让用户参与“营销”增值

在未读到这本叫做《财富的革命》的著作之前，很多企业家和学者，早已经感觉到了这场即将到来的经济变革的山雨欲来之势。一些先知先觉者，他们已经开始未雨绸缪，在生产，营销以及组织结构方面，着手进行变革。     

顾客参与对行为意向的影响研究

本文基于顾客参与理论及相关研究文献,以美发业为分析单位,建立顾客参与对行为意向影响的关系模型,在问卷调查的基础上得出数据,并运用SPSS15．0和LISREL软件进行结构方程模型等分析以验证假设检验。实证分析结果表明：顾客参与的信息分享维度对服务质量和行为意向的影响不显著;顾客参与的责任行为维度对服务质量和行为意向分别产生正向显著影响;顾客参与的人际互动维度对服务质量产生直接影响,并以服务质量为中介变量影响行为意向。因此,建议服务企业鼓励顾客参与服务传递过程、加强关系营销并不断提高服务质量。     

内部审计信息化建设中的用户参与

用户参与是使内部审计信息化建设顺利进行并且能够建设出真正让用户满意的内部审计信息系统的重要保障,本文拟结合笔者亲身参与某大型国有企业内部审计信息化建设的经历,探析在内部审计信息化建设中用户如何有效参与的问题。     

内部审计信息化建设中的用户参与

用户参与是使内部审计信息化建设顺利进行并且能够建设出真正让用户满意的内部审计信息系统的重要保障,本文拟结合笔者亲身参与某大型国有企业内部审计信息化建设的经历,探析在内部审计信息化建设中用户如何有效参与的问题。     

移动社交网络平台用户参与影响因素研究

移动社交网络平台是人们通过移动终端设备进行信息采集并聚类而形成的社交网络,其开展成败取决于用户的参与程度。基于感知价值理论,并对感知价值理论进行延伸,引入满意度这一中介变量构建用户参与行为的理论模型,利用结构方程模型对用户参与的影响因素进行实证分析。结果表明,该模型能有效地解释用户对移动社交网络平台的参与行为,时间成本、系统质量、社会交互对用户感知价值影响显著。利用Bootstrap验证感知价值除了对参与意愿有直接效用,且会通过满意度的中介效果间接影响用户参与意愿。因此,移动社交网络平台应根据用户需求降低用户的时间成本,完善其交互功能,提升系统质量,进而增加用户的感知价值和满意度,提高用户参与意愿。     

宝洁做游戏

做定制游戏,赚钱并非第一考量,实现最大的品牌宣传效果才是目的低成本、高回报,宝洁中国正在尝试一种新的营销模式一定制游戏。把品牌植入游戏,并不新鲜。定制游戏的特殊,在于它打破了过去先有游戏,再有品牌植入的模式,从游戏立项开始,就围绕品牌营销效果的最大化,来设计如何植入品牌。     

会员参与平台治理对用户黏性的影响——基于BILIBILI的单案例研究

平台企业普遍面临用户规模增加而用户黏性下降的难题,以往的平台治理研究较少讨论用户参与平台治理对增强用户黏性的影响。本文通过对视频网站BILIBILI的单案例研究发现,会员参与平台治理的基础是平台会员制,前提是平台治理策略,渠道是平台治理机制,方式是制度赋权。平台会员制规定会员等级与会员特权挂钩能够产生激励效果,会员交易成本能够形成平台准入门槛和平台退出壁垒;平台应采用“吸引-管理-维持-发展”策略扩大会员群体;平台通过赋予平台会员监督权、举报权和评论权,使之能够参与到平台治理机制中。会员通过参与平台治理机制能够持续参与平台,增强用户黏性。     

短视频平台用户黏性研究

网络媒体的发展和手机的普及,将日常工作和生活之外的时间分割成许多碎片.短视频移动应用程序就是这样诞生的.它满足了人们对视频的巨大需求,吸引了大量用户,成为互联网公司开发的新产品.其中,应用抖音为短视频音乐社交应用,在短视频产品中尤为突出.但是,要想在竞争激烈的短视频市场中保持强势地位,就必须考虑用户体验.     

短视频平台用户黏性研究

网络媒体的发展和手机的普及,将日常工作和生活之外的时间分割成许多碎片.短视频移动应用程序就是这样诞生的.它满足了人们对视频的巨大需求,吸引了大量用户,成为互联网公司开发的新产品.其中,应用抖音为短视频音乐社交应用,在短视频产品中尤为突出.但是,要想在竞争激烈的短视频市场中保持强势地位,就必须考虑用户体验.     

Workers with Disabilities: Exploring the Hiring Intentions of Nonprofit and For-profit Employers

Using the Theory of Planned Behavior as a conceptual framework, focus groups were held with nonprofit and for-profit employers in order to examine behavioral intentions to hire workers with disabilities. Content analysis revealed the following main themes: (1) For-profit hiring strategies were driven by a mission to sell a product or service; (2) Nonprofit hiring strategies were driven by a mission to serve the community; (3) Forprofit hiring and nonprofit hiring were impacted by the economy; (4) Although driven to have diverse workforces, the number of workers with disabilities was largely unknown; and (5) Employer attitudes mattered and impacted job opportunities for people with disabilities. Implications of this qualitative study highlight the utility of the Theory of Planned Behavior and the role that nonprofit managers and leaders may play in improving employment opportunities for individuals with disabilities.     

