来源国形象、消费者偏见与中国品牌跨国营销——中国电子产品在美国的品牌来源国效应检验

来源国效应对一国产品的海外销售产生着重要影响。本文以在美国销售的中国H公司运动手表作为被试商品,在606份有效样本基础上,通过多元线性回归验证了中国品牌电子产品在美国的来源国效应。通过与其他七个国家进行对比,本文发现,虽然中国在美国消费者心目中的产品国家形象较为正面,但相对中国经济地位和产品质量而言,美国消费者对中国电子产品和中国品牌的“来源国偏见”普遍存在,“Made in China”目前仍是中国品牌在美国营销的不利因素。在以往研究的基础上,本文将来源国效应中的产品国家形象划分为整体绩效形象、整体制度形象和产品类属形象,在此基础上检验了多个消费者因素对来源国效应的调节作用,首次检验了消费者网购依赖度对消费者购买倾向的影响,并且发现消费者产品知识负向调节来源国效应,这一结论可以导出明确的管理启示。本文结论进一步深化了来源国效应相关研究,弥补了发展中国家逆向拓展发达国家市场时来源国效应研究的不足。     

Effects of consumer cohorts and age on meat expenditures in the United States

Meat demand is likely influenced by the birth cohort and age of the individual. In this study, we examine the demand for beef, pork, poultry, and other meat in the United States using the 1984–2012 Consumer Expenditure Survey and the almost ideal demand system with the incorporation of age, period, and cohort (APC) effects. We find that the model with APC effects performs better than the models without APC effects. The results indicate that cohorts born in earlier time periods are expected to purchase significantly less poultry compared to cohorts born in later time periods, when they are measured at the same age. Over the life cycle, purchase of poultry is expected to increase with age while the opposite is true for red meat. We also find that the own-price elasticity for beef is highest among the products examined, while the own-price elasticity for other meat is lowest and the inclusion of APC effects increases the absolute value of the own-price elasticities for beef, pork, and poultry, but reduces the own-price elasticity for other meat. Our forecasts indicate that the aggregate poultry purchase will continue to increase until 2022, while the aggregate purchase of red meat will slightly increase until 2017, but will either decrease or stay at same level from year 2017 to 2022.     

Financial analyst coverage for U.S. firms facing foreign competition: Evidence from trade liberalization

This study examines financial analyst coverage for U.S. firms following an increase in foreign product market competition. To capture exogenous shocks to domestic firms' competitive environments, we exploit a quasi‐natural experiment from large import tariff reductions over the 1984 to 2005 period in the manufacturing sector. Using data for the years before and after large tariff reductions, our difference‐in‐differences analysis shows evidence of a significant decrease in analyst coverage for incumbent U.S. firms when they face greater entry threat from foreign competitors. We also find that analysts with less firm‐specific experience and less accurate prior‐period forecasts are more likely to stop following the domestic firm when foreign competition intensifies. Overall, the findings suggest that foreign product market competition from global trade liberalization is an important determinant of financial analysts' coverage decisions.     

大型零售商主导购物中心零售业态双边市场运行机理

购物中心零售业态是传统的具有双边市场特征的交易平台。大型零售商通过整体租赁购物中心零售业态进行选址开店的模式,可以看作是双边市场中基于零售商一体化双边市场交易平台的行为。一体化结构下,大型零售商不仅成功实现零售业态的进一步拓展,本身也由单纯从事商品销售的零售商转变为具有双边市场特征的平台企业。作为平台企业,其运作机制遵循双边市场的经营特征,主要表现在倾斜定价机制和平台多产品组合竞争。但其核心竞争力依然来源于自身经营商品的竞争优势。     

产品市场竞争、流动性与公司投资

本文基于产品市场竞争的视角,探讨了公司流动性对投资的影响。使用中国A股上市公司1999~2012年的面板数据,通过联立方程组和三阶段最小二乘法进行实证检验,本文研究发现,当公司相对于行业竞争对手持有更多的流动性时,公司下一期的投资相对于行业竞争对手增加得也更多,同时相比于低掠夺风险行业,流动性对投资的正向作用在高掠夺风险行业中表现得更为明显。本文的研究表明,公司流动性具有战略价值。持有一定流动性的储备有助于公司在产品市场竞争中更好地抓住投资机会,从而获得竞争优势。     

政府规制与中国稀土产品出口增长的二元边际——对2001—2012年微观贸易数据的实证分析

采用HS?6位数级微观贸易数据,计算2001—2012年中国稀土产品出口增长的二元边际,并进一步分析相对出口规制程度、相对产量与出口增长二元边际之间的相互影响,结果表明：中国稀土产品出口规制政策对稀土产品出口增长的集约边际和扩展边际都有促进作用,其中对集约边际的影响更大;而相对产量对二元边际有负面影响。在中国经济新常态下,随着稀土产品出口规制政策的逐步弱化,应加强对稀土产业的生产规制,提高产品附加值,实现从规模速度型粗放增长向质量效率型集约增长的转变;并积极开拓新的出口市场,促进稀土产业的良性扩张。     

Advertising effects on consumer welfare: Prices paid and liking for brands selected

The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands, depending on the degree to which the choice situation requires brands to be recalled in order to be considered. However, an increase in prices paid caused by advertising does not necessarily imply detrimental effects on consumer welfare. Experiment 2 shows that, even under circumstances in which differentiating advertising leads consumers to select brands with higher average prices, it can provide useful information to consumers that allows them to make purchases that are more in line with their personal tastes than are the choices of consumers not exposed to the advertisements.     

企业资本结构与产品市场竞争——一种新的理论视角

直到 2 0世纪 80年代 ,企业资本结构对产品市场竞争的影响才引起经济学家的广泛关注。对于这一问题的研究 ,存在着两种截然不同的理论结论 :一种观点认为企业债务水平的提高会使其在产品市场竞争中更为强硬 ,增强其竞争力 ;另一种观点则恰好相反。借鉴前人理论成果的基础上 ,尝试着提出了一种较为一般的分析框架 ,并将不同的理论成果作为这一分析框架的不同侧面。     

Managing customer experiences in online product communities

Many companies have established online product communities or forums as a vehicle to extend product support services to their customers. Customers' interactions in such online forums with peer customers and vendor representatives resolve their product-related queries as well as inform on their product purchase decisions. Despite the significance of such interactions, there has been limited theoretical attention so far on how companies can manage customer experiences in online product communities. Drawing on theories and concepts from diverse areas including computer-mediated communication, consumer psychology, and online communities, this study proposes a four dimensional construct - Online Community Experience (OCE) - to capture customer experiences in such online product communities, and examines its impact on customer attitudes regarding the product, the company, and the quality of service. Data collected from customers in online product forums offered by four companies is used to test the study hypotheses. Implications for research on online consumer behavior and marketing are discussed.     

风景名胜区产品开发与持续竞争力的提升——以武夷山为例

以武夷山为例,对风景名胜区产品开发与持续竞争力的提升进行了探讨.本文认为,风景名胜区的发展,不应过于强调短期竞争力,而应该关注持续竞争力,风景名胜区的产品开发对于持续竞争力的提升具有重要意义.