乳制品营销策略相关文献综述

通过对国内外乳制品营销策略相关的文献进行了梳理和归纳,从产品、价格、渠道、促销、网络营销以及其他方面进行归纳总结。可以看到,国内外文献大多选择了案例研究、实证分析,多数结合当前世界发展趋势、营销趋势进行讨论,充分考虑到了全球化、网络化、关系、跨位、绿色营销等因素。从国内外文献研究的成果来看,乳制品营销策略强调以消费者为中心、更加关注消费者的心理、行为、习惯等因素,通过对文献的整理归纳,为未来的研究提供了理论依据、参考借鉴、方向指引。     

Genuine brands or high quality counterfeits: An investigation of luxury consumption in China

This study examines the effects of different marketing and manufacturing factors on the perceived quality gap and willingness to pay (WTP) for genuine luxury brands. Using the survey data of 786 Chinese consumers, the results show that three marketing factors (product innovation, price promotion, and sales environment) and two manufacturing factors (production in country of brand origin and difficulty in producing the products) all indirectly influence WTP through a perceived quality gap between originals and counterfeits. These effects differ significantly among consumers with different counterfeit and genuine brand purchasing experiences. For consumers with counterfeit purchasing experience, it is important to emphasize the manufacturing factors in the marketing strategies; however, for consumers who only buy genuine brands, marketing factors play a more important role. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective

This study constructed a model using multiple attribute decision making (MADM) to evaluate the successful marketing of products from vendor partners at an on-campus training store. We used the 5Ps of marketing (people, product, price, promotion, and place) as the research framework and applied the fuzzy analytic hierarchy process (FAHP) to calculate the weight of each evaluation criterion. A gap analysis was performed on each evaluation criterion, using the modified VlseKriterijumska Optimizcija I Kaompromisno Resenje (modified VIKOR) to identify the important factors that students at an on-campus training store should prioritize for improvement when formulating marketing strategies from vendor partners. The results indicatae that when collaborating with the on-campus training store, vendor partners placed the greatest emphasis on promotion and the least on people. The results indicatae that when collaborating with the on-campus training store, vendor partners placed the greatest emphasis on promotion and the least on people. The evaluation dimensions were ranked according to their weights in descending order as follows: promotion(0.279), product(0.239), price(0.179), place(0.157), and people(0.143). Based on the overall weights of all evaluation criteria featured in present study, vendor partners placed the top five greatest emphasis on product quality and safety assurance(0.088), social media marketing(0.078), price promotion activities(0.071), product uniqueness(0.069), as well as brand advertising and promotion(0.066). The current research provides practical and appropriate strategies for planning successfully product marketing strategies from vendor partners, and further helping vendor partners increase product exposure and attract consumers to purchase their products at the on-campus training store. The findings may help vendor partners increase and improve product exposure and attract consumers to purchase their products.     

个性化营销:营销新纪元

营销管理的理论与战略需要随着市场的变化和营销实践的发展而不断地完善。随着新世纪的来临,营销管理人员开始采用一种策略把他们与客户的关系建立在一种“个人主义”或我们常称的“个性化”的基础上。这种策略的核心内容是按特定客户的个人需要来定制商品和服务,而不是为所有客户提供同一种商品或服务。基于个性化的重要性,它应与产品、价格、渠道、促销、人员、物质财富、计划等一起作为营销组合的元素,形成新的营销组合,即8Ps。     

Consumer Preferences and Buying Criteria in Rice: A Study to Identify Market Strategy for Thailand Jasmine Rice Export

ABSTRACT

Rice consumption per capita in many Asian countries decreased, but it is consumed more in non-rice-eating countries. This study aimed to investigate consumer preferences and attitudes toward Jasmine rice among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Factor analysis of consumers' buying decision criteria yielded four factors: marketing activities (explained variance 26.8%), quality (13%), price (10.5%), and country of origin (7.7%). Discrimination analysis was performed to investigate differences in buying criteria between traditional rice-eating and non-rice-eating countries (p?=?0.000). Marketing activities, price, and country of origin were the best discriminators, whereas quality was a poor discriminator. Rice was not a substitute to other staple foods due to price change. Product quality, differentiation, and price play an important role. Building a reputation by using a clear statement on the country of origin should be a priority for Thailand. On the basis of their preference, consumers were segmented into three groups and marketing strategies were proposed.     

