区域旅游市场细分及营销策略研究——以长沙市为例

以长沙为例将区域旅游市场分为国内和境外两大市场,国内旅游市场又分为基础、重要和辅助旅游市场。境外旅游市场又分为基础、主要、重要和潜力市场。为此,长沙市旅游业发展,应针对不同区域市场的特点,实施政府主导总体把握,整合资源推出品牌,区域联合优势互补等营销策略,努力提高区域旅游市场营销的针对性和有效性。     

城市电台的广告营销策略

城市电台的流动性和伴随性决定了它在广告市场上不可替代作用。本文分析了城市电台的经营现状及主要问题,通过对其目标市场特点的分析,提出了城市电台广告的五种营销策略。     

The Use of Marketing Plans and Advertising Among Accounting Firms

A decade has passed since accounting firms were allowed to advertise. While the response has been mixed, a more important question is whether accounting firms have embraced a marketing orientation as measured by their use of marketing plans. This study investigates the attitudes toward and use of advertising and marketing plans by accounting firms. The results provide insight into the marketing orientation of the accounting profession and the viability of efforts b marketers to develop a marketing orientation. It is suggested that the current environment provides a real opportunity for marketers to become an important part of the accounting firm's organizational structure and provide the expertise needed for the firm to be competitive into the next century.     

The Role of Advertising in the Market Process: A Survey

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized the benefits of advertising and have joined the research agenda developed by researchers in marketing and other business fields. The present survey details the literature that examines the role played by advertising in lowering the ‘full price’ to consumers which allows consumers to maximize utility and allows the producers/retailers to maximize profits. The review begins with the seminal article by Stigler in 1960 which develops a (now famous) theory of the economics of information. Nelson's characteristics of goods and services are surveyed along with the extensions of other economists to the classification frameworks of Nelson and Porter. The survey follows the development of the theory of advertising in economics to the present day, and provides recent theoretical advances as well as empirical tests of these seminal theories.     

The Dynamic Role of Small Firms: Evidence from the U.S.

This paper provides a conceptual and empirical account of the dynamic role of SMEs in the U.S. economy. Evidence is provided to show that SMEs are important sources of employment growth and innovation. For example, the net employment gain during 1990–95 is shown to be greater among smaller firms than among larger firms. Furthermore, while large firms often produce a larger number of patents per firm, the patenting rate for small firms is typically higher than that for large firms when measured on a per-employee basis. It is noted that public policy is shifting away from traditional measures which were based on a static conception of industrial organization and thus emphasized anti-trust, regulation and public ownership solutions, towards measures which are geared towards supporting the dynamic role of SMEs. These measures focus on providing an enabling environment for enterprise start-ups, job creation, knowledge spillovers and technological change.     

The Role of Language in the Communication Process Between Business and Government: Evidence from Russian Firms

Abstract

The paper investigates how language facilitates communication process between government and business. We use Russian context to show barriers and challenges of using language in official communication between governmental authorities and Russian companies. In our work, we demonstrate how language may produce employee’s misunderstanding and discuss typical sources of ineffective usage of language. The results indicate that problematic issues of both linguistic and non-linguistic nature can lead to serious implications for successful communication between government and business in Russia. We found that documentations’ complexity, which is perceived as such due to a complicated subject area they belong to (legal, tax, etc.) and language insufficiency applied are most likely to raise multiple problems related to government’s communication with business.     

Implementing Marketing Strategy Through a Market Orientation

The adoption of specific marketing strategies is related to several factors in an organization including the organization's mission, objectives, resources, and market orientation. We report an exploratory study in which we define relationships between market orientation and marketing strategy in a high technology environment - the telecommunications industry in the United States. Market orientation is defined as a culture that influences how employees think and act. Our results indicate that a market orientation provides a context for the implementation of specific marketing strategies by serving as a moderator of operational marketing strategy. For example, those organizations who possess a strong market-oriented culture (high-spirited cultures) engage in value creation strategies such as market segmentation, developing new products/services for new markets, and product or service customisation. Those organizations possessing low market orientations (ineffectual cultures) generally practice less aggressive and internally focused strategies such as charging lower prices, providing limited customer service, product/service standardization, and undertake limited market research.     

The Role of Logistics Leverage in Marketing Strategy

ABSTRACT

In today's environment-where changes in price, promotion, and product often are quickly imitated-the way to sustain competitive advantage may lie in changes to ancillary services, such as logistics. By leveraging excellent and superior logistics services, intricately linked with marketing strategy, firms can potentially create and maintain competitive advantage. The purpose of this paper is to begin the theoretical development process by understanding the implications of logistics leverage on marketing strategy. Two sources of antecedent justification, application of extant literature and observation of the phenomenon through case studies, are employed to develop the theoretical model. Conclusions, with implications for managers and suggestions for futue research, areal soprovided.     

Reducing Turnover in Public Accounting Firms: An Internal Marketing Strategy

ABSTRACT

If one considers that public accounting firms are involved in a labor-intensive service, dependent on staff members for their input, the seriousness of high employee turnover levels becomes evident. Thus, it is imperative that public accounting firms find a means to retain experienced accountants if they are to successfully service clients. This requires a change in philosophy for accounting firms. Previous research has focused primarily on determining the reasons employees give for leaving/remaining with a firm. This is generally where the process ends. Few accounting firms lake the next step which involves the development of an internal marketing plan to reduce turnover.     

