美日韩动漫产业品牌营运经验启示

动漫产业发展上升到国家战略层面,引发学术界新一轮的热论,动漫产业品牌塑造成为焦点。基于现实,借鉴美日韩三国动漫产业品牌营运经验,从我国现实消费、新媒体发展、政府政策、产业网络等视角来铸造动漫品牌形象与内容,有利于我国动漫产业突围,造就国际竞争力,立于世界动漫产业强国的行列。     

Industrialisation in a small grain economy during the First Globalisation: Bulgaria c. 1870–1910

In Bulgaria the share of secondary production in GDP remained constantly low between c. 1870–1910. To explain the country's exceptionally weak growth, we use endogenous and unified growth theory. Gerschenkron and Palairet blame a self-sufficiency-oriented peasant economy for rising labour and raw material costs in industry, which destroyed the competitiveness of Bulgarian manufacturing and prevented industrialisation. We refute the existence of any long-lasting cost increases in industry after 1878. Quite the opposite was true: the expansion of Bulgaria's secondary sector was restricted by detrimental changes on the demand side, for which peasants were not responsible. Recent research claims that, around 1910, Bulgarian textile production was significantly lower than in 1870. Our study brings to light new data and information that clearly disproves this view. Until around 1910, a booming modern manufacturing sector more than replaced the country's proto-industries’ textile outputs, which had plummeted dramatically during the early years of the newly founded Bulgarian state. However, as the rise of modern manufacturing in textile production coincided with the decline of the entire large sector of traditional manufacturing, secondary production as a whole stagnated.     

谈北京奥运会酒店营销策略

随着我国旅游业快捷、健康的发展,酒店得到了蓬勃发展。2008年北京奥运会为我国酒店业带来了巨大的商机,针对在奥运期间,如何做好酒店产品的营销,如何及时调整营销计划、改进营销组合策略,获得更高的市场占有份额,以及开创新的营销模式,如关系营销的深化,服务营销,品牌与文化营销,网络营销等,提出若干建议和想法。     

Japanese Company’s Cultural Shift for Gender Equality at Work

Abstract

The article provides an overview of Japanese Prime Minister Abe’s womanomics policy for gender equality (GD), and poses a question as to why despite a large amount of GD initiatives, Japan’s GD progress has been painfully slow. It then introduces an ethnography of the GD implementation by a Japanese multinational firm (2013–2017). It analyzes the firm’s pedagogical effort to correct the unconscious cultural bias to retool the existing habitus of managers and employees. The firm’s cultural strategies parallel its human resources (HR) reforms in its attempt to change organizational norms regarding how corporate men and women should work. Deploying theoretical perspectives of cultural neuroscience, semiotics, learning theory and interpretive anthropology, the author then identifies seven strategic foci for this firm’s cultural transformation, and terms this habitus-shifting program as MRS-PARC: M?=?magical messages and messengers; R?=?rites of passage and rituals; S?=?signs and symbols; P?=?rewarding and punishing task performances; A?=?clarifying alternatives and affordance; R?=?dealing with unexpected results, resistance and rear guards; and C?=?communication, complexity and continuity. Once MRS-PARC starts, corporate social drama and critical incidents lead the observer to the nexus of symbolic resistance and representation that in turn helps clarify how to modify the existing accommodation-and-redress mechanism for reform. MRS-PARC offers an empirically derived, action-oriented, process-based, analysis for those interested in moderating the people’s referential frameworks and cognitive/emotional orientations for organizational transformation.     

Access to urban markets for small-scale producers of indigenous cereals: a qualitative study of consumption practices and potential demand among urban consumers in Polokwane

This study of urban residents of Polokwane, the capital of the Limpopo province in South Africa, was designed to describe how, where, when and by whom sorghum and millet are consumed; how the subjects of the study perceived these grains; to what extent the produce of small-scale producers was considered acceptable; and to gauge their potential demand for products derived from indigenous cereals. Qualitative data were collected using individual interviews and focus-group sessions. The findings suggest that sorghum, which is easily purchasable in town, is widely consumed, mainly as soft porridge, but also as thick porridge, fermented porridge and sorghum beer. The age of consumers, the closeness of their links with rural areas and their religion influence their consumption of sorghum products. Sorghum is seen as being healthy, nutritious and traditional, but inconvenient to cook and preserve. Millet, which is not readily available in Polokwane, is considered old-fashioned. A ‘need for tradition’, or its opposite, a ‘need for modernity’, among consumers underlies their demand for products derived from indigenous cereals, a demand which is only partially satisfied. Many respondents would be ready to purchase products originating from small-scale farmers; some may believe that the quality of the produce of small farms is better, or may feel solidarity with small farmers and want to support them. This paper presents ideas for further investigation about the possibility of developing specific products and marketing strategies that will allow small-scale farmers to meet an unsatisfied urban demand.     

