消费者的服装流行感知与营销策略研究

本文通过大量的消费者调研数据,从消费者的视角探查服装的流行属性,研究消费者基于其个人特征和其他外部影响因素,感知服装的流行并形成态度的过程,并最终为营销者增进对消费者的认知,改进营销策略服务。     

Focus Groups and the Development of New Products by Technologically Driven Companies: Some Guidelines

Manufacturers of consumer goods frequently have used focus group discussions to learn about consumers' reactions to both new and existing products. Typically, results of these discussions have led to the exploration of new concepts and the identification of new opportunities. Edward McQuarrie and Shelby McIntyre have developed a series of practical guidelines to help industrial and technological companies use focus groups during the process of concept development and refinement. The group's discussion provides insight into how the product may be received by buyers in the marketplace.     

The Role of Market Research in the Development of New Consumer Products

Managers today face the twin challenges of producing better results, faster than ever before. Robert Davis presents a number of lessons on how market research can enhance a typical new product development and decision plan. His central theme is the disciplined use of very focused market research to make better and faster decisions about a new product throughout its development. These lessons are based on his thirty years of experience in market research, mostly in the new products work conducted at Procter & Gamble.     

Information in Launch Messages: Stimulating the Adoption of New High‐Tech Consumer Products

This research investigates how the adoption of new high‐tech consumer products can be stimulated by communicating product‐related information in launch messages. In an initial pilot study, the authors find that for making an adoption decision, consumers require different types of product‐related information, i.e., technical information, financial information, and personal/social information. In three experiments, the authors then examine how adoption intention and behavior is affected by communicating these information types. The first experiment shows that communicating personal/social information results in the highest adoption intention. This effect is moderated by the way in which the information is represented in the message. Adoption intention is highest when personal/social information is communicated in an abstract manner, while financial and technical information are most effective when communicated in a concrete manner. The second experiment shows that the effects hold for actual adoption behavior. In addition, visual imagination is found to mediate these effects. In the last experiment, visual imagination is directly manipulated by thematic priming and has a direct effect on adoption behavior. The results emphasize that activating the imagination in a product‐relevant situation stimulates adoption behavior.     

基于品牌社群的消费价值研究

理解基于品牌社群的消费价值是品牌社群营销成功的关键。本文首先结合价值性质和价值方向两个角度构造了一个四维消费价值矩阵模型的假设，之后开发一个量表，并先后利用EFA和CFA对该假设进行规范的实证分析，得出财务价值、形象价值、服务价值、社交价值等四大因子。文章最后阐述了四种价值的含义及营销应用，并指出了研究局限性与未来方向。     

The Impact of Fit Measures on the Consumer Evaluation of New Co‐Branded Products*

A popular strategy currently employed for new product introductions is co‐branding. Such a strategy allows a brand to innovate with the support of a partner brand. The present study investigates how consumers perceive a new product with two brands. Previous research focused on the logic of a brand combination by investigating the impact of the fit between both existing product categories (i.e., product‐product fit) and the fit between both brand images (i.e., brand‐brand fit) on the evaluation of a new co‐branded product. However, no study has yet focused on the relationships between both brands and their existing product categories, and the specific new product that has been developed. The present paper aims to improve the understanding of the potential benefits of co‐branding by taking the role of the new product into account. The empirical study discussed in this paper replicates and extends the model of Simonin and Ruth (1998) by adding two new measures to their model. These measures are related to the fit of both existing product categories with the new product (i.e., new‐product‐product fit) and the fit of both brand images with the new product (i.e., new‐product‐brand fit). The results from this empirical study with 210 consumers in The Netherlands show that product‐product fit, brand‐brand fit, and new‐product‐brand fit have a significant positive impact on the evaluation of a new co‐branded product. New‐product‐product fit was not significantly related to consumer evaluations. In addition, the results show that consumers prefer a new co‐branded product that can be clearly associated with one of the brands in the partnership so that it can be categorized unambiguously. This paper discusses these findings and provides implications for research and managerial practice in the important and growing field of brand‐driven innovation.     

中国医药产品面临的技术性贸易壁垒及应对策略研究

我国医药产品的出口长期未能摆脱以附加价值低的原料药为主、中药产品国际市场份额小、成药产品无法出口的格局,其主要原因是由于发达国家在药品进口上设置的多重技术性贸易壁垒成为我国医药产品无法逾越的篱墙.本文分析了我国医药产品面临的各种技术性贸易壁垒,并结合我国医药产业存在的问题就跨越壁垒的对策进行了探讨.     

陕西省高校大学生服装消费行为研究

本研究对陕西省8所高校中的512名大学生进行随机问卷调查,主要将男、女大学生的服装消费行为进行比较,从消费实力、实际服装消费金额、服装类型选择等6个方面,分析在陕男、女大学生的服装消费行为的共性和区别。     

消费者在线评论可信度的影响因素研究

将传播学领域考察媒体可信度的霍夫兰德传播说服模型引入在线评论可信度研究,从信源、信息内容、接收者三个角度,在对现有研究梳理和总结的基础上,结合消费者在线评论的特点加入社会影响因素,提出了在线评论可信度影响因素模型,并以第三方评论网站为例,通过实证研究的方式,系统考察了消费者在线评论的可信度影响因素。同时讨论了该研究的局限性、对于管理实践的启示及未来研究方向。     

