供销社如何有效推进体制创新?

近年来,湖北省宜昌市供销社以创新发展为主题,大力实行以"六化"(劳动用工市场化、投资主体多元化、县基资产一体化、职能管理规范化、整合资源规模化、参与农业产业化)为主要内容的改革,在推进供销社体制创新和构建发展新框架上取得了阶段性的成效,受到了全国供销合作总社的充分肯定.目前,我社正以全国供销合作总社三届三次理事会精神为指导,全面加快"四项改造",把供销社体制创新推向深入.     

Predicting direct marketing response in banking: comparison of class imbalance methods

Customers’ response is an important topic in direct marketing. This study proposes a data mining response model supported by random forests to support the definition of target customers for banking campaigns. Class imbalance is a typical problem in telemarketing that can affect the performance of the data mining techniques. This study also contributes to the literature by exploring the use of class imbalance methods in the banking context. The performance of an undersampling method (the EasyEnsemble algorithm) is compared with that of an oversampling method (the Synthetic Minority Oversampling Technique) in order to determine the most appropriate specification. The importance of the attribute features included in the response model is also explored. In particular, discriminative performance was enhanced by the inclusion of demographic information, contact details and socio-economic features. Random forests, supported by an undersampling algorithm, presented very high prediction performance, outperforming the other techniques explored.     

The first export order: a marketing innovation revisited

This study reports on an investigation into what lies behind a firm's first export order and revisits the questions posed in the classic article by Simmonds and Smith [(1968). British Journal of Marketing, 2, 93–100]. It concentrates on risk/reward considerations in decision-making. Interviews were undertaken with owner/managers who were the key decision-makers in 10 newly internationalising UK start-up firms, that is, in their first year of operation, in order to avoid recollections in respect of hindsight. The findings highlight that a variety of factors can affect the decision of owner/managers in small firms to start their internationalisation path. Decisions are made in the context of perceived risk/reward considerations regarding exploiting various opportunities; for example, what are considered to be affordable losses against respective owner/manager's objectives and experience. The contribution of the study is that it employs an effectuation lens in respect of the first export decision.     

When innovation in education works: stimulating teachers' innovative work behaviour

The twenty‐first century labour market requires employees that proactively shape innovations and solve complex problems. Professionals in the education sector are expected to perform innovative behaviour that not only entails the generation, but also the realization and sustainable implementation of new ideas. In a sample of 458 employees in Dutch secondary and higher vocational education (abbreviated in Dutch to MBO and HBO, respectively), this study investigated the relation between environmental factors (namely task variety, management support and exposure to innovation) and Innovative Work Behaviour (IWB) across the different phases of the innovation process, including a sustainability phase. Results of hierarchical regression analyses showed that management support and exposure to innovations served as a predictor for all phases of IWB. Teachers with supportive managers and a high degree of exposure to innovations showed higher scores on innovative behaviour across all phases. Linear regressions revealed a significant relationship between task variety and IWB. In the hierarchical model, only management suport and exposure to innovations showed significant relations. Background characteristics, such as gender, age, tenure, number of working hours and type of education, for which we controlled during the analyses, played a role in how much IWB is displayed. It can be concluded that a work environment, in which employees are exposed to innovation and are supported is crucial. Additionally, in view of the role background characteristics play, it is recommended to select teachers with specific profiles for the different phases of the innovation process.     

Internal marketing: a qualitative study of culture change in the UK banking sector

This paper discusses the findings of a qualitative study carried out in the UK retail-bank sector on the implementation of Internal Marketing (IM). While the overall aim of Internal Marketing is the creation of a unified culture around the values of customer service, employee empowerment and service quality, the evidence suggests that Internal Marketing is perceived and enacted in ways that at times contradict such managerial rhetoric. The paper sheds light on what internal marketing is (its underlying principles within the organisations studied), the ways in which the banks studied use it in order to change their organisational culture as well as the difficulties encountered in implementing IM as a culture change agent. It concludes that the implementation of Internal Marketing in the banks under the study is problematic and does not result into a unified organisation culture. Indeed, implementing Internal Marketing is a process fraught with difficulty, which at times leads to divisions, ruptures and ambiguity in the newly created organisational culture.     

工业设备的营销模式创新

随着中国市场经济的快速发展、科学技术水平的提高、金融市场的发达,总包工程形式的增多及市场竞争将更加激烈,营销模式对于企业战略的具体落实来说非常重要。我国现段的工业设备市场营销模式及展望。     

休闲食品：美味与健康间的营销创新

在现在,很多人对休闲食品的认识还非常陌生,我在网上看到有人把饼干和面包归入休闲食品中。按这种方式划分的结果,除了方便面、方便米饭等类似食品外,其它产品都纳入休闲食品的范畴。     

Impact of marketing activities on relationship quality in the Malaysian banking sector

The current study investigates the impact of marketing activities on relationship quality in the Malaysian banking sector. Analysis of survey results show that greater client and employees' relational orientation yields higher relationship quality and results in better relationship continuity. Results also show that committed client relationships lead to client satisfaction, loyalty, positive word of mouth and promotion However, mutual disclosure was found to have no significant relationship with relationship quality.This may indicate that bank customers in Malaysia do not feel that having close relationships with the bank will have any positive impact on relationship quality. This particular finding may serve as a warning signal to practitioners and scholars alike that thorough research must be carried out on the use of relationship marketing prior to implementation.     

