基于专业建设的市场营销工学结合机制研究

文章在阐述工学结合培养模式的基础上,反思以往工学结合存在的问题,对市场营销专业开展工学结合的工作机制进行了研究,提出工学结合工作必须满足专业人才培养的需要、必须坚持阶段性和系统性原则、坚持组织实施的可行性原则。同时将高职3年培养期分成营销意识培养、基本营销能力培养和综合营销能力培养三个阶段,根据教学进程的安排,对三个阶段的工学结合活动进行了有针对性地设计,并提出了具体的组织和管理措施。     

中国行业报营销策略研究

文中立足中国行业报现状,存在的问题及原因,提出中国行业报营销策略的研究.通过中国行业报理论的四要素阐述.根据现代市场营销理论的研究成果.把商品和服务整体地销售给消费者的一系列经营管理活动,展现了行业报面临的形势和挑战.文中针对行业报面临的形势、挑战和现状,提出了行业报的发展趋势及主要对策.     

关键事件研究法在营销研究中的应用

关键事件研究技术,是系统地确定在特定的情况下个体或组织成功或失败行为的一系列程序,其步骤包括事件讲述-内容研究-导因归结。文章对关键事件在营销研究的应用进行深入探讨,提出关键事件研究实施的框架模型,强调主观思维与客观思维相结合,对关键事件进行合理的分类,把管理对象的深入细化,明确管理对象之间的互相作用,目的使关键事件研究法在营销研究应用中更科学更便利。     

网络营销中的实战策略和技巧

随着网络技术的应用,电子商务得以快速的发展,从而改变了人们的生活、工作和学习、合作和交流的环境。网络营销作为一种营销活动形式,在企业的营销战略中的作用逐渐明显。本文通过阐述网络营销的特点,分析网络营销沟通的技巧,同时提出相应的政策建议,进而为实施网络营销提供参考依据。     

Social Marketing as Transformational Marketing in Public Services

Abstract

This article presents a case study of a social marketing intervention, developed as an innovative action research project for a Fire Service, to tackle the public service challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. The case demonstrates the effectiveness of a social marketing approach to tackling an anti-social behaviour that had become a local social norm which conventional education-based campaigns had failed to change. The case also explores unexpected impacts that applying a social marketing approach had on the sponsoring Fire Service, acting to transform certain aspects of its operations and culture.     

企业市场营销理念辨析

营销理念是企业营销活动的指导思想,是有效实现市场营销功能的基本条件。营销观念贯穿于营销活动的全过程,并制约着企业的营销目标和原则,是实现营销目标的基本策略和手段。市场营销理念正确与否,直接关系到企业营销活动的质量及其成效。本文对现代企业的营销理念的一些基本问题进行辨析,尤其是将其与企业文化结合的研究,对企业营销实践具有指导意义。     

大规模定制的经济学分析与企业组织变革

大规模定制作为一种新型生产模式,已引起广泛重视.但目前研究大多集中在管理学领域,鲜有经济学方面的分析研究.而传统的企业组织对大规模营销的实现具有阻碍作用,因此需要进行组织变革.本文对大规模定制进行了经济学分析,并对企业组织变革作了探讨.     

企业文化与企业营销活动探析

在知识经济时代,文化管理是管理理论的最新成果,是现代企业管理的主要方式,是管理理论的升华。文章主要探讨企业文化对企业市场营销活动的促进作用,并提出企业文化在企业市场营销活动中的应用途径。     

The Challenges of March and Simon’s Organizations: Introduction to the Special Issue

March and Simon pushed the study of organizations into the mainstream of academic writing about business. We outline central ideas discussed by the book and its pioneering role in studying cognitive processes underlying boundedly rational human beings. Through their representational approach, March and Simon defined and explicated key mechanisms of individual and organizational decision‐making. Organizations provided an empirically‐based understanding of human behavior and coordination, and set up core scientific criteria for creating the cumulative body of management and organization research. We summarize the papers presented in this special issue and point out contributions by Organizations that have been understated, forgotten or ignored in management studies.     

国际市场营销下的国际物流管理

有效国际物流是企业实现国际市场营销战略的关键,加强国际物流管理,可以降低物流成本和提高企业在国际市场上的竞争力。运输、储存、存货是国际物流的三大重要活动,对这些活动进行管理可以获得事半功倍的效果。从国际市场营销的视角,对国际运输、国际仓储和国际存货等主要的国际物流管理内容进行探讨,以期为企业在国际市场上进行有效的国际物流管理提供理论参考。     

企业市场营销管理的创新路径

随着我国当前社会主义市场经济的飞速发展,企业所面临的市场竞争也越来越激烈,企业如何在激烈的市场竞争中占有一席之地并不断扩大市场份额已成为当前亟待解决的重要问题。其中,加强市场营销管理的创新就成为一个值得关注的重要因素。基于这一现状,文章就我国企业当前营销管理的创新问题进行深入分析与论述,并针对我国企业的市场营销现状提出了一系列的对策措施。     

The role and application of social marketing in managing water consumption: a case study

• Water shortages are an increasingly significant social and economic issue in many countries. Increasing the supply of water is one solution (e.g. desalination plants, new dams), but such measures are expensive. Using price to manage household water demand may be viewed as socially unequitable and politically contentious. Social marketing campaigns, where voluntary behaviour change is the goal, provide the potential to foster sustainable consumption of an increasingly scarce yet essential resource. This paper details a case study of successful water demand management in a drought affected region of South‐Eastern Australia. In this region, water consumption was reduced to more sustainable levels through a targeted and successful social marketing campaign. This case is of significant relevance to the field of Social Marketing where there are increasing calls for research into environmental issues in general and water consumption in particular (Kotler, 2011). The extant research literature and this case study are integrated to form several propositions about household water consumption behaviour. Consequently, this paper contributes to the literature by providing a conceptualisation of how residents respond to water conservation related social marketing campaigns. Key issues include the potential for reciprocal behaviour by consumers when a water authority is perceived to manage the water problem effectively, and linking behaviour change through structural approaches (e.g. subsidies and restrictions) and voluntarist approaches (e.g. attitudinal change).

