中国啤酒海外市场开拓思路

随着市场经济的不断深化,啤酒行业也得到了迅速的发展,而中国已经成为当今世界最大的啤酒生产国与消费市场,同时啤酒市场在一定程度上也形成了竞争格局。中国啤酒行业要想持续健康发展,就必须开拓海外啤酒市场,提升品牌价值,以求在激烈的市场竞争中立于不败之地。     

The inside effects of a strong external employer brand: how external perceptions can influence organizational absenteeism rates

In this study, we invoke a social identity and job resources perspective to investigate the impact of an organization’s internal and external employer brand images on employee absenteeism. Specifically, using workforce samples of 56 Belgian companies (n = 12670) and a second independent study sample (n = 4461), we assess the relative importance of the internal employer brand image (i.e. employee perceptions) and the external employer brand image (i.e. non-employee perceptions) in predicting the absenteeism rate in these organizations. Results show that corporate absenteeism decreases as internal (employee) views and external (non-employee) views of the organization decline. Results further show that the external employer brand image may be a more important driver of absenteeism than the internal employer brand image. Such results highlight that an organization’s external image may be a strong antecedent of important internal organizational behavior outcomes.     

基于啤酒游戏的供应链管理信息支撑体系研究

啤酒游戏是一个生产和配销单一品牌啤酒的系统,证实了牛鞭效应的存在,牛鞭效应是供应链中普遍存在的现象!在对啤酒游戏进行深入思考的基础上,文中得出结论信息共享是解决“牛鞭效应”的基本途径。鉴于信息流的重要性,详细介绍了信息技术的支撑体系,并以电子商务为例,分析了解决“牛鞭效应”的对策。     

Research continuum on consumer education and brand knowledge: A critical analysis

Consumer education and brand knowledge have emerged as the dynamic tool in the complex marketplace today that actively stimulate the cognitive behavior of consumers toward developing purchase intentions and buying decisions. The general objective of this study is to critically review the previous studies on the role of brand literacy, transfer and perceptions of knowledge, purchase intention, shopping ambiance and customer satisfaction, and illustrate the consumer decision making process induced by the above factors. The literature review reveals that brand education plays significant role as a driver of decision making among consumers, which not only empowers consumers in developing perceptions on the brand but also helps the companies on brand co-designing and knowledge dissemination process. Consumer literacy and brand knowledge helps the consumers in assessing the brand value, competitive advantage, and operational efficiency of the brand toward building purchase intentions. The effects of the increasing levels of customer expertise in the marketplace today is seen as the outcome of consumer education and perceived brand knowledge.     

基于多项Logit选择模型的在线渠道价格促销效应实证研究

在线渠道下,不同品牌的价格折扣促销的差异性会引起在线消费者品牌选择行为变化。同时,在线的价格比较机制也增加了消费者价格敏感度,如果不分离出这一重要的促销效应,那么会产生估计偏差,影响模型的预测能力。本文首先回顾品牌选择的离散模型中价格促销的研究脉络;然后构建在线渠道消费者品牌选择离散Logit模型;接着在对中国某电子商务公司的消费者实际购买可乐的面板数据分析的基础上,研究价格折扣对于该公司消费者品牌选择行为的影响效应,研究发现：（1）如果不引入价格折扣促销因素,将会过高估计价格的影响;（2）价格折扣促销对于消费者网上品牌选择有显著的影响,且影响为正效应。文章最后剖析价格折扣对在线渠道的消费者品牌选择的行为影响机理,并提出未来的研究方向。     

Me or information technology? Adoption of artificial intelligence in the delegation of personal strategic decisions

Artificial intelligence is revolutionizing the way we do business. Whereas both the adoption of technological innovations and strategic decision making have been subject to prior research, this experimental study is first to combine both. To understand the impact of choice complexity and cognitive perceptions on the willingness to delegate a strategic decision to an algorithm, we conducted an experiment with 310 participants. We find that although choice complexity has no effect, participants with low levels of situational awareness are more likely to delegate. The findings augment research on choice complexity in decision making by emphasizing the relevance of cognitive perceptions.     

