2010年：消费信心高涨，消费行为理性

年末岁首，依照惯例，各个机构、企业、学者都会热切地盘点全年的各种经济数据，同时对明年进行预测和部署。2009年年底尤其会这样——因为金融危机正处于触底反弹的关键时刻。其实从2008年年底开始，绝大部分的人都认为中国企业应该开始准备过冬。但这个观点不一定值得附和，不是因为天性乐观，而是因为所有的判断，都需要回到需求、回到市场当中。     

对于多元化，不要去争论

对于新华联集团不少人都不是很了解。新华联集团是我1990年从湖南省外经委下海以后创建的一个公司。开始3年在马来西亚的吉隆坡发展。1993年底以后回到国内投资，现在的总部在北京。我们现在已经有20000多名员工，30多个企业，其中上市公司4个。有两家控股。新华联集团由几个大板块组成，是一个多元化的企业。第一个板块是酒类营销。金六福酒是我们的一个成功案例。     

城镇崛起

自上大学开始，每次从清秀的江南，回到灰蒙蒙的山东，都有种感慨：家乡真没发展前途，一切部在重复着先前的记忆。也正是因为这个原因，我坚持留在长三角发展。时隔两年，再次回到家乡，却有了新的认识：城镇，或许会成为造富的祈主场。     

展望2004年美国经济

2003年,美国经济经历了一个从谷底逐渐走向复苏的时期,各种调查显示,第三季度美国经济的增长高达82％;企业在四季度开始减少裁员,内需消费开始增加;企业开支有所增长;特别是房屋市场兴旺不衰,这些都将推动美国经济在2000年稳步上升。     

基于生命周期的企业战略演化研究

企业的发展过程同生物体一样,也存在生命周期现象,都要经历一个由低级到高级、简单到复杂,幼稚到成熟的发展过程。研究表明,生存期企业资源比较缺乏,主要依靠能力进行竞争;成长期企业资源日渐丰富,依靠资源和能力竞争;成熟期企业的资源全面丰富,但能力的作用开始减退;衰退期企业资源开始耗竭,重新回到了依靠能力进行竞争的状态,但在这一阶段企业学习能力、创新能力和动态机制表现最差。文章通过对每一阶段特征的分析,提出企业在不同阶段实行不同的战略模式,对加强中国企业的建设有着积极的意义。     

商圈打包:中小商企圈钱有道

<正>"那时候,真是一分钱难倒英雄汉。"江西鑫达机械电子有限公司董事长张浩1998年开始创业,企业刚起步时,总是因为融资难而痛失不少商机。商务部正会同银监会等部门酝酿出台《关     

低迷时期的战略成本管理

现在,很多公司都开始大规模地削减成本。而愈是在艰难时刻,战略成本管理就显得愈加重要,因为它能在帮助企业缓解眼下危机的同时,又为企业构建独特的竞争力。     

汇率战、贸易战、货币战齐聚2011

这一轮经济危机从2007年次贷危机开始,到2011年正好是四年。与上世纪1929-1933年同样经历了四年残酷调整的“大萧条”相比,因为前赴后继的“救市”,新世纪此次危机似乎所有人都成为了“赢家”,美国救助花旗银行甚至产生了400亿美元的巨额利润,救助通用汽车也让企业重新IPO。但是,这样的局面或者是神话,     

老板职业化，是企业发展步入正轨的基本保障

<正>在企业管理的问题上,很多农机企业老板都做了很大的努力。近日,山东、河北等地的农机企业老板纷纷来信说,马上将利用冬季时间开展培训和练兵了。这当然是好事情,但是笔者一直以来想谈一个问题：当前的现代农业发展,都已经开始讲农民要职业化了。那么,对应现代企业发展,老板要不要考虑一下职业化？这是一个很严肃的问题。不要只给企业员工培训,老板职业化也需要起步,因为这是企业发展步入正轨的基本保障。     

企业的个性化生存战略

生意两个字，生是生存，意是意义，企业生存的意义就是生意。企业的最高境界不是大，而是长远。我从2000年以前就开始研究企业的长寿问题。我为什么会从保健品跳到做水，很大程度上是因为人不能不喝水，水是长线产品；我为什么会从龟鳖丸做到维生素，因为维生素是长线产品；我又为什么会从维生素做到牛肉棒，因为牛肉棒也是长线产品。养生堂奉行的是个性化持续发展战略。     

Ready for the Revolution? Why Publishing Consumer Research Is Changing

Thirty‐five years after completing my Ph.D. at the University of Maryland, publishing academic research on consumer well‐being, or any field for that matter, is on the precipitous of major changes that will make it almost unrecognizable during Gen‐Y's scholarly lifetime. There are many possible causes, from technological advancements in publishing to transdisciplinary ways of fostering research. Regardless, how we think, write, read, and review scholarship is undergoing massive reform. We ignore them at our own peril and must reconsider important aspects of our lives as educators, researchers, and citizens.     

Measuring Satisfaction with Services when the Customer Is Not the Consumer

Typically, nonprofit and public institutions offer their customers services as opposed to manufactured, marketed, tangible products. Marketers in the not-for-profit and public sectors must be aware of the ways in which traditional, product-bound marketing tools must be changed to accommodate the unique nature of services. This paper considers how measures of customer satisfaction are inadequate to capture satisfaction with services especially in the situation typical to nonprofits where the customer (purchaser) of the service, is a different person from the consumer (user) of the service. This customer-consumer differentiation is necessary because it appears that in the case of high involvement services in which the customer is not the consumer, inflated satisfaction ratings occur when conventional measures are applied. It is argued that these ratings may be caused by a desire to avoid dissonance or by a faulty attribution process, but whatever their cause, new measures of satisfaction need to be developed to accommodate the special nature of these services.     