Copyright © 2013 John Wiley & Sons, Ltd.     

Higher education: marketing in a quasi‐commercial service industry

The UK Government is promoting widening participation and asking universities to develop their student intake of 18–30 year‐olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government‐funded core activities. Further marketing is now seen in quasi‐commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications     

信息赋能与市场营销

本文通过信息对电子商务、市场和市场交换产生的影响,探讨了以互联网为技术工具,以信息为要素开展的市场营销活动。通过信息赋能,改变了市场营销中的供需双方的行为和关系,塑造了新的营销形态——网络营销。     

Environmental issue management: towards a multi‐level theory of environmental management competence

The continuity and profitability of business firms are under constant threat from environmental issues – forthcoming developments in the environmental domain or involving environmental stakeholders that are likely to have an important impact on the ability of the enterprise to meet its objectives. Managers must forge responses to such issues, but must they respond in an ad hoc fashion to every issue or can they develop more coherent environmental management competences? Empirical evidence was collected from a case study of the environmental issue management practices of Unilever, one of the largest food and personal care companies in the world. This company's approach to dealing with the issue of genetically modified ingredients reveals that issue managers face a complex level‐of‐analysis problem when confronting environmental issues: how to translate individual‐level knowledge into organization‐level outcomes? The theory developed here suggests that once firms learn how to span this chasm, they are able not only to address discrete environmental issues, but also to build competitive environmental advantages through the development of integrative organizational competences. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.     

Global Standardization of Organizational Forms and Management Practices? What New Institutionalism and the Business‐Systems Approach Can Learn from Each Other*

abstract The debate as to the effects of globalization on organizational forms and management practices is well known. Our paper focuses on two institutionalist traditions in organization theory which make a significant contribution to this discussion: new institutionalism and the business‐systems approach. Both emphasize the adaptation of organizations to their institutional environments but come to very different conclusions as to the global standardization of organizational forms and management practices. Our paper aims to move them beyond the convergence‐divergence dichotomy to account for signs of both global standardization and continued persistence of national differences. We do so by systematically comparing the two traditions, suggesting how they can be cross‐fertilized and developing an agenda for future empirical research. We also highlight that they cannot learn from each other on the issue of agency and point to structuration theory as a way in which they can integrate agency into their accounts of the global standardization debate.     

DESIGNING SIMULATORS FOR STRATEGIC MANAGERS

The activity of strategic management is important because it is the activity through which the structure of an organization is developed and adapted in relation to its environment. The activities within an organization are systematized within structures because they enable the organization to ensure the effectiveness of those activities, and there already exist teaching methods appropriate for training managers in the operation of such structures. Few teaching methods exist however for teaching managers about structure itself. This paper initially discusses what structure is, and then goes on to describe an approach to the support of managers' learning about structure: how structure can be related to the activities of managers, and how managers can explore the implications of adopting alternative structures within their organization. The paper puts forward symbols for describing structure. It is then shown how the symbols can be combined by a manager to describe a particular organizational context in the form of a simulator, and how the resulting design can be transformed into the form of a computer program. This enables the resulting simulator to be used by the manager to explore the implications of adopting particular structural choices as he has defined them within the organization. Finally, the nature of the teacher's role is considered when supporting the learning of managers using this approach.     

煤炭企业市场营销策略探析

煤炭企业的市场营销战略定位,必须综合考虑我国的宏观社会经济发展现状、行业环境和企业内部环境等多种因素来深入分析目标市场的变化特点,进而定位选择营销战略。文章深入剖析了煤炭企业营销现状,提出应该从加强人员管理、提高营销管理水平方面寻求突破和创新,为企业的营销战略规划指明方向。     

Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance

A recent trend in nonprofit organisations is an emphasis on business management and concepts. This paper examines the application of the marketing concept to nonprofit arts organisations through an analysis of the relationship between market orientation and organisational performance. Data were collected from arts organisations in two large Canadian cities, and a structural equations model was developed to test the impact of marketing activities and culture on three performance variables (customer satisfaction, peer reputation and resource attraction). The analysis shows that the model fits the data well and that six hypotheses pertaining to the relationship between market orientation and organisational performance were supported. The study concludes that those organisations that implemented more market‐driven activities into their marketing plans were more likely to develop a market‐oriented internal culture. A market‐oriented culture not only predicted a growth in resources and higher levels of customer satisfaction, but also a growth in reputation among peers. Copyright © 2002 Henry Stewart Publications     

广州恒大体育营销的价值分析

市场营销在企业经营活动中占的地位越来越高,而简单的广告营销已经不能适应市场的发展需要,巨额的广告费用支出成本已经成为企业的心头之痛,但伴随的效益回报却是每况日下。企业急需提升目前初级的市场营销手段,降低营销成本,扩大营销收益。体育营销就是目前得到迅速发展的一种新兴营销手段,它不仅是简单的广告宣传,而是更深入的合作发展,甚至是直接经营获益,不仅是经济收益还有社会收益。