赣州红色文化背景下的生活型态营销策略分析

消费者在内外因素影响下形成自己的生活型态,消费者的自我生活型态导致一定的需要与欲望产生,这些需要与欲望大部分要求以消费行为(获得产品)的满足与体验为基础,进而影响持久的消费心理与行为。本文致力于在红色人文背景下对消费者的生活型态进行研究以帮助赣州企业合理有效利用营销资源,准确发掘市场商机;在策略制定中有的放矢,制定精确的营销策略。     

盯住整合行销传播

整合行销传播(Interated Marketing Communication)其中心思想是:以消费者为中心,在实现与消费者的沟通中,综合、协调地使用各种形式的传播方式(包括广告、促销、公共关系、直销、CI、包装与新媒体等),传递本质上一致的声音,即“Speak with one voice”(用一个声音去说)。它产生于美国。随着市场的不断发展,消费者每日都接收到四面八方各种各样的有关企业的产品服务等的信息。要加强消费者对它的注意,单一的推广方法已不能奏效,而是要集合多种营销手段,进行整体传播。同时企业营销的观念也从“请消费者注意”转变为“请注意消费者”。运用这一新颖的营销理论,美国和台湾部分大企业已有成功的案例。它符合市场发展的需求,因此在中国有迅速被运用的可能。整合行销传播时代的到来,使企业花更少的钱获得更大的效益成为可能,企业的品牌知名度大大提高成为可能。 1.品牌策略得以实现,消费者与品牌之间的关系将更为密切。 由于近年来企业行销活动越来越多,也就是说关于产品的信息越来越多,消费者在处理企业所传     

避开误区 做好资料库行销

从4P到4C,从产品导向到消费者导向,从品牌资产转向顾客资产,到现在正流行的“体验式营销”,消费者的价值开始在理论上得到了营销界的肯定和主导。营销者越来越喜欢搜集消费者资料,记录顾客的喜好和购买行为,并力图在一对一的传播沟通中更好的实现说服和销售的目的。这也就是21世纪最独具竞争力的行销工具之一——资料库行销。一、资料库行销的特点资料库行销是在上世纪90年代开始兴起的一个热门话题,它有好几种不同的叫法:数据库营销、关系营销、一对一的营销。但总得来说其内容都一样,通俗的讲就是:公司收集大量有关“你”的信息,仔细分析…     

基于“80后”生活型态的厨房设计研究

随着市场经济的自由发展,企业越来越重视对消费者生活型态的研究来创造价值,本文介绍了生活型态的理论。厨房已经成为人们家庭生活的重要组成部分并以其巨大的需求潜力向前发展,针对"80后"消费群体的生活型态进行研究,探讨了厨房设计的研究思路,为产品设计师寻找产品概念和定位的重要依据。     

电话行销及其在保险行业未来趋势的探讨

现代社会的变化日新月异,各项产品的发展也因消费者需求变化而不断变化;同样,销售各种产品的"方式"也必须跟上社会发展的脚步才行。在这样力求快速、效率的社会中,电话行销这项工具因能符合上述特性而逐渐蓬勃发展,并且成为目前一些行业中有效且重要的行销方式之一。     

体育行销4大法则

“体育行销”是一项最值得学习和推广的营销手段,随着奥运经济的蓬勃发展,体育逐步代替娱乐和文化,体育明星和竞技事业的精神特性与视觉审美,都会提高企业的品牌知名度和美誉度,为产品带来“非一般”的情感营销魅力,从而贴近消费者。体育行销一度成为中国企业的必然选择。     

营销新理念:角色行销--谈"酷儿"的营销模式

1999年 11月 ,可口可乐公司推出的儿童果汁饮料品牌“酷儿”在日本研制成功 ,2 0 0 0年已飙升为可口可乐的第三品牌 (继可口可乐和芬达之后 )。2 0 0 1年相继在韩国、新加坡、中国香港、中国台湾上市 ,成为当地消费者最喜爱的果汁饮料 ,被媒体称为神奇品牌 ;同年年底 ,在中国西安、郑州、杭州上市后 ,三个月即完成了预定的全年销售数量 ;2 0 0 2年“酷儿”在广州、上海、青岛、厦门、北京等城市陆续上市 ,也是深受儿童喜爱 ,产品供不应求。“酷儿”饮料为何能一路凯歌 ,成功攻占儿童饮料市场 ?其成功的秘诀在于成功的角色行销策略。角色行销…     

