基于消费者认知的品牌延伸

品牌延伸因其炫目的光环和顺应企业多角化经营的需要而成为走红的品牌经营策略,但是品牌延伸不是无限的,存在一个范围.本文从消费者认知的角度出发,探讨品牌延伸的两个关键影响因素,在此基础上提出了品牌延伸的边界模型,界定了品牌延伸的范围,并探讨了品牌延伸应遵循的原则,以避免淡化品牌形象,失去品牌的风险.     

构建会计核算中心的必要性及可行性

品牌延伸可使产品“借船出海” ,扩大销量。然而四大效应的作用却使它成为一个美丽的陷阱。采用副品牌策略能有效地抑制四大效应 ,帮助企业跨越品牌延伸的陷阱。     

行业品牌向消费者品牌延伸的架构选择

目前我国IT、通讯、电子商务、照明、墙纸、食品等众多行业中的部分企业，在成功奠定行业品牌基础之后，力图带着良好的行业品牌形象走向消费者，实现从行业品牌向消费者品牌的顺利延伸。在从行业品牌（B2B）向消费者品牌（B2C）延伸过程中，企业需要认清B2B品牌建设与B2C品牌建设的区别，选择和确定品牌延伸的架构模式，分析和评估其可能的利益与风险。     

品牌延伸影响因素研究

文章借鉴国内外学者的研究成果,以品牌延伸的机理为基础,从母品牌、母品牌与延伸产品的相关性和适应性、企业自身和市场环境四个方面来分析影响品牌延伸的各个因素,以及这些因素如何影响品牌延伸,从而为企业的品牌延伸给予理论指导。     

品牌形象综合测评模型及其应用——基于笔记本电脑品牌

品牌形象是消费者对品牌的总体感知和看法,进行品牌形象定量测评,首先要解决的就是其构成维度问题。基于此,文章从"产品或服务自身形象、公司形象、使用者形象与来源国形象"四个维度来构建笔记本电脑品牌形象综合测评模型进行分析,结果显示:消费者在此四维度中对国内外笔记本电脑品牌的评价有显著差异,通过分析具体的测评题项,给国产笔记本品牌的发展提供相关建议。     

品牌延伸和一品多牌策略

品牌延伸策略和一品多牌策略是现代营销中常用的两种重要策略。两者适用条件有很大不同。无视策略使用的局限性而一味滥用 ,结果将适得其反。故而 ,无论是使用品牌延伸策略还是一品多牌策略都应从市场出发 ,从产品自身的特点出发 ,从企业的实际情况出发 ,在深入科学的调查分析     

品牌形象构成模型综述与评价——消费者与企业视角下的品牌形象构成与关系解析

品牌形象是品牌研究领域的重要概念,然而品牌形象的系统结构始终没有得到学术界广泛和统一的共识。本文从企业和消费者两方面的角度对品牌形象的构成模型进行了综述与评价,指出品牌形象是连接消费者头脑中的品牌联想与企业建立的品牌识别的中间变量,企业与消费者之间通过品牌形象建立了互动与信任的关系。文章提出了基于消费者心理与企业战略的品牌形象研究框架,并指出了品牌形象构成模型未来研究的方向。     

广州豪华酒店品牌资产实证研究

该研究目的是探讨广州豪华酒店品牌资产四维度(品牌认知度、品牌忠诚、感知质量和品牌形象)之间的关系,提升基于顾客的酒店业品牌资产的概念。测量架构包括品牌认知度,品牌忠诚,感知质量和品牌形象。此外,该文章的结果证实了酒店业基于顾客的品牌资产的三维模型。该文章最重要的贡献是对于发展和测量基于顾客的酒店业品牌资产提出深刻见解,丰富了有限的酒店业品牌资产理论文献。     

旅游业如何增强城市品牌竞争力

旅游业影响着城市品牌形象的塑造,对于提升城市品牌影响力有显著作用。文章总结出旅游业如何增强城市品牌竞争力的关键因素,对于塑造城市品牌形象具有启发性的思考。     

品牌资产、品牌认知与消费者品牌信任关系实证研究

文章在文献回顾的基础上,构建了品牌资产、品牌认知和品牌信任之间的关系的概念模型,针对移动通讯服务的特殊情况,借鉴前人的基础上设计量表,并通过563个样本的调查进行实证分析,运用结构方程模型对概念模型进行了检验和修正。结果表明品牌形象认知对品牌资产有直接正向影响,并通过品牌价值认知、品牌信任对品牌资产产生间接影响;品牌价值认知对品牌资产有直接的负向影响,但是通过品牌信任对品牌资产有间接的正向影响;品牌信任对品牌资产有直接的正向影响。在此基础上,文章提出了注重品牌形象塑造与沟通、增进消费者信任等针对企业的建议。     