角色清晰对员工敬业度的影响研究:一个被中介的调节模型

本研究从工作角色认知的视角,探究了角色清晰对员工敬业度的影响及其作用机制和边界条件.本文采取了两轮匹配的取样程序,以苏南地区服务业和制造业的613名员工为研究对象展开了实证研究.研究发现,角色清晰对员工敬业度有显著的正向影响,积极情绪在角色清晰与员工敬业度之间起部分中介作用.角色清晰与积极情绪的关系还受到领导成员交换的正向调节,进而对员工敬业度产生影响.文章还讨论了研究结果的意义和未来研究.     

The Impact of Personal Resources and Job Crafting Interventions on Work Engagement and Performance

This study examined the impact of organizational interventions on work engagement and performance. Based on the job demands–resources model, we hypothesized that a personal resources intervention and a job crafting intervention would have a positive impact on work engagement and performance. We used a quasi‐experimental design with a control group. Primary school teachers participated in the study at two time points with six weeks between the measurements ( N = 102). The results showed that the personal resources intervention had a positive causal effect on work engagement. Additionally, the joint personal resources and job crafting intervention had a positive impact on self‐ratings of job performance. We discuss the implications of these findings for theory and practice. © 2015 Wiley Periodicals, Inc.     

基于游戏化思维的员工培训模式研究评述

游戏化思维在组织管理相关研究和实践中受到广泛关注,在员工培训模式优化设计领域也显示出巨大的利用价值.本文基于相关文献分析基础上,对游戏、游戏化和游戏化培训的基础概念和演进历程进行了梳理,回答了为什么基于游戏化的培训模式具有价值的问题,重点讨论了基于游戏化的培训模式设计思路,最终指出游戏化培训仍存在很多问题困惑有待探索,提出该领域未来可能的理论研究和实践探索方向.     

探究市政工程变更的影响及索赔策略

近年来随着经济的不断发展,政府也加大了各种市政工程项目的投资,旨在完善我国基础设施建设。但在基础设施的建设中,因各种不可控因素(如环境因素、自然气候变化等)的出现,使原有的工程建设方案被调整,造成工程造价不必要的经济损失。因此,这就需要在实际的工程中,根据实际状况的变动做出调整,从而最大程度的降低因调整带来的索赔风险,保证工程的顺利开展,故,做出以下具体的分析,并提出改进性意见方案。     

Regulatory Reform and Bureaucratic Responsiveness to Firms: the Impact of User Fees in the FDA

This paper examines the impact of user fees on the speed of new-drug review and on the responsiveness of FDA reviewers to pharmaceutical firms. User fees are expected to alter FDA behavior and responsiveness to pharmaceutical firms because they give regulators a financial incentive to process more new-drug applications and because they convey information to regulators that may reduce type I error. The analysis examines the variation in FDA review times for new drugs approved between 1990 and 1995 as a function of differences that exist among firms and drugs. Specifically, it compares estimates of regulator responsiveness to several firm and drug characteristics before and after the introduction of user fees. The results show that user fees produced a significant change in FDA behavior. Regulators have become less responsive to the differences among firms since the introduction of user fees, which suggests that the reform has led to more equity in the new-drug review process. In addition, the FDA has expedited the review of new drugs, especially the most therapeutically novel drugs, which suggests that politicians have been fairly successful in designing a reform to realign regulatory incentives in the FDA.     

Retaining Employees Through Anti–Sexual Harassment Practices: Exploring the Mediating Role of Psychological Distress and Employee Engagement

The present study utilized sexual harassment, organizational climate, and engagement theories to articulate a process model of how perceived anti–sexual harassment practices and sexual harassment incidents relate to affective commitment and intentions to stay. The authors hypothesized that perceived anti–sexual harassment practices and sexual harassment incidents would relate to employee engagement, both directly and indirectly through psychological distress. Moreover, psychological distress and employee engagement were hypothesized to mediate the relationships of perceived anti–sexual harassment practices and sexual harassment incidents with affective commitment and intentions to stay. Study findings supported these hypotheses within two subsamples of female (N = 3,283 and 3,207) and male (N = 3,460 and 3,300) military personnel. © 2014 Wiley Periodicals, Inc.     

Exploring the Impact of Agricultural Price and Trade Policy Reform under Transition in Albania

Agricultural policy decision making in economies undergoing transition to market is in need of empirical tools for assessing the impact of alternative policy options. The econometric means available for such exercise, however, are limited for lack of data and structural breaks in economic behaviour. Synthetic, partial equilibrium, multi-market models offer a potential alternative. Such models have been used extensively, even in advanced economies, to offer valuable insights on the impact of alternative policy options. This paper shows the use of such a partial equilibrium, multi-market, synthetic-type model as a tool for agricultural policy analysis in a country in transition. The model is applied for Albania, a predominantly agricultural country that, after a period of centralism and autarky, aims to re-join the international economic system. The model, albeit its many limitations, offers some useful insights on the impact of alternative options available for agricultural price and trade policy. This revised version was published online in July 2006 with corrections to the Cover Date.