基于消费者的服装品牌形象模糊综合评判模型

品牌形象是由多个指标构成的被消费者所感知的品牌的整体形象。服装产品较高的感性度,决定了服装品牌形象构成因素的多元性。本文在系统理论分析的基础上,结合对服装品牌的实际调研,确立了决定服装品牌形象的纬度构成因素,并在此基础上,构建了服装品牌形象的模糊综合评判模型。     

“示弱”品牌传记在“蛇吞象”跨国并购中的正面效应

人们习惯认为,企业应通过"示强"——"凸显自己优势"的方式来赢得消费者青睐。然而,众多国际知名企业却通过"示弱"的营销思维赢得全球"粉丝"(如苹果等)。虽然美国学术界已证实"示弱营销"更能赢得消费者情感认同,但国内理论界尚未关注"示弱营销"的价值。本文在国内率先对"示弱营销"进行实证研究,以国际市场"蛇吞象"并购为背景,探索"示弱"品牌传记是否能减弱"蛇吞象"中对"强"品牌的负面影响以及其机制。结果表明:当弱品牌不采用"示弱"品牌传记时,消费者对强品牌的购买意愿下降;当弱品牌采用"示弱"品牌传记时,相比"示强"品牌传记,消费者对弱品牌的情感认同更高,对强品牌购买意愿下降得更少;品牌传记与强品牌购买意愿之间的关系经过消费者对"弱"品牌的情感认同发挥影响。论文最后讨论了本文结论对新兴国家企业在借"示弱营销"建立品牌情感,以及并购后品牌管理、品牌传播等方面的营销战略借鉴。     

互联网时代的品牌危机分析及对策

互联网的出现使得企业所面临的品牌危机呈现出新的特点。同时也为企业借助互联网建立品牌提供了契机。因此，互联网时代品牌危机研究具有一定的理论与实践意义。文章阐述了互联网时代品牌危机的内涵，指出了互联网时代品牌危机的特点。结合品牌危机的特点进行危机成因分析。提出了品牌危机的预防、处理和形象重塑对策。     

Consumer Resistance to Innovation in Services: Challenges and Barriers in the Internet of Things Era

The Internet of Things (IoT) is expected to be the next phase of the Internet revolution and to transform consumers’ service experience. It nevertheless raises challenges on innovation in services. Based on Ram and Sheth's ( 1989 ) theoretical framework, this work attempts to provide a better understanding of the barriers that lead to consumers’ resistance to smart services as an innovation. To this end, our research adopts an integrative framework that combines functional barriers, psychological barriers, and individual barriers to explain consumer resistance to smart services. Structural equation modeling was used to test this theoretical framework. Our research enriches the existing literature by (1) adapting Ram and Sheth's ( 1989 ) theoretical framework to the evolution of digital technologies (technological vulnerability barriers), (2) taking into account the ideological aspect of resistance (ideological barriers), and (3) considering dispositional variables (individual barriers). Moreover, it highlights the key role of skepticism toward IoT devices as a mediator between technological vulnerability barriers and individual barriers on the one hand and consumer resistance to smart services on the other.     

Consumer Innovativeness and the Use of New versus Extended Brand Names for New Products*

Despite the importance of branding to new product success, little research has been conducted on how individual adoption orientation might affect brand name preferences. This paper draws on the diffusion literature to investigate how consumer innovativeness affects consumer response to alternative branding strategies (i.e., new vs. extended brands, for new products). The results of an empirical study found that consumer innovativeness has a greater effect on new product evaluations for new brand names relative to extended brand names. Also, results indicate that highly innovative consumers evaluate new products with new brand names more favorably than brand extensions. Furthermore, consumer confidence in the new product was found to mediate the effects of consumer innovativeness and its interaction with brand name type on new product evaluation. Implications include not only giving greater managerial consideration to using new brands but also supporting the chosen branding strategy with appropriate promotional efforts for respective adopter groups.     

