时尚大势中的八个营销看点

<正>在2006年第五届实战营销中国营销高峰论坛上,袁岳先生提出,2007年的营销要更要重视生活方式营销。生活方式营销的本质是充分尊重消费者行为方式背后的内在心理动因和情感需求,且把营销看作是对消费者行为方式的干预。尊重消费者,重视对消费者内心需求的探寻,是迎接消费者营销时代到来的最身体力行的表达方式。     

试试"精准化营销"

所谓"精准化营销",是指企业在营销时,根据特定的目标消费者,在营销战略、手段、方式、价格等方面,有的放矢地采取相应的措施,以实现最好最省的营销目标.实行精准化营销,对企业来说,有着十分重要的意义.它可以适应消费者的个性需要,赢得更多的消费者和其对品牌的忠诚度,有利于企业扩大市场占有率;可以降低营销成本,以较少的营销投入,取得更好的营销效果,提高企业的利润率.     

基于消费者创新性的市场细分研究

消费者创新性不仅与营销理论相关,与营销实践也密不可分.产品创新成功与否的标准归根到底要取决于消费者是否接受这些创新.本文通过对重庆市主城区消费者的实地调查,以消费者创新性为细分变量,运用价值观和生活方式细分途径,将消费者划分为创新采用者、早期采用者、早期大众、晚期大众和落后采用者五个细分市场,并运用价值观和生活方式变量、行为变量和人口统计变量对细分市场的轮廓进行描述.     

吉林省中小企业零售业营销创新策略

面对日益激烈的市场竞争,吉林省中小企业零售业必须转变传统的营销方式,树立以消费者为中心的现代营销理念,采用多元化营销方式,提升零售业市场竞争地位.     

Values

传统营销之死 广告、公共关系、品牌推广以及企业宣传等传统营销手段已经失效。其一,消费者已经不再非常关注传统营销方式。消费者通常有自己的方式去获取产品和服务信息,     

文化营销的战略及模式探究

随着时代的发展和人们生活水平的提高,消费者的行为也就越来越具有“文化性”,因此满足文化性消费者需求的营销方式成为了各国营销者研究的重要课题。文化营销是以消费者文化精神需求为导向,以文化创造和文化渗透为手段的一种营销方式,成为当今企业营销战略的新热点。     

自媒体信息传播方式对消费者购买决策影响研究

信息技术进步带动中国自媒体迅速发展,同时网络环境中成长的“95后”年轻人逐渐成为社会消费主力,两者相结合必将对消费者购买决策和企业营销方式产生深刻影响。文章阐述了自媒体定义,分析了自媒体参与主体、信息内容和传播方式三方面特点,以及对消费者购买决策的影响,提出企业营销应该重视自媒体传播,吸引消费者关注、顺应消费者转变,积极开展直播营销、优化宣传方式,提升消费者满意度、关注草根力量,正确处理消费者纠纷。希望研究有助于企业正确运用自媒体营销策略提升营销效果。     

我国企业文化营销现状及对策研究

企业文化营销是企业基于目标市场消费者的文化需求,发掘产品或企业文化中能满足消费者的文化内涵,将消费者所认可和需要的文化融入产品、服务及整个营销过程,并以企业特有的方式传递给消费者,顺利实现市场交换的一种营销模式。企业实施文化营销,必须建设企业营销文化和培养企业文化营销理念、规划文化营销战略、制定文化营销策略,才能取得文化营销效果。     

体验营销发展中存在的问题及对策

21世纪,人类社会走过产品经济、服务经济,进入了体验经济时代,体验营销应运而生.体验营销是指从生活与情境出发,塑造感官、感情体验与思维认同,以此抓住消费者的注意力或培育顾客忠诚度的一系列营销活动.如整体厨房的设计,麦当劳的地铁广告,白沙集团的"鹤舞白沙,我心飞翔",万宝路的万宝路精神,无不是设身处地的站在消费者的角度,以"体验"的方式打动消费者.体验营销的特别之处在于它是以消费者为价值创造主体,是真正以顾客为中心的互动过程--消费者心灵的共鸣和行为的互动,如消费者直接参与产品的设计和制造,愿意为享受到的体验过程多付费等等.体验营销吸收了感情营销、文化营销的成份,但又是结合体验经济时代新的消费文化的创新,丰富了体验的内涵,把顾客体验分为感官体验、情感体验(包括情绪体验、感情体验、娱乐体验)教育体验、成就体验(生活方式体验)遁世体验、氛围体验等.一旦企业有意识的以服务为舞台,以商品为道具,用心经营使消费者融入其中的体验,它就从产品的制造者或服务的提供者,转化成为体验的策划者.作为一种新的营销观念、一种新的营销模式,体验营销还处在初级发展阶段,还有许多值得探讨的问题.     

