对高职秘书专业实训教学的探讨

针对社会需求和高职秘书专业实训教学的现状,本文从教学计划、师资队伍、校内外实训基地、第二课堂、教学方法等方面提出了加强高职秘书专业实训教学的途径.     

Cross-cultural research in advertising: An assessment of methodologies

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to. His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others. His areas of interest include global new product development, entrepreneurship, and exporting.     

人力资本参与分享企业剩余应用模型初探

本文提出人力资本贡献价值的概念,并且以其为理论基点对人力资本参与分享企业剩余的应用模型进行构思和设计,最后将该应用模型在一企业中进行应用研究。本文认为人力资本的贡献价值体现在企业的剩余(利润)超过以行业平均利润率计算的那部分利润额,而这一部分利润额就是人力资本参与分享企业剩余的基础,同时还要结合对人力资本经营业绩考核来确定最终的贡献分配额度。     

当前我国国债若干问题的理论分析及实践探讨

国债不仅是我国弥补财政赤字的重要工具,而且越来越成为我国筹措建设资金、发挥经济杠杆的有利手段。但由于我国国债起步较晚,国债市场功能尚不完善,国债运行中仍有许多问题应引起我们的重视。本文对国债规模和结构,国债二级市场的完善、以及国债法制建设等方面进行探讨。     

浅探"装饰"

装饰是表现人类情感的形式之一．装饰的最高境界是饰极返素。装饰作为一种普遍的艺术和文化现象，有其存在的重要意义。     

试论科研事业单位的财务目标

财务目标就是财务活动最终所要达到的目的和结果。随着市场经济的发展，科研事业单位的财务环境发生了根本性的改变，经费来源渠道逐渐呈多元化趋势发展，财务目标应确定为：积极拓展资金渠道，努力积累自有资金，实现自有资金最大化。体制改革处于一个探求的过程，科研事业单位要不断地拓展生存领域，就必然要注重资金的收益，这就是单位财务目标存在的基础。     

Perception of marital roles in purchase decision processes: A cross-cultural study

Following the approach of the classic 1974 marital-role influence study of Davis and Rigaux, the present study focuses on differences in decision making (i.e., joint, husband dominated, wife dominated) across 24 product categories as a function of two key factors. These factors are stage of the decision process (i.e., problem recognition, information search, and the final decision) and culture (People’s Republic of China and the United States). The Jacobson Marital-Role Egalitarianism Scale is included to further assess individual differences in husband and wife traditionality-modernism. The major findings are that emphasis on joint, husband-dominated, and wife-dominated decisions vary by stage and by stage-culture interaction. Practical implications are presented with suggestions for future research. He graduated from the University of Georgia in 1985 with a Ph.D. in marketing. His research interests include global strategic market planning and cross-cultural research issues and methodologies. He has published in such journals asJournal of Advertising Research, Industrial Marketing Management, Journal of the Academy of Marketing Science, Columbia Journal of World Business, International Marketing Review, Journal of Business Strategy, andJournal of Consumer Marketing. He graduated with honors in 1986 from the University of Mississippi with a Ph.D. in marketing. His research interests include cross-cultural consumer behavior and emotional responses to advertising stimuli. He has published in such journals asJournal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Psychology and Marketing, Journal of Health Care Marketing, andInternational Marketing Review. He graduated from the University of Mississippi in 1986 with a Ph.D. in marketing. His research interests focus on cross-cultural consumer behavior. He has published in such journals asJournal of Advertising, Journal of Business Ethics, Journal of Health Care Marketing, Psychology and Marketing, and theInternational Journal of Purchasing and Materials Management.     

试析英语广播广告的文体特征

英语广播广告是一种有内涵的实用文体,其形式、语言、内容必须要引人注意,通俗易懂。它应具有吸引力、具有说服力、趣味性,同时便于记忆,使人印象深刻,因此英语广播广告语言有别于其他文体的独特风格。论文就其词汇、句法和修辞等文体特征进行阐述和分析,从中总结出一些英语广播广告的用词、修辞等规律。     

英语课堂“互动”教学法的探索

作者根据自己的教学心得总结了“互动”法在英语教学方面的实际效果,认为在改革开放的形势下,采用这一方法,将会提高英语教学水平。     

增加教育供给与延缓就业压力关系初探

我国的就业形势不容乐观。就业问题的解决有赖于社会的方方面面，教育却也起着不可低估的作用。通过增加教育供给，意即延长义务教育年限，提高高等教育入学率。加强职业培训。建立终身化的学习教育体系，可以有效地延缓就业压力。     

