由消费者心理过程谈房地产销售策略

人类的心理现象可分为心理过程和个性心理 ,前者包括感觉、知觉、情感、意志等活动过程 ,具有人类普遍性 ;后者主要表现为能力、气质、性格等心理因素在个性方面所表现出的差异 ,具有人之个别性。根据人们的心理过程中呈现出的一般心理活动规律 ,房地产开发商就可在营销推广过程中制定出可实施的销售策略。     

A Bibliometric Review of the Special Issues of Psychology & Marketing: 1984-2020

Psychology & Marketing (P&M), an internationally reputed journal, publishes original, peer-reviewed, empirical research on the application of psychological theories and techniques to marketing. The aim of this essay is to provide a bibliometric overview of the leading trends in the special issues of P&M over its history (1984–2020). Using bibliometric techniques, we analyze the impact of the special issues via their most cited papers, most productive authors, affiliated institutions and countries, as well as the best guest editors who contributed to the selection of the most cited special issue articles. Using network analysis VOSviewer software, we also group the special issues into four clusters to identify common themes. Further, we develop graphical visualization of coauthorships, bibliographic coupling, and cocitations. Results show that the most productive contributors are from American institutions and that P&M remains well connected to other leading journals in the marketing and psychology discipline, such as the Journal of Marketing Research, the Journal of Personality and Social Psychology, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Business Research.     

Marketing innovation: a systematic review

ABSTRACT

This study aims to investigate the development of ‘marketing innovation’ defined as the implementation of new marketing practices involving significant changes in the design, distribution, promotion or pricing of a product or service. We conduct a systematic review to provide conceptual, methodological and thematic guidance for scholars interested in studying marketing innovation. Our findings suggest while marketing innovation is often merged with the dominant technological focus underpinning product or service innovation, there is a growing trend to consider the innovation potential offered by the development of new distribution channels, branding strategies, communication types or pricing mechanisms. Digitisation, a key driver for marketing innovation, enables new communication methods, branding strategies, offering designs, and transaction settings. There is a growing trend to focus on cocreation, service-dominant logic and user community perspectives.     

消费者心理与饮品营销策略分析

<正>俗话说:"酒香不怕巷子深",意思是只要生产出质量好、信得过的产品,即使藏在深闺大院也会被人知晓。但随着我国居民生活水平的提     

浅议关系营销与顾客关系管理

从关系营销的角度去看目前正在兴起的顾客关系管理系统 ,其实关系营销与顾客关系管理系统有所不同 ,顾客关系管理系统至少要实现关系营销的三个方面 :识别为顾客服务的五个层次 ;识别顾客和产品的赢利状况 ;识别顾客流失的原因。     

企业营销战略的选择与组合

企业营销是企业生死存亡的关键 ,营销战略的选择与组合则是企业营销至关重要的问题。分析比较常用的 9类营销战略及其组合 ,阐述了企业营销战略的选择与组合的 5条一般原则 ,并针对不同类型的企业制定了一些营销战略选择和组合的方法。     

An Evolutionary Psychology Perspective on Physical Exercise Motives: Implications for Social Marketing

This study uses the theoretical framework of evolutionary psychology to examine the motives driving physical exercise behavior, as evolutionary psychology is still under-explored in the social marketing literature. The study employs a survey that draws on a sample of 220 participants. Independent sample t-tests and analysis of variance are conducted, and findings show significant sex and marital status differences in terms of motivations to exercise. Research findings have original implications for social marketing interventions that seek to understand physical exercise motivations and to encourage increased levels of physical exercise. Further, findings contribute to the extant literature by establishing the importance of sex-based segmentation strategies and message appeals that resonate with specific segments’ innate physical exercise motives.     

A retrospective review of the first 35 years of the International Journal of Research in Marketing

The International Journal of Research in Marketing (IJRM) publishes groundbreaking research on a range of topics related to marketing. Academics, scholars, and practitioners value the journal for its original and well-executed content. Using bibliometrics, this study summarizes the journal’s first 35 years in terms of its publication trends, authorship patterns, citation structure, and themes, as well as the clustering of IJRM’s articles published between 1984 and 2018. This study identifies the IJRM’s most influential articles, most prolific contributors and their affiliations, and frequently used keywords and reveals their semantic associations along with factors influencing citations of the IJRM corpus. As the first objective assessment of the journal’s first 35 years, the review also suggests some potential avenues to target future submissions.     

大学生心理健康的现状与对策

本文用事实阐述当前我国大学生心理健康不断恶化的现状,分析产生这种现状的外部和内部原因,并从实际出发提出四点对策,对于改善我国大学生心理健康的现状有一定的启示和参考作用.     