品牌盲点

行销大师、定位理论的创始人A·里斯和J·屈特指出:“在定位时代中,你要做的最重要的行销决策,便是为产品取个名称。”这句话折射出一个很重要的理念,命名不仅仅是给产品的一个称号,更重要的是给产品一个定位。     

市场诱吓、政府引导、自我施压与非审计业务拓展策略——来自本土会计师事务所的证据

基于本土会计师事务所的问卷调查数据,运用结构方程模型,从宏观环境、市场诱吓、政府引导和自我施压四个构面研究非审计业务拓展的驱动机制。研究发现:宏观环境、市场诱吓构面的战略资产导向与防御导向均未对非审计业务拓展策略产生正向影响;市场诱吓构面和政府引导构面因素促使事务所偏好于非审计业务领域及范围的拓展;自我施压构面因素促使事务所偏好于非审计业务收入的提高;所有显著的驱动因素中,按照总效应从大到小排序,依次是市场势力获取、制度设计导向、资源运用、客户导向和政府引导。     

买方市场下的生意经

学点“反求行销”如今许多企业家都有这样的感受:生意太难做了,顾客太挑剔了,赚钱的买卖太难找了。这是客观事实。因为以过剩为标志的买方市场的到来,使消费者因市场极度繁荣而眼花缭乱,再加上各种商品在技术、质量、价格等要素上的同质化,从而变得越来越挑剔起来。他们绝不会因为一个产品的广告做得多,促销活动搞得频繁,价格降得低而盲目购买。许多人遵循的购买原则是:“你的货不是物有所值,我不买;你的货不是正宗的,我不买;你的服务让我不满意,我不买。”他们更看重在整个购物过程中是否有愉悦的感受,尤其是商品的附加价值。其中还应当包…     

季冻区城市道路预养护措施分析

城市道路的状况直接影响到日常生活,因此必须采取措施保证城市道路的畅通和良好的服务效果。本文针对季节性冰冻地区城市道路随时间而出现的一些病害,推荐几种在养护过程中有效的预养护方法和措施,延长公路的使用年限,降低了公路建设的年平均成本。     

湖北省农产品流通信息服务体系发展研究

湖北从农业生产大省向农业生产强省转变的过程中,必须加强建设农产品流通体系,其中信息服务体系的建设对于指导科学生产、有序流通、经济消费起到极为关键的作用。针对湖北省农产品流通信息服务面临的信息链割裂,信息无法完全进村入户,农民获得真实有效迅速的信息存在困难等实际问题,文中提出我省应将农产品流通信息服务体系的建设作为解决农产品流通的关键环节给予重视,在服务主体、服务形式、服务设施基础、服务系统构建、服务法规保障、服务对象培养等方面做好规划,完善政策,构建有效的农产品流通信息服务体系,以信息化带动农产品“大流通”的顺畅发展。     

客户服务系统在售后服务中的运用

客户服务系统是为我公司牵引装备客户服务部门提高售后服务能力、办公效率、信息化水平而建设的管理信息系统,从而以规范管理、高效率、及时响应面对当前客户对售后服务越来越高的期望和要求。系统设计以＂高起点、高要求、高标准＂为导向,基于＂规范流程、优化业务、及时响应＂原则,建设客户服务管理系统信息平台,进而形成售后服务管理的标准规范,形成一个真正体现＂服务价值＂精髓的售后服务运营平台。     

Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms

What accounts for the diversity and limited concentration that has long characterized the organization of the advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm's product line or service mix is defined in terms of the set of different media categories where an agency places the advertising messages that it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski showed were required for an industry to sustain an equilibrium with diversified firms. Building on this framework, we formulate a set of three hypotheses relating to the realization of product-specific scale and scope economies. The first two hypotheses posit that given low fixed costs and minimal entry barriers, both media-specific scale and scope economies are available and can be exploited by relatively small-size agencies. The third hypothesis suggests that large agencies may experience diseconomies of scope as a consequence of excessive diversification induced by two pervasive industry institutional phenomena: (1) “bundling” of agency services to match client demand for a mix of media advertising, and (2) “conflict policy,” which prohibits an agency from serving competing accounts and operates as a mobility constraint. Utilizing a multiproduct cost function, we estimate media-specific scale and scope economies for a cross section of 401 U.S. agencies in 1987. The results obtained support the set of three hypotheses outlined above. The paper concludes with a discussion of the implications of these findings for the restructuring currently underway in this industry.     