Penetration and Post-infection Development of Meloidogyne Incognita on Tobacco as Treated by Rhizobacteria Pseudomonas Fluorescens Strain P-72-10

The bio-control potential of rhizospere bacteria Pseudomonas fluorescens against plant-parasite nematode had been demonstrated. P. fluorescens had shown the effect to enhance tobacco resistance to root-knot nematode Meloidogyne incognita. Inoculation with P. fluoreseens in tobacco could lead to significant reductions in the number of juveniles that penetrated tobacco root and further life stage development of the juveniles. The number of juveniles penetrated into tobac- co root in treatment with P. fluorescens is significantly different from CK at 2DAI, 6DAI, 8DAI and 10DAI. Significant reduction and delayed development of juveniles that penetrated into tobacco root and treated were observed in treatment at 14DAI, 21DAI, 28DAI and 35DAI. In addition, P. fluoreseens treatment leads to a significant reduction in the number of eggs per egg-mass at 35 DAI. The results show P. fluorescens induced a continuously suppression on root-knot nema- tode M. incognita throughout their entire early infection phase of root penetration, subsequent life stage development and reproduction.     

利用膜技术回收利用碱性废水研究进展

回顾了利用膜分离技术处理碱性废水的工艺与综合利用技术所取得的丰硕成果，总结了各种治理方法的特点、适用性及发展方向。     

Taxing Times in Indonesia: The Challenge of Restoring Competitiveness and the Search for Fiscal Space

Indonesia’s economic growth picked up slightly in mid-2016 but remains below the level demanded by government and popular aspirations. Despite a plethora of reforms intended to increase efficiency and productivity, some policies are perverse and longstanding problems of implementation remain. The share of manufacturing has declined, the real exchange rate has appreciated, exports have dwindled, and growth has been trending downwards. The banking sector is stable but inefficient, with wide net interest margins and numerous barriers to competition. Trade protection, particularly in basic food commodities, has created high costs that weigh particularly heavily on the poor. Declining government revenues have placed increasing pressure on the public budget, even as the current administration aims to increase spending on infrastructure and welfare and to enhance productivity. In an effort to increase revenues, the government has announced a tax amnesty program and other measures. In addition, Sri Mulyani Indrawati, the new finance minister, has taken steps to cut non-essential expenditure in order to secure high spending on infrastructure and at the same time keep within the 3% budget deficit limit stipulated by law. Although the overall debt situation is not yet alarming, declining revenues and budget cuts that do not fully reflect this decline are putting pressure on increasing debt levels. The government’s high-profile tax amnesty program was the major policy initiative implemented in the second half of 2016 that aimed to relieve this pressure. Despite widespread criticism of, and scepticism about, the tax amnesty (both within and outside Indonesia), its first phase had a much higher participation rate than most independent accounts expected. Revenues raised so far through the amnesty are less than 60% of the official target, but this is actually a strong result for the short term. The bigger question, however, is whether the amnesty is a key element of a more encompassing strategy to overhaul the system of taxation and tax administration.     

我国发展天文旅游的条件、前景探析及策略思考

天文旅游资源从成因可以分为行星地球天文旅游资源、天体天文旅游资源和天文文化旅游资源三类。天文旅游方兴未艾,我国天文旅游具有很大发展前景。文章对我国开展天文旅游的条件进行了分析,对发展天文旅游的策略和措施进行了梳理。     

城市社会的开放与农民的城市化

城市社会在对农民的开放与封闭之中徘徊。改革开放后城市社会对农民的开放已经使很多农民城市化。城市社会对农民的封闭已由政策性封闭转向经济性封闭。城市社会对农民的封闭增加了农民城市化的成本和社会风险。必须加强城市社会对农民的开放,逐步消除对农民的封闭政策,以推进农民的城市化。     

The causes of Japan's ‘lost decade’: The role of household consumption

In this paper, I analyze the causes of the prolonged slowdown of the Japanese economy in the 1990s and find that the stagnation of investment, especially private fixed investment, was the primary culprit. I then investigate the causes of the stagnation of household consumption during the 1990s and find that the stagnation of household disposable income, the decline in household wealth, and increased uncertainty about the future are among the contributing factors. Finally, I consider whether demand side factors or supply side factors were more important as causes of the prolonged slowdown of the Japanese economy in the 1990s and conclude that the former (especially misguided government policies) were probably more important.     

信息化时代商学院图书馆的建设与发展——中、美四大名校商学院图书馆建设的比较与启示

信息化时代中美商学院图书馆的建设与发展,成为当今时代高等商学教育发展与进步的一个重要环节,对中美四大商学院图书馆的发展状况、差距进行分析比较,对促进我国商学院图书馆事业的改革、建设和发展具有一定的启示作用和参考价值。