休闲旅游城市品牌营销评价体系研究

现代城市在进行品牌推广时,常常忽视了营销效果评价的作用。合理的营销效果评价,能够总结出以往营销过程中的不足,对未来营销活动的实践提供借鉴。休闲旅游城市具有其自身特点,在进行品牌营销评价时应当充分考虑这些特点,使营销活动更具有针对性和可行性。休闲旅游城市品牌营销评价体系从品牌建设、品牌传播、品牌管理三个系统层、九个领域、三十三个指标,从政府统计数据和游客感知数据两个角度对杭州城市品牌营销进行评价,并对评价结果进行分析,以期为杭州未来城市营销实践提供合理建议。     

Selecting a marketing strategy for private hotels in Taiwan using the analytic hierarchy process

Grounded in the resource-based view (RBV) of the firm to competitive advantage, the current study attempts to identify specific resources and capabilities of small ventures by focusing on private hotels and by doing so develops an evaluation framework of marketing strategy in a service industry within its unique conditions. Given the complexity and difficulty of utilizing allocated specific and limited resources with a marketing strategy toward a competitive advantage for private hotels the purpose of the current study is to employ the analytic hierarchy process (AHP) method to select a competitive marketing strategy for private hotels. After reviewing theory and research on competitive advantage in general and in the service industry in particular, the resources and capabilities are identified as managerial capabilities, customer-linking capabilities, market innovation capabilities, human resource assets, and reputational assets. Finally, the findings indicate that the differentiation strategy is the best strategy for private hotels. The study emphasizes the importance of allocating specific and limited resources and capabilities to evaluate and select an appropriate marketing strategy so as to capture a sustainable competitive advantage.     

Cheers in China! International marketing strategies of Spanish wine exporters

Due to the globalization of the wine sector and the increase in competition, multinational enterprises (MNEs) and small and medium-sized enterprises (SMEs) have increased their presence in emerging markets, especially in China. This paper presents an in-depth analysis of the specific case of Spanish wine exporters to China, and examines the different external and internal factors impacting their international marketing decisions. Employing the case-study methodology, it is revealed that external factors force companies to adapt their back labels, distribution channels, prices and communications, while the internal factor of corporate strategy is the main cause for the standardisation of their product ranges, brand names, main labels and positioning. This paper also exposes the need to include the variable of firm size as an internal factor that is observed to have a major effect on the development and control of the marketing mix, as well as access to Guanxi networks.     

Midstream value creation in social marketing

ABSTRACT

The purpose of this study is to develop improved understanding of how value is created at the midstream (meso) level in a collaborative smoke-free homes and cars social marketing programme. The study adopts a qualitative approach including interviews and observation. The findings show that the co-creative organisational model adopted for the Smokefree programme affords access to resources and capabilities of midstream actors and provides opportunities for reshaping and mobilising existing value networks. The focal organisation has a key role in coordinating, connecting actors and providing resources to facilitate value co-creation at the network level. The study illustrates that the service interaction allowed for customer-centred cues for action which took into account their context and the existence/lack of resources for value creation. The implications of this study are discussed, in particular, in terms of the role of focal organisations in managing value networks, the social context, configurational fit and resources of actors involved in community-based social marketing and the need for policies and practices to provide health professionals with role support for health promotion.     

Predicting market orientation through internal market orientation as culture and behaviour: an empirical application in Spanish hotels

The aim of this study is to analyse how the internal market orientation, considered from a dual perspective, cultural and behavioural, affects the development of external market-oriented behaviours by improving the attitudinal results (affective commitment and job satisfaction) of the internal customers. An empirical study was carried out, based on the perceptions of 68 managers and 296 supervisors at four- and five-star hotels in Gran Canaria (Canary Islands, Spain). The findings show that (1) the internal market orientation (IMO) has a positive influence on the effective development of market orientation behaviours in managers and supervisors; (2) the IMO has a positive influence on the affective commitment and job satisfaction of hotel managers, but not supervisors; and (3) greater affective commitment and job satisfaction have no significant effect on market orientation behaviours in hotel managers or in supervisors. Based on the study results, the paper concludes with a discussion and implications for practitioners.     

Seeing through a Glass Onion: broadening and deepening formative research in social marketing through a mixed methods approach

ABSTRACT

The purpose of formative research in social marketing is to understand the target audience to generate consumer insight, which informs the planning, development and initial implementation of social marketing programmes. Focus groups, interviews or surveys, all of which are self-report methods, are the most commonly reported methods employed in formative research. Reliance on a relatively narrow range of methods may constrain understanding and insight gained during formative research. This paper challenges social marketers to mix methods or use multiple methods and research perspectives to generate a broader understanding of the consumer and the context in which they behave. A case study is used to demonstrate how mixed methods were used in a formative research study to inform the development of a social marketing programme designed to change eating behaviour. Challenges of mixed methods are detailed along with recommendations for future research.     

Building Shopping Arousal through Direct Marketing in Retail Environment

This article attempts to analyze behavioral drivers which influence consumers’ leisure shopping behavior and measure customer value through empirical investigation in Mexico. The study reveals that outsourced salespeople significantly stimulate customer interest toward buying products and trigger shopping arousal. Product attractiveness and pre-purchase arousal generated by the sales promoters influences consumer buying decisions. The study reveals that pre-purchase arousal is felt by the consumers through product advertisements, inter-personal communications, and product simulations provided by the sales promoters. Consumers experience post-purchase arousal as an extended benefit associated with purchase of the product.     