Consumer response to retailer use of cause-related marketing: Is more fit better?

Although marketers increasingly rely upon cause-related marketing strategies to increase sales, controversy exists regarding whether a retailer should partner with causes offering high or low fit levels with its core business practices. The present investigation extends prior research by examining how retailer–cause fit affects consumer evaluations of retailers’ cause-related marketing strategies. The results indicate that the effects of retailer–cause fit are moderated by consumer perceptions of the retailer's motive for engaging in cause-related marketing (Study 1), by the affinity that consumers hold for the social cause component of the campaign (Study 2), as well as by the interactive effects associated with the two moderators (Study 3).     

消费者对企业家形象的评价哪种情况更差:“无能”还是“无德”?

本文旨在探究不同形象特质企业家在遭遇能力型和道德型负面曝光事件时,消费者对其形象的评价是否有差异。研究结果发现:当企业家形象特质是专业型时,企业家遭遇能力型负面曝光事件和道德型负面曝光事件,消费者对其形象的评价没有显著差异;当企业家的形象特质是可靠型和吸引力型时,相对于遭遇能力型负面曝光事件,企业家遭遇道德型负面曝光事件时消费者对其形象的评价更差。     

消费信用与消费者破产研究

消费信用与消费者破产之间存在密切的联系。进入消费者破产程序的消费者必然有无法偿还的债务,而消费者只有接受了消费信用,才可能成为债务人,因此,消费信用是消费者破产的根本原因。消费信用越容易获得,消费者过度负债的可能性就越高,相应地,消费者对宽松的消费者破产制度的需求就越强烈。从消费市场的繁荣程度和消费者破产数量的关系来看,二者是成正比关系的。消费者破产制度作为消费信用的回收制度将影响消费信用的供给与需求,促进信用体系的建设。消费信用在我国进入快速发展时代,从控制社会危机的角度来看,消费者破产制度的建立已经迫在眉睫。     

Consumer Acumen: Augmenting Consumer Literacy

Appreciating that some consumer scholars are expressing frustration with the limitations of consumer literacy, this article offers the additional construct of consumer acumen (i.e., an astute, penetrating mind and intellect). After discussing consumer confidence in a global recession and emergent post‐recession consumer segments (reflecting the recession's psychological toll), consumer acumen, modeled after the emergent literature on business acumen, is defined, including six proposed dimensions. Consumer acumen augments consumer literacy with keen, penetrating consumer intelligence that informs quick perception and discernment of changing economic contexts. Consumer acumen is a foundational competency for the future, enabling people to better function in the post‐recession economy.     

It Is Time to Change How We Think about Electricity: Getting the Consumer Involved

The electricity supply industry operated for over a hundred years under a regulatory framework that viewed our economic welfare as directly linked to our increasing consumption of electricity. The public utility under its obligation to serve customers designed a system to meet the growing consumption needs of the public. Today both our attitude toward energy and our technological capabilities allow the consumer to play their proper role as informed customers. The consumer can now deploy conservation technologies, and state regulators have begun to modify the form of regulation employed policies that enable conservation and energy efficiency choices on the consumers' part. This article examines the history of this transformation in the consumers' role within the electric system and the implications this has for the evolution in regulatory policy that is now harnessing the power of consumer involvement and breaking the link between profits and sales.     

Consumer Knowledge and Understanding of Consumer Credit

Much has recently been written about the desirability of restrictive usury laws. While low maximum rates may prevent excessive charges to some, they also limit the ability of high-risk persons to borrow. Therefore, if consumers have a sufficient understanding of the credit market to realize what they are paying for and how much they are paying when they borrow, a case can be made against low maximum finance rates. This article reports on a nationwide study designed to measure consumer knowledge and understanding of consumer credit. The results are that while consumers can generally rank lenders correctly in terms of cost, there are serious gaps in their knowledge of the credit market. Education and income are the key determinants of knowledge and understanding of consumer credit.     

Consumer Perceptions of the Consumer Credit Process

This research contrasts the perceptions of consumers with those of loan officers faced with similar credit application situations. Fundamental misperceptions of the credit granting process are encountered. Consumers clearly misperceive the credit standards of both banks and finance companies. Given large interest rate differentials between loan sources and the narrow shopping scope of most consumers for consumer credit, equitable allocation of credit dollars demands greater appreciation of the nature of the credit evaluation process by lender and borrower.     

What Is the Right Delivery Option for You? Consumer Preferences for Delivery Attributes in Online Retailing

Nowadays, online retailers are offering a variety of delivery options consisting of varying combinations of delivery attributes. This study investigates how consumers value these delivery attributes (e.g., delivery speed, time slot, daytime/evening delivery, delivery date, and delivery fee) when selecting a delivery option for their online purchases. Mental accounting theory is used to frame the research and to suggest how mental accounts for money, time, and convenience influence consumer preferences for online delivery options. Specifically, the results of a conjoint analysis show that the most important attribute in shaping consumer preferences is the delivery fee, followed by nonprice delivery attributes. For individual attributes, significant differences are found in consumer preferences between gender and income groups. Cluster analysis reveals three consumer segments that show distinct preference structures: We identify a “price‐oriented,” a “time‐ and convenience‐oriented,” and a “value‐for‐money‐oriented” consumer segment. This study has practical implications for online retailers when implementing suitable delivery strategies and designing effective delivery options to maximize consumer satisfaction.