保健品会议营销模式利弊探讨

目的会议营销是保健品在经历了广告营销之后的一种新型的营销方式,在保健品营销中发挥了巨大的作用,但是同时会议营销的发展也进入了停滞,通过对会议营销模式进行探讨,充分发挥会议营销的优势,促进会议营销以及保健品行业的健康发展,方法结合实际,分析研究了近几年会议营销的成功和失败的案例以及运用营销学的基本原理。结果会议营销有着定位准确,运营成本低、风险小以及易与其他营销方式整合的优势,但目前存在的一些问题有待解决。结论保健品会议营销和广告营销以及店铺结合等营销方式相结合,将会促进保健品行业以及会议营销的健康发展。     

Commercial Innovations from Consulting Engineering Firms: An Empirical Exploration of a Novel Source of New Product Ideas

Industrial firms interact with many outside organizations such as the customers, suppliers, competitors, and universities to obtain input for their new product development (NPD) programs. The importance of interfirm interactions is reflected in a large number of interdisciplinary studies reported in a wide variety of literature bases. As a result, several sources of new product ideas have been investigated in the extant literature. Yet given the growing complexity and risks in new product development, there seems to be a need for managers to obtain input from new and unutilized sources. Apparently, one source that industry has not tapped adequately for its NPD efforts is the consulting engineering firms (CEFs). To fill the aforementioned gap in the literature, this article explores the roles and suitability of CEFs in new product development by conducting a rigorous in‐depth case research of new product idea generation in a large Australian firm manufacturing a variety of industrial products. To generate ideas for the sponsoring firm, longitudinal field interviews with 64 managers and engineers from 32 large CEFs were conducted over a one‐and‐one‐half year period. The findings of the field interviews were combined with the documentary evidences and the archival data. This longitudinal data collection enabled the author to generate new product ideas over real time and to gain access to the information that otherwise might have been difficult to obtain. The results suggest that CEFs are a rich source of new product ideas of potential commercial value. However, industry is making little use of CEFs, which underscores the need for industrial firms to collaborate and to establish an effective idea transfer relationship with them. Moreover, the services of CEFs are not restricted to idea generation but can stretch across the entire NPD process. These findings of the study encourage product managers to conceptualize NPD as a highly synergistic mutually interdependent process between CEFs and industrial firms rather than simply an arm's‐length consulting transactions. Given the dearth of research on idea generation with CEFs, this study highlights the findings that are novel and that go beyond the techniques of new product idea generation established in the extant literature.     

Implementing industrial sustainability: the research issues in technology management

This paper ties together issues in the implementation of industrial sustainability and the contribution that technology management research has to offer. The idea of sustainability seems to be slowly attracting more attention. Discussion occurs not only amongst world governments, academics and NGOs, but also in industry. Industrial sustainability now appears to be moving up the management agenda in many organisations. Corporate reputation and shareholder value may be at stake for organisations which cannot demonstrate a rational position on sustainability. However, despite this increasing awareness, in practice there are a number of barriers to the implementation of industrial sustainability ideas. For a start, it is unclear what industrial sustainability means in practical terms. The business case for implementation is often built on individual conviction or motivational case examples, rather than being grounded in solid theory with associated frameworks, guidelines and tools. Particular challenges facing organisations include the choice of appropriate product and process technologies, lifecycle valuation techniques, changing employee and other stakeholder mindsets, and possibly most importantly, creating a new business model altogether. In light of these issues, this paper sets out to review the contribution that technology management research can make towards the effective implementation of industrial sustainability. Considerations include the cross‐functional and cross‐organisational issues of implementation – bringing together various business units and functions within a company, and the many players in a supply chain, with the goal of improving environmental, social and economic performance in parallel. There is a need to develop new methods for technology valuation which integrate the concept of triple bottom line accountability and existing technology strategy in organisations could be extended, to include the wider set of values that underpin the concepts of industrial sustainability. The critical research needs for this to be achieved are identified.     

