基于4C营销理论浅析淘宝网的成功因素

淘宝网从成立之初的市场追随者,到发展成为国内网络购物行业的巨头,创造了互联网企业的一个发展奇迹.通过运用4C营销理论,从消费者需求、消费者愿付成本、消费者的便利性、与消费者沟通4个方面来分析淘宝网的成功因素.     

浅析网络购物风险及应对措施

近几年随着互联网的迅猛发展,网上购物成为一种时尚新潮的购物方式.这一方式使得消费者不分时间、不分地点,足不出户就可以体会购物的乐趣,网上购物也从一个新鲜的事物迅速被人们熟悉进而成为人们生活的一部分.然而网络购物在给我们带来方便快捷的购物享受的同时也出现了一系列的风险,本文根据网络购物中出现的风险相应提出了一些应对措施,提醒消费者要增强风险防范意识.     

论企业善因营销对消费者态度的影响

在综合善因营销各种调节变量基础上,选取消费者对公益事业的态度、品牌的介入度、企业与公益事业/非营利组织的匹配度、消费者对企业及其动机感知和企业对善因营销的宣传等5个变量,构建了善因营销影响消费者态度的综合模型,探讨善因营销对消费者态度的影响,认为"公益"和"利益"双赢的善因营销是能被现代社会公众所理解和接受的新营销手法,选择合适的公益项目、进行专业化运作并作为企业长期战略行为,是善因营销成功的保障.     

无网上购物经验的消费者橱窗购物行为——基于交易成本视角的实证研究

本文基于交易成本经济学理论,应用结构方程模型,对我国无网上购物经验的消费者的橱窗购物行为进行研究。研究结果表明,在我国,无网上购物经验的消费者的橱窗购物行为受交易成本的影响很大。研究同时表明,交易成本与不确定性、资产专用性和信任度密切相关。如果消费者信任倾向低,在面对高不确定性和高资产专用性时,会感受到较高的交易成本。而当消费者面对高可靠性和详细的隐私政策时,则倾向于在网上购物中加大投入成本。     

加强医疗欠费管理 防范财务风险

现在各医院医疗欠费占用的资金都较大,这会直接影响到医院正常资金的运转,医院为了正常运作,不得不向银行借入周转资金.医院产生的医疗欠费越多,向银行的借款也就越多,医院投入催款、调查、付息的人力、物力、财力也就越大,因而投入的成本就愈高.投入的成本越高,就越有可能引发医院财务风险.本文就如何加强医疗欠费管理,防范财务风险提出几点看法.     

加强和完善国有企业成本管理的思考

<正>在市场经济的汪洋大海中,国有企业如何生产出更多符合社会需要的产品,提高经济效益;如何赢得更广大的市场.使产品畅销不衰.这是许多厂家极为关心的问题.笔者认为.加强和完善国有企业的成本管理.不断降低产品成本.是其成功的必由之路.(一)从宏观方面看.国有企业想在剧烈的国内市场竞争中获得生存和发展,有较强的竞争能力.并参与国际市场的角逐,那它就必须以不断提高经济效益为前提.而企业的经济效益综合体现为企业的赢利水平.也就是企业在主产和经营某一产品时的投入和产出之比.任何一家企业.倘使以较低的投入获得较高的产出,那也就说明它已经获得了经济效益.而降低产品成本.也就意味着物化劳动和活劳动的节约.也即以较少的劳动耗费制造出了更多符合社会需要的产品.可见.降低产品成本是增进企业经济效益重要的一环.是正确的生财、用财之道.     

税收优惠政策对企业R&D投入的激励机理研究

税收优惠作为政府调控经济的一项重要政策工具,可以从3个方面来激励企业R&D投入.一是税收优惠政策降低了企业R&D投资资本的使用成本,增加了企业R&D资金来源,从而刺激企业增加R&D的投资;二是税收优惠政策使政府承担了一部分企业R&D投资的风险损失,降低了企业R&D投资风险,从而鼓励企业提高持有R&D资产的比例;三是税收优惠政策提高了R&D人才的实际工资水平,降低了企业投资R&D人力资本的成本支出,从而提高了R&D人力资本的供给和需求.     