For brand alliance social or cause related marketing which one is better? A study in emerging markets

The purpose of this study is to investigate the relationships and the effectiveness of cause‐ related or social marketing on consumer perceptions, perceived brand motivations, and the direct and indirect effects that these factors have on brand alliance, attitude, and purchase intentions. A total of 425 participated who are users of soap and oil in the fast‐moving consumer goods (FMCG) sector. Advertisements of three per brands are taken up for study. Dove soap, Parachute hair oil, and Dettol Soap (social marketing) and Fiama Di Wells beauty soap, Vatika hair oil, and Nihar hair oil (cause marketing) are selected for study. Both social and cause‐related marketing motivate the consumer to purchase products from the same company and likewise recommend to others. The present study findings clearly suggest that compared with social cause‐related marketing, social marketing is more preferred. People like watching advertisements incorporating social marketing more compared with cause‐related marketing. Both social and cause‐related marketing motivate the consumer to purchase products from the same company and also recommend to others. The takeaway from this study is how social and cause‐related marketing differ on brand alliance and subsequent effect on brand image, brand recommendation, brand loyalty, consumer perceptions, and purchase behaviour.     

网络属性对消费者在线重购品牌选择行为影响研究

在线渠道日益成为厂商重点渠道之一,越来越多的消费者选择在网上购物。传统营销方式正逐渐发生变化,在线渠道不仅扩展了线下属性,同时,也展现了新的特征。因此,研究网络属性对消费者重购品牌选择具有重要的意义。本文以手机作为研究对象,构建多元Logit模型研究线下品牌属性和在线营销组合变量对消费者下次选择的购买意愿的影响程度,分析在线渠道下影响消费者品牌选择的机理。研究发现,产品属性和网络属性对消费者重购品牌选择产生影响;虽然网络属性会显著地改变品牌选择方式,但传统的产品属性在品牌选择中仍然起到关键性的作用。最后本文还得出了在线手机品牌的消费者心理市场份额。     

应用名牌战略提升企业核心竞争力的模式探讨

实施名牌战略,是企业在激烈的市场竞争中发展壮大的唯一选择,论文以著名民营企业日照钢铁集团的成功,解析了该集团推进名牌战略的历程,并阐明了实施名牌战略必须树立以名牌促发展的观念,并确立产品适应市场的名牌核心战略和坚持人本管理的名牌辅助战略,权衡并整合其相关因素和资源,以形成企业的核心竞争力。这种应用名牌战略提升企业核心竞争力的模式,对我国民营企业创建和发展名牌事业具有较好的指导意义。     

中间产品竞争的品牌经济策略研究——以莱卡为例

莱卡品牌用成功证明中间产品需要品牌。而品牌策略的正确与否又是决定消费者对该品牌需求的关键因素之一。一直以来莱卡在激烈的市场竞争中处于绝对领先地位,它的成功归因于品牌建设过程中一系列策略的创新运用。本文运用品牌经济学原理对莱卡品牌策略进行分析。莱卡以时尚单一情感利益点为品类,降低消费者选择成本;通过单点策略、占先策略、终点策略及传播策略等策略创新,影响消费者选择行为,确立在整个供应链的掌控力和优势地位,并通过品牌拉力拉动整个产业链物流和资金流的循环。     

基于品牌价值的品牌导向型企业的界定

随着市场经济的快速发展,品牌在企业中的作用越来越明显,品牌价值导向正在成为企业战略选择的首选。本文主要针对品牌的符号系统与价值系统的一体化模型中增值作用来阐述了品牌的战略价值,同时还提出了品牌导向的内涵,并提出了品牌导向型企业的界定条件。     

零售商自有品牌发展战略研究

零售商直接接触终端消费者。发展自有品牌具有很多优势但同时也要求零售商具有良好的管理团队等条件。目前我国零售商自有品牌发展还处于初级阶段,但是发展自有品牌已成为必然趋势。从战略方式选择、市场定位、产品选择、品牌体系架构、打造强势品牌等五个方面,提出了自有品牌发展战略模型。     

A theory of stochastic choice under uncertainty

In this paper we propose a characterization of stochastic choice under risk and under uncertainty. We presume that decision makers’ actual choices are governed by randomly selected states of mind, and study the representation of decision makers’ perceptions of the stochastic process underlying the selection of their state of mind. The connections of this work to the literatures on random choice, choice behavior when preference are incomplete; choice of menus; and grades of indecisiveness are also discussed.     