Economics at the FTC: Mergers,Dominant-Firm Conduct,and Consumer Behavior

Economists at the Federal Trade Commission (FTC) pursue the agency’s competition and consumer protection missions. In this year’s essay, in antitrust, we discuss the new Merger Guidelines, three exclusion cases, and R&D issues in the Thoratec/HeartWare merger and the Google/AdMob merger. In consumer protection, we discuss the FTC’s new rule on debt settlement, our efforts to improve disclosures, and our recent work on appliance energy disclosures.     

Consumer welfare and GM food labeling: A simulation using an adjusted Kumaraswamy distribution

Genetically modified (GM) food products and their labeling have become a major policy issue with impassioned public debates. We explore the impact of different labeling regimes on consumer attitudes towards GM products and consumer welfare. Our experimental results illustrate that these consumer attitudes do not follow the Uniform distribution as has often been assumed in the literature but instead fit an adjusted Kumaraswamy distribution. If a Uniform distribution is assumed, the advantage of mandatory labeling would be exaggerated. Using an adjusted Kumaraswamy distribution our simulation results demonstrate that voluntary labeling is superior to mandatory labeling with the higher separation cost, while mandatory labeling is not necessarily better with lower separation cost. Therefore, the governments of China and other countries with similar consumer characteristics should consider voluntary labeling for GM food while encouraging innovations that reduce the price of GM food as well as controlling the opportunistic behavior of its producers so as to enhance the advantage of voluntary labeling.     

美尔雅"减肥"重塑品牌市场价值

记者日前在湖北美尔雅集团采访时发现,这个曾由55个子公司组成的航母型企业,竟有33个子公司从美尔雅集团的序列里消失了.遏制品牌市场价值缩水,才能借品牌的巨大资本潜力重新发力,从执掌美尔雅公司两年多来一直低调处事的董事长杨闻孙不多的话语中,记者找到了美尔雅集团"减肥"的道理.     

恒源祥品牌资产造就千万富商

当美国耐克在运用品牌资产这一魔方中将耐克产品销售遍布全球时,中国的恒源祥也是运用品牌资产迅速调动社会有形资产,仅以150人对其恒源祥品牌进行管理,其恒源祥品牌的产品销售达30个亿,并遍布全中国.     

Balancing Power Markets in Germany: Timing Matters

This paper analyzes timing issues on the German balancing power market. We focus the analysis on the length of the bidding period, i.e. the length of the time period a supplier has to provide balancing power capacities, and the question of how far before the beginning of a bidding period the auction should be carried out. We show that different load levels require different plants for the optimal provision of balancing power. In a longer bidding period, the power plants that have the lowest average cost in the bidding period are unlikely to be efficient in all hours of the bidding period. Hence, shortening bidding periods can increase efficiency. Furthermore, we show that an early commitment on a power plant’s mode of operation (when uncertainty about resulting spot prices is still relatively high) also reduces efficiency. This suggests that the auction should be held relatively close to the beginning of the bidding period. Furthermore, we discuss some advantages of a liquid real time market.     

Brand and product attachment in an industrial context: The effects on brand loyalty

The role of attachment as a driver of industrial brand loyalty has largely been investigated at the inter-organizational level, while there is a notable lack of studies on industrial buyers' attachment to industrial brands and products. By researching an empirical setting in which buyers have first-person experience of product use, this study proposes the existence of brand attachment and product attachment in an industrial context and tests their influence on brand loyalty based on the results of a survey of 317 owner-operators of heavy trucks. Findings suggest that while brand attachment positively and directly influences brand loyalty, product attachment indirectly drives brand loyalty through the mediating effects of brand attachment. Product irreplaceability, however, was found to be a direct driver of brand loyalty. The current research also proposes tests to measure the relationship between the constructs of brand attachment and product attachment. This research has several managerial and theoretical implications indicating that paying attention to the emotional meanings of industrial brands and products is warranted, as are further studies on the application of attachment in industrial marketing.     