The Effect of Product Innovation,Promotion, and Price on Consumer Switching to Private Labels

The channel conflict that exists between retailers and manufacturers of branded products has dynamically shifted as large retailers have expanded their offerings of private label products. This study investigates the ability of consumer packaged goods companies to exert influence in the channel by testing which marketing initiatives implemented by manufacturer brands are more efficient in preventing consumer switching to private labels. We use a hazard model to simultaneously measure the effects due to product innovation, promotion, and price on consumer switching and how strong those effects are. We find that as expected product innovation, promotion, and price exert a negative effect on the consumer likelihood of switching to private labels. However, we find the strongest effect on promotion suggesting the importance of understanding how consumers perceive value in the national brands offer.     

沃尔玛、家乐福在华市场营销组合比较研究

在综述营销组合及零售营销组合理论的基础上,构建了其分析维度,进而从产品、服务、价格、地点、店面设计、促销、人员、物流配送等方面对沃尔玛和家乐福在华市场的营销组合进行比较研究,同时也对国内零售企业给出相应的几点启示。     

A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category

We develop an empirical model for the adoption process of a new durable product that accounts for consumer heterogeneity as well as consumers forward-looking behavior. Accounting for heterogeneity is important for two reasons. As the mix of consumers with different preferences and price sensitivities could change over time, firms need to update their marketing strategies. Further, it allows for a variety of shapes for the aggregate adoption process over time. As prices for durable and technology products fall over time with firms continually introducing enhanced products, consumers may anticipate these prices and improvements and delay their purchases in the product category. Forward-looking consumers optimize purchase timing by trading off their utilities from buying the product and their expectations on future prices, quality levels, and brand availability. Such forward-looking behavior will result in price dynamics in the marketplace as price changes today influence future purchases. And it results in different shapes of the new product sales pattern over time by influencing the time to take-off. We show how the parameters of our model can be estimated using aggregate data on the sales, prices, and attributes of brands in a product category. We apply our model to market data from the digital camera category. Our data are consistent with the presence of both heterogeneity and forward looking behavior among consumers. At the product category level, we are able to decompose the effects of the entry of Sony into primary demand expansion and switching from other brands. At the brand level, we find that there exist several segments in the market with different preferences for the brands and different price sensitivities leading to differences in adoption timing and brand choice across segments. For a given brand, we show how the changing customer mix over time has implications for that brands pricing strategies. We characterize how price effects vary across brands and over time and how price changes in a given time period influence sales in subsequent periods. Model comparison and validation results are also provided.     

The Impact of Stress on Consumers' Willingness to Pay

Stress is a companion in most consumers’ lives and as such should impact purchase behavior in many ways. Drawing on construal‐level theory, which relates to information processing on different levels of abstraction, the authors propose that consumers’ stress deteriorates their evaluation of products. The latter effect results from a stress‐induced focus shift, from product characteristics with high levels of construal to those with low levels of construal (Study 1). This shift also decreases the price that consumers are willing to pay (Study 2), though the product category moderates the impact of stress on willingness to pay (WTP), such that the decline in consumers’ WTP is smaller for products characterized by lower levels of construal (Study 3). This research extends existing knowledge on the impact of relaxation on consumers’ WTP by including stress in the analysis. Effect sizes are similar to those in related studies. In terms of managerial implications, this study recommends decreasing consumers’ stress levels at the point of purchase and tailoring marketing mix activities to match prevalent stress levels, if firms hope to mitigate the negative effect of stress.     

The effect of product touch information and sale proneness on consumers' responses to price discounts

Since price discounts are costly and can negatively affect consumers' perceptions of quality, it is crucial to identify the factors that make them effective in stimulating purchase behavior. Drawing on cue utilization theory, we examine price discount effectiveness in affecting consumers' reliance on the sale cue based on the provided product touch information as an intrinsic cue and individual consumer differences in sale proneness. Two experimental studies indicate that price discount information, product touch information, and sale proneness interact to determine consumers' responses. Perceived quality is the underlying mechanism behind the observed effects. For nonsale-prone consumers, product touch information favorably influences responses to large price discounts by addressing product quality concerns and enhancing purchase confidence, but has no effect for regularly priced or low discounted products. For sale-prone consumers, product touch information is not effective in increasing their responses regardless of the discount size. A qualitative study provides support for these results and highlights the role of perceived quality and purchase confidence. The research contributes to behavioral pricing, cue utilization theory, and sensory marketing and suggests that marketing managers should provide consumers with product touch information when implementing high discounts for products for which prepurchase touch is important.     