Strategic groups as reference groups: Theory,modeling and empirical examination of industry and competitive strategy

Previous studies on strategic groups have mainly focused on their static characteristics in order to test the theory of strategic groups and intraindustry performance differences (Porter, 1979; Cool and Schendel, 1988; Fiegenbaum and Thomas, 1990). In contrast, this study takes a longitudinal, dynamic perspective and describes the forces driving strategic group membership and structural evolution. It proposes that a strategic group acts as a reference point for group members in formulating competitive strategy. A partial adjustment model of strategic mobility is then developed which incorporates the idea of a strategic group as a reference group. It models strategic change in an industry both within and across strategic groups. The model is tested in the context of an in-depth industry analysis of the more significant firms in the insurance industry over the 1970-84 time period. The results suggest that strategic groups act as reference points for firm strategies and that predictions of future firm strategies and industry/group structures may also be successfully derived.     

产业政策研究的新进展——中国工业经济学会2007年年会学术观点综述

本文对中国工业经济学会2007年年会暨“产业政策：反思与评价”研讨会的主要学术观点进行了综述。涉及产业政策理论、区域和国际比较、产业规制政策研究等前沿内容，反映了当前产业经济学研究中关于产业政策研究的新进展。     

基于产业集群的浙江湖州丝绸产业发展模式与途径分析

湖州历来有"丝绸之府"的美名,但是湖州丝绸产业却没有成为浙江产业集群中的明星集群。本文从产业集群角度出发,通过分析比较湖州丝绸产业集群构架与一个完整的产业集群构架,从湖州市政府和企业两方面出发,以拓展产业链和提升产业架构为手段,探讨如何发展湖州丝绸产业,并切实规避产业集群发展中"盛极而衰"的致命弱点。政府应合理地招商引资、用文化服务经济,企业应积极地融入环杭州湾纺织产业集群以及自主创新、建立品牌。只有双方各司其职,协同合作,才是真正建立一个完善的湖州丝绸产业构架,才是切实可行的湖州丝绸产业发展途径。     

R&D Patterns in the Video Display Terminal Industry

A long-standing question asks whether small firms or large firms are more successful in product innovation, and the answer seems to be coming up, "It depends." Professors Link and Zmud reveal some of the things it depends on when they describe the results of their research on the VDT industry. They see the VDT industry as a possible prototype of the several technologically progressive industries now growing toward the early stages of maturity. What we see here today may be a forerunner of what we'll see elsewhere in the near future.     

Economics at the FTC: Pharmaceutical Patent Dispute Settlements and Behavioral Economics

Economics at the Federal Trade Commission (FTC) supports both the competition and consumer protection missions of the agency. In this year’s essay we discuss two issues, one from each of the agency’s missions. First, we focus on intellectual property issues in pharmaceuticals. Specifically, we discuss the principal rationale for antitrust concerns about certain patent dispute settlements in the ethical drug industry. Then, we discuss consumer economics, our recent behavioral economics conference, and how behavioral economics influences our thinking about consumer policy.     

参加2012 API石油行业大会及展览会技术报告

介绍了2012 API石油行业大会及展览会概况和会议主要内容,对API标准的发展现状和我国石油管标准与API标准的关系进行了分析,指出在采用API标准的基础上,制定非API标准和补充技术条件的必要性及将我国科研及标准化成果推向国际的意义。     

战略性新兴产业选择：从政策解读到理论评判

发展战略性新兴产业是提高我国经济发展质量效益的重要举措,得到了各地政府的积极响应.但战略性新兴产业在迅猛发展的同时也遇到了诸多问题,产业选择和布局不合理是制约其健康发展的主要因素之一.战略性新兴产业是战略性产业与新兴产业的交集,既有一般产业的共同特征,又有“战略”和“新兴”的特殊性.文章从“战略性”和“新兴性”的经济学内涵出发,分析了战略性新兴产业的产业规模、产业组织和产业技术特征,构建了基于产业经济学理论的选择指标体系,为进一步深化该领域研究搭建了基础平台.     

