《会展营销》课程实践教学探索

《会展营销》课程是会展管理与策划专业的必修课,在教学中除注重基本理论的讲授以外,应该将实践与理论充分结合起来。本文在阐述了《会展营销》课程的特点和开展实践教学的必要性的基础上,论述了案例教学、会展市场调查分析、与举办展览会等实践教学模式在学生掌握会展营销专业能力上的重要作用。     

基于关系营销的旅游目的地利益相关者管理策略研究

在利益相关者和关系营销的概念基础上，结合旅游目的地开发过程的特点，把关系营销的相关理论借鉴运用到旅游目的地利益相关者管理过程中，并提出了旅游目的地利益相关者管理的BCB方案和相应的管理策略措施。     

乡村旅游核心利益相关者协调发展评价研究——以青海省海东市互助土族自治县小庄村为例

文章基于利益相关者理论的视角，选取青海省海东市互助县小庄村为案例地，通过田野调查和文献梳理分析出核心利益相关者的利益诉求和矛盾冲突，并构建乡村旅游核心利益相关者协调发展评价体系，采用EWM-Fuzzy综合评价模型和灰色关联模型对地方政府、旅游企业、社区居民及外来游客四类核心利益相关者利益诉求的紧急程度、利益关系协调发展状态及整体协调发展关系进行测评分析。研究表明，小庄村四类核心利益相关者对不同利益诉求的整体感知较好，不同利益诉求的紧急程度和协调发展状态均存在如下较大差异:四类核心利益相关者的利益诉求主要处于中度协调和轻度协调两种发展状态，优质协调发展状态的利益诉求表现相对较少，且存在濒临失调发展状态的利益诉求表现；小庄村旅游核心利益相关者相互间的协调发展关系呈现出多元化的发展状态，地方政府、旅游企业同其他利益相关者的利益关系协调发展的影响大小顺序完全一致，地方政府、社区居民同其他利益相关者的利益关系协调发展的影响大小顺序相对应，而外来游客、社区居民同其他利益相关者的利益关系协调发展的影响大小顺序基本相反；小庄村旅游核心利益相关者协调发展路径组合未达到纳什均衡状态，其协调发展模式为非对称互惠协调发展模式。上述验证结果与小庄村旅游发展的实际情况基本吻合，证明了评价体系的科学性。     

文化遗产地旅游绅士化的形成机制与影响分析——以丽江古城为例

以丽江古城为例,分析了旅游业发展过程中旅游绅士化的出现过程、形成类型与机制;以旅游影响感知理论为基础,运用奖励分析法从量化的角度探析了旅游绅士化给利益相关者所带来的不同方面影响,在此基础上提出了相应的建议。     

浅谈利益相关者营销审计

利益相关者营销实践的薄弱大致可以归咎于企业未能对其展开有效的审计.本文首先论述了利益相关者营销审计的意义,着重探讨了利益相关者营销的审计内容,并对利益相关者营销的审计提出了以结果和过程为导向、发挥诊断职能、坚持相对性、建立制度等工作思路.     

基于政府利益要求及其实现方式的非财务指标关注程度实证研究

对政府所关注的反映其利益要求和实现方式信息的非财务指标进行了排序研究和分组研究。得出结论：政府对不同类的反映其利益要求和实现方式信息的非财务指标的关注程度存在显著的差异；越是反映政府排列在前的利益要求和实现方式信息的非财务指标越受政府关注。政府所关注的反映其利益要求和实现方式信息的非财务指标的关注程度排列顺序同其所看重的相应利益要求和实现方式排列的先后顺序相同；企业因素产生了政府同一类反映其利益要求和实现方式信息的非财务指标关注程度差异。不同性质、是否上市、不同规模、不同类型企业的利益相关者政府对反映其利益要求和实现方式信息的同一类的非财务指标的关注程度可能存在显著差异。企业除应按相关法律法规进行规定信息的披露外，还应当根据企业利益相关者政府对非财务指标关注的需要以及关注程度的差异对政府所关注的非财务指标信息对政府进行充分信息沟通，以满足政府关注相关信息的需要。     

企业数字化能够保护利益相关者权益吗?——基于企业内部控制的中介效应研究

使用2007—2020年中国上市公司的面板数据,探索企业数字化程度对利益相关者权益的影响,得出以下结论：(1)企业数字化正向影响利益相关者权益,且对外部利益相关者权益的保护程度强于内部利益相关者;(2)企业数字化程度与利益相关者权益之间存在非线性关系,当数字化程度过高后,对利益相关者权益呈倒“U”型作用;(3)企业内部控制在数字化程度对利益相关者权益的保护中起中介作用,数字化程度对高数字技术应用行业的保护作用更为显著。为数字化转型中的企业保持数字化投入提供了动力,同时为不同行业的数字化投入程度提供了参考。     