高职院校品牌个性开发路径研究

随着高等教育大众化阶段的到来,高职院校教育品牌的特色化和个性化发展已成为学校生存与发展的必然的选择。文章分别从品牌定位与学院特色文化、品牌形象塑造与满意度工程、品牌整合营销与传播、品牌专业建设、品牌质量管理与评估等五个方面对目前高职院校品牌个性塑造路径进行阐述,为进一步创建高职教育品牌的内涵式、个性式发展,创造了坚实的基础。     

Fit in celebrity–charity alliances: when perceived celanthropy benefits nonprofit organisations

This study investigates the effect of celebrity–charity co‐branding fit on perceived celebrity philanthropy (celanthropy), attitude towards the celebrity and charity, as well as donation intention. We manipulate celebrity–charity functional fit through a 2 (celebrity: comedian vs athlete) × 2 (charity: comedy related vs sports related) factorial design whilst controlling for celebrity credibility (attractiveness, trustworthiness and expertise). Results show that a functional fit between the celebrity and charitable organisation encourages positive altruistic attributions in terms of perceptions of celebrity social responsibility, and egoistic attributions, with regards to celebrity and charity attitudes, and donation intention. Finally, results demonstrate that celebrity–charity fit (athlete (comedian) with sports related (comedy related) charity) can promote positive attitudes towards a celebrity and charity brand, as well as donation intention, with these relationships mediated by perceptions of celebrity social responsibility or philanthropy. Findings from this research are able to aid nonprofit organisations and celebrity brand managers in the creation of effective and persuasive co‐branding alliances. Copyright © 2014 John Wiley & Sons, Ltd.     

经济型酒店感知服务质量分析与品牌差异比较

关注顾客是企业提升服务质量和塑造品牌的基础。经济型酒店通过对顾客感知进行深入分析,可更好地理解该行业的服务质量和不同服务质量因子的地位,并有针对性地进行改善。同时,通过对服务质量的深入定量分析,经济型酒店也可有效避免定位模糊而产生的同质化,确定并强化自身品牌的定位和特色。     

在线渠道下消费者品牌选择的状态依赖行为探究

状态依赖是传统渠道下消费者品牌选择呈现动态性的重要原因.在线渠道下,消费者品牌选择的状态依赖依然存在,并具有独特性.本文在传统渠道下状态依赖研究的基础上,探讨在线渠道下消费者品牌选择的正向状态依赖(结构性状态依赖和习惯持续性)以及负向状态依赖(寻求差异行为)的行为,并对未来研究提出了建议.     

产品属性对消费者产品选择影响效应分析——数码相机产品设计实证研究

面对中国市场的消费升级，消费需求出现多样化、复杂化。为了满足这样一种变化的需求，企业需要不断推出功能多样的新产品，来应对激烈的市场竞争。如何把握消费者对于产品属性的偏好、预测他们的选择行为，对于企业具有重大意义。文章选择了消费类数码相机（以下简称数码相机）市场，采用联合分析方法，对于数码相机产品属性对消费者产品选择影响效应进行分析。通过文章的研究可以发现，消费者在选择数码相机时，他们最关心的属性是价格，其次是像素、颜色、变焦倍数和品牌，最后是LCD大小，消费者对于数码相机各个属性的不同水平也表现出一定的规律。这一研究可以估计消费者对于不同属性组合的消费类数码相机的效用大小，从而为企业进行决策提供一定的依据。     

The impact of brand orientation on managerial practice: a quantitative study of the UK's top 500 fundraising managers

This paper explores the impact of brand orientation on the managerial practices of fundraising managers in the top 500 UK charities and, in particular, on their ability to attract voluntary income. A series of hypotheses was tested including whether level of brand orientation is associated with different patterns of influence within charities, with the range and type of brand communicators used and with the extent to which organisational objectives are fulfilled. A key finding of the research was that high brand‐oriented fundraising managers attract significantly more voluntary income than low brand‐oriented fundraisers, but that level of brand orientation was not related to statutory income. Such findings are consistent with current theory and practice of branding in which a brand is perceived as a product or organisation plus, where the plus indicates a unique set of values which allows differentiation and hence, donor choice, within competitive environments. Copyright © 2002 Henry Stewart Publications