企业广告文案写作中的修辞技巧研究

中小企业会受到自身条件约束,对广告宣传的人力物力投入不足,产品知名度和商品销售难以得到有效提升。现代市场竞争规律表明,企业管理者除了对产品质量,功能及售后服务等方面进行大力投资外,也应加大对广告宣传的投入力度。本文通过对广告文案语言的文体特征和基本要求探讨,分析广告文案中汉语言文字的特殊表现和运用,重点针对企业实际发展状况论述广告文案写作中的修辞技巧,以期能为业内人士提供一定借鉴。     

移动APP广告策略应用分析

APP是移动互联网发展到一定程度的产物,具有实用、精准、创新等特点,移动APP广告作为新兴的移动广告形式倍受瞩目。APP广告模式一般具有植入APP和品牌APP两种基本模式。如何在当下媒体环境中更有效地实施APP广告：深入洞察用户心理,吸引用户主动参与是APP广告策略的核心要素;其次通过整合传统媒体、社交网站以及二维码等其他形式,使APP广告点面结合,深广并重,达到广告效应的最大化。     

浅析中国平面房地产广告中诉求的演变

本文尝试从平面房地产广告的例子中探索其诉求的演变,这不但对日后同类型的广告创作具有参考意义,还有助于找到更有针对性的诉求模式,以达到促进房地产业发展的目的。     

实现广告情感诉求的语言策略研究

本文在内容分析的基础上分别从三个方面论述了实现广告情感诉求的语言策略，其中包括语音策略、词汇策略和修辞策略。     

实现广告情感诉求的语言策略研究

本文在内容分析的基础上分别从三个方面论述了实现广告情感诉求的语言策略,其中包括语音策略、词汇策略和修辞策略。     

APP营销的现状分析及策略探究

随着互联网的发展和智能手机的普及,移动营销越来越频繁的进入人们的视野并且为企业所青睐。智能手机终端不断深入到营销过程,APP营销应运而生,被企业所青睐,那么用户对APP营销持有什么态度,企业对APP营销认识又如何呢?本文对此展开研究探析。     

移动医疗APP的盈利模式探索

通过对国外成熟的移动医疗盈利模式的分析,结合国内现实情况,提出中国可发展的未来移动医疗APP的盈利模式。     

知乎原生广告文案的内容生产策略研究

知乎作为中国最大的UGC网络社区,其原生广告得益于平台特点,取得了较好的发展和广告效果,为了探寻其内容生产策略,给其他平台广告以及其自身发展提供参考,本文采用了内容分析法和文本分析法,对其原生广告文案进行研究分析。研究认为其原生广告做到了三方面较好的融合：与媒介环境的融合、与媒介内容的融合、与用户需求的融合,从传统广告商对待用户的零和原则转变为了互惠共赢的原则,值得广告相关从业者效仿和学习。     

信息泛滥背景下广告文案的写作策略

在信息泛滥、载体市场供过于求、广告语境遭受破坏的现实背景下,广告文案写作必须坚持\"真、诚、美\"的创作原则,以真感动上帝,以诚赢得信誉,以美征服受众,才能提高广告宣传的效果,获取最佳的社会效益。     

川菜APP的应用现状与发展策略研究

本文概述了川菜APP发展现状,分析了其存在的不足,并提出川菜APP应重视品牌建设,不断完善功能,增加川菜文化附加值等作为未来发展策略,以期川菜APP保持健康、快速的发展。     

移动旅游App服务评价体系研究

为了科学评估移动旅游应用服务评价的基本框架,准确构建影响人们使用移动旅游App服务各影响因素之间的逻辑结构,文章基于UTAUT模型的基础上,提出研究的模型框架,建立相应的测量指标体系。以采集的服务满意度调查数据为基础,为进行结构方程模型的验证分析奠定基础,并为评价移动旅游App服务评价体系提供参考意见。     

移动App营销模式对消费者购买意愿的影响

随着4G技术的发展以及智能手机等移动终端的普及,移动App展现出的营销价值吸引了大量商家,并逐渐改变了传统的企业营销方式。本文将移动App营销模式划分为品牌App、联盟App、App广告植入和App广告投放四种模式,通过构建移动App营销模式对消费者购买意愿影响的研究模型,探讨其对消费者购买意愿的影响因素和作用机理。研究结果表明,移动App营销模式部分影响消费者感知价值,移动App营销模式对消费者购买意愿具有显著影响,消费者感知价值对消费者购买意愿具有显著影响。     

长沙市连锁药业的竞争格局及竞争策略研究

本文作者对长沙市连锁药业进行了较为全面而深入的调查，在此基础上，分析了目前长沙市连锁药业的经营现状、竞争格局和各连锁药店所采取的竞争策略，并进一步预测了长沙市连锁药业未来的竞争格局，提出了在未来竞争格局下具有不同市场地位的连锁企业应该采取的竞争策略。     