反倾销政策工具下市场均衡价格分析

成本优势是获取垄断利润的主要因素,政府政策介入会改变企业的成本优势,从而改变市场的均衡价格。不同的反倾销和补贴政策影响市场均衡价格和均衡利润的变化,反倾销税和价格承诺能削弱外国企业成本优势,降低对进口产品的需求,导致市场均衡价格上升;反倾销税使外国出口企业利润水平降低,一定程度会引致外国企业直接投资,价格承诺使外国企业完全保留了因提高价格所带来的利润;生产补贴降低了国内企业的边际成本,导致市场均衡价格下降,提高了国内企业的利润,但却减少了政府收入。采取适度的反倾销政策和补贴政策可以使国内外厂商的利润保持在竞争性利润水平上,进口国的利益目标应该是对本国消费者提供更低价格商品的基础上保护本国企业的利益。     

浅议战咯设计与企业价值

企业是一个价值增值系统,它通过生产要素的投入创造价值。当最终的消费者支付的价格超过投入要素的成本,企业的价值就发生了增值。战略设计的目的是为了增强企业竞争力,为企业创造更大的价值,从而达到投资人的期望投资回报,并在此基础上为企业注入新一轮竞争所需要的资本。     

考虑减排参考效应的再制造闭环供应链动态协调策略研究北大核心

将消费者减排参考效应和产品减排量纳入再制造闭环供应链研究框架,研究政府税收下再制造闭环供应链动态协调问题,分析并比较不同情形下的供应链绩效。研究表明:在一定条件下,“双向投入成本共担契约”能够实现帕累托全局最优,提高供应链成员核心竞争力;从长期来看,政府征收环境税既不利于新产品和再制造产品减排也会降低消费者剩余;考虑消费者减排参考效应能够直接有效地刺激企业进行减排,促使再制造闭环供应链实现良性循环。政府应加大减排监管力度,及时获取减排信息,按规定对减排企业提供一定的税收减免政策。     

Maximum likelihood estimation of search costs

In a recent paper Hong and Shum [2006. Using price distributions to estimate search costs. Rand Journal of Economics 37, 257-275] present a structural method to estimate search cost distributions. We extend their approach to the case of oligopoly and present a new maximum likelihood method to estimate search costs. We apply our method to a data set of online prices for different computer memory chips. The estimates suggest that the consumer population can be roughly split into two groups which either have quite high or quite low search costs. Search frictions confer a significant amount of market power to the firms: Despite more than 20 firms operating in each of the markets, we estimate price-cost margins to be around 25%. The paper also illustrates how the structural method can be employed to simulate the effects of the introduction of a sales tax.     

When Competition is Not Enough: Consumer Protection

Rather than market structure, it is the nature of the goods and services and the cost of obtaining and processing information that may place consumers in a poor bargaining position. The article outlines the key provisions for consumer protection in Australia, Part V of the Trade Practices Act. It discusses search costs, and the factors that limit search, and explains how the conduct of suppliers (or others) may reduce search costs. Asymmetry of information is identified as a necessary (but not sufficient) condition for misleading consumers. When products are sub standard or are used incorrectly, they may harm consumers or cause property damage and in some circumstances this may be best addressed via product liability laws. The article concludes by considering how firms or industries can be more pro-active in relation to consumer protection.     

An experimental comparison of two search models

Summary. We report an experiment designed to investigate markets with consumer search costs. In markets where buyers are matched with one seller at a time, sellers are predicted to sell at prices equal to buyers' valuations. However, we find sellers post prices that offer a more equal division of the surplus, and these prices tend to be accepted, while prices closer to the equilibrium prediction are rejected. At the other extreme, sellers are predicted to sell at a price equal to marginal cost when buyers are matched with two sellers at a time. Here, we find prices are closer to, but still significantly different from, the equilibrium prediction. Thus, our results support theoretical comparative static, but not point, predictions.     

