淘宝胜出eBay易趣之谜

在中国 C2C 市场上,易趣成立最早,1999—2002年间取得了飞速发展,然而2003年淘宝成立后,逐步鲸吞蚕食了易趣的市场份额;2006年淘宝的市场份额达到了70%。本文拟针对这一现象,从淘宝在艰难的环境中生存之术,到相持阶段的以攻为守,到后来发动大反攻这样一个阶段为线索,分析淘宝如何在竞争中开始极其弱势而后来居上的原因。     

联想 俄罗斯市场攻坚有道

如果你在俄罗斯红场边的凯宾斯基酒店吃早餐,透过餐厅的窗子不仅可以欣赏到莫斯科河,一定也会看到河对岸巨大的联想户外广告——长400米、高20米——它是欧洲最大的户外广告。广告墙的另一侧就是克里姆林宫,以及拥有9个屋顶12种颜色的瓦西里升天大教堂。这里是一个无法被忽视的市场。2007年,一群联想人来到这里拓荒。他们的目标,是让联想的产品在俄罗斯的销量与形象"从蚂蚁成为大象"。营销向来是挑战企业、公司、商人的智慧、心力、眼光与道德的试金石。联想营销人在这里向读者给出了他们的答案。     

一切竞争力的指向:替代还是被替代

在市场份额给定的情况下,一个企业能够发展是因为他的产品不仅没有被替代,反而有能力替代其他企业的竞争性产品。能做到这两个方面是因为他是具有足够的竞争力的企业。企业在替代和被替代战略中应识别替代品,进而防御替代品。在保住被替代的底线基础上,积极采取替代策略,从而在激烈的市场竞争中立于不败之地。     

Marketing Chewing Gum: A Case Study of a Cypriot Company

The purpose of this article is to examine the issues related to the chewing gum marketing practices employed by a Cypriot company importing gum. Thus, the product, its target market, and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Then the results are compared with the international market.

The case study method was employed to gain an initial understanding of the marketing practices employed by the company concerning the production of chewing gum.

The findings showed that the company offers a gum of superior quality, which in two years' time has captured a great share of a very competitive market. The company is giving special attention to the distribution and the promotion of the product.     

DYNASTY-Leading Wine Brand for Twenty-Eight Years in China

Sino-French Joint Venture Dynasty Winery Co.,Ltd.,since the establishment in 1980,has had a history of steady development of 28 years.In the past 28 years,Dynasty Winery continues the market expansion,and increasing the market share,and strengthening the influence of the brand and the company.Till now,"Dynasty Wine",has become popular among the consumors.     

农业与证券市场的发展

农业企业通过在证券市场发行股票和债券,能够迅速地把分散在社会上的闲散货币集中起来,形成巨额的、可供长期使用的资本,用于生产和经营,从而开辟了不同于间接融资（银行贷款）的直接融资渠道。证券市场还具有促使公司转换经营机制的功能。证券市场对农业经营主体有一定的要求,公司要成为上市公司,必须先改制成为股份公司,按照股份公司的机制来运作。农业企业要在证券市场发行证券,也要经过严格的审查程序,要有良好的业绩。     

A mediation model between dimensions of social capital

Our paper contributes to the growing research by examining the interrelations between the dimensions of capital and their effects on the international market share of multinational companies in the global contractors industry. Previous works on social capital have failed to study the interrelationships between its dimensions or have proposed models with direct relationships. The current study proposes a multiple mediating model and tests the mediation. In particular, we posit that the relational and resource dimensions play a mediating role in the structural dimension-international market share relationship. A variance-based structural equation modeling (Partial Least Squares) has been applied to a sample made up of 225 global contractors. Our analysis lends support to the importance of the central positions of a firm and their influence on international market share. Moreover, mediation hypotheses posit how the relational and resource dimensions play a critical mediating role in the structural dimension – international market share relationship. Analysis of the data suggest that the dimensions of social capital are interrelated in such a way that the relational and resource dimensions: (a) fully mediate the effect of centrality (structural dimension) on the international share market and (b) exert significant influence on the international market share of each company.     

