网络营销与信息资源配置

网络空间中的经济活动,有着与现实活动不同的表现形式、运作模式和发展规律.本文在对网络营销活动进行广泛考察的基础上,分析网络空间中营销活动的所处环境及特点,从"信息资源配置"的角度分析网络管销的实质,进而提出构建网络营销竞争力的方法.     

浅探网络营销

国际互联网以其信息丰富、费用低廉、使用方便、形象生动、全球交互、针对性强等特点,对现代企业营销产生了巨大影响。如何利用互联网成了很多企业关注的话题。要利用互联网进行营销,首先必须入网,其次要建立的电子信箱、网址、网页,最后还必须进行宣传和推广。当然,选择什么样的建网方案,还要考虑企业产品的性质、企业规模、企业的外向性等因素。     

陕西旅游网络营销的现状与对策研究

随着现代化科技信息产业的发展,网络营销为企业的发展带来了越来越多的新机遇.本文以陕西省旅游业为背景,从其网络营销的现状出发,探讨了陕西省旅游网络营销的发展状况,并针对存在的问题提出相应的对策,为陕西旅游业的快速发展做出贡献.     

陕西旅游网络营销的现状与对策研究

随着现代化科技信息产业的发展,网络营销为企业的发展带来了越来越多的新机遇。本文以陕西省旅游业为背景,从其网络营销的现状出发,探讨了陕西省旅游网络营销的发展状况,并针对存在的问题提出相应的对策,为陕西旅游业的快速发展做出贡献。     

中小企业开展网络营销的必要性及措施

自1995年以来，随着互联网的迅速发展，网络营销在我国已成为一种新的经营方式，使原有的市场营销理论和实务存在的基础都发生了变化，从而为中小企业在激烈的市场竞争中提供了新的发展机遇，利用网络营销来开拓新的发展空间。     

研究型大学虚拟组织建设初探

研究型大学的组织结构直接对其功能的实现产生至关重要的影响,本文在分析传统大学的科层组织结构、矩阵组织结构和事业部制组织结构的基础上,根据新时期建设创新型国家需要,从虚拟组织理论角度提出了以知识创新为目标的建设虚拟学术团队、以产学研合作为基础的建设虚拟研发组织和以创新型人才培养为根本建设虚拟培养平台的若干建议。     

互联网时代周播剧的网络营销模式分析

周播剧2012年出现在中国的电视剧市场,经过三年发展,除了内容制作等方面的探索,面向新媒体建构周播剧的网络营销策略也成为了周播剧探索持续发展之路的重要议题。本文首先分析了目前周播剧开展网络营销的三大路径：网络社区粉丝营销、社交媒体话题营销、视频网站弹幕互动等。但这些探索依然存在着各种问题,主要体现在网络营销意识不强,互动模式较为单一,网络社群利用度不高等方面。结合国外周播剧的网络营销研究,本文从发挥网络社区意见领袖力量、建立线上线下联动机制、创造网络流行等方面对国产周播剧网络营销的未来发展提出相应建议。     

网络营销满足了消费者的个性化需求

消费需求发展史是一个周而复始的轮回过程。人类生产力水平、科技水平、化环境发展到今天，人们的消费需求已完全个性化。企业应充分利用Internet的发展优势，进行网络营销，这是个性化满足的新方向。     

虚拟组织中的人力资源管理问题

由于虚拟组织与传统组织存在着很大的差异,虚拟组织的人力资源管理不同于传统企业,虚拟组织的人力资源管理应当特别注重对组织的选择,注重对于组织成员的有效约束和激励.     

虚拟组织集体选择问题研究

本文通过对虚拟组织集体选择问题产生背景的分析，提出了合作伙伴的相关策略；运用博弈的方法分析了集体选择中的信息激励约束与参与约束，证明了合作伙伴合作条件的区间和均衡的合作条件，阐述了集体选择问题所涉及的合作失败成本与合作延误成本，以及两者之间的相互转化关系。     

非营利组织的绿色营销策略

非营利组织要在确定绿色营销目标的基础上制定绿色营销策略。从服务技术创新的绿色化、服务产品设计的绿色化、服务生产和消费的绿色化等方面制定绿色服务策略，同时制定绿色营销的分销渠道策略以及绿色营销的传播策略。     

Toward a theory of the boundary-spanning marketing organization and insights from 31 organization theories

Now more than ever, marketing is assuming a key boundary-spanning role—a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value–creating processes, networks, and stakeholders are delineated within their boundary-spanning roles as a particular emphasis (labeled MOR theory). Thematic marketing insights from a collection of 31 organization theories are used to advance knowledge on the boundary-spanning marketing organization within four areas—strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.     

