外埠市场营销策略研究

“得外埠终端者得天下”和“营销重心下移”是近年来在营销界最为响亮的战略口号之一。如何进行外埠市场营销，是企业普遍需要研究的重要课题，本文试图从市场营销组合[4P]的角度，即从产品策略、定价策略、渠道策略和促销策略出发，分析如何成功地开拓城市外围的广阔市场。     

我国连锁商业物流发展的对策

物流在连锁经营中起着至关重要的作用.由于物流技术及物流基础设施落后,物流管理人才短缺,加之受传统物流体制的影响,严重制约了我国连锁企业的发展.应加快信息网络建设和物流人才培养,选择合理的物流模式,制定完善的物流产业规划,以促进我国物流业的发展.     

Identity, identification, and relationship through social alliances

The authors studied social alliances, a type of corporate societal marketing initiative. Their research finds that social alliances are an important means whereby employees identify more closely with their organizations while gaining a greater sense of being whole, integrated persons. Furthermore, this integration allows both organizations and their members to align their commercial identities with their moral and social identities. As organizational members struggled to resolve conflicts within their own identities, they were aided by social alliances, which in turn led them to identify more with their organizations. Unlike previous research, the findings suggest that the kind of connections referred to by the informants went well beyond the cold, rational associations described in previous research to emotional attachments that appear to be critical to organizational identification. The results also suggest that participation in social alliances may result in multiple forms of identification: intra- and interorganiza-tion identification. Ida E. Berger (bergeri@ryerson.ca) is the associate director of faculty affairs and a professor of marketing in the School of Business Management at Ryerson University. She received her Ph.D. from the University of Toronto. Her articles have appeared in leading marketing journals, including theJournal of Consumer Research, Public Policy and Marketing, theJournal of Consumer Psychology, andCalifornia Management Review. Her current research interests include social alliances, voluntary and nonprofit sector studies, diversity, and the value of sports in social inclusion. Her teaching interests include marketing theory, consumer behavior, and marketing communications. Peggy H. Cunningham (pcunningham@business.queensu.ca) is the Marie Shantz Teaching Associate Professor of Marketing, School of Business, in the Queen’s University. She completed her Ph.D. at Texas A&M University. Dr. Cunningham’s research interests revolve around two related themes: marketing ethics and marketing partnerships (international strategic alliances, partnerships between for-profit and not-for-profit organizations, relationships between firms and their customers). These areas of study are linked by their focus on the concepts of trust, integrity, and commitment. She is the coauthor of the Canadian editions of a number of marketing textbooks (Marketing Management; Principles of Marketing; and Marketing: An Introduction). Her work is published in a number of journals, including theJournal of the Academy of Marketing Science, the Journal of International Marketing, and California Management Review. Minette E. Drumwright (mdrum@mail.utexas.edu) is an associate professor with a joint appointment in the College of Communication (Department of Advertising) and the College of Liberal Arts at The University of Texas at Austin. Previously, Dr. Drumwright was on the marketing faculties of Harvard Business School and the University of Texas Business School. She currently is the faculty chair of the Bridging Disciplines Program in Ethics and Leadership at the University of Texas. She has a Ph.D. in business administration (marketing) from the University of North Carolina at Chapel Hill. Dr. Drumwright’s current research is in the areas of corporate social responsibility, marketing for nonprofit organizations, and business ethics. Her focus is on understanding how managers and consumers integrate noneco-nomic criteria related to society into their decision making. Dr. Drumwright has studied noneconomic criteria in various contexts, including cause-related marketing, partnerships between companies and nonprofit organizations, socially responsible buying behavior, and corporate volunteerism. Her articles and cases have been published in various books and journals, includingCalifornia Management Review, theJournal of Advertising, and theJournal of Marketing.     

关于我国企业实施共生营销战略的思考

企业在市场竞争日益激烈的国际市场上，以往所奉行的视竞争者为仇敌、彼此互不相让的竞争原则已成为陈旧的经营观念而逐渐被人们抛弃。共生营销战略以契约为纽带，通过企业间价值链的各环节的合作获得竞争优势。突破了传统的营销思路，实现双赢或多赢。本文探讨了我国企业实施共生营销策略的必要性与现实可能性。提出了实施共生营销战略的途径和对策。     

顾客资产导向下的营销质量思考

顾客资产正日益成为衡量企业竞争力和长期绩效的重要标志。要真正实现顾客价值的最大化，企业必须在扩大市场占有率、识别顾客需求、识别顾客满意的质量因素、产品的创新和细分顾客过程等方面用质量的理念给予认真思考。     

陕西特色农产品的品牌经营战略研究

陕西具有发展特色农业的良好条件，但由于受自然经济传统约束，广大农民缺乏市场经营意识和经营经验，加之缺乏有效的农业合作组织，缺少辐射带动能力强的龙头企业，导致特色农产品的品牌化经营程度低，现有特色农产品的品牌知名度和美誉度不高，市场影响力有限。要创建陕西特色农产品品牌，必须提高特色农产品的生产者、经营者和地方政府的市场意识、品牌意识，组织专业协会，发展龙头企业，完善特色农产品技术服务支持体系，推行标准化生产，加强产后商品化处理，建立和完善农产品品牌质量认证体系，加强对农产品品牌的宣传推广力度。     

收入分配差距与市场化改革

改革开放以来，我国收入分配差距出现不断扩大的趋势，总体贫富差距、城乡居民收入差距、地区收入差距、行业收入差距都在扩大。收入差距不断扩大的根本原因，是市场化改革的不彻底，缺乏以效率为基础的公平制度，权力市场化以及社会保障制度存在缺陷。因此，要缩小收入差距，就必须深化改革，实现真正的市场化：建立以效率为基础的公平制度；充分发挥市场机制作用，严格限制权力参与社会分配；引入竞争机制打破垄断局面；运用经济手段调整收入分配；制定和完善法律法规；完善社会保障制度。     

高新技术企业市场营销管理存在的问题和策略分析

论文主要以高新技术企业市场营销管理存在的问题和策略为重点进行阐述,首先对高新技术产品进行概述,其次介绍高新技术企业市场营销管理存在的问题,最后从更新营销思想、明确市场导向,引进生态化营销计划、宣传网络营销方式,科学组建营销管理组织、强化营销团队力量几个方面深入说明并探讨高新技术企业市场营销管理的相关策略,旨在为相关研究提供参考资料。     

医药行业变革下医药代表及团队管理

近年来,随着我国现代医疗环境的不断改革,我国的药品营销工作以及整个医药行业呈现快速变革的趋势,尤其是在现代化的医改方案不断发展的背景下,医药企业在发展过程中受到了现代相关工作人员的高度重视。相关工作人员需要了解,在医药行业变革下,医药行业内的医药代表及医药行业管理者应当如何在充满不确定性的职业环境内开展人员以及团队管理,这样才能使医药企业在现代医疗环境的背景下不断发展。     

“互联网+”背景下,打造农特产品新型营销模式

在互联网兴盛的当代,电子商务成为新潮流,农民对于线上销售流程较为陌生,但消费者更倾向于线上买卖。打造农特产品新型营销模式,政府、企业、高校三主体参与建设,开展透明化生产+故事化销售,注重有爱消费+健康饮食,实现公众号+第三方小视频平台+农特产APP三位一体,促进企业发展、大学生创业、线上助农巧妙结合,从而推动经济收益与社会效益双提升。