营销渠道策略创新打造我国企业跨国经营竞争优势

在“走出去”大背景下,我国企业要想塑造跨国竞争优势,在营销策略上再也不能仅停留在产品、价格、促销等手段上。“渠道策略”的创新是企业竞争优势的重要来源之一,结合我国企业实际对我国企业跨国经营渠道策略的相关问题做了一些探讨。     

一种基于顾客价值维度的满意测评基准设计方法

设计满意基准是顾客满意评测体系中的重要环节。本文以顾客价值理论为依据,探讨顾客满意与顾客价值的关系,并针对现行满意评测结果失效问题,提出了基于顾客价值维度的满意评测基准设计方法,最后以银行互动渠道的顾客价值维度建模,维度重要差异分类及基准设计实例,说明了该新方法主要实施过程。     

一种快速时变自适应信道估计盲方法

提出了一种新的信道估计最小均方(LMS)盲方法--时变步长理想加权判决信道估计盲方法.该方法通过对常规LMS算法进行改进,实现自适应跟踪信道特征变化;同时利用接收机判决误差信息函数作为权系数的理想加权判决,从而解决了常规LMS盲方法收敛速度慢、信道估计性能不高的缺点.仿真证明,对于不同的多普勒频移、时延扩展以及时间,该方法均表现出了比常规LMS方法更优的性能.同时,该方法还可用于航天、雷达等领域估计其他特征参数.     

Bridge,Focus, Attack,or Stimulate: Retail Category Management Strategies with a Store Brand

We investigate a monopolist retailer's category management strategy where the main strategic decisions are how to horizontally position a store brand relative to the incumbent national brands and how to price the store and national brands for retail category profit maximization. We analyze a market composed of two consumer segments with differing tastes and heterogeneity with respect to willingness to pay and a product category consisting of two competing national brands and one store brand. We find that contrary to the existing literature, it is not always optimal for a retailer to position its store brand against the leading national brand; instead there are many situations where it is best to position the store brand close to the weaker national brand or to position it in the “middle” so it appeals to both national brands' target segments. In the process we identify four distinct category management strategies that a retailer can use with a store brand. In three of these the optimal store brand price is the brand's monopoly price, while in the remaining one strategy the price is lower. We also suggest an easy to implement means for a retailer to determine which strategy is best to use, depending on the particular competitive environment present before the introduction of the store brand and the relative quality of the store brand. We find that the store brand entry is most beneficial to the retailer when the national brands are moderately differentiated. Finally we show that introducing a store brand not only allows the retailer to garner a higher share of the channel profits through higher retail margins, but also often provides the retailer the benefit of increases in national brand unit sales as well as incremental sales from the store brand. JEL Classification: M310     

从贸易调整渠道到金融调整渠道——国际金融外部调整理论的新发展

传统的开放宏观经济学认为一国的外部财富是贸易调整的结果,但是随着各国持有外部资产负债总量的迅速攀升,汇率和资产价格波动所产生的估值效应对外部财富的作用越来越显著。近年来,众多学者基于估值效应发展了一个新的外部调整渠道——金融调整渠道,极大地改变了人们对一国外部失衡调整的理解和认识。本文试图系统地评述这一外部调整机制的最新进展,以期为所有关注中国国际收支以及全球失衡问题的国内外学者提供新的研究视角和方法。     

资本监管、风险承担与货币政策传导机制——研究综述与展望

频频爆发的银行危机暴露了以资本监管为核心的巴塞尔协议的内在缺陷,学术界就资本监管的微观效应和宏观效应展开了激烈的讨论.从文献研究的角度,通过回顾和分析理论界关于资本监管、银行风险承担和货币政策传导机制三者之间复杂关系的研究,可以看出,在微观意义上,关于资本监管对银行风险承担行为影响的研究忽视了对资本监管框架效应的分析;在宏观意义上,资本监管的强化给货币政策传导机制带来了新的渠道,即银行资本渠道和风险承担渠道.这两种新的传导机制在后金融危机时代,是研究宏观审慎监管框架下货币政策效应的核心命题.     

电子商务环境下零售商分销渠道的选择

针对电子商务环境下的产品分销渠道,研究了由一个制造商和一个零售商组成的供应链中零售商分销渠道的选择问题。运用主从博弈和Hotelling模型,分别建立了单一线下渠道模型和在同价策略下的双渠道模型,通过对模型的分析,给出了零售商选择不同分销渠道的条件。研究表明:制造商会积极促使零售商选择线上线下双渠道;构建线上渠道的运营成本会影响零售商的渠道选择。研究结果对零售商的渠道选择有一定的指导意义。     

基于知识经济的企业经营方式与营销渠道的变革

知识经济是建立在知识和信息的生产、分配和使用基础之上的经济形态。在知识经济条件下 ,企业经营方式和营销渠道出现了新的变化 ,把握这些新变化并改进我国企业经营的渠道策略 ,有利于企业实现“走出去”战略目标。     

构建关系型营销渠道:一个渠道知识共生网络

在传统的交易营销理念指导下所形成的交易型营销渠道因现代营销环境的改变和关系营销理念的广泛应用,其地位和作用日益受到挑战和限制。因此,在这样的背景下,改革交易型营销渠道,建立以关系营销理念为指导的关系型营销渠道成为企业界和理论界共同关注的一个重要课题。本文首先综述了西方营销渠道关系理论的研究内容,然后在交易型营销渠道与关系型营销渠道比较的基础上提出了一个构建关系型营销渠道的渠道知识共生网络。     

Brand Loyalty Versus Store Loyalty: Consumers’ Role in Determining Dependence Structure of Supplier–Retailer Dyads

Purpose: This article aims to integrate consumers into a channel dependence framework and explores the influence of consumers’ brand loyalty and store loyalty on the dependence structure within the supplier–retailer relationship. It also examines effects of the dependence structure on perceived conflict.

Methodology/approach: The authors test the proposed triadic relationship model among department store, supplier, and consumer by collecting matched data from both retailers and consumers in a Chinese retailing channel of sports and leisure apparel. Polynomial regression in conjunction with a response surface analysis (RSA) approach is used to test the hypotheses.

Findings: The results indicate that consumers’ brand loyalty positively affects retailer’s dependence on supplier, while consumers’ store loyalty positively affects supplier’s dependence on retailer. In addition, the retailer’s dependence is higher when consumers’ brand loyalty is higher than store loyalty; the supplier’s dependence is higher when consumers’ store loyalty is higher than brand loyalty; and the retailer’s dependence increases with the increase of both consumers’ brand and store loyalty when consumers’ brand and store loyalty are equal. Moreover, supplier’s dependence has a negative linear effect on retailer’s perceived conflict, whereas retailer’s dependence has an inverted U-shape effect on perceived conflict. A retailer would perceive more conflict when the retailer is relatively more dependent on the supplier; but the symmetrical interdependence has no significant effect on retailer perceived conflict.

Research implications: Researchers are encouraged to explore channel behaviors from a network perspective. Consumers, in particular, should be included in research frameworks related to channel dependence and behaviors. Suggestions for further research on the effects of dependence on the conflict are also proposed.

Originality/value/contribution: This study goes beyond the dyadic paradigm by integrating consumers into the framework of the channel dependence structure. It develops and tests a mechanism of consumers’ brand and store loyalty influencing dependence structure within a supplier–retailer dyad. It also enriches the literature of channel conflict by exploring the effects of retailer and supplier unilateral dependence on retailer perceived conflict with RSA methods.

Practical implications: The article provides several insightful implications for managers in understanding and managing interdependence structure in business-to-business marketing, especially in supplier–retailer relationships.