善因营销中契合度和卷入度影响效果研究

善因营销能够维持企业长期履行社会责任的良好形象,促进短期销售额的增长,因此,众多企业都精心设计善因营销活动,以期达到最大效果。研究通过实验一探讨了善因营销中消费者—慈善事件契合度对消费者态度和参与意愿的影响作用;通过实验二考察了事件卷入度在契合度和消费者态度和参与意愿之间的中介效应。研究结果表明,消费者—慈善事件契合度对消费者态度和意愿有显著的正向影响,这其中消费者事件卷入度起到了部分中介效应。研究结论对企业设计和推行善因营销活动,提高营销效果有重要的借鉴意义。     

国际营销领域研究综述:多视角的评析

文章对国际营销领域研究进行梳理,发现该领域研究重点从如何在国外市场政治经济等制度环境中有效扩展业务向如何在全球化时代有效回应消费者需求转变;研究目标从如何构建公司国际营销管理流程和方法向如何理解和应对不同文化背景中的消费者行为和偏好转变;影响因素则从显性的经济法律等社会制度向隐性的文化因素转变;研究方法从简单的思想碎片式和定性分析到分析技术复杂的实证研究。     

Homelessness in Pretoria: Exploring the survival challenges of the homeless and their right to the city

ABSTRACT

This article documents the biographies of 60 homeless people from a range of different backgrounds in South Africa’s capital city of Pretoria. The article focuses on their right to the city and how the lack thereof affects their daily lives. It explores the challenges they face on a daily basis and the different strategies they implement in mitigating these challenges.     

The Role of Off‐Farm Labor Participation Decisions of Married Farm Couples on Farm Direct Marketing in Taiwan

Direct marketing from farm producers to consumers has been seen as a viable business option to increase farm income. This study investigates the factors that determine a farm's direct marketing decisions; special attention is paid to understanding the correlation between farm couples' off‐farm labor participation and the farm's adoption of direct marketing strategies. A nationally representative dataset of 3,670 married family farm couples in Taiwan is used as an illustration. A multiple choice treatment effect model is estimated to cope with endogeneity bias. The results indicate a significant association between farm couples' off‐farm labor decisions and the farm's adoption of direct marketing strategies. Moreover, gender difference is evident: farm husband's (wife's) off‐farm work is positively (negatively) associated with the farm's direct marketing decision.     

海南本土餐饮企业连锁经营策略分析

在海南建设国际旅游岛的背景下,"餐饮需先行"是业界的共识。但是海南本土餐饮企业走出海南的步伐很缓慢。本文通过借鉴国内外知名餐饮连锁企业的成功管理模式、营销策略及积极扩张的经营方式,对如何推进海南本土餐饮企业的连锁经营,提高餐饮企业的整体规模和水平,创建独具特色的海南本土餐饮企业品牌进行论述和分析。     

Europe in the midst of China–US strategic economic competition: what are the European Union’s options?

ABSTRACT

Despite President Trump’s announcement of a partial deal on October 11, the prolonged economic competition between the two superpowers does not bode well for the future. Within this context, the European Union faces an urgent question: how to position itself in the US–China competition. This paper aims at addressing this question after reviewing the milestones of the trade war and the consequences for China, the US and EU. This paper concludes that European companies are to suffer from the trade war but some sectors could experience gains. Also, a trade deal which pushes China to reform and open up would also be beneficial. Against this background, this paper reviews the EU’s options in dealing with the two hegemons in the light of their growing strategic confrontation. These options are safeguarding multilateralism, relying on the Transatlantic Alliance and remaining neutral which implies relative more engagement with China on economic matters.     

The Effects of M&A on Corporate Performance in Japan:DID Analysis in the Era of Corporate Governance Reform

This study analyzes how mergers and acquisitions (M&A) affect the performance of acquired companies in Japan. The sample period includes the era in which the government of Japan promoted a series of corporate governance reforms. A difference-in-differences analysis is implemented to eliminate the endogenous effects of a corporate acquisition. Choosing a control group by propensity score matching, we find that acquisitions have significantly negative effects on employment but no significant effects on labor productivity. For acquisitions by Japanese companies, we also find no significant improvement in ROA but significant improvement in Tobin’s q. The results are consistent with the zombie company theory, which indicates that an M&A prolongs the life of an insolvent company. Acquisitions by Japanese companies are in contrast with those by foreign companies, which have positive effects on ROA.     

品牌实践演进中的里程碑——基于品牌实践的案例分析

品牌和品牌资产在近30年已成为营销理论和实践中最有影响的活跃领域。品牌理论的不断创新,品牌实践的发展,展现出丰富多姿又扑朔迷离的画面。其中,哪些是具有里程碑意义的贡献和标志性创新？品牌领域的发展路径和演进脉络是怎样的？文章在大量文献研究的基础上,从品牌理论和品牌实践两个方面对品牌领域的发展演进进行了梳理和分析,指出了品牌理论发展中原创性的理论贡献以及回答的基本科学问题,品牌实践中的重要创新及其影响。     

农村银色保健品市场的需求特点与营销对策研究

农村银色保健品市场的快速发展,受到了众多商家的高度关注,而如何把握农村老年人市场的需求特点,开展有效的营销组合设计,是能否在这个广大潜力市场成功发展的关键。考虑到这一市场在产品上,比较注重核心产品,品牌偏好不强;在价格上,注重性价比,求实动机明显;在渠道要求上,注重便利性,喜欢就近购买;从促销角度看,购买行为比较被动,信息不通畅等诸多特点,笔者坚定认为产品应该是进入农村市场的根本,价格应该适应需求水平,渠道应该是致胜的通路,促销应该是竞争的利器,并在此基础上提出了自己的发展对策。     