A systematic approach to conducting review studies: An assessment of content analysis in 25 years of IB research

Content analysis has become a popular method for qualitative and quantitative analyses in management and international business (IB) research. It is increasingly used in literature reviews to assess extant knowledge and understand intellectual structures. However, it is often poorly understood and incorrectly applied. In this article, we identify benchmark criteria and develop coding schemes that IB scholars can use in review studies. We also demonstrate the application of content analysis through a review of content analysis–based articles, published in the top eight IB journals from 1991 to 2015.     

SACU celebrates 100 years of existence： a review using the SWOT Analysis

摘 要]100年后的今天,南部非洲关税联盟（sacu）作为最古老的海关世界工会之一,仍就存在,并从那里预见在未来的几年。南部非洲关税同盟成立,以维护货物的自由交流为目的,从而放弃了成员的数量限制和种植产品,生产的任何其他职务或南部非洲关税同盟制造的,并在同关税和来自外地的共同海关进口贸易规则的同意。南部非洲关税同盟的目标是改善经济发展在整个地区和欠发达成员（blns国家）尤其如此。在过去几十年来,南部非洲关税同盟的特点是政策的严重分歧,发展水平,政治制度和行政能力。尽管这些差异,通过它管理的充满政治极端情况下,保持几乎是免费的背后高共同对外关税的内部贸易,而大型的收入支付给blns成员允许。本文的目的是反思南部非洲关税同盟已经在过去一个世纪取得的成绩和仍然存在的对未来几年实现目标时,它遇到了雷鸣（包括克服,有待克服）。然而,我们也强调了今后面临的一些挑战的新世纪。     

Ethical decision–making: a multidimensional construct

Poor ethical decision–making costs industry billions of dollars a year and damages the images of corporations. Thus, by answering the question ‘Why do individuals behave as they do when confronted with ethical issues?’ ethical theory can provide businesses with a means to create a more ethical climate and a more successful operation. This study tested the Ethical Decision–Making Model with accountability (Beu & Buckley 2001), which uses theory that suggests that ethical behavior is influenced by the individual, the issue, social relationships (accountability), and the organization in which the employee is embedded (Brass, Butterfield & Skaggs 1988; Frink & Klimoski 1998). The results showed that individuals’ thought processes (cognitive moral development), personalities (locus of control, hostility and aggression, Machiavellianism), and gender influence how they respond to ethical dilemmas, as well as the salience of the moral issue (moral intensity) and the environmental context (work/school).     

我国餐饮广告营销策略研究

随着经济的发展,消费者的需求水平逐步提高,餐饮市场竞争激烈,众多餐饮经营者在狠抓餐饮产品质量的同时,也纷纷借助广告进行企业竞争,餐饮广告成为餐饮企业营销组合策略中的促销策略。目前我国餐饮业广告现状不容乐观,意识有待扭转,模式有待改进,前景发展广阔。     

Ethical Guidelines for Marketing Practice: A Reply to Gaski & Some Observations on the Role of Normative Marketing Ethics

Gaski (1999) is critical of marketing ethics and suggests that its ethical guidelines amount to no more than "obey the law" and "act in your self-interest". This reply questions Gaski's critique and clarifies possible misconceptions about the field that might otherwise result. It identifies the limitations and assumptions of Gaski's argument and shows that there are exceptions to his central proposition even when narrowly circumscribed. It is not disputed that there is merit to reminding managers of their obligations to obey the law and to act in their enlightened self-interest. However, although fulfilling these obligations is generally a necessary requirement for good conduct, it is not sufficient. There are situations where ethics demands more of marketing managers than "obey the law" and "act in your self-interest". In addition, managers may face situations where ethics, the law and self-interest are inconsistent. The article incorporates observations on the role of normative marketing ethics, including the requirement to develop ethical theory for marketing as well as ethical guidelines.     

Marketing research and training in Europe: A view of the next ten years

Between 1993 and 1994, important research on the future of marketing in Europe was undertaken. Financed by the usual procedure of syndicated research, its aim was to provide guidelines for strategic corporate thinking over the next 10 years.

Following a summary of the research methodology, an indication is given as to the kinds of information and trends which are to be found in the results document. Our objective is then to extend this study in terms of requirements in relation to marketing research and training over the next 10 years.     

基于Y世代购房心理分析的营销策略

Y世代是指在1980-1990年之间出生的人,他们已步入房地产消费市场,并呈现了一些新的消费行为特征。通过对他们购房心理分析的基础上,分别从产品策略、价格策略、营销渠道策略和促销策略角度提出相应的房地产营销策略。