企业品牌新闻营销研究

市场环境复杂多变,品牌对企业发展的重要作用不言而喻。传统的营销模式对企业品牌的创建与提升效率普遍较低,新闻营销作为一种新形式,让许多企业眼前一亮。将新闻营销应用于企业品牌建设,借此提升企业知名度,扩大企业的影响力,成为众多企业在新时代发展的关键性抉择。对企业品牌新闻营销的研究也就存在重要的现实意义。     

科学地理解营销策划

营销策划不是主观凭空想象的产物，而是以信息为依据观现有经营资源的有效合；营销策划不是瞬间就能达到目的的绝招，而是能促进企业步发展的实现过程；营销策划不能仅以促销为目的，而应当是企业经营战略的组成部分。营销策划应是企业通过七巧妙的设计，制定出一定的竞争策略，实现企业经营目标的营销活动。营销策划是市场竟争发展到新阶段的必然产物。在我国，短缺经济已经成为过去，虽然新的市场需求也会产生，但很快地引一场争夺，使新需求成为饱合。从市场形态方面看，我国已经完成了卖方市场向买方市场的转变，没有特色的经营就会被拒…     

社会化媒体时代企业微信营销之道

微信营销这一新型的社会化媒体营销模式自出现,就引起了广泛关注。目前大多数企业由于缺乏专业理论知识,营销策划与战略规划能力差,在借助微信平台开展营销活动时存在很多误区,不能充分发挥出微信营销的巨大潜力。文章在社会化媒体时代背景下探讨企业的微信营销之道。     

王建新项目策划部分案例及职位

河南赢想力营销策划咨询有限公司以“策划民族企业,成就中国品牌”为已任,成立于2005年,由河南省著名策划人、实战营销策划专家、中国十佳杰出策划专家王建新先生领办。赢想力倡导“成始于谋,赢源于思”的创新策划理念,贯彻“开放包容、合作共赢、创新整合、立品立牌”经营思路,汇集了河南省内众多的实战派高级策划人、高级设计师、营销咨询师、品牌顾问师、高级培训师等精英人才共同加盟,已成为河南省著名营销策划机构之一,是河南省中小企业民营企业管理咨询团主力成员单位。赢想力以品牌策划及品牌营销策划为主,帮助企业进行全方位品牌策划服务,含：品牌命名、产业创意、品牌包装服务(商标、专利、海外公司等包装策划)、品牌CI、VI设计及画册、包装设计、品牌传播、品牌推广及品牌促销活动策划、企业营销培训服务。首席营销策划师王建新,自1992年开始从业策划至今,十多年如一日,精研市场经济条件下的企业营销规律,身经百战,硕果累累,曾帮助十多家企业30多个项目进行企业战略策划、投资策划、产品营销策划、招商策划及渠道维护策划等。     

春天的故事和故事里的人——记甘肃春天酒业有限公司董事长宋育宝

2002年对甘肃白酒业来说是不平凡的一年。由于“康庆坊”的成功运作,甘肃春天酒业一鸣惊人,成就了其甘肃白酒业龙头老大的地位。春天酒业历经十年苦心经营,终于在2002年成功地超越自我,实现了企业超常规发展质的飞跃。“康庆坊”的成功被视为甘肃白酒业从营销理念到营销策划,再到营销模式等一系列现代营销手段的成功之作。春天酒业率先将营销策划引入酒类销售业中,在甘肃开创了品牌运营和整合营销成功模式之先河,其高超的运营手法和超前的营销理念贯穿“康庆坊”全面上市的始终,由此缔造了2002年被业界赞誉的甘肃白酒业“康庆坊”现象。春天…     

需强化地方新闻管理

新闻是党和政府的喉舌,进一步强化地方新闻管理是更好地为两个文明建设发挥舆论引导作用的必要条件,也是把社会主义各项事业顺利推向21世纪的必然要求。笔者认为,强化地方新闻管理理应做好如下几点。一、坚持业务分开新闻单位是由行政、企业、事业三种相关行业构成的特殊部门。理顺彼此间的关系、分清各自的职责,既有利于各部门工作的顺利开展,又有利于整体工作水平的提高。首先,要坚持政企分开。在新闻单位中企业性的广告经营部门是新闻单位重要的资金来源,随着新闻事业的快速发展,广告经营部门日益成为新闻单位无可替代的经济基础…     

