旅游业的整合营销

旅游业的竞争日益激烈 ,在新的竞争环境中 ,我国的旅游业要想获得长远发展 ,就应该充分利用自身资源 ,运用先进的营销理念———整合营销 ,做到资源的合理利用 ,从而提高旅游业的整体营销水平 ,实行可持续发展。     

MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH STRATEGIC DECOUPLING: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past

Firms increasingly leverage cultural sources of authenticity in their communication strategies to derive competitive advantage and brand value. The management of authenticity presents problems for brand managers. This paper draws on institutional theory by examining how firms deliberately decouple projected images from internal operations to create powerful brand images. The authors explore the strategies of 26 prestige wineries across 5 countries, and find that brand managers deliberately decouple outward images from internal practices, walking a fine line between remaining "true" to important values and real commercial considerations. The findings challenge whether integrated marketing communication (IMC) always requires tight integration with internal operations (the "one voice, one look" view of IMC). Our findings have particular relevance for niche marketers.     

THE LAST MILE CHALLENGE: EVALUATING THE EFFECTS OF CUSTOMER DENSITY AND DELIVERY WINDOW PATTERNS

Consumer direct delivery of packages ordered over the Internet has grown at well over 25 % per year over the past 10 years and now accounts for over $100 billion in sales in the U.S. alone. Retailers have rushed to capitalize on what has commonly been labeled multi‐channel retailing, while logisticians have faced a challenge in devising efficient methods of delivering billions of packages to customer homes. Inefficient deliveries in this “last mile” of the supply chain have led to numerous business collapses as well as a substantial increase in delivery costs. We present a study which examines the effect of two factors (customer density and delivery window length) on the overall efficiency of the delivery route. Data are collected based on empirically derived settings from interviews with several practicing managers. Results provide insight for logistics and marketing managers who must balance customer desires for convenience with business desires for efficiency. The data show that offering a 3 hour delivery window is 30–45% more expensive than offering unattended (9 hour delivery window) delivery. The results provide a tool for managers to address the tradeoffs between various settings for the independent variables (customer density and delivery window length) and the overall route efficiency.     

整合营销传播(IMC)：概念及实践特征探析

整合营销传播是适应信息多元化与品牌中心时代的新型沟通体系。"整合营销传播"概念框架中的"整合"有质、量两方面不同的内涵,在整合目标上有品牌战术传播和组织整体战略传播两个高低不同的层次,整合营销传播实践的运行特征包括"接触管理"、"协同效应"、"双向沟通"等三项指标。     

A MODEL OF THE MATURITY PROFILE OF THE BALANCE SHEET (1)

In this paper, the expected return-variance of return hypothesis of investment behavior is applied to the problem ot the wealth-holder's choice of the maturity distributions of his assets and liabilities. It is assumed that the only asset forms available to the wealth-holder are bonds homogeneous in all respects except: the dates on which they promise with certainty to pay their face values plus interest in a single lump sum. Bonds are assumed to be available from a continuous spectrm of maturities in infinitely divisible denominations. The wealth-holder is assuined, in addition, to make risky forecasts of the future level of interest rates. Under these assumptions, the wealth-holder's networth is a random variable with given mean and variance. Expected net-worth and its variance are shown to be functions of a set of moments describing the distributions by maturity date of the wealth-holder assets and liabilities, i. e., the wealth-holder views the maturity distributions of his assets and liabilities as statistical frequency functions capable of being described by a set of statistical moments. These moments are then treated as the wealth-holder's decision variables to be adjusted to maximize a utility function over expected net-worth and its variance. Optima 1 values of these moments then describe the optimal maturity profile of the wealth-holder's balance sheet.     

Integrating psychological approaches to entrepreneurship: the Entrepreneurial Personality System (EPS)

Understanding the psychological nature and development of the individual entrepreneur is at the core of contemporary entrepreneurship research. Since the individual functions as a totality of his or her single characteristics (involving the interplay of biological, psychosocial, and context-related levels), a person-oriented approach focusing on intraindividual dynamics seems to be particularly fruitful to infer realistic implications for practice such as entrepreneurship education and promotion. Applying a person-oriented perspective, this paper integrates existing psychological approaches to entrepreneurship and presents a new, person-oriented model of entrepreneurship, the Entrepreneurial Personality System (EPS). In the empirical part, this model guided us to bridge two separate research streams dealing with entrepreneurial personality: research on broad traits like the Big Five and research on specific traits like risk-taking, self-efficacy, and internal locus of control. We examine a gravity effect of broad traits, as assumed in the EPS framework, by analyzing large personality data sets from three countries. The results reveal a consistent gravity effect of an intraindividual entrepreneurial Big Five profile on the more malleable psychological factors. Implications for entrepreneurship research and practice are discussed.     

