Performance, Promotion and Information

If a firm provides incentives by promoting those who have performed well in a job, it may transfer them to a job to which they are not well suited and agents are promoted to their levels of incompetence. Tournaments are an alternative to reputation as a means of ensuring that firms reward good performance when performance is unverifiable.     

Surprise,Surprise. Ambient Media as Promotion Tool for Retailers

Ambient media evoke surprise with the aim of gaining the attention of consumers who are overexposed to traditional types of advertising. No study has yet considered the effects of unanticipated ambient media. To bridge this gap, the present article reports a field experiment entailing the manipulation of three types of ambient media that create different levels of surprise. The analysis combines observation data for 2,464 passersby, survey data from 305 respondents, and sales figures for 730 days. The results show that surprising ambient media draw attention, promote positive attitudes toward the ad, and stimulate word of mouth. Most importantly, ambient media increase purchase intention and sales revenue. Robustness checks ensure that the model is stable across several conditions, such as time of day or weather conditions. Follow-up studies further reveal that surprise elicits positive effects via two processes; the amplification of accompanying evaluations and the interplay of attention and incongruence resolution. The paper provides guidance for retailers wishing to design surprising ambient media that improve consumer attitudes and profitability.     

顾客互动促销形式:网络社区论坛促销

<正>随着网络技术的进步以及网络的普及,上网人数的不断激增,虚拟的网络世界同现实的世界形成了一个互相补充、互相制衡的关系,在人们网络互动越来越盛行的时候,通过网络传递信息、获取有用资源已经成为上网族们利用网络的一大原因,而企业也可在网络营销日臻成熟的条件下,更多关注利用网络促销的新形式,而在越来越多的商品热卖中商家可能忽视了一种新的无意识的由顾客之间互动产生的促销形式即网络社区论坛促销。它类似于商家在现实当中进行的社区促销。     

预算透明:环境基础、动力机制与提升路径

预算透明是良好的财政治理的关键因素之一,也是实现财政民主和有效财政监督的生命线.本文基于Lüder政府会计环境评估模型,分析影响中国财政透明度提升的政治、经济、文化、法律、组织特征等环境因素.以英美等国公共预算形成的历程为例,提出预算透明度提升的压力模型、推力模型和耦合模型,结合中国政府预算透明的影响因素,从法律法规建设、预算信息披露、政府会计改革、财政信息质量四个层次提出提升中国预算透明度的具体措施.     

中国居民文化消费:地区差距、结构性差异及其改进

文化消费是实现文化产业振兴的关键所在,本文重点分析我国城乡居民文化消费的总量和结构,发现当前我国的文化消费存在显著的城乡差距、地区差距和结构性差异,发展性文化消费与娱乐性文化消费的比例不均衡,由此有针对性地提出促进我国城乡文化消费水平提升的政策建议.     

Evaluating Export Promotion Programmes: U.K. Overseas Trade Missions and Export Performance

This paper examines the extent to which firms' knowledge and structural characteristics as well as firms' behaviour in foreign markets following trade mission participation impacts upon trade mission success and export performance. The findings suggest that: 1) A diversification strategy in terms of export markets benefits future expansion into new foreign markets; 2) Specific knowledge about the targeted markets should be acquired prior to participating in the trade missions; 3) Communication with potential business partners should be established prior to participating in the trade missions; and 4) The business relationships established before and during the trade missions should be cultivated through regular contacts using not only communication technology, but also regular visits. In summary, overseas trade missions contribute to the generation of incremental sales in foreign markets by enhancing the relationship-building process between business partners.     

MNC Product and Promotion Transfers:

In this 120 subsidiary-15 Multinational Corporation study, executive perceptions on product and promotion transfers and adaptation strategies were clustered and linkages made to subsidiary structural, environmental and strategic characteristics. Five groups emerged. Their profiles suggest that subsidiaries initiate product and promotion transfers for bottom-line reasons but only when there are favorable perceptions towards Americana. In others markets, extensive adaptations are necessary. Finally, in parts of Asia, particularly Japan, xenophobic tendencies minimize the transfer of U.S. products and promotions.     

晋升激励、金融市场化与担保圈现象

近年来,担保圈现象成为影响公司稳健运行和区域经济发展的一大问题,本文研究了担保圈问题的形成机理。结果发现,晋升激励越大、金融市场化水平越低,企业加入担保圈的可能性越大。控股股东的侵占风险越高,晋升激励和金融市场化水平影响担保圈形成的作用更强。晋升激励主要影响国企加入担保圈的行为,而金融市场化水平主要影响非国有企业加入担保圈的行为。本文揭示了担保圈的形成机理,对于新常态下通过深化改革、完善治理提升信贷资源配置效率具有一定的启示。     

Tourism Promotion,Increasing Returns and Domestic Welfare

This paper compares the effect of tourism promotion funded by commodity tax and income tax on domestic welfare in an open economy with increasing returns in the tourism and the non‐tourism sector. A promotion may overcome the under‐production of tourism goods through taking account of the implications of increasing returns, but at the same time, the taxation may have an adverse impact on the rest of the economy. Employing a general equilibrium analysis, we find that the cost of tourism promotion overcomes the benefit, reducing local residents' welfare. Furthermore, commodity tax on tourism consumption is relatively more efficient than income tax in a monopolistic competition, with less adverse impact on the variety of non‐tourism goods. We also clarify the condition for deteriorating ‘terms of trade’, which only happens when the country has a small allocation of factor endowments.     

Export Promotion: Bundled Services Work Better

Export promotion agencies provide exporters with a broad range of services, going from counselling to sponsoring their participation in international trade missions and fairs. These services may have heterogeneous effects and thus contribute differently to achieve the goals of these organisations. Empirical evidence on their relative effectiveness is rather limited. This paper aims at filling this gap in the literature. We compare the impact of different public trade promotion programmes on the extensive and intensive margin of firms’ exports, both to each other and with respect to no participation in these activities, by applying multiple treatment matching difference‐in‐differences on highly disaggregated export data for the whole population of Colombian exporters over the period 2003–06. We find that use of programmes that combine different services is associated with better export performance than their basic individual components, primarily along the country‐extensive margin.     

Trade Promotion System,Bridging Over the Government and Enterprises——2009 National Trade Promotion Conference

With the New Year＇s bell ready to ring, representatives from enterprises all over the country and overseas offices all over the world met in Beijing, to gather up the threads from 2008, and make plans for the future. The 2009 National Trade Promotion Conference was hold at the Jingxi Hotel from January 4th to the 5th, with over 300 people in attendance.     

招商引资

北京市顺义区博联天地小商品市场；甘肃金昌市建材批发市场招商经营；河北唐山银丰建材批发市场；上海开泰眼镜专业市场；江西丰城市家俱家电市场。     

广告媒介投放实施方法

2006年7月，有着“学院实战派”美誉的维传凯普传播机构推出了又一倾心力作—《品牌维他命》。这是维传凯普继2005年的《学院实战派报告》之后，结集面市的一本融品牌创见、服务理念、品牌传播案例为一体。阐述品牌解决之道的广告实战案例集。     

书评

有人认为媒体策划是广告行业里不需要创意的部分。这种说法大错特错。一份成功的媒体策划方案，要求在媒体、时间安排、广告费分配和其他方面做出有创意的决策。除了在可用媒体资源方面掌握深入的知识，最出色的媒体策划者还必须是营销、广告、调研和经济方面的战略专家。