我国聚乙烯产品周期性研究

文章对我国聚乙烯产品的供需状况、生命周期、生产的景气周期、消费的季节性变化等方面进行了综合分析。认为目前我国聚乙烯行业基本符合产品生命周期中成长期的基本特征，并正在向成熟期过度，聚乙烯正处于新一轮景气周期中的景气阶段，预计将在2006—2007年左右进入新一轮调整下降阶段。     

包装防伪技术:保护消费者利益的"防火墙"

随着市场上商品种类的不断增加，包装防伪技术异军突起，成为防伪领域中的一道“防火墙”：它的诱人之处不仅在于防伪技术本身，更重要的是，将包装与防伪有机结合，营造了一种个性化包装的新理念。 对于货架上琳琅满目的商品，商家为了保护其产品信誉，投入了大量人力、物力进行防伪，而且大部分实施于包装中：从名烟、名酒，到牙膏、香皂，其采用的防伪技术种类之多、难度之大让人瞠目：防伪的付出是需要回报的，商品生产企业在包装防伪上的技术投入和资金投入效果究竟如何，能否物有所值？且又该如何将防伪与商品包装融为一体，不妨听听业内人士的看法？[编者按]     

中国钢材产品集中度研究

首先对我国钢铁产业集中度现状进行了研究,然后提出了“钢材产品集中度”的指标,并进行了计算,分析了其特点、现状及变化趋势,揭示了影响其变化的深层次原因。指出钢铁企业在战略制定和组织结构设计上,应将产品线的建设和调整作为重点。在产品集中度的合理化上,要根据企业自身状况,实现因时、因地制宜,同时注重实施差异化战略。     

Focus on Europe: Defining telecommunication or bounding the ethereal

To Europeans the sight of a quasi-legal body, the US Federal Communications Commission, holding hearings to define the boundary between computing and telecommunication may easily seem absurd. However that distinction, and the distinction between those services and broadcasting, is crucial in both Europe and North America. Previous practical distinctions have been based on technology and so inevitably become obsolete. The US process for achieving a distinction may appear cumbersome, but it does outline the problem and the importance of the underlying issues. Europeans cannot be complacent about the need for such a definition or smug about the superiority of a regulatory process that appears to avoid that need.     

论服装产品的绿色设计及其发展趋势

近年来,人们对服装的要求由传统的实用性、美观性、耐用性,趋向于更受重视的环保性、安全性、健康性,在穿着上更趋向表现舒适、简约、自然的风格。而将绿色设计运用到服装中将主导新潮流。将绿色设计进行到底是当代设计师的责任。     

关于铁矿产品合理价位的研究与建议

铁矿石是钢铁工业的重要原料,其价格一方面伴随钢铁产品价格升降同时起伏,另一方面其供求状况又对钢铁产品价格的变化起着重要的制约作用。所以,研究铁矿产品合理价位,保持市场供应相对稳定,不仅对保持矿山企业可持续发展具有重要作用,同时,也是稳定钢铁工业原料供应,维护钢铁产品合理价位和市场稳定的基础,值得认真研究。因此,冶金价格协会、冶金矿山价格研究会、《冶金财会》编辑部组织专家、学者和矿山实际工作者组成联合调研组,对这个问题进行了专题研究,现将研究结果报告如下。一、建国以来我国铁矿产品价格变动的基本情况建国50多年来…     

Radical Design and Technology Epiphanies: A New Focus for Research on Design Management

The past decade has ushered in a growth of interest on design, both among scholars and practitioners. The consequence has been the development of a wealth of new theories on design, innovation, and design management. After a decade of studies, we have developed significant understanding about how firms may better analyze customer needs through user‐centered design, how they can generate better ideas through brainstorming methods and multidisciplinary teams, how consumers value the form of products. Yet, as often happens in research, many studies have focused on the most visible and measurable forms of design (those connected to the clear processes and methods of user‐centered design). The consequence is that, apart from a few exceptions, the focus of theory development has been on incremental innovation enabled by design: better user interface, improvements, differentiation, nice ideas and features that get rapidly imitated and obsolete. Scholars have often neglected some of the most intriguing forms of design, i.e., when design brings a radical perspective, when it contributes to the redefinition of an industry, and the creation of a new paradigm. In this short note I hope to set the stage for this new frontier of research in design management. In particular I propose two fields of investigation: the role of design to radically innovate the meaning of products and services, and the interaction of radical design with radical technologies, which I call technology epiphanies, i.e., the identification of the most powerful meaning enabled by a breakthrough technology.     

议油品终端销售市场的开拓

分析了目前石化集团公司油品终端销售市场的优势与不足。建议建立并形成石化集团公司油口销售网络,建立成品油配送中心和市场研究中心,建立多种形式的终端销售网点,从而拓展沿品终端终端销售市场。     

The Effect of Consumer Switching Costs on Prices: A Theory and its Application to the Bank Deposit Market

As demonstrated by Klemperer (1987), if households face a cost of switching among brands of a differentiated good, pricing is likely to be more competitive, the greater is the fraction of customers that move into or around the market. I generalize this theory to a world with arbitrary market structure and test it empirically using panel data on bank retail deposit interest rates. I find that the amount of household migration in a market has a significant competitive influence on price markups, that is, a positive effect on the level of deposit interest rates. Consistent with the model, the magnitude of this effect depends in some cases upon the degree of market concentration.     

农产品质量安全问题中的信息不对称及其对策研究

市场失灵是农产品质量安全问题产生的重要原因之一,而信息不对称是造成市场失灵的重要因素。文章分析了农产品质量安全问题中的信息不对称,并从建立合理的价格依存机制、政府规制等几个方面对此问题的解决作了探讨。