in the lag countries learn about the product from the lead country adopters, resulting in a faster diffusion rate in the lag countries. This study attempts to examine the relationship between lead and lag countries and to systematically capture thelearning effect that takes place between the two social systems. In particular, this research examines the diffusion of retail point-of-sale scanners in countries that belong to the European Union, the United States, and Japan. It offers interesting insights for formulating efficient international marketing strategies. He received his Ph.D. from the University of Houston in 1995. His research interests include global competition, international marketing strategy, cross-national diffusion of products and services, brand equity and brand extension, and issues in product development and introduction. He has been recognized with numerous teaching and research excellence awards and has published numerous articles in various scholarly journals in marketing and forecasting. He has coauthored a text titledMarketing Research and currently is working on other textbooks. He is on the editorial review board of many journals. He has lectured on marketing-related topics in various universities worldwide. His research interests include developing forecasting models, international marketing strategy and international marketing research issues, models for sales promotions, and new methodologies for product positioning and market segmentation. He received his Ph.D. from the University of Texas at Austin.