墨西哥斑皮蠹生物学特性研究初报

[目的] 研究墨西哥斑皮蠹习性,为对其进行风险评估提供依据.[方法] 在养虫室用玉米饲喂墨西哥斑皮蠹,并观察记录其生活习性和虫态历期.[结果] 该虫具有飞翔能力,成虫寿命11～56天,雌虫比雄虫寿命长;雌雄比为63～8∶3,具有独特的 "靠接" 式交配,每雌虫产卵17～36粒,孵化率为94.4 %;幼虫孵化时间为4～6天;在广西防城港1年可发生3代,世代重叠.[结论] 该虫可以在我国南部地区定殖.     

GICA检测高致病性禽流感抗体方法的建立

[目的] 建立可快速、简便地检测微量禽流感的抗体的方法.[方法] 利用灭活的高致病性禽流感病毒H5N1建立禽流感病毒浓缩纯化样品体系,获得大量纯度较高的禽流感病毒(1512).将2.80mg/mL纯化病毒与一定大小的胶体金颗粒偶联,吸附在玻璃纤维上,制作的高致病性禽流感病毒抗体胶体金检测试纸条,用于高致病性禽流感定量(合格)检测.[结果] 显色反应良好,条带稳定,检测获得成功.[结论] 其反应特异性、敏感性、重复性良好,具备微量、快速、简便的特点,适合于进出境现场检疫和疫情普查.     

Political risks as firm‐specific (dis)advantages: Evidence on transnational oil firms in Nigeria

The international business literature has recognized that political risk can be firm‐specific, but it has so far focused almost exclusively on the national business environment rather than the firm itself. Scholars have still largely confined firms to the role of relatively passive bystanders who, at best, can forecast political risks with some precision or guard against risk (e.g., through insurance). The basic premise of this article, however, is that transnational corporations (TNCs) can be active actors capable of acquiring and upgrading firm‐specific resources and capabilities for coping with or even benefiting from political risk. The research is based on the case of the Nigerian oil industry. The research provides evidence to suggest that the same political events can have varying effects on different transnational firms depending on their strategic resources and capabilities, and can benefit specific firms under certain circumstances. © 2003 Wiley Periodicals, Inc.     

内部评级法(IRB)评述及我国商业银行信用评级方法的改进建议

巴塞尔委员会"新资本协议"对银行信用风险的衡量和计算进行了重大修改,内部评级法成为其中的核心.在重新认识风险和违约等基本概念的同时,我们将重点了解内部评级法的思想,对新的评级模式提出新的理念.在我国,目前仍然存在着信用评级的缺陷,为此,本文提出一些基础改进意见和建议,特别强调要让银行认识到数学化、模型化在风险管理中的重要地位,让经过分析加工过的数字说话逐渐成为银行业务开拓、项目评审、授信审批等业务的基本准则而进入一线信贷人员和各级管理人员的头脑.     

税收优惠政策的实施现状和未来趋势(二)

<正> 二、有关税收优惠政策的问题 社会福利问题 投资所带来的积极的外部效应,或者说是溢出效应,如新知识、新技术的广为传播,劳动力技能的提升或研究与开发上的投资,都可以证明优惠政策的给予是合理有效的。在这些情况下,投资者并没有获得投资所能带给经济的整个价值。例如,投资者培训了工人或传播了管理或营销技能,然而这样做给社会的益处是远远大于投资者自己所能得到的益处。接受过培训的雇员也许会离开这个项目到这个国家的其他地方去工作。因此,如果没有正确的社会衡量标准,这样的行为会在低于乐观水平的层次上运行。一些专家认为,仅从这个原因来看,就应该对     

税收优惠政策的实施现状和未来趋势(五)

<正> 五、投资者本国的具体措施和税收条约避免重复课税 为了评价国际直接投资的税收待遇,我们有必要考察一下投资者本国是如何对接受投资的东道国内产生的收入课税的。在一些以居住原则来决定如何对投资者征税的国家,所采用的税收优惠政策,如免税期,减少甚至取消了投资者在东道国获得的税额抵免,并且使本国的财政收入一点一点增加。对