Market frictions: A unified model of search costs and switching costs

It is well known that search costs and switching costs can create market power by constraining the ability of consumers to change suppliers. While previous research has examined each cost in isolation, this paper demonstrates the benefits of examining the two types of friction in unison. The paper shows how subtle distinctions between the two costs can provide important differences in their effects upon consumer behaviour, competition and welfare. In addition, the paper also illustrates a simple empirical methodology for estimating separate measures of both costs, while demonstrating a potential bias that can arise if only one cost is considered.     

TALKING,SEARCHING, AND PRICING*

I study the implications of interpersonal communication for incentives for consumers to acquire information and firms’ pricing behavior. Firms market a homogeneous product and choose its price; consumers acquire price information at some cost to themselves. Also, each consumer accesses the information acquired by a sample of other consumers—interpersonal communication. An exogenous increase in the level of interpersonal communication decreases the information that consumers acquire, and, when search costs are low, firms price less aggressively. In an extension, consumers may choose to invest in interpersonal communication at some cost. A decrease in the costs of interpersonal communication decreases firms’ competition.     

Niche products, generic products, and consumer search

We endogenize product design in a model of sequential search with random firm-consumer match value à la Wolinsky (Quart J Econ 96:493–511, 1986) and Anderson and Renault (RAND J Econ 30:719–735, 1999). We focus on a product design choice by which a firm can control the dispersion of consumer valuations for its product; we interpret low-dispersion products as “generic” and high-dispersion products as “nichy.” Equilibrium product design depends on a feedback loop: when reservation utility is high (low), the marginal customer’s match improves (worsens) with more nichy products, encouraging high (low) differentiation by firms. In turn, when firms offer more nichy products, this induces more intense search; depending on search costs, this could raise or lower consumers’ reservation utility. Remarkably, when the match distribution satisfies a hazard rate condition, firm and consumer interests align: equilibrium product design always adjusts to the level that maximizes utility. When this condition is not met, either multiple equilibria (one nichy, the other generic) or one asymmetric equilibrium (generic and nichy firms coexist) can arise; we argue that the former is more likely for common specifications of consumer preferences.     

Process and Product Innovation: Complementarity in a Vertically Differentiated Monopoly with Discrete Consumer Types

This paper examines the complementarity between process and product innovation where process innovation reduces the marginal cost of quality. In the context of a vertically differentiated monopolistic market with discrete consumer types, we investigate how the nature of (fixed versus variable) innovation costs and the distribution of consumers over different types affect the complementarity between process and product innovation. We show that under variable innovation costs a process innovation is more likely to occur alone than both innovations together when taste diversity (or consumer heterogeneity) is not significant and/or when there are more low-type than high-type consumers.     

HOTELLING'S BEACH WITH LINEAR AND QUADRATIC TRANSPORTATION COSTS: EXISTENCE OF PURE STRATEGY EQUILIBRIA*

In Hotelling type models consumers have the same transportation cost function. We deviate from this assumption and introduce two consumer types. Some consumers have linear transportation costs, while the others have quadratic transportation costs. If at most half the consumers have linear transportation costs, a subgame perfect equilibrium in pure strategies exists for all symmetric locations. Furthermore, no general principle of differentiation holds. With two consumer types, the equilibrium pattern ranges from maximum to intermediate differentiation. The degree of product differentiation depends on the fraction of consumer types.     

政府参与如何通过企业外部知识搜索提高创新绩效

在开放式创新背景下,基于制度观视角,以2008-2011中国科技部数据库中400多家创新型企业为样本,考察政府参与在企业外部知识搜索对创新绩效影响过程中的调节机制。双向固定效应的估计结果表明,政府参与主要通过知识渠道正向调节企业外部知识搜索对创新绩效的促进作用。进一步分析政治关联程度对企业创新的差异化影响发现,隶属于较高层级政府的国有企业和具有政治关联的非国有企业更易获得广泛的政治资源,从而实现更好的创新绩效。实证结果表明,中国创新驱动战略的实施可以从有效配置政府创新资源方面着手,促进企业通过外部知识搜索实现创新绩效提升。