An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase

In this research, we empirically explore the effects of various design elements of email newsletters on consumers' email responses and their purchases. We capture the consumers' email responses using three metrics, namely email open, email click, and email reopen. We operationalize consumers' purchases as their spending on product items that are featured in email newsletters. Using a novel email marketing database, first, we model the influence of design elements of email newsletter on consumers' email responses at the individual consumer level. The email design elements constitute several email attributes, situational factors, and integrated marketing communication. Second, we quantify the effects of these three email responses, open, click, and reopen, on consumers' purchases. Our empirical results suggest a significant influence of email attributes, situational factors, and marketing communications on consumers' email responses. Furthermore, among open, click, and reopen, we find clicks tend to have the highest impact on consumers’ purchase, followed by email reopening and opening. However, email newsletters with higher opening probability are more effective in influencing purchases than those email newsletters with higher reopening probability. Furthermore, consumers who indulge in all three email responses, namely opening, clicking, and reopening, tend to purchase the most. Results from our study offer several critical insights for email marketing strategy helping managers improving the effectiveness of email campaigns by careful consideration for the design elements of email newsletters.     

供给侧结构性改革进程中技术创新效率研究

本文以生产要素内部配置结构调整对边际产出弹性影响为基础,建立包含生产要素内部配置结构的科布-道格拉斯生产函数,对中国工业企业技术创新效率进行实证分析。主要结论有:区域外商投资工业企业比例的增加能提升资本和劳动力边际产出弹性;区域内资工业企业比例的增加能提升劳动力边际产出弹性;政府科技资助与工业企业技术创新效率之间并非简单的线性关系。提高工业企业技术创新效率需要政府科技资助形成一定规模;劳动者素质提高对工业企业技术创新效率产生积极影响。政策建议是:继续加大对外开放力度,优化区域生产要素配置结构;扩大政府科技资助规模,优化政府科技资助结构;有效引导高素质人才流动。     

When less is more? The contingent effect of product supply limitation in the release of new electronic products

In the market of consumer electronics, firms often limit their product supply to create a scarcity effect to entice consumers to buy their product. However, the outcome of such a strategy is not always desirable. In this study, we propose the product configuration level as a contingent variable that works with the supply level to affect the outcome of a supply limitation strategy. With a vignette-based experiment, we find that for a product with a superior configuration, consumers' purchase intention is boosted only if the supply is very limited. For a product with an inferior configuration, however, the supply limitation strategy does not work at any supply level. Therefore, the supply limitation strategy works only for a superior product configuration and at a fine-tuned supply level.     

创新要素流动及影响因素研究述评

从资源比较优势竞争转向创新要素优势竞争是区域竞争的新态势,以创新人才、创新技术和研发资金为主要内容的创新要素自由流动,给区域经济发展带来新的契机与挑战。随着对创新规律认识的深化,创新要素的内涵不断完善丰富。目前对创新要素的定义,有从要素论和系统论角度进行划分。要素论一般把创新要素分为人才要素、资金要素、平台要素、技术要素、社会资本要素、制度及政策要素;系统论认为创新要素主要由产出科技成果的创新活动投入的资源即直接要素,包括技术、资金、人才,以及提供支撑条件,间接推动创新活动的外部环境即间接要素,包括基础设施、社会环境、宏观政策等。本文分析了创新要素与传统生产要素的区别及特征,分析了创新要素流动的机制并对目前主流的引力模型和推拉模型进行了归纳,对影响创新要素流动的影响因素进行了分析,从国内和国际视角对创新因素流动规律进行了总结。未来需要在创新要素流动形成的流数据空间效应、技术转移测度及效应、创新要素配置效率3个方面开展深入研究。     

一种资源视角的关系特性分析与建模方法

为满足联合作战条件下信息系统对资源数据灵活组合应用的需求，从作战资源视角出发，聚焦资源的关系特征维度，开展了资源与资源、资源与功能的关系特性分析，确定了各类关系的概念内涵、基本属性及关系特征要素集的组成，同时研究了资源视角关系特征的表征方法，并针对资源能力溯源及资源能力认知等展开了关系特征模型应用分析。通过资源视角关系特性分析与建模，可提高信息系统对资源的快速组织和应用能力，为从事军事资源联合运筹与信息系统研制提供参考。     

新经济时代企业如何进行非资本扩张

非资本扩张是指企业通过除有形资本(如货币资本、实物资本)以外的要素投入来发展企业的行为。非资本要素包括技术、品牌、市场资源、管理能力和企业文化等无形资产。非资本扩张是与新的企业概念相适应的,是企业发展的高级阶段。与资本扩张相比,非资本扩张具有许多优越性。非资本扩张的主要途径有品牌扩张、特许经营和非资本型企业重组等。     

制造企业物流成本计算体系的探讨

我国物流成本远远高于发达国家,原因是多方面的,但与目前物流成本核算中的不合理密切相关。所以,要降低物流成本,必须从根本上改变物流成本核算的方法和体系。为此,本文对物流成本的计算体系进行了探讨。     

如何实行有效的软件项目管理

传统的项目管理以技术为导向 ,而在网络技术快速发展 ,知识成为企业核心竞争力的今天 ,项目管理更有了新的发展。项目管理应充分利用现代先进技术手段 ,将知识管理、管理会计等先进的管理理念与科学严谨的项目管理方法有机结合 ,既发挥项目管理方法上的优势 ,又为传统的项目管理插上知识管理的翅膀。     

顾客网络购物满意度影响因素研究

本文采用内容分析法对淘宝网在线顾客评论内容进行了编码分析,并通过归纳评论内容要素、绘制网络购物顾客满意度影响因素总体框架结构图,提出材质、价格和尺码是顾客关注的三类要素,质量、社会价值、卖家服务、物流服务、尺码、顾客成本、产品描述和顾客期望是影响网络购物顾客满意度的影响因素。研究显示其中顾客期望对网络购物顾客满意度有显著负向影响,而其他7种因素对网络购物顾客满意度有显著正向影响。     

我国吸引跨国公司设立地区总部的区位优势分析

跨国公司地区总部承担着制定区域性经营战略和协调区域内众多子公司生产、销售、物流、研究与开发、资金统筹、人力资源培养等经营活动的职能。它的区位发展提升了东道国及所在区域的竞争力。近年来跨国公司在华设立地区总部数量一直不断上升,我国在吸引方面有哪些区位优势呢,这是本文研究的重点。