Risk sensitivity in distribution channel partnerships: implications for manufacturer return policies

The manufacturer return policy is widely regarded as a means for channel partners to share risk. However, existing studies of this popular institutional practice use frameworks that assume risk-neutrality of all parties.This report analyzes how sensitivity to risk affects both sides of the manufacturer-retailer relationship under various scenarios of strategic power, and how these dynamics are altered by a return policy. A key finding is that the penalty for ignoring risk sensitivity can be substantial. This will suggest an informational motive affecting the use of return policies, a consequence of the potential difficulty of inferring another party’s risk sensitivity and the positive incentive for deception.     

中文品牌名称英译方法浅探——以鞋类品牌名为例

中国企业要拓展国外市场,必须树立品牌意识,使国外消费者认识中国品牌。为此,中国品牌必须要有好的英文译名。然而到目前为止还少有文献对中文品牌名称的英译方法进行全面研究。该文以鞋类品牌为例,总结出了音译、直译、意译、音译和音译结合、模仿和零翻译等六类中文品牌名称的翻译策略。     

基于新品牌的营销战略思考

北京奥运、上海世博、紧接着而来的时候广州亚运,这一系列的事件都象征着中国在国际的地位逐步上升,伴随而来的就是中国的地位带动着中国的很多产业发展,要想使得企业在这个大机遇下在市场上占有一席之地,做好营销战略显得刻不容缓,并且越来越多的企业都已经开始注重营销战略的长远性,而面对这一个大机遇,有很多新生的品牌要想在历史上留下浓墨重彩的一笔制定好品牌的营销策略就是重中之重了。     

论陕南红色旅游发展与品牌构建

在深入调查分析陕南三地市红色旅游资源及其开发现状的基础上,指出陕南地区红色旅游开发存在的问题。提出了应进一步深入挖掘陕南红色旅游所特有的文化内涵,整合资源,将陕南的自然景观资源与红色资源结合,优势互补,从而全面提升陕南红色旅游品牌形象。     

Brand Equity, Consumer Learning and Choice

The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet. We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.     

休闲装品牌营销渠道宽度与品牌经营年限之间的关系研究

渠道宽度作为营销渠道结构之一,对产品的营销效果影响非常重要。本文在西方关于营销渠道的理论基础上,结合国内现有休闲装品牌的实际市场情况,通过个案研究,用SPSS曲线分析法得出休闲装品牌渠道宽度与品牌经营年限之间的关系。     

驰名商标认定应坚持权利主张地原则——彭博有限合伙公司诉上海澎博财经资讯有限公司等商标侵权纠纷案

驰名商标应当根据案情实际需要考虑是否认定。对商标驰名事实的采纳应当坚持权利主张的原则，受到关注的应当是系争商标在中国大陆的使用和宣传情况，而不是其他地域。在商标侵权诉讼中商品或服务是否类似不是一个孤立和静止的问题，对服务类似与否的司法审查应当比较和考量服务的目的、内容、方式、对象等因素，以相关公众服务的一般认识进行综合判断。     

Estimation of the Effects of New Brands on Incumbents’ Profits and Consumer Welfare: The U.S. Processed Cheese Market Case

I estimate the effects of new brands on market competition and consumer welfare in the U.S. processed cheese market. I find that an observed increase in consumer welfare was attributable mainly to an increase in the number of brands in the sample market, while the price effect, which measures welfare change caused by adding new brands to existing brands, decreased welfare as the prices of the existing brands increased in a large portion of sample markets. The price increase was most pronounced among the introducers existing brands. I also find that the data used in the paper identify a significant enhancement of consumer welfare as a result of the change in product characteristics provided by new brands even if a large portion of welfare gain is explained by the assumption on the error term in the utility function.JEL classification: D40, D60, L13, L66, H20     

制造企业呼唤第三方物流企业的配送物流

随着物流市场的发展,制造企业对第三方物流企业的需求越来越明显,项目越来越多,文中就制造企业对配送物流的需求展开了讨论.     

物流技术在企业生产工艺流程中的应用

本文通过对企业的生产工艺流程进行分析，提出在企业生产工艺过程中应用物流技术，使企业能降低成本、提高效益。并对生产制造企业在工艺流程中如何运用物流技术进行了详细论述。