“国际金融中心”需要怎样的城市形象广告片?——上海城市形象广告片的受众认知和态度比较研究

上海立志建设成为国际金融中心,打造这一城市品牌形象是一个系统工程,营销传播工作是重要的组成。本研究从广告效果空间论角度,对上海现有的四部城市形象广告进行了受众认知和态度效果的比较,并引入中外受众所代表的不同涉入度作为调节变量。我们根据结果绘制了四支广告在认知-态度二维图上的位置,并发现不同涉入度对认知效果没有调节作用,而对态度效果上则有调节作用。基于这些发现,我们提出了如何创作有效的国际金融中心城市形象广告的建议。     

The Hotal and Catering Industry: Employment Prospects for the Eighties

Small business enterprises (SBEs) are considered to be the economic engine leading to worldwide economic development. They have attracted substantial consideration from researchers, academics and practitioners in the last three decades. Meanwhile, E-marketing (EM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Yet, there is a lack of systematic empirical evidence regarding marketing activities that are affected by the use of EM in the (SBEs) context, and their consequent performance outcomes. Therefore, the purpose of this paper is to examine the impact of EM use by SBEs on marketing success and to develop and test a conceptual model of the antecedents and consequences of EM use by SBEs. The conceptual framework consists of the following constructs: EM budget, EM tools, pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. Moreover, 12 hypotheses were developed and tested. Exploratory and confirmatory factor analyses were used to test the validity of measures, while structural equation modelling was used in hypotheses testing. Data were collected from 114 SBEs who had used different EM tools. Findings reveal that the use of EM tools has a positive influence on SBEs pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. The results of this study have major implications for the marketing domain, as they stress the central role of marketing people in the successful implementation of EM in SBEs.     

Measurement of Advertising Effectiveness： How Different Theories About the Relative Importance of Sales vs. Recall/Recognition vs. Emotion Were Popular

The aim of this chapter is to run through the history of marketing research applied to measuring the effectiveness of advertising and deepen in all those theories that have shed light on this aspect and have influenced subsequent theories and models. This historical review offers the opportunity of knowing the past and understanding better the present of market research applied to advertising. It is a chronological analysis to present day, which introduces the development of the explanatory models for the functioning of advertising and the theoretical and empirical contributions in this area.     

监管控制的有效性与产业内部分工——以“山寨手机”现象为例

自2005年以来，中国深圳等地区出现了大量生产销售山寨手机的企业。尽管政府有关部门采取了多种措施，对违规生产和销售手机的企业实施监管，但在一段时间内山寨手机仍然充斥市场，造成客观上的监管失效。分析联发科手机芯片出现前后手机产业链和手机企业价值链的变化，并分析手机监管制度安排失效的原因，可得知随着技术变革引发的手机产业内部分工深化，被监管企业价值链进一步缩短，违期—州直环节更多地由生产转移到销售活动，造成了企业违规风险降低和监管措施的失效。     

浅析如何将多媒体合理应用到体育英语教学中

多媒体辅助英语教学已是大势所趋,本文从多媒体优势和体育英语教学的特点等方面初步探讨了体育英语教学中的多媒体教学模式的运用,以及应注意的问题。只要扬长避短,充分发挥多媒体的优势,就能使之充分为体育英语教学服务,改善教学效果,提高教学质量。     

谈企业会计电算化的内部控制

会计电算化的实践证明,计算机本身处理出错几乎为零,但人为造成的出错和舞弊现象有增无减,而且一旦出现舞弊,损失巨大.因此,制定严格的内控制度非常必要.随着技术的进一步,商务的迅速兴起,对会计电算化系统提出了更高的要求,我们应从实际工作出发,建立和完善更为先进的电算化内部控制制度,不断提高会计工作水平和会计信息的质量,更好地为提高企业化管理水平.     