民生新闻报道应该注意的问题

民生新闻已经成为近年来新闻传播实践创新和理论探索的热点。民生新闻的报道,更加明确地代表着普通百姓的态度、视野和情怀,其独特品格集中体现在"三民"上:即以民本为取向,以民生为题材,以平民为视角。     

导入CS战略 促进房地产业发展

众所周知,营销在房地产企业中占有重要地位。而长达数年的宏观调控,则使发展商在低迷市道中越来越认识到营销策划的重要性,怎样顺时应变,了解消费者的需求,并运用合适的产品、服务等方法采满足消费者的需要,在激烈的市场竞争中求生存、图发展,成为房地产企业面临的一个紧迫课题。降价、广告、促销的话题也铺天盖地,但市场营销传入我国仅有十几年时间,许多企业管理者并未真正完全正确地理解企业营销理念并将之渗透到企业行为,企业的营销活动也未完全理性。     

民生新闻报道应该注意的问题

民生新闻已经成为近年来新闻传播实践创新和理论探索的热点.民生新闻的报道,更加明确地代表着普通百姓的态度、视野和情怀,其独特品格集中体现在"三民"上:即以民本为取向,以民生为题材,以平民为视角.     

论如何培养新闻敏感性

新闻敏感很抽象,看不见也摸不着,但是对于新闻工作者却非常地重要。有人把新闻敏感神秘化,认为那些高明的新闻敏感是一种天赋,甚至认为新闻敏感是一种"只可意会不可言传"的东西,把好的新闻敏感和获奖新闻作品看作是"作者运气好",碰上了。这是有悖于辩证唯物主义认识论原理和新闻规律的。机遇只偏爱有准备的头脑,看似偶然的新闻敏感中有着内在的必然性。不可否认,新闻敏感的确有一些"先天性"的因素。一些新闻工作者因为个人先天素质较好,所以新闻敏感也相对较强。但是如此庞大的新闻事业仅靠几个具有先天新闻敏感素质的人是没办法支撑起来的,所以,还要后天培养大批新闻工作者的新闻敏感。     

谈现场短新闻的三要素

在信息如潮的时代，人们的生活节奏在加快，新、短、快的新闻更能赢得受众的喜爱。所以提倡新闻记者采写现场短新闻。     

The Timeliness of the Bond Market Reaction to Bad Earnings News

We find that bond price quotes impound bad earnings news on a more timely basis than good earnings news and that the bond market impounds bad news on a more timely basis than the stock market. We also find that the timeliness of the bond market reaction to bad news is concentrated primarily among speculative‐grade bonds, consistent with earnings news having a larger effect on bond price quotes when default risk is high. In addition, we find that a portion of the bad news impounded by the bond market reverses following the earnings announcement. Overall, our findings are consistent with bondholders’ asymmetric payoff function having important implications for the valuation role of accounting information in the bond market. Specifically, our findings indicate that bond quotes impound bad earnings news much earlier in the pre‐earnings announcement period than stock prices. In addition, bondholders appear to overreact to the bad earnings news initially and correct this overreaction subsequent to the earnings announcement.     

Voluntary Disclosures When There Is an Option to Delay Disclosure

What incentives drive managers to disclose immediately when they have an option to delay disclosures? I examine this question in a two-period setting in which public news that is positively correlated with firm value arrives periodically. I show that, when the manager's likelihood of receiving information is independent of the public news, an informed manager is more likely to disclose immediately when the public news is good. This happens even as the disclosure threshold itself increases in the public news. My model provides a potential explanation for why managers have a higher propensity to provide earnings forecasts when current earnings are high. I also show that, even when disclosures are credible, the average price reaction to a voluntary disclosure is (i) decreasing in the magnitude of the public news and (ii) lower when the manager is more myopic. These results have potential implications for studies that use stock returns to measure the news contained in management disclosures.     