利益相关者利益要求实现方式的实证研究

企业的本质是一个多边契约联合体,在这个复杂契约系统中,不仅各利益相关者的利益要求不同,而且实现方式也各异.对于不同的利益相关者,企业必须采用不同的管理策略,合理配置其人、财、物等多种资源,以求在各利益相关者之间取得平衡,并采用恰当的方式满足这些利益要求.然而任何一个企业的资源是有限的,企业不可能满足每个利益相关者的利益要求,因而对于各利益相关者的利益要求,企业应当根据利益相关者自身利益与企业关系的密切程度、投入要素的重要程度以及利益相关者承受风险的大小对利益相关者分层次地对待.     

基于银行理财顾客特征的产品模式创新研究

基于"感知利益"与"感知风险"权衡视角构建了银行理财顾客识别模型,将银行理财顾客划分为感知高利益—高风险敏感型顾客群体、感知低利益—高风险消极型顾客群体、感知低利益—低风险冷漠型顾客群体、感知高利益—低风险积极型顾客群体。应针对不同类型顾客群体的感知利益与感知风险对于购买意愿综合影响作用的差异、感知利益与感知风险构成维度重要程度的差异及人口统计特征和购买理财产品特征的差异,采取不同的提升感知利益且降低感知风险的创新产品模式。     

基于银行理财顾客特征的产品模式创新研究

基于“感知利益”与“感知风险”权衡视角构建了银行理财顾客识别模型,将银行理财顾客划分为感知高利益—高风险敏感型顾客群体、感知低利益—高风险消极型顾客群体、感知低利益—低风险冷漠型顾客群体、感知高利益—低风险积极型顾客群体.应针对不同类型顾客群体的感知利益与感知风险对于购买意愿综合影响作用的差异、感知利益与感知风险构成维度重要程度的差异及人口统计特征和购买理财产品特征的差异,采取不同的提升感知利益且降低感知风险的创新产品模式.     

保险营销策略问题初探

市场营销理论最早起源于欧美发达国家,上世纪80年代我国实行改革开放政策后引入国内,到90年代才在保险业开始探索。在保险实践中,保险营销对保险公司的发展壮大发挥着难以估量的作用,但也因对保险营销理论的认识不同和误解,产生截然不同的效果,甚至影响到保险公司的永续经营。本文从保险营销的重要性、我国保险营销现状及存在的问题、创新保险营销策略等方面,谈谈对保险营销策略的初浅认识。     

The evaluation stage in marketing decision making

Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and procedures are identified for debiasing such judgments.     

Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation

Evidence within the marketing literature has shown that marketing capabilities are important drivers of firm performance. However, very little is known about how firms improve their marketing capabilities via the embedding of new market knowledge. Organizational learning theory provides us with a theoretical lens through which we can examine how existing customer-focused marketing capabilities may be improved and new customer-focused marketing capabilities may be created via marketing exploitation and exploration capabilities. In addition, this study investigates whether ambidexterity in marketing exploration and exploitation exists and finds that firms cannot do both at high levels without risking a negative impact on customer-focused marketing capabilities. This study also presents findings demonstrating how improving the two customer-focused marketing capabilities in our study, brand management and customer relationship management, impacts objective financial performance.     

The perceived importance of ethics and social responsibility on organizational effectiveness: A survey of marketers

A necessary but insufficient condition for marketers to act ethically and be socially responsible is that they must perceive ethics and social responsibility to be important. However, little is known about marketers’ perceptions regarding the importance of ethics and social responsibility components of business decisions. The objectives of this study are (1)to assess the marketing practitioners’ perceptions regarding the importance of ethics and social responsibility in achieving organizational effectiveness, and (2) to analyze the relative influences of selected personal characteristics and organizational factors underlying a marketer’s perceived importance of ethics and social responsibility. The results from a mail survey of American Marketing Association members indicate that the marketers generally believe that ethics and social responsibility are important components of organizational effectiveness. The results partly indicate that there is a positive relationship between a marketer’s corporate ethical values and his or her perceptions regarding the importance of ethics and social responsibility. The results also indicate that the marketers’ perceptions regarding ethics and social responsibility can be explained by idealism and relativism. He has also served on the marketing faculty at Thammasat University, Thailand. He received his Ph.D. from the University of Mississippi. His research focusing on marketing ethics and social responsibility has been published inJournal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Macromarketing, Journal of Personal Selling & Sales Management, Journal of Public Policy & Marketing, and elsewhere. He received his D.B.A. in management from the University of Maryland. His work on business ethics, organizational design, and strategic planning has been published inAcademy of Management Review, American Business Review, andJournal of Business Ethics. His current research interest centers on the measurement of moral intensity. He received his Ph.D. from Texas Tech University. His work has appeared inJournal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Business Research, Journal of Macromarketing, Journal of Personal Selling & Sales Management, Research in Marketing, and elsewhere. He received his Ph.D. in marketing from the University of Mississippi. His research has been published inJournal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Pharmaceutical Marketing and Management, Journal of Social and Administrative Pharmacy, and elsewhere. His research interests include marketing ethics, health care marketing, international marketing, and direct marketing.     