From Wood Panels to Mobile Phones: Strategic Diversification at Sonae Group

This article tells the story of growth and diversification at Sonae, now Portugal's largest company. Publicly quoted but still majority-controlled by its long-standing Chairman and CEO, Belmiro de Azevedo, it was founded in 1959 in the wood products business. It expanded from the 1980s to become the largest retail group in Portugal and has recently taken on the two incumbents in Portugal's mobile telephony market. It won the third license auction in 1997 and achieved a 22% market share within three years. As the biggest part of Sonae's technology investments, the move into mobile telephony played a big part in launching the Sonae share price on a roller-coaster path that has only recently steadied. The Sonae story illustrates the potential importance of long-term charismatic leadership and strategic vision by one person. It also provides insights into the factors that can help diversification to work.     

船舶行业应更好布局我国船舶专利技术市场

在国务院《船舶工业调整和振兴规划》政策的刺激下．近两年我国船舶工业发展迅速．国际市场份额快速上升。根据工信部的统计．2010年我国造船完工6560万载重吨．新接订单7523万载重吨．手持订单19590万载重吨．分别占世界市场的43％、54％、41％,均位居世界第一。虽然我国已经成为了世界造船大国．但是与造船强国相比,我国船舶工业在自主创新能力、产品结构、生产效率和船舶配套产业等发展方面仍然有较大差距。     

Some consequences of the early twentieth-century British divorce of ownership from control

Because ownership was already more divorced from control in the largest stock market of 1911 (London) than in the largest stock market of 1995 (New York), the consequences for the economy, for good or ill, could have been considerable. Using a large sample of quoted companies with capital of £1 million or more, this article shows that this separation did not generally operate against shareholders' interests, despite the very substantial potential for agency problems. More directors were apparently preferable to fewer over a considerable range, as far as their influence on company share price and return on equity was concerned: company directors were not simply ornamental. A greater number of shareholders was more in shareholders' interest than a smaller, despite the enhanced difficulties of coordinating shareholder ‘voice’. A larger share of votes controlled by the board combined with greater board share ownership was also on average consistent with a greater return on equity. Corporate governance thus appears to have been well adapted to the circumstances of the Edwardian company capital market. Hence the reduction in the cost of capital for such a large proportion of British business conferred a substantial advantage on the economy.     

Analyzing price and product strategies with a comprehensive system dynamics model—A case study from the capital goods industry

Price reductions and/or product enhancements are widely seen as appropriate ways to increase market share. However, the key findings of this analysis demonstrate the opposite: decreases in price combined with product enhancements can lead to substantial loss in sales revenue and, ultimately, profit. The discussion draws on findings from a comprehensive system dynamics model, which has been developed in a major company in the capital goods industry. The purpose of this research is to analyze the price and product strategies in the capital goods industry. In the case company, testing intuitive beliefs with the help of a formal system dynamics model proved to be beneficial in the strategic decision-making process. The model had a significant impact on the case company, especially when challenging basic assumptions about mechanisms of markets and competition.     

Inducing Downstream Selling Effort with Market Share Discounts

Loyalty discounts and rebates are pricing schemes that offer incentives to buyers for reaching or exceeding certain sales thresholds. In the case of market share discounts, thresholds are expressed as a percentage of the buyer’s total purchase requirements. Although market share discounts may have exclusionary effects under certain circumstances when a seller has significant market power, there are plausible non‐exclusionary reasons for offering them as well. Two such reasons – rent extraction and inducing downstream selling effort – are explored in this paper. The paper considers the case of a manufacturer who sells a differentiated good through a network of heterogeneous, non‐exclusive retailers. The manufacturer offers market share discounts to induce non‐contractible selling effort such as brand‐specific information or customer service from those retailers who possess certain unobservable characteristics. In some instances, market share discounts induce increased selling effort and improve market performance as compared to linear pricing. In other instances, they have no effect on aggregate benefits, but merely shift the rents created by induced selling effort upstream to the manufacturer. In no instance, as long as the producers of substitute goods retain sufficient sales to remain viable, do market share discounts impair market performance.     

Domestic and export performances of French firms

The French trade balance deteriorated almost continuously from the late 1990s to the early 2010s. At the macroeconomic level, French export market share deteriorated while domestic sales kept pace with domestic demand. Does this assessment apply to individual firms? Using microlevel data for French industrial firms over the period 2002–12, we explore the link between domestic and export sales. We show that export and domestic sales have a tendency, albeit slight, to move in opposite directions. This may be due to factors such as deliberate strategies to target a specific market or the presence of production constraints. Addressing the resulting endogeneity issue, our analysis shows that a positive demand shock in the domestic market also leads to an increase in exports. In particular, a 10% increase in domestic demand leads to a 4% increase in exports. This complementarity between markets seems to be driven by small firms and could reflect the existence of liquidity constraints. Increased sales in one market could lessen these constraints by facilitating funding for company development in the export market.     