An emprical methodology for the ethical assessment of marketing phenomena such as casino gambling

The methodology proposed here exemplifies how psychometric measures can be dovetailed to assess ethical dimensions of social marketing phenomena such as legalized casino gambling. Three traditional ethical theories—Deontology, Teleology, and Distributional Justice—are incorporated in the methodology design. Reactions of metro household-heads to legalizing casino gambling in their city were obtained from an existing metro panel. A pro-gambling attitudinal scale developed for this purpose, and tested for its reliability, discriminant and nomological validity, was the basis for deriving valid and insightful teleological and distributive assessment measures. As expected, casino gamblers and gamers obtained higher pro-gambling scores than non-gamblers. While teleological and deontological justifications of casino gambling were decisively low, distributive-justice related conditional acceptance of casino gambling was higher.     

探求广告管理的新途径

面对入世后的新形势。我国现行广告管理模式已经越来越不相适应并暴露出明显的缺陷和弊端。作为广告监管部门的工商行政管理机关，一方面要帮助广告企业尽快掌握WTO游戏规则，改善广告经营，不断增强实力和竞争力，另一方面要努力研究和探索适应入世规则的广告监管模式和方法。努力寻找既符合我国国情，又适应WTO国际通行规则的监管方式，为广告业的发展提供既有章法，又有自由；既有合作，又有竞争的良好外部环境。     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是枸建和谐社会的重要内容。通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议。     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是构建和谐社会的重要内容.通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议.     

The role of rationalization in consumer decision processes: A revisionist approach to consumer behavior

Consumer behavior theory, as it has largely evolved from economics with its rigid adherence to marginal utility theory, suggests that consumers are highly rational and that they basically strive to maximize utility or satisfaction by the careful rationing of resources. In this paper, the typical assumptions in consumer decision process models are reviewed and analyzed, the empirical evidence supporting the models of the rational consumer is challenged, the concept of rationalization is developed and the existential support for the concept is examined, the role and significance of alternative ego state on consumer decision processes are explained and finally, the rudiments of a revisionist approach to consumer behavior are advanced. An earlier draft of this paper entitled “Consumer Decision Processes: The Role and Influence of Rationalization” was presented at the annual meeting of The American Psychological Association Division 23 in 1977. The author was assisted in the preparation and development of this earlier draft by Dr. Chem Narayana. This assistance is herewith acknowledged.     

幸福法治论

在应然意义上,法治是幸福的保障,幸福是法治的应有之义。而实然意义上,则可以通过法治幸福指数的构建,让幸福判断法治建设的成效,让幸福解释权回归公民自身。进而得出幸福法治应该成为我国法治建设的新思维,应将人民幸福作为评价法律的依准,切实保障人追求幸福的权利。     

论企业道德经营策略的八大要素

从伦理道德的角度出发,提出了企业道德经营策略制定的意义,并重点论述了企业制定道德型经营策略所涉及的注重社会责任、考虑社会整体、利益相关关系、尊重人,为了人、突出伦理思考、强调企业自律、崇高价值导向、追求卓越成就八个要素,阐述了八个要素的重要性。     

Factors affecting the acceptability of advertisements among professionals

Since restrictions were eliminated by the Supreme Court in 1977, it was to be expected that advertising would increase among professionals in all fields. Both within and across various professions, however, practitioners have been found to advertise their services in markedly varying ways and degrees. The present study attempts to analyze those factors which relate to differentials in the acceptability of various advertisements by three groups of professional practitioners: accountants; dentists; and, lawyers. Utilizing Guttman scaling techniques and multiple regressions analysis, three of five components of professionalism, “collegial maintenance of standards.” adherence to a “code of ethics” and “professional identification,” all emerged as significant differentiators of practitioners’ use of advertisements. In addition, several background factors, years in practice, specific occupation, and location of practice, also were found to be significantly related to professionals’ use of advertisements.     

入世后中国广告的发展思路

中国加入WTO之后,跨国广告公司加剧了在华广告竞争。中国广告要在困境中谋求发展,必须进行全面、彻底地国际化改革,才能在竞争中占据主动地位。