网络营销的定位模型

经过超过8年的研究,借助于传统定位理论的帮助,我们发现了网络营销定位的几个重要关键点,同时我们总结出了网络营销定位的模型。     

网络营销的市场定位与服务方式创新

电子商务在我国的发展仍处于赴阶段,距离广泛应用还有很长一段路要走,网上企业要想真正实现盈利,关键在于进行科学、准确的市场定位,一是网上商品定位,二是目标消费者定位。     

试论网络营销的市场定位与服务方式创新

电子商务在我国快速发展起来,企业应做好网络营销的市场定位,创新服务方式,提供高质量的服务,得到消费者的信赖,打造自己的品牌,这样才能够在激烈的竞争中更好的发展。     

物流企业集群服务创新行为演化模型及案例分析

文章根据复杂系统理论观点,分析了物流企业集群服务创新系统的构成要素,及其行为演化的框架体系;基于复杂系统涌现机理,构建了物流企业集群服务创新行为演化的状态层级模型;最后以天津保税物流园区为例进行案例分析,剖析其创新演化过程,期望为天津以至我国物流企业集群的发展提供一定的借鉴。     

浅议网络营销创新

文章讨论了网络营销的一些创新方法,并针对网络营销应用中的一些问题进行了探讨。     

网络营销道德体系及评价模型

本文基于我国网络营销道德状况调查,分析网络营销道德缺失表现及成因,试图构建和谐社会中网络营销道德体系和评价模型。并在此基础上提出了建立规范网络营销德道的措施。     

新媒体时代网络营销传播模式及创新分析

互联网技术和通信技术的发展带动了新媒体的产生和发展,社会传播进入新的发展时代,新媒体对传统媒体产生了很大冲击,在媒介传播中发挥着重要的作用.同时,媒介融合现象的加剧、不同媒体的融合发展、开放式的链条反应出现,新的媒介生态环境对营销产生了颠覆式的影响,网络营销带动了营销模式的革新.因此,新的发展时期,需要重视思考新媒体时...     

中国民营医院的网络营销策略初探

文章首先分析中国互联网现状及互联网营销的进展,然后提取出互联网发展的新特点对民营医院网络营销的启发,基于这种启发,建立民营医院网络营销的分析定位模型,依据该模型提出民营医院网络营销渠道的优选策略,最后根据民营医院的品牌诉求和医疗属性特征对该优选策略进行渠道适合度评判。     

我国ASP新型运营模式探讨及案例分析

如何在我国成功地实施ASP模式,带动更多的中小企业实现信息化一直是当前我国政府与IT供应商关注的重点.本文通过对ASP内涵的分析,提出了ASP运营需要有多方参与的基本模型,并通过上海某ASP中心运营模式成功变迁过程的分析,具体探讨一个新型的ASP运营模式,并且在案例分析的基础上总结了我国ASP运营模式取得成功的关键要素.     

关系营销导向对商业模式创新的影响机制

基于网络位置理论和企业内部能力理论,本文探讨网络结构和跨职能整合在关系营销导向与企业商业模式创新之间的影响作用。研究结果表明,关系营销导向对网络结构、跨职能整合和商业模式创新均存在正向影响,网络结构和跨职能整合在关系营销导向与商业模式创新之间起到了部分中介作用。     

Determinants of Successful IT-Enabled Business Innovation： A Case Study from the Perspective of Institutional Entrepreneurship Theory

As the role of information technology （IT） in business innovation becomes increasingly important, an increasing number of organizations have started to consider how to promote IT-enabled business innovation. Although extant studies have identified organization, environment, and innovation＇s characteristics as substantial determinants of IT innovation, they do not emphasize the accompanying innovation in processes, products or services, which distinguish IT-enabled business innovation from general IT innovation. Therefore, the reason why few companies succeed in realizing IT-enabled business innovation remains obscure. Anchored on the institutional entrepreneurship theory, this paper examines determinants of the success of IT-enabled business innovation in a fast-growing company using the case study approach. Our findings indicate that IT-business coordination competency, degree of institutionalization, participation of business managers, top management team＇s （TMT） attitude towards the innovation, and the innovation＇s relative strength, have significant impacts on the success of IT-enabled business innovation. Our findings also contribute to IT innovation research by identifying special determinants of IT-enabled business innovation and redirecting research ranging from innovation in IT itself to IT-enabled innovation in business processes, products or services.     

