企业竞争定位与营销策略

一般的行业都存在公认的“市场领导者”。所谓的市场领导者具有这样的特征:在相应的市场上拥有最大的占有率;在价格变动、产品开发、促销强度等方面领导其他公司。市场领导者往往是竞争者群起而攻之的对象。一些著名的市场领导     

产品市场定位

企业在进行市场细分,选定目标市场以后,怎样进入目标市场便成了至关重要的问题。为了进占目标市场,企业必须进行目标市场上的定位。目标市场定位的主要内容有产品定位、价格定位、分销定位和促销定位,而其中,尤以产品定位最为重要,是整个目标市场定位的基础和核心,它决定着其它几个方面的定位。 具体来说,产品定位就是要根据竞争者现有产品在市场上所处的位置,针对消费者对该产品某种特征或属性的重视程度,强有力地塑造出本企业产品与众不同的、给人以鲜明印象的个性或形象,并把这种形象生动地传递给消费者,从而使该产品在市场上确定适当的位置。可见,着力寻找或者是创造产     

浅议企业物资供应管理工作

经由多单位物资管控活动的分析,以提升单位的总的利润和市场资源的掌控特征为前提,论述了当前改善物资管控的方法等内容。     

如何做好细分市场

观察最近几年的风云商品,索芙特洗发水、可采眼贴膜.脑白金、奥林匹克花园等,其成功的根本特征都是成功细分市场,以跟进者姿态在硝烟弥漫的战场中     

VI视觉识别系统与市场定位及品牌塑造

VI视觉识别系统作为CIS的一部分，作为具有前瞻性、有效性以及系统性特征的一种企业战略手段，正对市场进行着潜移默化的改变。文章从市场、品牌角度对VI视觉识别系统进行分析。     

供应链定位策略总净成本优化模型

借鉴SCPS理论中的定量评价理论和技术,针对制造企业物流管理现状,考虑其市场结构、需求变化和产品特征等因素的影响,从库存相关成本和交货周期等方面定量分析了SCPS的串联和并联整合,得出了符合制造企业实际的SCPS最优化模型.最后给出了SCPS优化的简单示例.     

品牌定位的流程与工具：案例研究的视角

按照Walker ＆ Mullins的市场定位流程,先在经济型酒店中运用小组访谈的方法进行探索性研究,将品牌定位的流程简化为四个步骤：确定市场边界和主要竞争品牌、识别主要价值要素及权重、分析主要竞争品牌的市场表现和确定合适的市场位置;将主要的分析工具提炼为重要性-市场表现矩阵分析、差异性-重要性矩阵分析、价值曲线分析和产品-利益矩阵分析等。然后,在此基础上,选取了儿童服装和喷码机两个不同的行业进行验证性分析,综合运用定性研究和定量研究的方法,分别探讨新品牌和已有品牌的定位问题。通过研究发现,经过简化和提炼的品牌定位流程与工具具有一定的普适性,在操作性和实效性之间达到了较好的平衡。     

基于过度信息市场环境的品牌竞争策略

<正>一、过度信息市场环境的特征定位理论创始人里斯和特劳特在1981最早揭示了“传播过度(Over-communicated)”的市场状态,21世纪知识经济、信息时代的“信息爆炸”、“信息膨胀”、“信息海量”、“泛信息”、“泛传播”、“弥漫的传播”等概念的出现与大量使用,     

我国股票市场“政策市”现象剖析

我国股票市场经过20多年的快速发展已具有相当规模,在经济发展中占有越来越重要的地位。然而,我国股票市场是经济转型时期建立起来的新兴市场,具有许多不成熟的特征。本文通过对我国股票市场政策市的现状及形成原因等多方面研究,提出了对此现象的破解之道。     

关于我国B股市场发展问题的探讨

A、B股因为交易市场的不同、计价货币的不同而出现巨大价差,而且价格差异呈现逐步扩大的趋势。与A股市场相比,B股市场存在流动性相对较差,交易额度较小等问题,严重影响投资者投资B股的积极性。B股市场可以说被"边缘化"。我国B股市场究竟该如何发展,已成为资本市场发展的一个重要难题。本文从我国B股市场发展的现状出发,分析B股市场存在的问题,通过对B股市场合并或改造、功能重新定位等问题进行深入论述,提出了关于B股市场发展的一些思路。     

创业营销对创业绩效的影响研究:一个有调节的中介模型

先前学者们对于创业营销的研究大多聚焦于定性研究,文章从创业营销的创业导向与市场导向入手,通过实证研究的方法探究创业营销对创业绩效的提升机制。以创业导向作为自变量、市场导向作为中介变量、顾客导向为调节变量,构建一个有调节的中介模型。通过问卷搜集中国297家企业的数据检验假设,结果表明:创业导向、市场导向均正向影响创业绩效,且当市场导向作为中介变量时,对两者之间对创业绩效的总效应更加明显;顾客导向的调节作用并不明显。最后,提出了管理建议与未来的研究方向。     

Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude

Drawing on market orientation theory, innovation theory and the theory of reasoned action, this paper integrates market orientation, environmental attitude and firms' environmental innovation into a model to establish a relationship among these three variables. By taking 247 manufacturing firms in China as the research sample and by analyzing the data using SPSS19.0, we found that customer and competitor orientation have a significant and positive impact on firms' environmental innovation, while the effect of inter‐functional coordination is not significant. Furthermore, environmental attitude plays a positive moderating role between customer orientation and firms' environmental innovation, as well as between competitor orientation and firms' environmental innovation. Finally, the results of the study are discussed, and the theoretical and practical significance of this study is clarified further. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment     