Economics at the FTC: Hospital Mergers,Authorized Generic Drugs,and Consumer Credit Markets

Economists at the Federal Trade Commission pursue the agency’s competition and consumer protection missions. In this year’s essay, in antitrust, we discuss various aspects of our hospital merger analyses as well as the effects of authorized generic drugs on consumers and competition. In consumer protection, we describe two ongoing studies on the use of credit-based insurance scores to price homeowners insurance, and the accuracy of consumers’ credit reports that are provided by credit bureaus.     

让上海国际服装文化节成为国际性品牌--访上海市政府副秘书长姜光裕

2001年上海国际服装文化节已 成功地降下了帷幕。最近，记者采访了上海市政府副秘书长、服装文化节组委会执行主任姜光裕。他欣喜地说，上海国际服装文化节是根据朱 基同志任上海市长时的有关指示而连续举行的。20我们坚持“中华牌、国际性”的方针，立足于服务全国、走向世界。坚持“市场化办节”的方向，不要政府一分钱，自行探索，自筹资金，终于摸索出了一条具有中国特色、上海特色的办节新路子，把上海国际服装文化节办得一届比一届红火。 姜光裕是个“老纺织”，1966年他从中国纺织大学毕业后，历任车间主任、17棉厂长、上海纺…     

基于信息经济学视角的品牌资产生成研究

目前，国内外品牌资产的研究大都从企业或消费者单一角度出发，对品牌资产概念和外延体系及其品牌资产管理模式等方面进行研究，对品牌资产生成的研究甚为罕见。本文从信息经济学中信号理论的观点出发，对在品牌资产生成中信息传递的特殊作用、传递机理以及品牌资产生成路径进行了系统的分析，并首次提出只有建立企业与消费者的互动关系，企业与消费者才能最有效地传递和解读双方所发出的品牌信号，使得品牌信号的信息含量最充分地在企业和消费者之间传递，从而使品牌资产得以生成并在不断演进中增值。     

Intra-regional Internet connectivity still an ongoing assignment

A review of market trends impacting the development of the applications architecture of the Internet in general is presented, followed by an historical review of the subject and an analysis of regulatory aspects. It concludes with a review of the state of backbone interconnection in Latin America.     

Organisational culture in the age of the Internet: an exploratory study

Through an exploratory study of a large financial services organisation, this study finds that the idiosyncratic nature of the Internet and Internet operations point to a range of implications for both the interaction of organisational subcultures and the internal and external perceptions of organisational culture.     

品牌:引领包装和食品机械业

品牌建设是包装设备业的关键 品牌是什么？品牌是一个综合、复杂的概念。是商标、名称、包装、价格、历史、声誉、符号、广告风格的内涵总和。美国市场营销协会曾为品牌做出如下定义：品牌是一个名称、名词、标志、符号或者设计或是它们的组合，其目的是识别某个销售者或某个群体销售者的产品或劳务，并使之间竞争对手的产品或劳务相区别开来。所以，我们可以从品牌的概念入手去开发和提升包装设备行业中的品牌。     

欧洲苏拉军团登陆上海滩

随着国际纺织品零配额时代的到来,中国作为世界纺织品最大的生产国,也成为对海外纺织机械最具吸引力的市场,据中国海关统计2004年纺织机械进口46亿多美元.     

互联网时代传统煤炭企业的电商转型

从2012年开始,国内煤炭市场从卖方市场转向买方市场,市场竞争日趋激烈,国内煤炭企业面临着严峻的经营形势。与此同时,以电子商务为代表的互联网经济却一直保持着快速发展的态势。煤炭龙头企业为了拓宽销售渠道、降低交易成本、扩大市场占有率,纷纷开展电商业务。结合神华集团开展电商的实践,阐述了煤炭企业向电商转型的必要性、探索经验以及未来展望。     

品牌的营销策略与其目标群体的相关关系——以某网络品牌为例来进行分析

本文通过调查问卷的方式来收集一些数据,通过数据分析找出某网络品牌的目标群体与其销售模式之间的相关关系。从品牌的营销策略的两个方面(广告策略和销售策略)分析得出:品牌的广告策略影响其目标群体的品牌认知,而影响品牌忠诚度的重要因素之一是销售方式。