服务供应链的结构创新模式——一个案例研究

服务供应链管理是近年来国际供应链管理研究领域中一个较为新型的课题。本文以陕西鼓风机有限公司（陕鼓）为研究对象,运用案例研究的方法,探索服务供应链的结构模式与创新特点。通过对比制造供应链和服务供应链的不同点,提出服务供应链的整体结构包括网络结构、业务流程和管理成份三部分。在此理论基础上结合案例研究,总结出服务集成商成功的关键要素,即高层次的信誉资产和能力、寻求整合机会和综合效益、建立良好的社会资本、控制和结合产品供应链以及重视融资和资金管理。由此,充分验证了服务供应链这一创新模式,并进一步指导了服务集成商的运作与管理。     

烟台银行操作风险案例及启示

随着我国经济的多元化发展,股份制商业银行越来越多,而中小型商业银行的迅速发展也造成了一些风险问题。烟台银行做为一家股份制商业银行,在2008年到2012年屡次出现管理层利用职务之便以权谋私的操作风险大案。主要原因在于烟台银行没有将操作风险作为风险管理的重点,岗位设置缺乏制约;没有严格的管理和执行制度,缺乏对交易的审核和披露等。我国中小型商业银行应加快提高银行对操作风险防控的意识,完善银行的内控管理;加强公司治理,审批负责人互相牵制;加大操作风险的科技投入,加快落实重要岗位轮岗制度,增强社会监督的作用。     

Market Orientation,Learning Orientation and Product Innovation: Delving into the Organization's Black Box

Many scholars now agree that market orientation is necessary, but not sufficient to facilitate the type of innovation that breeds long-term competitive advantage (cf. Dickson, 1996). In addition to a strong market orientation, a firm must also be able to institutionalize higher order learning processes, the type of learning that enables radical innovation. Recent research (cf. Baker and Sinkula, 1999) has empirically established a synergistic effect of market orientation and learning orientation on organizational performance. This paper attempts to add to the literature by offering a more complete theoretical explanation of how these two constructs interact to affect product innovation capabilities. Three types of marketing firms are identified. Phase I firms learn primarily through modeling and are typically limited to manager-driven incremental innovation. Phase II firms learn primarily through adaptive learning and are typically limited to market-driven incremental innovation. Phase III firms engage in generative learning and pursue ongoing radical innovation. We propose that only Phase III firms are capable of maintaining competitive advantage in dynamic market environments.     

Marketing Orientation in the Third Sector: The Art of Afro Reggae

Although there is a plethora of literature on marketing orientation in the private sector, within the nonprofit arena, this topic has been largely ignored. This paper analyzes the orientation and experience of Afro Reggae, a successful Brazilian nongovernmental organization that maintains a permanent presence in four drug-dominated slums in Rio de Janeiro. The present research uses the case study method for purposes of collecting and analyzing information. The paper discusses the implications for research in the area of marketing orientation in the third sector as well as the lessons learned regarding the low-income population vis-à-vis their experience with Afro Reggae.     

Organizational Ambidexterity and Innovation Performance: The Moderating Effect of Entrepreneurial Orientation

The influence of organizational ambidexterity on innovation and the growth of enterprises has gradually become an important research topic in the field of strategic management and organization theory. This paper builds up a theoretical framework of the relationship between organizational ambidexterity and innovation performance with regards to corporate entrepreneurship orientation. We select 175 companies from high and new technology industries in China’s three large cities, Beijing, Tianjin and Dalian, as samples to carry out an empirical test. We find that the balance and complement of organizational ambidexterity are positively correlated with the innovation performance of enterprises; a corporate entrepreneurial orientation has a significantly moderating effect on the relationship between the balance dimension of organizational ambidexterity and innovation performance, yet it has no significant positive moderating effect on the relationship between the combined dimension of organizational ambidexterity and innovation performance.     

Generative Mechanisms of the Adoption of Logistics Innovation: The Case of On‐site Shops in Construction Supply Chains

Empirical studies of logistics innovations have focused on the innovation process, bypassing much the innovative artifact or solution design itself. Focusing on the artifact and solution design in a case study, we contribute to the emerging theory of logistics innovations through articulating the generative mechanisms of the adoption of logistics innovation, that is, the mechanisms through which the design of the solution enables its adoption. We study On‐site Shop, a rare example from the construction industry of a logistics innovation that has successfully migrated from a limited number of pilots to common practice. The case study is based on insights from participation in the design of the solution, and on 55 interviews conducted in a relationship triad consisting of three groups: (1) construction site users, (2) the solution designers, and (3) the suppliers. We propose that standard and efficient solution set‐up is the key enabler of logistics innovation's adoption at temporary construction sites. Communication and operating rules facilitate adoption in the triad, whereas internal and external integration further advance adoption by creating links between the innovative logistics solution and other activities. Finally, trilateral collaboration and congruent technological frames in the relationship triad sustain adoption over time.