Marketing journal hierarchies: Faculty perceptions, 1986-87

This article reviews the latest perceptions among AACSB school professionals in the field of marketing regarding journal hierarchies. With the proliferation of marketing journals during the past few years comes the need to address the relative position of all marketing journals. This study lists journal rankings using prestige and importance indices. The paper concludes with a discussion on the relative importance of journal rankings in the consideration of promotion and tenure among faculty members.     

Determinants of sports sponsorship response

Despite the growing role of sponsorship in the marketing activities of firms worldwide, academic research in this area has been limited. Adopting a classical conditioning framework, this research examines the effects of consumers’ attitudes about a sports event, their perceptions of sponsor-event fit, and their attitudes about the sponsor on a multidimensional measure of sponsorship response. The results suggest that sponsor-event fit, perceived sincerity of the sponsor, perceived ubiquity of the sponsor, and attitude toward the sponsor are key factors in generating a favorable response from sponsorship. Liking of the event and perceived status of the event have differing significance depending on how response is measured. Sponsorevent fit also has interaction effects with perceived status of the event and personal interest in the event. The implications of these findings for sponsors and event managers are examined, and future research directions are outlined. Richard Speed is an associate professor of marketing in the Melbourne Business School at the University of Melbourne, Melbourne, Australia. He received his Ph.D. from the Loughborough University of Technology, United Kingdom. In addition to sponsorship, he researches and publishes on decision-making for marketing strategy and the use and management of brands. Peter Thompson is principal of Et² Sponsorship Strategy and a visiting research fellow of the Melbourne Business School at the University of Melbourne, Melbourne, Australia. He holds a B.D.Sc. and an MBA from the University of Melbourne. His reserch of sports marketing, personality management, and sports broadcasting.     

An integrated design for personal computers in the marketing curriculum

This article discusses the role of personal computer applications in courses throughout the marketing curriculum. Learning theory suggests that PC applications be introduced in modules over the entire marketing program and not concentrated in just one or two courses. The final capstone course in marketing is seen as the logical place for a culminating, integrative learning experience with software applications. Software recommendations are provided for each typical marketing course and a decision support exercise is described for the capstone course.     

基于社会需求导向的《营销渠道管理》课程教学的思考

营销渠道管理作为企业营销活动的重要环节之一,承担着商品资本转变为货币资本的重要职能,而营销渠道管理人才的综合素质和能力对评价企业渠道效率的高低有直接的影响,因此培养以社会需求为导向的营销渠道管理人才是渠道管理教学中值得探索和思考的问题。本文以应用型本科渠道人才的培养为例,从营销渠道管理的理论教学和实践教学两方面探讨如何进行课程的教学。     

Theory in consumer behavior: A status report

This article examines the attitudes of 40 opinion leaders in marketing toward theory in consumer behavior. These individuals exhibited favorable attitudes toward theory in marketing in general. More favorable perceptions of the value of the contributions of theory to consumer behavior existed than for promotion and channels of distribution. In comparison to eight other areas of marketing, the consumer behavior area was perceived as having made the greatest past contribution to marketing thought and the one most likely to make worthwhile future contributions. The sample believed that much future effort was needed in progressing toward a general theory of consumer behavior and that such effort would indeed be forthcoming.     

Elements of marketing strategy: How important are they from the executive viewpoint?

In formulating a firm's overall marketing strategy, decisions with respect to its various elements must be made. This paper examines the level of importance marketing executives attach to the elements of marketing strategy. The survey results point out some interesting changes in the ranks of different marketing areas since earlier studies. Two such changes are the relative importance associated with pricing and logistics areas of marketing. Reasons for such changes are discussed in the Discussion and Conclusions sections of the study.