非对称信息──企业创名牌产品的障碍

在商品市场上,买卖双方掌握的产品信息不对等造成非对称信息。严重会导致逆向选择现象的发生,即优质产品被劣质产品逐出市场。造成非对称信息问题主要涉及到企业、信息传递渠道、公众、竞争者和消费者。只有解决非对称信息问题,才能为企业创名牌产品扫清障碍。     

浅议博客在市场营销传播中的应用

本文简要概括了博客的出现及其与营销的结合，分析了博客在企业营销传播活动中的应用价值，并进而提出了企业可采取的博客应用策略。     

口头传播策略在高新技术产品扩散中的运用

由于高新技术产品具有诸如技术含量高、购买风险大、使用复杂等特征,使电视广告所起的作用相当有限,相比较而言口头传播在高新技术产品的扩散中更加有效。本文主要就口头传播在高新技术产品扩散中的优势,以及企业应采取哪些口头传播策略加快高新技术产品的扩散进行了探讨。     

浅议博客在市场营销传播中的应用

本文简要概括了博客的出现及其与营销的结合,分析了博客在企业营销传播活动中的应用价值,并进而提出了企业可采取的博客应用策略。     

“病毒”营销在网络中的应用

本文概述了“病毒”营销基本原理，论述了进行“病毒”营销应具备的基本要素，对“病毒”营销的方案的设计以及在网络中进行传播的方法进了分析和探讨。     

营销传播在旅游经济中的应用研究

随着经济的发展,人们的生活水平也不断提高,很多人开始关注自己的精神生活,旅游作为一项重要的精神大餐被众多消费者所喜爱,如何使当前消费者和潜在消费者在旅游中创造精彩难忘的体验,以及达到短期内的强力宣传冲击、可持续的传播效果和长期传播主题的平衡是营销传播在旅游经济中的重点研究。     

“病毒”营销在网络中的应用

本文概述了“病毒”营销基本原理,论述了进行“病毒”营销应具备的基本要素,对“病毒”营销的方案的设计以及在网络中进行传播的方法进了分析和探讨。     

"病毒"营销在网络中的应用

本文概述了"病毒"营销基本原理,论述了进行"病毒"营销应具备的基本要素,对"病毒"营销的方案的设计以及在网络中进行传播的方法进了分析和探讨.     

Understanding the Influences of Atmospheric Cues on the Emotional Responses and Behaviours of Museum Visitors

ABSTRACT

The ability of an atmosphere to affect consumer emotions and behaviour is known to be particularly relevant for service organisations. This study examined the role of atmospherics in a service domain via a survey of the responses to relevant stimuli among a sample of visitors to ten UK museums. A model indicating the relationships between museum atmospherics and visitor conduct was developed and tested. Visitors' internal reactions to various atmospheric factors were explored and the consequences of these responses for an individual's approach-avoidance behaviour were evaluated.     

Evaluation of Brand Use on City Government Websites: A Search for Brand Type,Repetition, and Consistency

ABSTRACT

There is growing interest in bringing marketing thought and practice to government. By examining the use of brand symbols and slogans on ninety-seven city government websites, I expose challenges in branding within a public sector context. My study reveals that city governments vary in the types of brands emphasized on their websites and their websites' reflection of recommended branding practices. The majority of the websites present city symbols and slogans. For some websites, there are inconsistencies in and infrequent use of brand elements suggesting a need for greater integration of marketing communications and the opportunity to more fully embrace marketing principles.     

Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping

SUMMARY

This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chinese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals.     

Extending the Marriage Metaphor as a Way to View Marketing Relationships

ABSTRACT

Relationships lie at the center of many marketing activities, and in certain cases are a central focus of a firm's marketing strategy. This review further develops the use of marriage as a useful metaphor for understanding many marketing relationships. Specific attention is given to the nature of a marriage relationship and to the critical transitions and different trajectories that define marriages. Dwyer, Schurr and Oh (1987) point out that far too little is known about these aspects of marketing relationships. We provide a complementary perspective on the issues that will help relationships survive and prosper. Drawing upon work in the area of marriage and family studies, we introduce several aspects of relationship trajectory and discuss implications for marketing conduct and scholarly research.     

构建现代企业营销场研究

在企业营销的发展过程中,营销变量作为企业的重要组成部分,存在着物质维、能量维和信息维三个维度的虚拟空间。营销管理状况决定着营销变量在虚拟空间的变化,从而形成现代营销场。企业能力是现代营销场的场源,对企业营销起着非常重要的作用,营销场的传播是通过现代企业营销势和营销力来传播的。     

名牌产品不平衡发展的原因与机理分析

本文剖析了名牌产品不平衡发展的种种现象,对不平衡发展的原因和机理进行了深刻分析,强调了企业家优超素质、分工方式和经济市场化程度对名牌产品成长的影响,并提出了发展我国名牌产品的协同式战略框架。     

利益制衡——解决营销道德失范的良药

近年来假冒伪劣、虚假广告等不道德营销行为不时见诸媒体 ,营销道德失范问题日益成为人们谈论的热门话题。营销道德失范给咨询行业乃至整个社会造成了极为不良的影响。咨询公司营销道德失范是一个经济方面的问题 ,另辟蹊径 ,利益的驱动是产生不良营销行为的根本原因 ,为此引入第三方 ,建立利益制衡系统的解决思路。     

关于公益营销的策略探讨——以“欧莱雅世博礼仪讲堂”为例

后危机时代,我国经济快速发展,品牌竞争加剧,更多企业借助重大事件开展公益营销,进行公益宣传,增加品牌资产。在营销传播视角多元化和企业社会责任兴起的背景下,研究企业的公益营销具有现实意义。以“欧莱雅世博礼仪讲堂”为例,这一活动有力地把握了市场环境,找到了利益相关者的共同点,使公益活动与品牌主体得到了完美融合,并对公益营销策略做出了有益的启示：注重传播的互动性、适配性和完整性。     

The Impact of Brand Equity and the Company's Reputation on Revenues

Abstract

This paper intends to establish the relationships among variables in corporate communications, especially between advertising and public relations, and to form an evaluation model for integrating the effects of brand equity and the company's reputation in the context of integrated marketing communications (IMC). A new approach for integrating the effects of brand equity and the company's reputation was introduced and the IMC evaluation model was specified for testing. The proposed model was tested with existing secondary data. The outcomes indicated that both brand equity and the company's reputation have significant impact on revenues and showed the positive relationship between brand equity and the company's reputation in the proposed model to justify the need of IMC in overall corporate communications.     

基于观念营销的营销组合研究

观念营销指企业在追求自身经营目标时,通过设计、推广和灌输与自身产品相关的理念,来影响消费者的消费观念,从而达成交易的过程。本文认为,企业要获得消费者认可,更重要的是观念的设计、推广以及向消费者的灌输;观念营销由观念策略、产品策略、价格策略、渠道策略和沟通策略等五个方面构成,而企业文化力、市场前瞻能力、观念力、产品力、通道整合能力等是影响观念营销成败的关键因素。