手机营销在酒店行业的运用与新模式探讨

手机对于营销最大的价值,在于无可比拟的精准度及即时互动性,手机营销已成为营销专家们不容忽略的话题。以酒店行业为依托,在研究手机营销意义的基础上,分析了手机营销在酒店行业中的阶段性运用,并探讨手机营销的新模式。     

品牌延伸策略在影视作品中的应用探析

随着电视剧市场竞争的日趋激烈,如何通过正确地实施品牌延伸策略来提高影视作品上市的成功率,已成为影视业关注和需要解决的重要课题。本文以电视剧《甄嬛传》品牌延伸至《芈月传》为例,通过对影视作品品牌延伸过程中的影响因素和品牌延伸给影视作品带来的竞争优势的分析,提出了影视作品成功应用品牌延伸的策略,以为影视作品的成功推广提供参考。     

On the Evolution of Mobile Platform Ecosystem Structure and Strategy

Platforms have become a core fundament of many technology industries. Platforms not only enable new products and services but have also been shown to influence strategies, shape business models, and even transform entire industries. Platforms play a particularly important role in the mobile ecosystem. The success of smartphones has led to an intense battle of mobile platforms, each looking for ways to become the system of choice for mobile device manufacturers, mobile network operators, and mobile application developers. Drawing on theories of platform markets, strategic networks, and business ecosystems, this paper uses a visualization approach to study the evolving global interfirm structure and examines strategies used in the mobile platform ecosystem over the past five years. We identify important differences between mobile platform strategies and discuss their implications for both mobile ecosystem participants and the future of the app economy.     

领导行为中的情绪感染研究述评

近年来,情绪感染理论在领导行为研究领域得到了很大重视和发展。情绪感染理论的引入为企业管理研究提供了独特的视角。领导行为中情绪感染的影响因素包括交往双方的个人差异和个人以外的情景因素两个方面。交往双方在情绪表现力和情绪敏感度两个方面的个人差异均有可能对情绪感染产生影响。领导行为中情绪感染研究的研究方法有情绪唤起水平与传递的处理、领导者—追随者关系的确定以及数据资料采集方法三个方面。今后国内学者可以从深化个体差异和情景因素对领导行为中情绪感染过程的影响研究,领导行为中的情绪感染研究需要综合各种研究方法,着眼于领导理论的发展来开展未来研究等方面深入探讨领导行为中的情绪感染。     

日本都市圈体育用品店立地特征研究

通过以广岛市为例对日本都市圈体育用品店立地特征的研究结果表明,广岛都市圈体育用品店在1995年时以多店一般专门店为中心,5成以上店铺位于市中心。2000年以后,随着交通体系的完善,在郊外开设的量贩专门店以及在郊外的大型购物中心内开设的量贩专门店开始增加,形成了郊外量贩专门店包围市中心一般专门店的态势,致使市中心量贩店关门歇业的增多。这种立地变化与广岛市中心部体育用品零售业的地位及顾客吸引率下降有关。     

Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty

Recent empirical evidence regarding the relationship between store brand purchase and store loyalty suggests a nonmonotonic relationship (inverted U): positive up to a certain store brand consumption level, after which it becomes negative. To investigate this idea further, this research analyzes the role of (1) the retailer's competitive positioning, and specifically its price positioning, and (2) the product category. On the one hand, the more price oriented the retailer's positioning, the more favorable is the relationship between store brand consumption and store loyalty. The threshold level of store brand purchasing at which the relationship becomes negative occurs later, and this negative relationship is less prominent. On the other hand, the relationship between store brand consumption and store loyalty appears to differ across product categories as a consequence of several factors, including perceived risk. The relationship therefore appears more favorable for risky categories. An empirical study of ten retailers that adopt different price positions corroborates these propositions.     

Corporate Social Strategy in Multinational Enterprises: Antecedents and Value Creation

In this article, we examine the relationship of the multinational firm’s market environment, stakeholders, resources, and values to the development of strategic social planning and strategic social positioning. Using a sample of multinational enterprises in Mexico, we examine the relationship of these different ways of conducting social strategy to the creation of value by the firm. The market conditions of munificence and dynamism, and the resource for continuous innovation are found to be related to strategic social positioning. The social responsibility orientation of the firm is related to strategic social planning. Positioning is related to value creation for the multinational firm, but planning is not. We discuss the implications of these findings for research and practice. Bryan W. Husted is a professor of management at the Instituto Tecnológico y de Estudios Superiores de Monterrey (Mexico) and Alumni Association Chair of Business Ethics at the Instituto de Empresa (Spain). His research focuses on corporate social and environmental management. His work has appeared in such publications as the Journal of Management Studies, Organization Science, and the Journal of Business Ethics. David B. Allen is a professor of strategy at the Instituto de Empresa (Spain). He received an MBA from New York University and his M.F.A. and Ph.D. from the University of Iowa. His research focuses on non-market strategy. His work has appeared in such publications as the Journal of International Business Studies and the Journal of Business Ethics. He has consulted extensively for European and American multinational firms.