Enhancing knowledge sharing from self-initiated expatriates in Vietnam: the role of internal marketing and work-role adjustment in an emerging economy

This study is an empirical exploration of whether internal marketing activities can positively influence self-initiated expatriate’s (SIE’s) work-role adjustment and knowledge sharing. Leader–member exchange is considered in developing a moderated-mediation model. Using data collected from 140 SIEs in Vietnam, the findings support the mediation model and specifically indicate that internal marketing activities can increase the degree of work-role adjustment which, in turn, influences SIEs’ knowledge-sharing. However, moderated-mediation analyses fail to support the role played by leaders in the implication of internal marketing activities. This model is intended to present an agenda for future research. Some theoretical and practical implications are also discussed.     

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.     

The Fort McMurray demonstration project in social marketing: Health- and safety-related behaviour in a prosperous industrial community

Abstract

This is the first in a series of surveys conducted in Fort McMurray, Alberta, Canada, as part of the Fort McMurray Demonstration Project in Social Marketing. The Project is a community-based, cooperative program designed to demonstrate and to evaluate the application of social marketing and community animation to health- and safety-promoting interventions. This baseline survey was for the purpose of planning specific interventions and to support evaluation of the impact of these interventions. In 1992, a survey of Fort McMurray residents was conducted by telephone. Respondents to the survey tended to be disproportionately women (60%) and aged 30 to 44 (men 55%, women 54%). Most of the findings reported describe a generally affluent community with good self-reported health status and satisfaction in the quality of life. Occupational and personal health-and safety-related behaviours showed some contradictions. Both hearing protection and eye protection are much more frequently practiced at work than at home by both men and women. Protection from ultraviolet radiation, in the form of sunscreens or clothes cover, is practiced with about the same frequency at home or at work, suggesting that this behaviour is conditioned by lifestyle attitudes. Warm-up exercises are much more commonly practiced by both men and women before exertion at home than at work. We conclude that safety-related practices at home and at work are often at variance. The strategy of encouraging generalization of safety-related behaviours, to be practiced consistently both at home and at work, seems to hold promise for achieving greater compliance and promoting both community and workplace safety.     

Improving the absorptive capacity through unlearning context: an empirical investigation in hospital-in-the-home units

The Spanish healthcare system has undergone important changes, particularly in the development of new homecare services. In practice, however, results have been mixed. Some homecare services have been successful, but implementation failures are common and the intended patients are frequently reluctant to use the homecare services. A possible explanation for efficiency and effectiveness gaps of services provided by hospital-in-the-home units (HHUs) may relate to the advantages and disadvantages of the knowledge processes that these units highlight as a result of their different structural properties. This study examines the impact of an unlearning (forgetting) context on the HHU's ability to challenge basic beliefs and to implement processes that are explicitly or tacitly helpful in the reception of new ideas (absorptive capacity). These relationships are examined through an empirical investigation of 54 doctors and 62 nurses belonging to 44 HHUs. The results show that the unlearning context plays a key role in managing the tension between potential absorptive capacity and realized absorptive capacity.     

Fostering integration through HRM practices: An empirical examination of absorptive capacity and knowledge transfer in cross-border M&As

Transfer of knowledge-based resources from acquirers to the acquired units has been ubiquitously emphasized as an important driver of post-acquisition integration. Equally emphasized is the importance of recipient unit’s absorptive capacity for the success of knowledge transfer and the facilitating role of HRM practices in developing absorptive capacity. In this paper, we integrate different streams of research on post-acquisition integration, knowledge transfer, absorptive capacity and HRM practices. Different from most past research, we pay attention theoretically and empirically to the multi-dimensional nature of both knowledge transfer and absorptive capacity. We test our hypotheses on a sample of acquired Chinese subsidiaries of 181 multinational corporations from seven countries. We find that successful inflow and implementation of knowledge require the acquired unit to have distinct types of capabilities each of which can be developed by a specific HRM practice. These results contribute literature by recognizing absorptive capacity as a manageable capability and identifying how different components of this capability could be developed by specific HRM practices. Furthermore, our results shed light on human side of M&As by examining how companies can foster post-acquisition integration by fine-tuning the absorptive capacity of acquired units.     

Effect of community relationship management,relationship marketing orientation,customer engagement,and brand trust on brand loyalty: The case of a commercial bank in Thailand

Business uncertainty due to the COVID-19 pandemic has brought financial and banking industries under stress. This study examines brand loyalty (BL) in the Thai banking industry by integrating community relationship management (CoRM) (4Cs model), relationship marketing orientation (RMO), customer engagement (CE), and brand trust (BT). It analyzes how a Thai commercial bank used four success factors to create new client acquisition, business efficiency, long-term relationships, and BL. We use quantitative data and structural equation modeling (SEM) to identify variables influencing the BL of 1650 customers of a Thai commercial bank. We found CoRM and RMO's key success factors indirectly affected BL by mediating CE and BT. These results may improve sustained performance effectiveness in the banking industry now and in the future.