When marketing and innovation interact: The case of born-global firms

Previous research on born-global firms (BGs) has emphasized their strong dependency on establishing a competitive positioning from the early days of their existence. While many researchers emphasized BGs’ innovativeness as a driver of their competitiveness, the capabilities underlying BGs’ innovativeness are still under-researched, specifically, marketing, and innovation-related capabilities. Based on a preliminary stage of in-depth interviews with senior managers, we identified three capabilities, market intelligence generation, marketing adaptability, and team cohesion, that underscore the interaction between innovation and marketing. We then performed a SEM analysis based on data collected from 127 BGs. Our findings indicate that marketing intelligence and team cohesion directly and positively impact BGs’ innovativeness. Marketing adaptability was found to be moderated by environmental conditions—economic development and technological development. When economic development is high, salesforce adaptability enhances BGs’ innovativeness, while product adaptability or communication adaptability decreases BGs’ innovativeness. When technological development is high, product adaptability enhances BGs’ innovativeness, while salesforce adaptability decreases BGs’ innovativeness.     

How modern banking originated: The London goldsmith-bankers' institutionalisation of trust

London goldsmith-bankers' development of paper credit-money in the seventeenth century ushered in the era of modern banking. This essay argues that this innovation of paper credit-money by goldsmith-bankers was the institutionalisation of the double-ownership scheme known as trust. This trust scheme was at the centre of the custom or morality that underlay the political struggle between the Crown, landowners, and the bourgeoisie in early modern England, the struggle from which goldsmith-banking and, later, joint-stock banking developed. This double ownership remains a central feature of the present banking system. Also during the financial boom of the late twentieth century, which ended in the present world financial crisis, the trust scheme was used extensively by many financial firms, such as mutual funds, pension funds, and asset-securitisation trusts.     

Entrepreneurial competencies and motivations to enhance marketing innovation in Europe

Global Entrepreneurship Monitor (GEM) country profile variables were analyzed using qualitative comparative analysis (QCA). This analysis identified which combinations of entrepreneurs’ competencies and motivations boost marketing innovation. Marketing innovation contributes to defining and reinforcing competitive advantages, goal setting, and business performance. The findings of this study can help policymakers design strategies to foster regional marketing innovation and economic growth.     

How humor in advertising works: A meta-analytic test of alternative models

This study tests a cognitive and an affective model based on extant explanations of the effects of humor along with a new affective?Ccognitive model. Results are derived from meta-analytic data and show how previous explanations may be integrated in order to explain how humor in advertising works. Humor reduces negative cognitions related to the ad because it serves as a distraction from counter-argumentation. In order to maintain positive affect, humor reduces cognitive efforts, in particular those related to brand-related cognitions, thus supporting a vampire effect; that is, humor distracts from processing central benefits of the brand. Humor exerts its strongest impact along affective paths, supporting the dominance of affective mechanisms. Affect and cognition do interplay in line with a congruency effect where the impact of positive affect on attitudes towards the ad is mediated by positive cognitions. The models differ when they are performed based on data from studies using either real or fictitious stimuli. Depending on the type of stimuli, slight changes occur that can be explained by the lack or existence of prior brand experience. Overall, the integration of affect and cognitions into one model provides a better explanation than the previous solely cognitive or solely affective models.     

银行能否续唱汽车金融服务主角?

《汽车金融公司管理办法》（以下简称《办法》）的推出，标志着中国汽车金融市场正式对“非银行金融机构”开放。这将打破目前国内由商业银行垄断汽车金融业务的格局，形成汽车金融市场多种机构，多种服务方式的竞争。对整个汽车产业来说，将进一步促进汽车金融服务市场的快速发展，从而有利于汽车产业的发展；从消费者角度来说，将为消费者提供更多的汽车消费贷款渠道；对于商业银行来说，将面临着     

NFT marketing: How marketers can use nonfungible tokens in their campaigns

Nonfungible tokens (NFTs) are a record of ownership of primarily digital media, where the NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key Technologies, NFTs may significantly transform marketing functions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. This article explains NFTs in broad terms and discusses the marketing implications using a modified AIDA hierarchy. These implications can give marketing managers and executives guidelines on how to persuade consumers to purchase NFTs owing to their unique characteristics, such as scarcity, nonfungibility, proven authenticity, proof of ownership, royalties, and direct distribution infrastructure.     

如何强化企业思想政治工作

党建与思想政治工作在现代企业的建设和发展中发挥着极其重要的作用.当前企业处于发展的关键时期,加强党建与思想政治工作刻不容缓,该文章分析了现阶段企业党建和思想政治工作的现状和迫切性,提出了进一步加强和改进企业党建与思想政治工作的建议.     

植入营销：户外媒体新篇章

毫无疑问,眼下植入营销已经成了2009年最值得关注的营销手段。无论是囊括29个植入的“冯氏植入巅峰”,还是《丑女无敌》的植入式影片,无一不在用最赤裸而直白的表现方式让消费者明白何为植入。     

现代市场营销观念及方法的创新与发展

随着社会经济快速发展,在现代市场营销这个大平台上出现了绿色营销、文化营销、知识营销、网络营销、关系营销等多种新的营销观念和方法,并不断推陈出新,被称之为“新营销”。当前,我国正在构建和谐社会,倡导节约型社会,必须走可持续发展之路。在新的形势和环境下,企业应大力推行新的营销观念和营销方法,激发创新、不断提高自己的竞争优势。