A simplified method of constrained parameter estimation in conjoint analysis

Part-worths estimated via regression are replaced by constrained part-worths that are as close to the original part-worths as possible subject to any a priori constraints on the ordering of preferences for the levels of each attribute.This approach produces significant improvements in validations on holdout samples when employed with either ACA or full-profile conjoint analysis. The improvements in full-profile validations are similar to those obtained when constraints are imposed with LINMAP. A smaller gain is achieved with ACA.     

我国食品加工业区域比较研究

伴随着我国食品加工业快速发展,各地区食品加工业的发展水平也呈现出显著的分化。运用因子分析方法对我国食品加工业在空间上进行分析的结果表明,不同区域之间具有严重的不平衡特征。通过分析比较各区域食品加工业发展的特点,可以为区域制定食品加工业发展战略提供参考依据。     

国内市场营销研究进展分析--基于人大复印资料《市场营销（理论版）》（2008-2013）的数据统计

近年来,消费者行为、品牌、营销一般管理、服务营销和产品成为营销学者最关注的五个领域,法律、政治和经济热点话题、关系营销受关注度有所下降,营销渠道、网络营销受关注度明显上升。营销论文主要刊发在管理学和经济学期刊,实证型论文最多,并呈增长趋势;描述型论文、定性经验型论文和规范型论文较少,并呈逐步减少趋势;概念型论文呈现先降后升的特点;文献型论文的数量相对稳定。论文资助基金主要来自国家自然科学基金、省级基金和教育部人文社会科学基金。获取数据的主要方法是调查研究法和实验法。参考理论主要涉及认知科学、社会和行为科学、经济学和管理学等。作者所属单位呈现集中化特点,合作论文多于独立作者论文,校外合作多于校内合作,国内营销问题和期刊开始吸引少数海外及港、澳、台学者的关注。     

我国饲料业营销环境分析与评价

随着饲料业主导技术的日趋成熟及市场化发育程度的提高,饲料业己步入从成长期向成熟期过渡的转型期。饲料行业面临着同质化竞争,要使企业在竞争中处于有利的地位,必须对饲料行业中的供应商、养殖户、行业内竞争对手、潜在进入者进行分析,从而得出整个行业的发展趋势。     

我国快餐行业市场行为与市场绩效的实证研究

随着我国经济的增长,中国快餐业发展迅猛。分析我国快餐企业产品差异化行为,连锁经营行为以及整个快餐行业的市场绩效;并在此基础上运用多元统计的方法对我国快餐业市场行为对市场绩效的实现程度进行实证分析,使我国快餐企业市场行为合理化,积极发展中式快餐业。     

Purchase Attributes of Wine Consumers with Low Involvement

Abstract

The past decade has seen a dramatic increase in wine consumption. With this increase comes the need to understand how consumers choose wine. Wine consumers have different types of experiences and expectations, and a one bottle fits all method of catering to wine consumers is not an appropriate marketing strategy. Consumer segmentation based upon involvement with wine is critical to understanding buying behaviors. This study used factor analysis and logistic regression to identify the wine novice and what marketing cues they use to purchase wine. The results identified key marketing cues wine novices use to purchase wine and revealed yet another involvement category: the emerging wine learner.     

Orthorexia Nervosa: Can Healthy Eating Food Trends Impact Food Companies Marketing Strategies?

The purpose of this article is to explore foods companies’ knowledge of food trends and assess how orthorexia nervosa may affect food companies’ marketing decisions. Data was gathered through a multiple case-study approach, and four semi-structured interviews to CEOs/CMOs of food companies from four distinct non-competing sectors of the food industry. The results show that although marketing managers are conscious of the existence of consumer behavior changes regarding food habits, they are not particularly concerned neither interested in micro-segments as they are not profitable. Despite the deficiencies on CMOs’ knowledge of particular food trends they declare to be attentive to the changes in consumer behavior and prepared to respond to competitors moves. This research adds to the existing knowledge on the food industry since it is the first study to explore the impact of food trends on food companies’ management marketing decisions from the company point of view.     