虚拟营销:值得烟草企业借鉴的营销模式

我国烟草企业经过新一轮的整合之后,发展速度进一步加快,行业竞争日益激烈。这就要求烟草企业管理者必须重新审视企业传统的营销模式,研究面临的新形势和挑战,建立切实可行的营销模式。本文首先从虚拟营销基本理论角度出发,分析了虚拟营销的基本概念、特征以及优势,进而提出了虚拟营销的具体表现形式,最后提出了虚拟营销对我国烟草行业的借鉴意义。     

“风口浪尖”上的“纵横捭阖”——论危机中政府新闻发布的媒体应对策略

近年来,传统和非传统的安全威胁因素相互交织,自然、人为灾害交替呈现,国内各种危机的频繁发生使得危机新闻发布成为备受关注的话题。业界在认同危机新闻发布取得的历史性成就的同时,也不断地提出一些新问题。随着经济社会建设的高速发展,个人参与社会公共管理的意识越来越强。突发性事件中,媒体对事件的报道、描述、讨论和传播深深地影响着公众对事件和相关问题的理解与判断。这些都为危机事件中的政府新闻发布提出了更高的要求：本文以“山西疫苗事件”为案例,旨在探讨危机事件中政府新闻发布的媒体应对策略和新闻发言人的沟通技巧     

Option Trading,Price Discovery,and Earnings News Dissemination*

Abstract. Option market activity increases by more than 10 percent in the four days before quarterly earnings announcements. We show that the direction of this preannouncement trading foreshadows subsequent earnings news. Specifically, we find option traders initiate a greater proportion of long (short) positions immediately before “good” (“bad”) earnings news. Midquote returns to active-side option trades are positive during nonannouncement periods and are significantly higher immediately prior to earnings announcements. Bid-ask spreads for options widen during the announcement period, but traders do not gravitate toward high delta contracts. Collectively, the evidence shows option traders participate generally in price discovery (the incorporation of private information in price), and more specifically in the dissemination of earnings news.     

市场营销人才培养的创新

随着我国市场经济的不断发展,对市场营销人才的需求在扩大的同时也有了更高的要求,因此传统的市场营销人才培养机制已不能满足市场需求。基于越来越多的企业对于专业市场营销人才实践能力的要求在逐渐提高,本文将以转变市场营销人才培养目标为出发点,通过教学体系和实践教学方法等方面创新,旨在探索出一种紧跟新时代市场经济步伐的营销人才培养机制。     

Short Sellers and Long-Run Management Forecasts

We examine how short sellers affect long-run management forecasts using a natural experiment (Regulation SHO) that relaxes short-selling constraints on a group of randomly selected firms (referred to as pilot firms). We find that compared to other firms, the pilot firms issue more long-run good news forecasts but do not change the frequency of long-run bad news forecasts. The increase in good news forecasts is greater when the pilot firms have higher-quality forecasts, greater uncertainty about firm value, or higher manager equity incentives. Overall, these results and the results of additional analyses indicate that the reduction in short-selling constraints and the increase in short-selling threat induce managers to enhance disclosures through more long-run good news forecasts to discourage short sellers.     

Provision of accessible marketing and extension services in less‐developed agriculture

An agricultural marketing system is important in assisting farmers to make the transition from subsistence to semi‐commercial and commercial agriculture, but requires a communication system to provide farmers with information on marketing channels and procedures. A study of the marketing system in Ciskei showed that it had not resulted in an increase in marketable surplus among small‐scale subsistence farmers and that the provision of marketing information was inadequate. Recommendations are proposed/or making marketing and extension services more accessible to subsistence farmers.     

发展电子商务必须重视网络营销的研究和应用

随着经济全球化和计算机信息技术的快速发展 ,越来越多的企业开始意识到利用互联网电子商务技术改造传统管理销售模式对企业发展的战略意义。电子商务的兴起和发展虽然引起企业贸易活动和营销管理方式的重大变化 ,但它并不能改变基本的营销理念、营销关系和企业营销活动的基本