Fundamental changes in marketing organization: The movement toward a customer-focused organizational structure

There has been growing interest in the future of marketing and changes in marketing’s organization and role within the firm. However, there has not been research that holistically explores key changes in marketing organization. The authors draw on qualitative interviews with 50 managers in the United States and Germany and argue that changes in marketing organization that have been discussed in isolation are part of a more general shift toward customer-focused organizational structures. They initially discuss two specific changes related to the overall shift: changes concerning primary marketing coordinators and increasing dispersion of marketing activities. They then introduce the concept of a customer-focused organizational structure that uses groups of customers as the primary basis for structuring the organization. They identify typical organizational transitions as firms move toward a customer-focused organizational structure and discuss the challenges firms face in making this transition. They conclude with implications for academic research, managerial practice, and business school curriculum. Christian Homburg is a professor of business administration and marketing and Chair of the Marketing Department at the University of Mannheim in Germany. He received his Ph.D. and master’s degrees from the University of Karlsruhe and earned his habilitation at the University of Mainz. His research interests include organizational issues in marketing, customer orientation, industrial marketing, and relationship marketing. Dr. Homburg has consulted and delivered executive education programs for more than one hundred companies, including Daimler-Benz, Siemens, Deutsche Bank, Hoechst, RWE, Thyssen, Krupp-Hoesch and Sodexho. John P. Workman, Jr. is an associate professor of marketing at Creighton University in Omaha, Nebraska. Dr. Workman conducts research on the organization and role of marketing within the firm, on new product development in high-tech firms, and more recently on organizational issues for e-commerce initiatives. His research uses concepts from organization theory, strategy, and sociology to examine the interactions between marketing and other groups in the firm. Dr. Workman has a B.S. from N.C. State University, an M.B.A. from the University of Virginia, and a Ph.D. from M.I.T. He has consulted for a number of organizations on the topics of e-commerce and marketing organization. Ove Jensen is a Ph.D. student studying under Professor Homburg at the University of Mannheim. He received his master’s degree from the WHU Koblenz. He conducts research on sales management, organizational issues in marketing, and incentive systems. He has extensive consulting experience in the areas of market-focused management and sales management.     

虚拟经济与实体经济探析

虚拟经济是指在货币、证券、股票、衍生证券等虚拟资本的交易活动基础上形成的相对脱离实体经济的一种经济活动。它是实体经济发展的产物,又服务于实体经济。正确处理虚拟经济和实体经济的关系,适度发展虚拟经济,对于整个国民经济持续、健康、快速发展具有十分重要的意义。     

Industrial organization economics and Alderson’s general theory of marketing

Theorists in the field of industrial organization economics are beginning to develop formal models that are in many ways consistent with the assumptions and concepts of Alderson’s general theory of marketing. This article evaluates Alderson’s concepts of market heterogeneity, transactions, organized behavior systems, and sorting functions as they may relate to the recent work of organization economics theorists. An extended example is presented comparing Alderson’s theory with Kenney and Klein’s (1983) conclusions concerning block booking marketing arrangements. The new work in industrial organization economics may provide a framework for further conceptualization and justification of Alderson’s general theory by marketing scholars.     

基于WWW的教学系统的设计与实现

现代远程教育在世界各国得到迅猛发展,教育部也确立了在全国31所高校进行远程教育试点的工作。而远程教育中很重要的一项内容就是关于教学软件系统的开发。本提出了以学生为中心,进行包括教学计划,教学大纲,教学软件,学生自评自测系统在内的全面教学系统的设计与实现方法,该系统既适有于校园网上教学,也适用于基于Internet的远程教育学习。     

The physician and the marketing concept

Most physicians use some marketing techniques (albeit, unintentional or unplanned) in the operation of their private medical practices. They use marketing to attract patients, but seem unaware of the necessity and potential value of satisfying customer needs beyond the provision of adequate medical care. Medical service is often characterized by impersonality, with patients treated as machines rather than humans. This situation is partially a reflection of a seller's market, with a shortage or absence of private medical services in many areas of the country. In addition, the apparent lack of consumer orientation is reinforced by policies of the American Medical Association that forbid most forms of self-promotion and by the minimum fee schedules suggested by local medical associations that effectively preclude price competition. Physicians do not seem to recognize the congruity between their own interests or objectives and the total satisfaction of consumers in the marketplace for medical care.     