Aid Quality and Donor Rankings

This paper offers new measures of aid quality covering 38 bilateral and multilateral donors, as well as new insights about the robustness and usefulness of such measures. The 2005 Paris Declaration on Aid Effectiveness and the follow-up 2008 Accra Agenda for Action have focused attention on common donor practices that reduce the development impact of aid. Using 18 underlying indicators that capture these practices—derived from the OECD-DAC’s Survey for Monitoring the Paris Declaration, the new AidData database, and the DAC aid tables—the authors construct an overall aid quality index and four coherently defined sub-indexes on aid selectivity, alignment, harmonization, and specialization. Compared with earlier indicators used in donor rankings, this indicator set is more comprehensive and representative of the range of donor practices addressed in the Paris Declaration, improving the validity, reliability, and robustness of rankings. One of the innovations is to increase the validity of the aid quality indicators by adjusting for recipient characteristics, donor aid volumes, and other factors. Despite these improvements in data and methodology, the authors caution against overinterpretation of overall indexes such as these. Alternative plausible assumptions regarding weights or the inclusion of additional indicators can still produce marked shifts in the ranking of some donors, so that small differences in overall rankings are not meaningful. Moreover, because the performance of some donors varies considerably across the four sub-indexes, these sub-indexes may be more useful than the overall index in identifying donors’ relative strengths and weaknesses.     

Economic assessment of doripenem versus imipenem in the treatment of ventilator-associated pneumonia

Abstract

Background: Ventilator-associated pneumonia (VAP), the most common nosocomial infection in critically ill patients, is associated with significantly longer duration of mechanical ventilation, and increased mortality, hospital days, and health-care costs. A previously published prospective, randomized study established the noninferiority of intravenous (IV) doripenem versus IV imipenem/cilastatin (‘imipenem‘) for VAP. This study compares the economic outcomes of IV therapy with doripenem versus imipenem as first-line treatment for VAP.

Methods: A decision-analytic model of inpatient care and outcomes for VAP was used to estimate costs associated with VAP treatment. The model calculates total hospital costs, comprising costs of initial and concomitant therapy, and costs associated with mechanical ventilation, intensive care unit stays, and total days in hospital.

Results: Total treatment costs for doripenem were $10,630 lower than for imipenem ($71,259 vs. 81,889), driven primarily by differences in costs of mechanical ventilation ($45,224 for doripenem, $57,348 for imipenem). Probabilistic sensitivity analyses found doripenem consistently cost saving versus imipenem in 1,000 simulations. Study limitations include use of a simple model to represent a complex disease process and reliance on trial data that may not reflect real-world care and outcomes.

Conclusions: Doripenem is a cost saving first-line treatment for VAP versus imipenem while providing an equivalent rate of cure.     

Irbesartan and amlodipine in the treatment of patients with microalbuminuria,hypertension and type 2 diabetes in Taiwan: a modelling projection over 25 years

Summary

This modelling study aimed to evaluate the long-term cost effectiveness of four treatment strategies: early irbesartan; late irbesartan; amlodipine; and standard hypertensive treatment in patients with diabetes, hypertension and microalbuminuria in Taiwan. A Markov model was used to project costs and clinical outcomes over lifetimes.

Early irbesartan (initiated in microalbuminuric patients) yielded the largest improvements in life expectancy (0.78 years) compared with standard treatment. Late irbesartan and amlodipine (started in patients with overt nephropathy) also resulted in slight improvements in life expectancy (0.109 and 0.001 years, respectively). Both early and late irbesartan reduced lifetime costs compared with control (US$7,603 and US$3,233, respectively), whereas amlodipine increased lifetime costs by US$300. Improvements were attributed to reductions in the cumulative incidence of end-stage renal disease with early use of irbesartan.

Treating hypertensive diabetic patients with early irbesartan was projected to be life extending and cost saving, and to reduce the incidence of ESRD in Taiwan.     

Effective Nonverbal Communication Techniques

Developing effective marketing strategies for profes- sional service firms presents many unique challen es and is an im- portant area of practice development that many &ns often wer- look. Professional service firms ossess very distinctive P characteristics which differentiate them rom other service firms and require specialized marketing strategies. The purpose of this article is to assist practitioners in their efforts to develop promotional strat- egies which will enhance their firm's professional image and in- crease the firm's ability to engage new clients. These strategies arc aimed specifically at certified public accountants, lawyers, archi- tects, and other professionals.