中药国际市场营销策略研究

自全球金融危机以来,中药进出口额不断降低。依据对中药国际市场营销的SWOT分析显示,我国中医药悠久历史,资源丰富,中药产业已初具规模,世界人口的增长及老龄化趋势,人类疾病谱的变化以及宽松的法律环境有利于中药市场的发展。但产品质量难以保证,出口产品结构不合理,知识产权保护意识淡薄,国际贸易壁垒,"洋中药"的冲击以及文化的差异降低中药的出口额。我国应增强对中医药的文化传播,注重中药知识产权的保护,提高产品质量并加强剂型开发;中医药企业应保持自身优势,积极改革创新,积极开拓国际市场,不断提升我国中医药的国际竞争力。     

The Employment-Financing Nexus: Evidence from a Panel of West German Firms

The objective of the paper is to investigate the linkage between financial factors and employment decisions of West German firms. The underlying model is based upon rational expectations and convex adjustment costs. The time series, cross-section estimates for the period 1989–1994 are obtained using information on individual firms contained in business surveys. We find that financial constraints can indeed restrain the level of employment in small firms. On the contrary, there is no evidence that this result applies to larger firms as well.     

企业奢侈品化营销策略研究

我国改革开放以来经济的快速发展推动了消费者对奢侈品消费的需求,从外部环境促生了企业的奢侈品化市场营销策略。而强化竞争、攻占高端市场、提升企业形象、追逐高额利润,则是企业施行奢侈品化营销策略的内在动因。企业的奢侈品化营销策略受到价格弹性、市场空间、品牌决策、竞争对手等因素的影响。对这些影响因素的分析可得到一系列相应的对策建议。     

体验导向的战略定位与市场定位

本文认为,体验营销战略是通过"体验导向"视角,将传统营销过程中对客户价值的创造推向客户心灵深处,通过强烈、清晰、忠实的人性思辨与价值对比,达到建立竞争优势,实现"市场定位"的最终目的;体验营销有四个层面:体验战略定位(XSP)、体验产品研发(XRD)、体验渠道定位(XCP)、体验市场定位(XMP);企业体验营销战略与企业所面临的外部环境(渠道、市场、竞争)、内部能力、决策信息的性质及决策者的价值取向密切相关.     

R&D,Advertising and the Market Value of Internet Firms: Part I

ABSTRACT

This article is the first part of the study that attempts to explain the valuation of Internet firms during the dot.com “bubble” period from 1996 to 2000. One section of the article is dedicated to detailed literature review on valuation of firms, particularly firms with a high proportion of intangible assets. Another section presents a theoretical foundation for valuation on Internet firms based on the investment opportunities approach to valuation of growth shares. Finally, the last section presents testable hypotheses regarding the relationships between market values of Internet firms and several independent variables.     

Market Research and Advertising Strategy in Portuguese Agencies: Perspectives of Professionals

SUMMARY

The advertising campaign development process is frequently described in manuals and textbooks. Nevertheless, the empirical perspective gives us a better understanding of the real world. In this study, we tried to understand, to systematize, and to describe the process of research and strategy in advertising agencies. To accomplish this objective we conducted 25 in-depth interviews with advertising agency professionals in Portugal. Cross-analysis of the statements allowed us to identify 5 themes: research done by the client before providing the brief to the agency, client's brief, information gathering done by the agency, brief's discussion inside the agency, and creative brief.     

Creating the Customer: The Influence of Advertising on Consumer Market Segments – Evidence and Ethics

For over half a century market segments have been considered objective groupings of individuals which marketers identify, understand, and target with advertising messages. The process of market segmentation has, therefore, occupied a position of moral neutrality. An increasingly popular method of segmentation is by consumer personality, with advertisers targeting messages to specific personality types. This paper explores personality segmentation, and presents empirical evidence to support the proposition that personality metrics that are used to assign individuals to segments may, in fact, be manipulable by advertising executions themselves. Quite apart from the implications that this has for the business efficacy of the segmentation process, the ethical implications – particularly as applied to children – are considerable.     

The Role of Soft Factors in Implementing a Service-Oriented Strategy in Industrial Marketing Companies

ABSTRACT

It has been recognized that in today's highly competitive industrial markets, one of the few ways left to gain differentiation from competitors is by offering value-added services. To do so, however, requires a service-oriented strategy and the active implementation of this strategy which includes significant internal changes in management philosophy and approach. Unfortunately, no study has examined the implementation aspects of a service-oriented strategy. In this context, our research focuses on two important “soft factors,” corporate culture and human resource management, that are necessary for a successful implementation of a service-oriented strategy in industrial marketing companies. We analyze the mediating role of these two soft factors in the causal chain leading from a service-oriented strategy to organizational performance. We find that the soft factors play an important mediating role in the link between a service-oriented strategy and organizational performance.     

农村家电市场的差异化营销策略的选择与实施

差异化是人们进入竞争白热化市场的切入点,同时也是人们从跟随者转变成挑战者的机会点。产品只有形成自己独特的个性或需求点,才具备较强的竞争力。针对农村市场的需求特征,实施差异化营销策略不仅能满足广大农村居民的需求,而且能使企业有的放矢地在农村拓展＂领地＂,进而促进企业的发展。     

Client Perceptions of Regional Law Firms and their Implications for Marketing Management

This study uniquely seeks to increase our understanding of the marketing of professional services by showing how both individual consumers and organisational customers perceive regional law firms. Client groups are compared across a number of variables including size of evoked sets and importance of a range of selection criteria. This is achieved by quantitative customer surveys which have been informed by a combination of qualitative interviews with staff in a case-study UK practice and a review of the existing, largely US-orientated literature. Results show a common reliance upon certain factors in the purchase decision; however, they also reveal significant differences between customer groups. The study also aims to paint a broader picture of this sector by seeking the perceptions of other stakeholders such as referral sources and partners of the case-study firm. It concludes by offering an analysis of the focal firm's marketing orientation via a discussion of a repositioning campaign based on the customer research within the study.