Understanding the effect of market orientation on circular economy practices: The mediating role of closed-loop orientation in German SMEs

The implementation of circular economy (CE) practices is considered a key driver towards sustainable development of firms. Earlier studies point to the general strategic approach of market orientation as an antecedent to CE practice implementation. Still, insights are limited as the mechanisms underlying this relationship remain unclear. Based on a sample of 121 German small and medium-sized enterprises (SME), we empirically examine how the strategic approach of closed-loop orientation mediates the relationship between market orientation and the implementation of three types of CE practices. Using structural equation modelling, we find that while market orientation is positively related to all three types of CE practices, closed-loop orientation mediates these relationships for only two. Our study extends CE literature by suggesting that market orientation is translated into closed-loop orientation to spur CE practice implementation. We also offer a differentiated understanding of CE practice implementation in the context of German SMEs.     

构建逆向物流社会成本内部化探析

在分析逆向物流市场化影响因素与逆向物流市场化的基本原则的基础上,分情况深入讨论了逆向物流市场化的基本条件,最终指出为实现逆向物流市场化政府的干预措施及力度。     

部门协作对先动型市场导向与绩效关系的中介作用

先动型市场导向关注顾客潜在需求,正向影响企业绩效。先动型市场导向对部门协作提出更高标准,要求各部门通力合作,促进突破性创新和开拓式学习,最终提升绩效。本研究旨在验证先动型市场导向对绩效的正向影响,并探索部门协作在先动型市场导向与绩效关系间的中介作用。借助结构方程模型,利用长三角地区企业数据进行实证分析的结果显示:先动型市场导向对企业绩效有显著正向影响,部门协作对先动市场导向与绩效关系起部分中介作用。对企业实践而言,通过加强内部各部门相互协作可提升组织绩效。     

房地产开发项目定位与实践研究——以商洛“全兴紫苑”为例

项目定位是房地产开发项目能否实现预期的目标,甚至影响项目是否成功的重要环节。结合"全兴紫苑"项目,从区域市场投资环境、客户定位、竞争分析、项目SWOT分析、项目定位等5个方面进行分析,探讨了房地产开发项目定位的基本方法。项目定位的整体研究,确保了"全兴紫苑"项目开发预期目标和效果的实现,为其他房地产开发项目提供了经验借鉴。     

A social capital approach of market orientation in public non-profit organizations: The case of blood transfusion centers in Spain

In order to identify the determinants of market (donor) orientation in blood transfusion centers and services (BTCS), this study seeks to analyze whether connectedness and interpersonal trust represent a fundamental basis for interfunctional coordination that leads to market (donor) orientation. An empirical study was carried out with 147 participants from 14 Spanish BTCS. The measurement scales were validated through CFA and the proposed relationship model was tested using SEM. Both interpersonal trust and connectedness that exist among BTCS members foster interfunctional coordination and, ultimately, their donor orientation. Thus, BTCS must emphasize their internal relationship networks, rearranging them in favor of their donor orientation. This paper integrates social capital literature with market orientation literature, and it proposes empirical evidence on the role played by internal social links on interfunctional coordination, which leads to market orientation. This research proposes a reliable and valid measure of blood donor orientation, which could be useful for the future testing of theory and research in the non-profit context. BTCS should adopt an organizational design which allows the introduction of a new managerial paradigm. People in charge of different areas at BTCS must pay particular attention to the climate of trust and the level of connectedness in cross-functional relationships. The negative evolution of blood donation and the results of this research suggest that BTCS need to apply a management model focused on the donor, in order to achieve a sustainable donation system.     

我国第三方物流企业的合理市场定位

第三方物流企业的发展需要合理的市场定位。发展中国的第三方物流，第三方物流企业必须合理而有序的进行自身的市场定位，从而有效的规避市场风险。接受中国目前的物流市场环境约束，第三方物流企业应该参照地域优势的指标，形成业内的逆时针供应链，提高自身的服务能力。     

战略导向与企业社会责任影响关系的实证研究 ——以在华韩资企业为例

以在华韩资企业为对象。探讨战略导向和企业社会责任的相关关系,以及企业社会责任对企业绩效的直接作用,并且在战略导向与企业绩效之间的关系上,对企业社会责任的中介效应进行了实证分析。研究进行了问卷调查,获得了302份有效问卷,并进行了回归分析。研究结果表明:市场导向和网络导向对企业社会责任产生直接影响,企业社会责任对企业绩效产生直接影响,并且在市场导向与企业绩效之间的关系上,企业社会责任具有中介效应。     

Commitment to Sustainability in Small and Medium‐Sized Enterprises: The Influence of Strategic Orientations and Management Values

Ecosystem degradation and social sustainability have become important issues in the corporate sphere during the last few decades. However, research discussing corporate social responsibility and related concepts has often focused on larger companies, sometimes neglecting the specifics of small and medium‐sized enterprises (SMEs). The main purpose of this study is to examine the relationships between two common strategic orientations, market orientation (MO) and entrepreneurial orientation (EO), in relation to sustainability commitment, sustainability practices and management values in SMEs. Questionnaire responses from 450 Swedish SMEs were analyzed, confirming the influence of MO, EO and sustainability practices on commitment to sustainability, implying that firms committed to sustainability see both market and entrepreneurial advantages of sustainability. The results also show that different parts of MO and EO differ in importance for commitment to sustainability among SMEs. Implications concern the importance for firms and policymakers to work with sustainability issues using both internal and external perspectives. © 2015 The Authors. Business Strategy and the Environment published by ERP Environment and John Wiley & Sons Ltd