Corporate distinctive competence,strategy, industry and performance

Corporate distinctive competencies may facilitate effective management of interdependencies among multiple units. Relationships between corporate distinctive competencies and firm performance were examined in 185 industrial firms. Results suggested that distinctive competencies associated with performance vary according to the grand strategy used and the firm's principal industry. Specific distinctive competencies were identified for each strategy and industry type.     

Perspective: A Review of Marketing Research on Product Design with Directions for Future Research

The authors provide synthesized summaries of research on product design conducted over the 20‐year period from 1995 to 2014, as well as suggestions for future research. Building on the conceptual model of product design proposed by Luchs and Swan, the current project describes research findings based on a review of 252 articles drawn from eight of the academic journals most influential to marketing thought, and identified by their inclusion of the terms “product design” or “industrial design” within their abstracts, subject terms, and/or author supplied keywords. Specifically, the authors provide integrated summaries of 25 product design subtopics organized within Luchs and Swan's original 11 product design research topic categories, which, in turn, address the following three general product design research categories: context and strategy, product design process, and product design consequences. These summaries are followed by suggested future research opportunities to address gaps in the literature. In addition to seeking inspiration for future research based on a review of extant research, the authors illustrate an approach for exploring research opportunities based on current and emerging industry trends, such as sustainability, the sharing economy, and the emergence of consumer‐oriented health and performance management products. For each identified industry trend, the authors provide illustrative design implications with consequent illustrative research opportunities. This balanced approach to identifying near‐term research opportunities based on extant research and based on industry trends, i.e., looking forward and externally, may in turn improve the potential impact of future research on both knowledge development and on industry practice.     

我国战略性新兴产业发展研究——中国工业经济学会2011年年会学术观点综述

本文对中国工业经济学会2011年年会暨中国战略性新兴产业发展研讨会的主要学术观点进行了综述,涉及宏观经济形势、工业发展与战略性新兴产业培育,战略性新兴产业发展的基础理论研究,产业政策与战略性新兴产业发展,技术创新与战略性新兴产业发展以及产业经济学理论前沿进展等内容,反映了当前战略性新兴产业发展研究以及产业经济学理论研究的最新进展。     

The impact of alternative operationalizations of industry structural elements on measures of performance for entrepreneurial manufacturing ventures

Using a sample of 115 manufacturing ventures, this study examined elements of industry structure which prior theory and research in the fields of industrial organization economics, strategic management, and entrepreneurship suggest are the most important structural characteristics of industries. Future researchers should carefully select the particular operationalization of industry structure as our research demonstrates that the influence of industry structural elements on measures of firm performance is strongly dependent upon the particular operationalization utilized. In addition, measures of industry structure were found to have a differential impact on alternative measures of firm performance, suggesting that different performance measures are not interchangeable proxies for one another. © 1998 John Wiley & Sons, Ltd.     

住宅产业发展的结构主义观点分析

章采用结构主义的观点，应用投入产出分析原理，解释了住宅产业成为国民经济新的增长点的客观条件。在此基础上，综合分析了结构主义观点指导中国目前住宅产业发展的启示。提出中国住宅产业发展的关键是科技进步，并且应该根据产业发展的阶段进行科技进步类型的选择。最后，还阐述了推动住宅产业发展中的技术结构、产业组织和企业角色等因素。     

The current situation and future conceptualization of power in industrial markets

This article offers overview of research on power in industrial and business markets, conducted through the 10 articles in the special issue. These contributions are catalysts for defining the history, context, current situations, and future developments and prospects for power in the business world. Therefore, this article presents a conceptualization and understanding of power, using the special issue as a lens through which to view past antecedents, present understanding, and future directions. In addition to studies that mine past and present academic and practical rationales for power, the empirically based contributions test and explore power. This article identifies and thematically draws out and labels the principal manifestations across these contributions, to link origins with current principal foci and identify the most likely emphases of theory and practice for the future business-to-business arena.     