基于Hotelling模型的服务型制造增值机理研究

为探讨服务型制造对厂商差异化战略的影响,结合服务的特性,构建了区间Hotelling差异化模型:无差异化的产品竞争模型和服务差异化模型.通过对模型进行求解得到最佳服务差异化程度和均衡价格.比较和分析模型结果表明:(1)服务差异化程度大于某个临界值时才会获得正的利润;(2)适度服务差异化可以提升厂商利润和消费者剩余.(3)消费需求模式的变化是服务型制造的关键因素,而厂商移动的边际成本对其采取差异化竞争战略有重要影响.     

市场需求变化条件下短生命周期产品的订货策略

在短生命周期产品供应链的管理中有一个突出问题，即制造商如何制订有效的订货条件以及零售商如何利用这些订货条件进行合理订货.在市场需求变化条件下，短生命周期的产品订货分为两个阶段：第一阶段初从供应商那里订货一次．第一阶段末第二阶段初，根据市场需求变化再订货一次：本文研究了在一个产品生命周期中，在市场需求变化下，零售商和供应商如何制定有利于双方的第二次订货时间，以及考虑库存成本的零售商在两次订货中怎样采用最优的策略.     

Remaining life estimation of used components in consumer products: Life cycle data analysis by Weibull and artificial neural networks

Environmental awareness and legislative pressures have made manufacturers responsible for the take-back and end-of-life treatment of their products. To competitively exploit these products, one option is to incorporate used components in “new” or remanufactured products. However, this option is partly limited by a firm's ability to assess the reliability of used components. A comprehensive two-step approach is proposed. The first stage phase statistically analyzes the behavior of components for reuse. A well-known reliability assessment method, the Weibull analysis, is applied to the time-to-failure data to assess the mean life of components. In the second phase, the degradation and condition monitoring data are analyzed by developing an artificial neural network (ANN) model. The advantages of this approach over traditional approaches employing multiple regression analysis are highlighted with empirical data from a consumer product. Finally, the Weibull analysis and the ANN model are then integrated to assess the remaining useful life of components for reuse. This is a critical advance in sustainable management of supply chains since it allows for a better understanding of not only service requirements of product, but the remaining life in a product and hence its suitability for reuse or remanufacture. Future work should assess: (1) reduction in downtime of process equipment through the implementation of this technique as a means to better manage preventative maintenance; (2) reduce field failure of remanufactured product; (3) selling-service strategy through implementation of the proposed methodology.     

Servitization: Disentangling the impact of service business model innovation on manufacturing firm performance

As manufacturing businesses operate in an ever more competitive, global economy where products are easily commoditized, innovating by adding services to the core product offering has become a popular strategy. Contrary to the economic benefits expected, recent findings pinpoint implementation hurdles that lead to a potential performance decline, the so-called ‘servitization paradox’. In this paper, we analyze this paradox by disentangling the value creation and value appropriation processes of 44 national subsidiaries of a global manufacturing firm turned product-service provider, in the 2001–2007 period. Our findings show that the firm under study is able to successfully transcend the inherent substitution of products by services and to enact complementary sales dynamics between the two activities. Moreover, labor-intensive services such as maintenance, which imply higher levels of customer proximity, further enhance product sales. Empirical results also reveal a positive yet non-linear relationship between the scale of service activities and profitability: while initial levels of servicing result in a steep increase in profitability, a period of relative decline is observed before the positive relationship between the scale of services and profitability re-emerges. These findings suggest the presence of initial short-term gains but also indicate the existence of a ‘profitability’ hurdle; profitable growth seems feasible only to the extent that investments in service capability are translated into economies of scale. In helping to clarify the performance implications of service innovation, our findings suggest pathways to sustainable growth through servitization for manufacturing firms.     

浅谈产品创新求生存

价值工程是以提高产品(或作业)价值和有效利用资源为目的,通过有组织的创造性工作,寻求用最低的寿命周期成本,可靠地实现使用者所需功能的一种管理技术。只有加强产品创新,加速机械产品的机电液一体化进程,提高产品的技术含量,积极加大研发资金,研究和开发新产品,才能在竞争日益激烈的国际工程机械市场上立于不败之地。产品的创新一定要结合市场需求和产品成本等一起考虑。下面对产品创新提出个人的一些建议。