7Ps服务营销策略在旅游企业中的应用研究

旅游业作为服务业的一种模式,发展服务营销是现代市场营销的一个新领域,7Ps是服务营销组合体系的核心。7Ps服务营销理念可以帮助旅游企业了解游客,留住游客,提供更好的服务。但大部分旅游企业仍暴露出不了解7Ps服务营销策略,没有分析旅游消费者的需求特点和差异性,不能满足消费者需求等服务水平低下的现象。而7Ps理念可以应用于产品策略、价格策略、渠道策略、人员策略、有形展示策略、服务过程策略、有形展示等方面。旅游企业只有不断的创新和与时俱进做好服务营销,才能在竞争中取胜。     

Why buy organic rice? genetic algorithm‐based fuzzy association mining rules for means‐end chain data

While empirical studies of organic food consumption have centred primarily on European and North American countries, the amount of research occurring in Asian countries is increasing. This article describes the attributes, consequences, and values influencing consumer perceptions and adoption of organic rice in Taiwan, where rice is the major food. Based on a means‐end chain (MEC) rationale, regulatory focus theory and self‐construal theory, this article describes the attributes, consequences and values influencing Taiwanese consumer perceptions and adoption of organic rice. Using a questionnaire and a sample of 300 organic food shoppers in Taiwan, we applied the MEC technique in a different fashion via the proposed genetic algorithm‐based fuzzy association mining rules (GFAMR) algorithm to depict the attribute‐consequence‐value links to purchasing organic rice. This study has at least two merits: (a) it is among the first integrating regulatory focus theory, self‐construal theory and MEC to explore the reason why Taiwanese consumers purchase organic rice and (b) it introduces a new method to quantitatively deal with MEC analysis. The results show that the most important ultimate values are fun and enjoyment in life and security, which are in line with the promotion focus and prevention focus, respectively, of regulatory focus theory. Furthermore, we found three consumer segments related to organic rice: prevention focused housekeepers, promotion‐focused egoists, and promotion‐focused (meta‐personal self) altruists. The different paths found in the results can also provide green companies and policy makers with more information about organic rice consumers, allowing them to craft better marketing and communication strategies by which to promote organic food.     

基于消费者理性化与主权化的营销思维重组

本文认为,随着金融危机的爆发,中国消费者的心理及行为特征已经呈现理性化与主权化交织的状态,既关注产品和服务的性价比,同时坚持原有的品牌偏好,注重商品的符号价值,通过消费来进行自我建构和社区联系,追求真实与短暂的愉悦和刺激,注重参与和体验.部分营销技术也因此失去其效用.这就要求我们站在一个新位置进行营销思维重组:营销的聚焦可由具体性的营销组合操作转变到注重对消费者的了解和营销生态的把握,在保证产品质量和安全等基础营销责任的同时消解营销霸权而贴近消费者,让渡市场权力,让消费者通过体验和参与来进行自我价值的创造.     

The effects of influencer type,regulatory focus,and perceived authenticity on consumers' purchase intention

Companies often use influencers to promote their products, and many celebrities have expanded their activities on social media as influencers. In this work, we classified influencers into celebrity and noncelebrity groups and analyzed how they affect consumers' purchase intention. We also analyzed how psychological variables, such as regulatory focus and perceived authenticity affect this process. We conducted three studies with consumers in China, South Korea, and the United States who participated in each between-subjects experiment. The results showed that people have higher purchase intention for products recommended by noncelebrity influencers than those recommended by celebrity influencers. We also found that regulatory focus moderates the relationship between the influencer type and consumers' purchase intention. Purchase intention for products recommended by noncelebrity influencers were stronger among prevention-focused consumers. However, no significant difference in the effect of influencer type was found among promotion-focused consumers. We found that perceived authenticity mediated this moderating effect. The results of this study provide effective marketing strategies and implications for companies when they use influencers as a tool for marketing activities.     

Understanding purchase intention towards Chinese products: Role of ethnocentrism,animosity, status and self-esteem

The Indian market has got flooded with Chinese goods that pose a great threat to indigenous businesses. Despite increase in bilateral trade, the relationship between India and China continues to be marred with suspicion, animosity and distrust. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and Chinese goods. The study examines the relationship between ethnocentrism, customer animosity, social status and personal self-esteem and their impact on purchase intention towards Chinese imports. The results indicate that the attitudes and behaviour of consumers in an emerging nation differ greatly from their counterparts in developed nations. Contrary to expectations, the relationship between ethnocentrism and customer animosity is not significant. Personal self-esteem and customer animosity impact the purchase intentions of Indians while ethnocentrism and social status do not have any such influence. The study seeks to expand the existing literature on purchase intention of foreign products and also help the marketers design their marketing mix strategies.     