Introduction to the special issue on the nature of industrial marketing work

Peter Drucker once remarked that everything degenerates into work, and if it does not degenerate into work, nothing gets done. This special issue presents our vision for generating more analytical attention to the nature of industrial marketing work and to explore ways in which future research can contribute to this nascent research area. In this introductory article we seek to scope out an agenda for taking some of the themes of industrial marketing work further. In particular, the review points to the opportunities within industrial marketing, drawing on the intersections of Margaret Archer's morphogenetic agency approach with the neoinstitutional and Computer Supported Cooperative Work (CSCW) fields of study. It then highlights the useful contributions of the papers in this special issue. Our contribution lies in advancing new avenues for researching and, in so doing, ensuring something gets done to research this nascent area.     

Positioning industrial design students to operate at the ‘fuzzy front end’: investigating a new arena of university design education

This paper describes pedagogic research to instigate, support and understand a significant change in the education of undergraduate industrial design students. Design educators at Loughborough University, UK, have proposed that it will be critical for future industrial designers to learn new knowledge and abilities which will enable them to successfully operate at the ‘fuzzy front end’ of new product development. This is an arena before a traditional design brief exists (i.e. ‘pre-brief’), and typically involves in-depth investigation of such issues as users, experiences and brand, followed by exploitation of the findings. Curriculum development and new teaching, evolved over five annual cycles of implementation, reflection, planning and new implementation, is described. A model of the activities and processes of this ‘pre-brief’ arena is presented. Through structured investigation of the cycles of improvement and follow-up evaluation research, evidence gathered from stakeholders (students, educators, and industry) indicates that industrial design students can be taught to successfully operate at this fuzzy front end, and that this can be a highly effective strategy for students in their design project work. It also suggests that the students’ enhanced abilities will be in demand following their graduation.     

Principal researcher and project manager: who should drive R&D projects?

In this paper, it is analyzed the hypothesis that in R&D the principal researcher (PR) is accepted as the coordinator or project manager (PM), carrying out the search for financing and to manage contracts, resources, cost, time, scope, risk and uncertainty, communication, stakeholders and so on, in addition to internal research activities. Thus, this study tries to verify this hypothesis through a major literature review in different types of projects developed by university, but also with a look to industry and industry-university cooperation. Two case studies are also analyzed, centered in its R&D project management maturity level. It is concluded that there is an important issue in projects’ success and in the time spent by PR in management, work for which they are under trained; while at the industry there is a greater approach to project management by the proximity of the innovation projects to other industrial projects. Following these initial findings and according to the case study results, it is proposed that R&D Projects in universities would be separated into two synergistic knowledge areas: R&D Management and Project Management. It is also recommended to allocate them to two distinct roles, where they could add value to R&D through their better knowledge and skills.     

The digital marketing capabilities gap

Over the past two decades, digitalization has revolutionized not only consumer marketing but also industrial marketing. Both industrial marketing scholars and industrial marketers seek insights to understand how our knowledge and practice of digital marketing has been structured and configured. To address this gap, we adopt the resource-based perspective as an organizing framework and systematically review 129 articles spanning two decades of research to identify different digital marketing capabilities in industrial firms. From this analysis, we identify four themes: channels, social media, digital relationships, and digital technologies. We then stress-test this knowledge with managerial practices by conducting an online survey of 169 managers, designed to establish the repertoire of current and future marketing capability needs of industrial firms. Herein, we identify two marketing capabilities gaps: the practice gap—which identifies the deficit between managers' ‘current’ practices and their ‘ideal’ digital marketing capabilities; and, the knowledge gap—which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this. Based on these results, we build an agenda for future research on digital marketing capabilities.