基于POI数据的卷烟消费者行为研究

随着新零售时代的来临,如何利用大数据分析技术对卷烟消费者行为进行研究分析,成为了烟草企业寻求有效精确营销和产品投放策略的关键之所在。通过POI数据分析技术,对某卷烟企业在QD地区的消费者数据进行了实证分析,研究了消费者购买行为的区域聚集规律以及地点和时段偏好。研究为大数据时代下烟草企业的消费者行为分析提出一条新途径,同时对卷烟消费者行为具体研究结论对卷烟企业的产品投放和营销策略提供了参考。     

The creation of big business in the Swedish brewing industry during the aftermath of the Second World War

Abstract

Before the First World War, the Swedish brewing industry was organised into cartels that fixed prices and established distribution areas. During the inter-war years, the major combines in the three biggest cities strengthened their position, since they controlled the market in the most populated areas. Because of the agreements within the brewing cartel Bryggeriidkareförbundet, there was hardly any competition among the breweries and the only way to expand the business was to buy cartel-associated smaller breweries in the fixed ‘natural distribution area’. When the cartel ceased to exist in the mid 1950s, the agreements among AB Stockholms Bryggerier in Stockholm (StB), AB Pripp & Lyckholm in Göteborg (P&L) and AB Malmö Förenade Bryggerier in Malmö (MfB) were informally maintained. They managed to expand in their old distribution areas and beyond, but there was no interference in each other's home market.

This article examines why and how these agreements finally came to an end and the effects of the increased competition. The so-called ‘beer war’ between StB and P&L during the early sixties paved the way for negotiations, which in the end led to a merger of the breweries and a new big combine – Pripps – was created. We take up questions related to the formation of the company, its market expansion, the diversification and other organisational strategies. Pripps's monopolistic position on the Swedish market and the institutional pressure that followed started a process leading in the end to a reorganisation and a holding company, PRIBO, was formed in the early 1970s. A few years later the majority of PRIBO's brewing division (Pripps) was bought by the Swedish state and the rest of PRIBO was sold to one of the upcoming holding companies in Sweden during that time – Beijer Invest.     

Country of origin,branding strategy and internationalisation: the case of Chinese piano companies

This paper studies the internationalisation of Chinese piano firms from a branding perspective. The purpose of the paper is twofold. First, it examines the interplay between the country of origin (COO) effect and international branding, and how COO affects the choice of branding strategies in international markets. Second, it explores the possible link between international branding decisions and international expansion of the firm. A model is introduced that illustrates the relationships between COO, branding options and internationalisation. Corresponding to its progress in internationalisation, a firm's branding development in international markets may follow certain stages. As the firm moves to advanced stages, it increases its international brand equity; the impact from negative COO will decrease and eventually become irrelevant. The literature on internationalisation is largely based on the experience of MNEs from Western developed countries. Multinational firms from developing countries such as China possess some unique characteristics that make it very difficult to apply Western theories to them. The emergence of MNEs from developing countries calls for the development of new theories.     

广州:亚运城市营销迫在眉睫

本文着重介绍了城市营销的概念,并以伯明翰市为例,阐述成功的城市营销战略给城市品牌提升带来的重大意义。广州将于2010年举办第16届亚运会,在进行城市建设的同时,广州市制定新的城市营销战略迫在眉睫,本文分析了广州面临的优劣势、机遇和挑战,并在城市营销战略实施上提出建议。     

浅析消费者人性变化的趋势及企业营销对策

长期以来,营销学在分析消费者时总是从社会的人,经济的人等角度出发,而忽视了消费者人性人的这一特点。文章列举了消费领域表现出的诸多人性化现象,分析如何从产品开发、营销策划、客户管理、推销及传播等方面有效地把握这一变化趋势。     

Introduction: Anthropology and Business in Asia

Abstract

The theme of this volume is “Culture, Corporation, and Economy in Asia.” It introduces seven articles written by leading business anthropologists. Anthropology is the study of humans, past and present. The central concern of anthropologists is the application of anthropological knowledge to the solution of human problems. This introductory article briefly summarizes the history of anthropology and business studies in Japan, Korea, and China, and examines the intertwined relationship of this branch of anthropology with the history of East Asian colonialism. The author then introduces anthropology’s methodology and perspective that emphasize holistic, comparative, empirical, inductive, and ethno-historically oriented mode of inquiry. Anthropology regards the economic organization not only as an entity dealing with financial issues, but also as a cultural-emitter that operates in a nexus of multiple stakeholder-agencies. To study companies and economic activities in Asia anthropologically is to explore organizationally mediated, symbol-producing practices, schemes, actions, and consequences, that interact with politico-economic forces and institutional assemblage, both locally and globally. The author argues for combining the critical ethnography of Asian business on the ground, with the macro-level analyses of economic conditions and socio-political movements.