国际广告的本土化策略研究

国际广告是国际营销的一个重要手段,面对各国纷繁复杂的市场环境和社会特点,国际广告实施开本土化策略的趋势已经越来越明显。本文从五个方面,通过大量案例具体分析国际广告本土化策略的实施方法。     

Renminbi exchange rate exposure: evidence from Chinese industries

This paper investigates sensitivity of stock returns of industry-sorted Chinese firms with respect to renminbi exchange rate movements. Strong evidence of significant exposure is documented for 7 out of 16 Chinese industries. Evidence is also found of the size asymmetry effects. In addition, we explore the characteristics of the exposure, and detect evidence of significant exposure among non-exporters in some of the industries. Special attention is given to examining the time-varying exposure under the impact of the new Chinese exchange rate regime in place since 2005, in which even stronger exchange rate exposure is reported. The conditional exposure estimated in this paper also reveals the close relation between stock returns and changes of the renminbi exchange rate.     

顾客体验、品牌认同与品牌忠诚的关系研究——以苹果手机的青年顾客体验为例

将苹果手机的青年顾客体验分为产品体验、服务体验、情感体验和社会体验四个维度,并在此基础上构建苹果手机青年顾客体验的各维度与品牌认同、品牌忠诚的关系模型。结果表明,苹果手机的青年顾客体验的各个维度对其品牌认同的影响是显著的,而青年顾客的品牌认同在其顾客体验与品牌忠诚的关系中发挥着中介作用,这为相关企业的营销活动提供了启示。     

农产品自主品牌塑造探究

本文采用SWOT分析法进行农产品分析,从美学体验、象征性体验及情感体验来解析品牌表现的多种可行性,对农产品资源的特点进行品牌设计体验特征解析,从而得到从生态特点、旅游产业、历史文化中塑造自主品牌的途径。     

U.S. online shopping: Facts,fiction, hopes and dreams

Much online shopping research has been viewed from the seller׳s side, i.e., volume, timing and the like. This paper looks at online shopping/buying from the buyer׳s view. Based on 285,000+ individual responses from an online U.S. panel, the questionnaires, gathered between 2006 and 2013, form the analytical base. Findings include an increase in online shopping volume among a declining customer base. Consumer reported details such as leading online retailers (Amazon.com), online product preferences, comparisons of online and fixed location research and buying scenarios, buying influences and the like are discussed. Managerial implications and suggestions for future research are included.     

因势利导打造品牌竞争力——科技型中小企业如何异军突起

本文分析了科技型中小企业在竞争日益激烈的市场下如何有效的整合设计资源、建立企业文化机制、并因势利导打造品牌竞争力,从而异军突起。     

发挥综合竞争优势 建设国际顶级金融保险集团

加强系统资源整合工作是中国人寿实现集团化经营战略的重要举措，也是中_国人寿打造国际顶级金融保险集团的重大战略步骤。资源整合工作专业性强，其复杂性与挑战性决定了在推动工作的过程中必须要有创新思维，在工作中真正做到以科学的理论为指导，以科学的方法为工具，形式多样，多举并重，持续推动系统资源优化整合工作向纵深发展。     

Estimation bias in choice models with last choice feedback

The study compares two estimation methods for choice models with last choice feedback, using simulated and real data. The first method ignores the impact of unobserved heterogeneity on observed choices via presample choices, while the second method approximates this impact by a stochastic relationship. In panels with less than 10 choices per panelist, the first method overstates the impact of last choice on current choice and understates the impact of intrinsic preferences (i.e., brand intercepts). The second method performs significantly better than the first method. Under both methods, an increase in the number of heterogeneous coefficients in the model tends to increase the bias in the estimates. The largest bias occurs when lagged choice coefficients are heterogeneous.     

Enhancing online brand experiences: An application of congruity theory

Providing a distinctive brand experience is critical to differentiate each hotel brand from others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory, this study investigated how three congruities (i.e., self-image congruity, online–offline brand image congruity, and value congruity) influenced customers’ online brand experiences and their brand trust. Results from this study indicated both self-image congruity and online–offline brand image congruity significantly influenced both customers’ online brand experiences and their trust toward the hotel's brand. Extending brand experience literature and congruity theory, this study suggested hotels should develop a strategy that could capture these three congruity effects in online and offline channels because these effects should be key determinants for customers’ online brand experiences and their responses.     

Customer loyalty through social networks: Lessons from Zara on Facebook

Companies’ escalating investment in social media—in particular, in Facebook—has become reality. However, most firms still do not see social networks as a vehicle for cultivating and winning customer loyalty, but rather as a resource for creating brand awareness. In this article, we offer a different view. By examining fans and non-fans of the Zara brand on Facebook, we discovered that Facebook enhances the relations that increase loyalty via trust, customer satisfaction, perceived value, and commitment. Our results revealed that these relations are stronger for fans of the brand than for non-fans, and suggest that customer satisfaction is the strongest determinant of loyalty. This indicates a new opportunity for marketing managers to achieve customer loyalty: Facebook.