The impact of direct marketing appeals on charitable marketing effectiveness

Building on behavioral decision research, this article provides guidelines to charitable marketing managers regarding the effect of charitable direct marketing appeals on donor decision judgments. Several charitable direct mail appeals (factors) were empirically tested simultaneously in a factorial experimental design involving 18,144 potential donors to determine how donor decision strategies influenced choice judgments about whether to give and estimation judgments about how much to give. The results indicate that suggested anchors and framing influence response rate (choice) but not size of gift. Reference information (factual/statistical and narrative/experiential) influences size of gift (estimation) but not response rate. Implications for charitable marketing managers are discussed. He received his D.B.A. from Boston University, M.B.A. from Harvard University, and B.A. from Brandeis University. His research interests include managerial pricing, marketing communication strategies, and customer value. His work has been published in theCalifornia Management Review, Sloan Management Review, Pricing Strategy and Practice, Journal of Retailing, Journal of Marketing Communication, Journal of Business and Industrial Marketing, andJournal of Promotion Management, among others. He earned his S.B., S.M., and Ph.D. degrees from the Massachusetts Institute of Technology Sloan School of Management. He is coauthor ofDirect Marketing Management (Prentice Hall) andCases in Business Statistics (Allyn & Bacon). He has published a variety of articles in journals such asManagement Science, Journal of Marketing Research, Journal of Direct Marketing, Harvard Business Review, Sloan Management Review, Journal of Business Forecasting, American Statistician, andJournal of Finance.     

顾客满意策略与顾客满意营销

在情感消费时代，企业不再以质量达标、自己满意为经营理念，而是以顾客满意、赢得顾客高度忠诚为经营理念。企业营销策略不再以争取或保持市场占有率为主，而是以保持顾客份额和顾客忠诚为主。而顾客满意策略正是企业获取顾客“货币选票”的制胜法宝。以顾客至上为理念，让顾客参与产品设计、提供全程高附加值的服务、个性服务、培育顾客忠诚，是CS时代顾客满意营销的主要策略。     

The antecedents and consequences of customer-centric marketing

As we enter the twenty-first century, the marketing function remains concerned with serving customers and consumers effectively. The authors propose that just as the marketing function gradually shifted from mass marketing to segmented marketing in the twentieth century, it will increasingly move toward customer-centric marketing in the next century. In the practice of customer-centric marketing, the marketing function seeks to fulfill the needs and wants of each individual customer. The antecedents of customer-centric marketing are the increasing pressure on firms to improve marketing productivity, increasing market diversity in household and business markets, and technology applicability. On the basis of the shift toward customer-centric marketing, the authors expect increased importance of marketing as a “supply management” function, customer outsourcing, cocreation marketing, fixedcost marketing, and customer-centric organizations. This article highlights the implications of customer-centric marketing as well as the boundary conditions that will affect its adoption. Jagdish N. Sheth is the Kellstadt Professor of Marketing in the Gouizeta Business School at Emory University. He has published 26 books and more than 200 articles in marketing and other business disciplines. His book,The Theory of Buyer Behavior (with John A. Howard), is a classic in the field of consumer behavior and is one of the most cited works in marketing. His other books includeMarketing Theory: Evolution and Evaluation (with David Gardner and Dennis Garrett) andConsumption Values and Market Choices: Theory and Applications (with Bruce Newman and Barbara Gross). Rajendra S. Sisodia is Trustee Professor of Marketing at Bentley College. Previously, he was an associate professor of marketing and director of executive programs at George Mason University and an assistant professor of marketing at Boston University. He has a Ph.D. in marketing from Columbia University. He has published more than 40 articles in journals such asHarvard Business Review, Journal of Business Strategy, Marketing Letters, andMarketing Management. He has also authored about two dozen cases, primarily on strategic and marketing issues in the telecommunications industry, as well as a number of telecommunications industry and company analyses. Arun Sharma is an associate professor of marketing at the University of Miami. He has published more than 30 articles in marketing and his interests are in the area of market and marketing evolution.