口碑营销在女性化妆品营销中的运用

随着消费者的理性成长和自主意识增强,传统营销传播对消费者购买行为的影响已越来越有限。而产生于消费者之间的口碑营销方式引起越来越多关注。本文在分析口碑营销特点和女性化妆品消费心理的基础上,指出口碑营销在女性化妆品营销中的重要性     

纳米技术在聚烯烃中的研究进展

综述了聚烯烃纳米复合材料的优点、使用价值和近年来国内外聚烯烃纳米复合材料的研究进展，并介绍了无机粒子／聚烯烃复合材料和粘土／聚烯烃复合材料，重点阐述了粘土与聚乙烯、聚丙烯纳米复合材料的制备方法及粘土／聚烯烃纳米复合材料插层热力学分析，对目前聚烯烃纳米复合材料存在问题及发展前景进行了探讨。     

Healthy Investments in Investing in Health

This article discusses socially responsible investing (SRI) and tobacco. SRI allows investors, both institutional and individual, to express their concerns and make their social and ethical stands known to the companies they invest in and patronize. The tobacco industry is active in every country on the globe and generates huge profits, while tobacco use is responsible for 4 million deaths every year.The authors explore past and current views on investment in tobacco, partly based on a survey conducted by the Tobacco Free Initiative of the World Health Organization (WHO). There is clearly a trend toward divestment from tobacco for both ethical and financial reasons. Tobacco-free investments can be both ethically sound and financially profitable.     

Developments in Consumer Protection in India

This paper surveys the major developments in the field of consumer protection in India since 1984, when the statutory provisions for regulating unfair trade practices were incorporated for the first time.Among the developments described in the paper is the strengthening of provisions for consumer protection through amendments to the Act regulating restrictive and monopolistic trade practices (the MTRP Act). Public-sector undertakings and co-operative societies have been brought within the purview of the Act, and consumers have obtained the right to participate in inquiry proceedings before the MRTP Commission.Consumers and their associations have been given the right to seek redress of grievances arising out of the violation of certain pieces of legislation, including the Drugs and Cosmetics Act. The Consumer Protection Act, 1986, was enacted in order to provide speedy and inexpensive redress of consumers' grievances. Redress can now be sought before any consumer court also for negligence or deficiency in medical services.The Bureau of Indian Standards Act, 1986, has strengthened the measures for the standardisation and quality control of manufactured goods.A Consumer Welfare Fund has been set up to provide financial assistance to voluntary consumer organisations and for the general development of consumer movement in the country. A spurt in voluntary consumer organisations in different parts of the country can also be observed.Other developments include the establishment of a separate Department of Consumer Affairs in the Union Government and the setting up of a Consumer Product Testing Laboratory.     

关于我国资产证券化若干问题的探讨

资产证券化是一项复杂的金融工具创新,引进和实施这种新型的融资工具需要大量的配套工作。我国实施资产证券化需要解决特设机构的设立、基础资产的选择、破产隔离、信用增级、会计处理、税收政策以及立法和监管等方面的问题。     

Economic Keywords in 2007 in China

RMB exchange rate The exchange rate of Renminbi,the Chinese currency, witnessed an appreciation of around six percent to one U.S. dollar this year. On December 13, the central parity rate stood at RMB 7.3568 against one dollar,according to the Chinese Foreign Exchange Trading System, breaking the 7.36 mark.     

Conflict in Supplier–Retailer Relationships in the Brewery Industry in Cameroon

The authors develop a theoretical framework to explain conflict in supplier–retailer relationships. In addition to traditional influence strategy variables, the framework links conflict to retailer dependence and supplier formalization. The framework is empirically tested in the Cameroonian brewery industry. The findings support the view that channel conflict is inversely related to retailer dependence and supplier formalization. Contrary to expectations, the use of noncoercive influence strategies (information exchange and recommendations) has no significant effect on conflict, while, as expected, the use of coercive influence strategies (threats and promises) increases conflict.     

粤北山区砖园仓储粮机械通风应用研究

在砖园仓机械通风应用试验中,正确运用理论计算,精确得出通风技术数据,依此设计通风系统,结果表明：在实仓运行中,检测的主要技术参数和设计值基本相符,经136h通风,粮温从38℃降至13℃,吨粮降温耗电0.011℃,降温好、电耗低,证明设计方法正确,符合南方稻谷产区,解决了基层普遍存在的砖园仓机械通风盲目设计问题,为规范设计作出了示范,验证了粮层压力正确计算方法。     

Trends in Executive Education in Business Marketing

ABSTRACT

Business marketers in the 21st century are grappling with the harsh, tough demands of a consolidated customer base, rapid product and service commoditization, complex channel structures, and hyper-competition in a rapidly evolving, information-intensive global economy. Across the globe, firms concerned with developing managerial talent to respond to these trends are demanding and expecting changes in the executive education programs offered by business schools. We consider in this paper a number of recent trends and changes in customer expectations, program format, content development and delivery, and program marketing that we have observed in executive education in the field of business marketing.     

2007年网络营销五大趋势

到今年3月份．中国互联网在商业领域的应用已经整整十年。这十年间尤其是后五年，网络技术的发展为网络营销提供了越来越大的探索空间．2007年的网络营销蓬勃发展的态势无疑可以用”井喷“来形容。任何媒体的发展都需要有大事件来激活，以使其能量深度激发，而07年及07后可以成为引发网络营销全面跃升的大事件，毫无疑问是奥运会。所以．在探讨2007年的网络营销趋势时，站在体育营销的基点才不会迷失方向．除此之外也会有一些新的趋势。