温州金融改革对参股银行公司股价的影响——以新潮实业为例

新潮实业作为上海证券交易所A股上市公司,其参股的银行由于参与小额贷款公司业务,在温州金融改革过程中,对新潮实业带来了显著的影响。从定性与定量两个维度的分析表明:金融改革对参股银行公司的股价具有短期的刺激推动效果。其原因,一方面是股民期待金融改革以后未来经济走势向好,认为未来中小企业的迅速发展势必会引包括中小额贷款业务在内的银行业务的繁荣;另一方面是由于我国A股市场存在着高度的投机性,部分股民进行短线投机操作而为。     

浅议品牌发展及品牌战略

“适者生存”的哲学适合于现代市场经济每一个企业,商场如战场。据有关资料表明．产品的市场份额正向名优产品集中,名牌企业控制了同类产品20％的市场份额。未来将会是名牌竞争的时代．名牌坐天下的局面为时势所趋。     

Distribution effectiveness through full- and self-service channels under economic fluctuations in an emerging market

Retail distribution is one of the major challenges in emerging economies. These economies are volatile and filled with inefficiencies, and the representativeness of unstructured retail increases the complexity of distribution systems for consumer packaged-goods companies.We analyze 644 brands to extend the existing literature by modeling the retail distribution and market share in an emerging market according to the type of retail channel (full- and self-service channels), moderated by economic fluctuations and the market position of a brand (high- and low-share brands). Our model controls for endogeneity using instrumental variables (IVs) and accommodates heterogeneity across brands and categories by means of a fixed-effects robust regression. Our study highlights that the relationship between distribution and market share exhibits greater convexity in the self-service channel than in the full-service channel. Further, we contribute to the existing research in distribution effectiveness in emerging markets by showing the convex effect of distribution on market share could vary when the economy changes. Distribution gains are more effective in the self-service channel than in the full-service channel in times of economic decline. Also, the results indicate the higher degree of convexity in the relationship between distribution and market share for the self-service channel compared with the full-service channel is increased further for high-share brands than for low-share brands.     

我国董事会约束机制现状及其问题——对我国500家上市公司的描述性实证分析

完善的董事会约束机制是确保上市公司董事会有效参与公司决策与监督的关键。由于我国上市公司处于由行政型治理向经济型治理转化的过程中,公司治理的各项外部监督机制如公司控制权市场、产品市场、专业董事市场等对上市公司董事会的约束力较弱。掌握董事会治理的状况,强化对董事会的约束,对提高董事会治理的效率具有一定的指导意义。     

The dramatic breakdown of the market orientation concept in the pharmaceutical industry: lessons from Vioxx

In this article we present an in-depth case study to better understand the underlying market orientation concept in relation to bringing new technologies to the marketplace. We use the case history of the anti-arthritis drug Vioxx, developed and marketed by the company Merck & Co. Inc that allegedly killed thousands of customers. The case shows how market orientation can take shape and how the key components may form an explosive cocktail prone to problematic behaviour rather than a synergistic set of orientations that creates value for customers. From the data covering 20 years, it is clear that a consumer orientation and competitor orientation, for example, are difficult to internalise and balance by employees. A competitive orientation seems to lead to tunnel vision regarding profit and market share outcomes. Implications for the fundamental market orientation concept, innovation management, together with management challenges are discussed.     

直面纺织品贸易新壁垒

尽管2005年1月1日全球纺织品配额的取消给我国纺织品出口带来了福音,出口市场扩大了,出口量增加了。但是,随之而来的中欧、中美纺织品贸易摩擦又将中国拉回了配额时代。因为中国纺织品强大的国际竞争力,无可比拟的出口能力,发达国家和发展中国家仍会设置种种贸易壁垒,保护本国国内市场。我国企业应冷静面对出口新壁垒,采取有效措施积极应对。     

民营上市公司独立董事制度有效性的灰色关联分析

我国引入独立董事制度以来,独立董事制度的有效性受到了人们的广泛关注。作为上市公司的一个重要组成部分和特殊团体的民营上市公司.独立董事制度的有效性问题也受到了理论界与实践界的关注。独立董事制度对于民营上市公司的意义在于保护中小股东的利益,提高上市公司的治理效率,最终达到提高上市公司绩效的作用。