Standardization Versus Adaptation in Global Markets: Is Channel Strategy Different?

The argument over standardization versus adaptation of marketing strategy in international markets has raged for several decades. This argument has generally taken place at the aggregate level to include all four strategic areas of the marketing mix (product, price, promotion, and place) taken together. This article disaggregates the standardization-versus-adaptation argument by focusing on just one strategic area of the marketing mix—channel strategy. We argue that three underlying phenomena or forces in global markets (culturally distant distribution behavior, distributive institution rigidity, and international functional fragmentation) inhibit a firm's ability to standardize channel strategy in global markets to a greater degree than is the case for product, price, and promotional strategies.     

Adaptation of Marketing Mix Elements in International Markets

ABSTRACT

This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. The study is based on a survey of executive-level managers in U.S.-based companies that market products internationally. The survey obtained information on the extent of adaptation across the marketing mix elements and on company, industry, and market factors that influence this process. The results indicate that adaptation is greatest for distribution, followed by price, promotion, and product. Product adaptation is influenced by market factors, price adaptation is influenced by market and industry factors, promotion adaptation is influenced by market factors, and distribution adaptation is influenced by company factors. The results of the research can be used to both understand and manage the extent of adaptation necessary for products in international markets.     

东南亚国家社交商务与非本土节日消费行为分析——以中国春节为例

在世界范围内,中国春节越来越受消费者欢迎,特别是东南亚消费者会在社交商务中参加中国春节活动。然而,现实中却存在一个矛盾的现象,即一些东南亚消费者春节期间热衷于购买中国商品,而春节过后却抵制中国商品。实证研究发现,东南亚消费者并未完全从态度上偏好中国春节和中国商品,只是出于社交商务的需要才参与中国春节和购买中国商品。东南亚消费者可区分为文化杂食型和节日身份型两个细分市场。其中,文化杂食型消费者包容并喜欢多元文化,会长期偏好中国节日和中国商品;节日身份型消费者仅在中国节日期间会参与中国节日和购买中国商品。这样的结论对指导中国企业实践具有重要价值,首先,为更好地响应“一带一路”倡议,应树立中国品牌意识,在“一带一路”沿线国家培育偏好中国文化和产品的朋友圈,转变消费者态度;其次,为更好地实施“走出去”战略,应在国际市场进行文化杂食和节日身份的细分,对文化杂食型消费者以文化为纽带培育其长期稳定的消费习惯,对节日身份型消费者通过营销策划刺激其消费;其三,为成功进入东南亚市场,对在东南亚运营的社交商务,应侧重培育消费者亲中国文化与产品的态度,并增加其使用社交商务平台的愉悦感。     

An Empirical Test for Mediation Effect of Educational Institute's Image on Relationship between Marketing Elements and Parents' Loyalty: Evidence from India

The article presents the results of a study that assesses effects of selected marketing tactics on parents' loyalty towards the educational institutions. The results of Multiple Regression Analysis show that the price mix was the most significant factor having impact on parents' loyalty followed by people mix, place mix, product mix, and promotion mix. Furthermore, educational institution image mediates completely (full mediation) the relationship between selected marketing tactics (product mix, people mix, place mix, promotion mix) and parents' loyalty. Whereas, educational institution image mediates partially (partial mediation) the relationship between price mix and parents' loyalty. The sample comprised 687 respondents.     

Young Chinese and Functional Foods for Mobility Health: Perceptions of Importance,Trust, and Willingness to Purchase and Pay a Premium

Consumers’ desire to enhance diet and health has become a driver for the development of functional food products. China, with one of the largest markets in the world, offers huge potential for these foods. In the context of functional foods, specifically related to mobility health, this study aimed to understand Chinese consumers’ perceptions of the importance of these foods, trust, and willingness to purchase and pay a premium for such foods. A mixed-methodological approach using both focus groups and a survey was used to collect data from Chinese living in New Zealand. Findings show Chinese consumers place a high level of importance on their mobility health. Level of importance increased when asked about the believed importance of this area later in life. Key factors influencing Chinese consumers’ willingness to purchase functional foods were also identified: the carrier/nutrient combination; trust in the product’s country of origin and in the various institutions that may be involved in the production of functional food products; trust in both the product brand and how it is advertised; health motivation; and price. The study offers the food industry insights into the development and marketing of mobility-related functional foods targeted to this market.