高压处理技术在食品工业中的应用

综述了超高压技术对食品加工的作用效果,在食品加工中与超高压技术相关的问题,超高压技术在食品加工业中的前景和研究开发。列举了超高压技术在食品加工中的应用实例。     

Why are you so tolerant? Towards the relationship between consumer expectations and level of involvement

It is vital that managers understand the way consumers form their expectations so that quality services are offered. Therefore, the aim of the paper is to assess the behaviour of consumer expectations over time and what effect does the level of involvement have on them. Two field studies are realized with students from an educational institution under the perspective of cluster analysis and latent growth model. Our results reveal that the patterns of expectations change from one service meeting to another and these mutations can be explained by the degree of consumer involvement. As theoretical insights, in addition to broadening the debate about the antecedents of expectations, this study also reaffirms the dynamic behaviour of consumer expectations. Thus, the constant control of expectations shows a relevant strategic way for survival in competitive sectors.     

Ethical Issues in Australian Marketing Research Services

Abstract

The study focuses on Australian marketing research professionals' perceptions toward ethics in the marketing research profession and research services. These perceptions are specifically related to the ethical environment, ethical guidance, and leadership responsibility, factors leading to unethical marketing research practices and ethical climate characteristics. Overall findings underscore the importance of the role of management in setting the ethical tone and developing an appropriate frame of reference for ethical conduct and guidance in Australian marketing research.     

我国营销理论研究现状评估与分析

市场经济是营销存在的天然土壤,中国改革开放以来的三十多年是我国市场经济不断发展和完善的三十多年,也是我国营销理论不断引入与吸收的过程,同时还是我国市场营销理论建设不断创新与丰富的过程。随着我国经济体制改革纵深化推进,及时总结我国过去三十多年的营销成果及现有研究存在的问题,并找出其未来发展方向,是当前我国营销理论研究必须做的一项工作。本研究既针对我国营销理论研究现状做一个评估与分析,并对我国营销理论发展作进一步的探讨与展望。     

餐饮业核心竞争力分析——以杭州为例

随着经济全球化和经济一体化的发展,市场竞争呈现出明显的国际化趋势,企业面临的环境更为严峻。文章界定了核心竞争力、企业核心竞争力概念,以杭州为例,对餐饮业核心竞争力的构成要素进行了总体评价分析,从餐饮业战略决策能力、餐饮业技术开发能力和餐饮业营销方式能力三个方面,提出了餐饮业提升核心竞争力对策建议。     

A Study on Ethically Problematic Selling Methods in China with a Broaden Concept of Gray-marketing

This paper expands the definition of gray-marketing to include some ethically problematic marketing activities and techniques used in personal selling in China. Based on this, a conceptual model of gray-marketing for a particular type of selling in which both the sellers and the buyers exhibit problematic ethics in an exchange and the associated hypotheses are developed and tested. The findings show that, first, the respondents have different ethical evaluations of different marketing practices used in personal selling such as giving and accepting gifts, buying and accepting meals, and offering and accepting kickbacks. Some of these practices may not be considered unethical. Second, in terms of ethical assessment, gray-marketing practiced by buying agents is more unacceptable than when practiced by sales agents. Third, a person’s ethical evaluation of gray-marketing behavior, empathy for gray-marketing, and belief that gray-marketing has serious consequences, significantly affects his inclination to use gray-marketing. This paper concludes with a discussion of some possible applications of our research findings. Both authors contributed equally to this work. Guijun Zhuang (Ph.D., City University of Hong Kong) is a professor of marketing in the School of Management, Xi’an Jiaotong University, Xi’an, the People’s Republic of China. His current research interests include marketing channel behaviors, relationship marketing, and consumer choice. He has published in European Journal of Marketing, Industrial Marketing Management, Journal of International Consumer Marketing, and many leading marketing and management journals in China. Alex S.L. Tsang (Ph.D., City University of Hong Kong) is an assistant professor at the Department of Marketing, Hong Kong Baptist University. His research currently focuses on cross-cultural consumer behavior, marketing in China, and marketing communication. He has published in Journal of Business Research, European Journal of Marketing, and Business Horizons, among others.     

我国保健食品行业发展困境原因探讨及对策

目前消费者对保健食品信任度不高,行业发展陷入停滞不前的困境。原因主要有：企业自身原因;政府监管乏力;行业协会无为;法规尚需完善。解决行业困境,需要从以下几个方面着手：从企业自身出发;重视行业协会的作用;理顺政府部门领导。