Strategic marketing concepts and models

In this second of two articles on strategic marketing planning the author describes the techniques that have been developed to aid analysis of marketing information. Analytical frameworks such as the product life‐cycle, the growth‐share matrix, the Business Assessment Array and the Directional Policy Matrix are discussed and the benefits and pitfalls associated with strategic planning frameworks are considered by the author.     

略论网络社区营销的实施策略

网络社区的蓬勃发展推动了网络社区营销的深入开展。网络社区营销活动具有精准性、互动性、成长性、软性营销的特点。企业可以借助网络社区开展市场调查,传播促销信息,实施活动营销,塑造品牌形象。网络社区营销还可以帮助企业强化危机管控,管理公共关系。     

Trust Promoting Seals in Electronic Markets

Abstract

In order to promote web sales, companies conducting electronic commerce are constantly seeking viable and efficient ways to increase web traffic. One approach is to build consumers' trust, and ultimately to increase web sales. Many business-to-consumer online merchants follow this approach and display trust-promoting seals on their websites. However, whether these seals really fulfill the tasks they have promised has remained unexplored. This study empirically examines the influence of trust-promoting seals on consumers' online purchasing decisions. The results show that the trust-promoting seals are generally effective in promoting web sales, and some seals enhance promotion better than others.     

How Safe Are the Harbors?

Abstract

With the growth of e-commerce has come the need for businesses to provide protection of personal, private data collected from internet users and consumers. The United States has favored a policy of industry self-regulation, while the European Union (EU) has responded to its consumer demands for privacy protection regulations and enforcement. Faced with the critical need for a middle ground, the US has proposed “Safe Harbor Privacy Principles” as a means of compromise with the EU. This article explores the market context of the Safe Harbor Principles, the European reaction, and the probable impact on businesses.     

网上商品热销的影响因素探析——基于分位数回归的实证研究

本研究从网上销售的影响因素出发,采用搜索程序获取了淘宝网的4059个货架1周的销售数据,通过分位数回归方法对不同热门程度产品的价格、信誉、保障标记以及口碑的需求弹性进行了实证分析。研究结果表明,随着产品热门程度的提高,信誉的需求弹性不断增强,而价格、保障标记以及口碑的需求弹性却不断减弱。由此表明,产品的价格降低,保障标记级别和口碑的提升都能使销售趋于分散,而提高商家的信誉却能加速销售向热门产品集中,使得"热门更热"。     

简析网上银行的法律问题

本文立足于我国网上银行运营的实际情况,以现行法律规范为基础,针对网上银行交易和网上银行监管所涉及的法律问题进行分析。     

The Psychological Influences of Threat on B2C E-commerce Adoption: An Extended Study and Explanatory Framework

In order to better understand how internet users actually decide to conduct business transactions or related activities in a B2C e-commerce environment, this article adds a new lens of study by investigating the roles of Threat Appraisal (TA) and Perceived Coping Appraisal (PCA) from the end user's perspective. Based on established academic theories and relevant industrial practices, it is suggested that TA and PCA are critical behavioral components influencing the user's intentions to participate in online transactions. These functions serve as important inputs to formalizing our understanding of how services offered by e-commerce websites are utilized.     

网店客服管理难题与对策

网络购物的快速发展催生了一个新兴的网店客服职业。在网店客服管理中存在着招人难、管人难、留人难三大难题。管理者需要从加强校企合作和企企合作、强化对客服的培训和激励、重视网店的组织凝聚力建设三个方面入手,以实现客服人员的＂招得上＂、＂用得好＂和＂留得住＂。     

Factores determinantes de la lealtad al proveedor de servicios turísticos online

The aim of this study is to analyze the factors determining loyalty towards online tourist services supplier with a model which integrates the influence of trust in tourism websites with the conceptual framework of the Theory of Planned Behaviour (TPB). The hypotheses were tested on a sample of 305 airline travel tickets online purchasers, with the use of structural equation models. The results of the empirical study suggest that the three variables of TPB (perceived control, subjective norm and attitude) positively influence loyalty towards Internet use to purchase airline tickets. The role of trust is especially relevant as it also boosts the effect of TPB variables. Finally, a set of managerial implications are considered.     

The ethical problems between law and power： A conceptual framework of business moral conduct

The concept of business ethics ranges from respect of the obligatory law, to attention to mutually shared ethical rules, to the collective well being, and as far as philanthropy. Due to such a heterogeneity of interpretations, it proves useful to attempt to define the concept of moral problems by establishing their contents and limits. Such a matter proves to be of primary importance： Firstly, to be able to establish which situations have underlying questions of ethical implications; Secondly, to be able to evaluate the moral conduct of the company. The objective of this present work is twofold： （1） Identify the distinctive components of an ethical problem; （2） Prepare a support instrument for management to use in the monitoring process of the ethical dimension of the company.