社会网络分析在市场营销学中的应用

作为一种日益成熟的研究范式,社会网络分析已经引起了多个学科的关注和应用,也为市场营销学提供了崭新的思想、方法和借鉴工具。文章首先阐述了社会网络分析的基本思路,在此基础上比较了社会网络分析的两种具体研究方法——自我中心网分析和整体网分析。讨论了社会网络分析在市场营销学的应用,重点指出了社会网络分析在发掘意见领袖和重估顾客价值方面的独特作用。对社会网络分析在市场营销学中的应用进行了简要评述,并指出了其局限性。     

The role of program fairness in asymmetrical channel relationships

Managing distributor compliance with manufacturer-initiated programs is critical to both program success and relationship enhancement. This study examines how a manufacturer might better motivate distributors with varying levels of dependence. Previous research suggests that two variables influence distributor compliance: economic incentives and dependence dynamics. Drawing from fairness heuristic theory, this study extends previous research by investigating the role of fairness in affecting compliance and long-term relationships. The authors observe the contingent effect of fairness along various levels of distributor dependence. In the context of a naturally occurring program, the authors collect data from a focal manufacturer's distribution channel and find that (1) fairness perceptions have significant impacts on both compliance and relational outcomes, (2) the efficacy of program fairness declines as distributor dependence increases, and (3) distributor dependence increases the effect of economic incentives on compliance. The authors discuss the theoretical and managerial implications of these findings.     

节点城市物流产业与区域经济的协同发展研究——基于全国性物流节点城市面板数据

文章以全国性节点城市的物流业发展与区域经济的关系作为研究对象,首先,运用聚类分析法根据21个节点城市的物流业现状进行了分类,在此基础上构建具有研究针对性物流业与区域经济的指标体系,将物流业分为物流业投入、产出和外部发展环境三个指标,并进一步细化,采用灰色关联模型分别研究三个指标与区域经济的关联性,最后,实证检验了各节点城市物流业发展水平与区域经济的协同发展度。研究结果显示节点城市物流业与区域经济具有互动关系;21个节点城市物流业发展与经济水平互动关系各不相同,应当探索符合自身特色的物流业发展战略,促进区域物流业与区域经济的协同发展。     

企业战略联盟中的开放式创新

在我国特殊国情下,战略联盟成为企业提升竞争力的重要手段．学者们从创新的视角分析．却把战略联盟作为企业践行开放式创新的一种组织形武,但是很少有学者去分析战略联盟对开放式创新的促进作用,更没有厦清二者的关系。基于此,本文把开放武创新和战略联盟作为两种独立的商业模式,并从三个方面来解析二者的关系,旨在为企业实施战略联盟和开放武创新提供理论指导,加快企业创新进程。,     

客户知识的关键维度及其管理过程

客户知识成为企业维持持续竞争优势的关键资源。理解客户知识的内涵和关键维度是企业进行客户知识管理的前提和基础,论文结合不同行业企业的实践经验,提出客户知识应包括四个关键维度：用于客户的知识、来自客户的知识、关于客户的知识和共同创造的知识,并针对每个雏度分析了企业当前运用的管理方法,基于此．界定了客户知识管理的概念,构建了客户知识管理的过程模型,为企业有效进行客户知识管理提供参考。     

Measuring the liquidity part of volume

Based on the concept that the presence of liquidity frictions can increase the daily traded volume, we develop an extended version of the mixture of distribution hypothesis model (MDH) along the lines of Tauchen and Pitts (1983) to measure the liquidity portion of volume. Our approach relies on a structural definition of liquidity frictions arising from the theoretical framework of Grossman and Miller (1988), which explains how liquidity shocks affect the way in which information is incorporated into daily trading characteristics. In addition, we propose an econometric setup exploiting the volatility–volume relationship to filter the liquidity portion of volume and infer the presence of liquidity frictions using daily data. Finally, based on FTSE 100 stocks, we show that the extended MDH model proposed here outperforms that of Andersen (1996) and that the liquidity frictions are priced in the cross-section of stock returns.     

Decomposing Impression from Attitude in Relationship Management Outcomes

This study expands relationship management theory by testing the linkages between perceived relational quality, organizational impression, and attitude in affecting the behavioral intention of customer public of five major banks. A survey of 1,178 banking customers showed that perceived relational quality, organizational impression, and individual attitude, significantly affected supportive behaviors. Organizational impression was found to be almost three times more determinant than perceived relational quality in affecting individuals' attitudes, and subsequently, their supportive behaviors. By highlighting the role of organizational impression, linkages between the relationship management perspective and other theoretical frameworks, such as image repair, become apparent; bearing implications for scholarship and practice.     

“安倍经济学”与“李克强经济学”孰优孰劣

在外界看来,"安倍经济学"喜迎东风,"李究竟哪一种发展模式能够真正实现经济持续健康发展的神话?然而,哪一种发展模式更加适应本国国情,真正能实现国富民强?     

第三方支付相关基础法律问题探讨

第三方支付不是单纯的货币转移支付,而是与商业交易密切相关。互联网支付是典型的"担保支付",第三方为付款人的货币支付和收款人的货物交付进行了担保,有效保证了交易合同的全面履行,付款人支付的货币资金具有反担保保证金性质;预付卡支付和银行卡收单支付都是委托代理支付,预付卡支付第三方收到付款人的货币资金属于保管行为。     

Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

ABSTRACT

Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.