体验经济时代饭店服务创新探讨

体验是一种心理感受,具有产出间接性、消费主动性、感受即时性和延续性以及个体差异性等特点。体验经济是一种继农业经济、工业经济、服务经济形态之后的第四种经济发展模式,它关注消费者能否为其体验的满足程度而付费。本文在此基础上分析了体验经济时代饭店服务创新的途径,以期能为饭店业提供体验性服务提供有益的帮助。     

体验广告体验的符号化传播

"农业经济满足了人类的温饱,工业经济满足了人类对物质的追求,信息经济满足了人类对资讯的欲望;下一步人类还需要什么?——人类的下一步追求是体验。"从联想的"全面客户体验",到惠普的 TCE(整体客户体验——Total Customer Experience),再到比尔·盖茨自家品牌的 XP(Experience 的缩写)。这一切都在证明美国未来学家阿尔文·托夫勒在其著作《体验经济》中向人们预言正在成为现实:服务经济的下一步是走向体验经济,人们会创造越来越多的跟体验有关的经济活动,商家将靠提供体验服务取胜。聪明的广告人立刻把体验符号化了,通过媒介传播开来,体验的经济效应在广告中得到了实现和最大化。     

让广告传播进入新媒体时代

经过近十年的发展,尽管网络广告本身有一些优势而且也在进行不断的提升,但也仅仅只是作为一种单向传播,打扰受众浏览或是“逼迫”受众观看。因此,随着传统互联网广告的泛滥和重复,人们的排斥度日益上升,接受度日益下降。据在线发行商欧洲协会(OPA)和欧洲交互广告协会(EIAA)分析指出,传统的在线旗帜广告正在走向死亡,数据显示,传统的468x60规格的旗帜广告占有率已由2006年上半年的21%下降到了2006年下半年的13%。     

体验营销时代广告传播的新动向

体验经济时代人们的消费观念不再仅仅停留于获得产品和服务本身,而是更加关注他们的消费体验和思维认同的过程。广告市场亦开始注重体验在传播中的作用,向目标顾客传递体验信息,引起消费者的思维认同,进而影响消费者的购买行为。体验广告使企业迅速实现了体验的符号化传播,成为实施体验营销的关键性媒介。体验营销思想将成为广告业新的风向标。     

体验经济时代的营销创新

随着体验经济时代的到来,体验式营销已成为21世纪营销战中最有力的秘密武器,因此,必须调整传统的营销战略,将体验式营销纳入企业调整营销战略的重中之重。     

广告中的感官体验与延伸

广告是通过媒介传达商品信息的活动,目的是要激发和满足人们的欲望和需求。这些欲望和需求的产生往往脱离不了所谓的“五感”(视觉、听觉、触觉、嗅觉和味觉)经验。本文就广告表现中,如何充分利用媒介载体,从传统的视听二维空间延伸到五维的多元感官体验展开研究,试图从中找到广告创作的新途径,为广告创作及其表现提供借鉴。     

浅析体验经济时代的酒店个性化服务

在酒店业竞争日趋激烈的今天,酒店创新个性化服务以满足顾客的体验需求已成为当前提升酒店竞争力的重要举措之一。了解在体验经济下酒店个性化服务的特征,依据当前酒店个性化服务现状,制定出酒店应从确定主题、提高顾客参与度、利用名人效应等措施去创新个性化服务。     

简论体验经济视角下的酒店服务创新

在注重过程参与、个性满足和追求精神愉悦的体验经济时代,酒店需要在服务理念、服务模式、服务环境和氛围上进行改革创新,为客人提供喜出望外的个性化服务和情感化服务。     

体验经济时代营销策略创新思考

“体验经济”一词近来日渐成为谈论的热门话题,如何根据体验经济的要求实现企业营销策略的创新是本文探讨的重点。文章在分析了体验的特征后,着重探讨了体验经济时代企业营销策略创新的思路。主要有商品体验化,商品体验主题化,通过终端卖场有效的感官刺激增强消费者体验以及在促销上创意强化体验的品牌形象。     

体验经济时代的饭店产品创新研究

体验经济时代的来临赋予了饭店产品全新的内涵,要求饭店开发出更加个性化、人性化和具有参入性、价值化的产品,创新成为饭店经营管理最核心的问题。从触动顾客内在的情感和情绪;产品服务定制化;强调与顾客的沟通与互动;重视技术创新,注意使用高新技术;建立饭店创新激励机制,提高饭店产品创新的相关能力等方面对饭店产品创新进行了探讨。     

节约型食品快递包装的创新研究

从食品快递包装现状分析快递包装现行问题及发展趋势,以调查分析为基础,食品包装节约理念为依据进行创新研究,从而有效避免其弊病。对于食品快递包装的重新定位,可以采用六大创新要点在节约型食品快递包装中应用,在节约环保、实用方便、健康卫生等方面满足人与环境对于食品快递包装的发展诉求。     

名表广告传播策略探析

手表在今天已不仅仅作为一种计时工具，尤其对高档手表市场，许多知名品牌通过各种别具风格的传播手段使自己成为奢侈品中的一员，它们成为财富、地位、品位等的特殊代名词。这些高档知名品牌的腕表凭借其独特的全方位传播策略，使它们多年来始终处于腕表市场金字塔的顶端。然而虽同处高档腕表市场，但不同品牌间的传播手段却存在较大差异。本文通过对名牌手表的标准界定及其等级分类的分析，探讨了不同等级的名牌手表的传播策略，并对名表广告传播策略进行总结。     

金融服务部门开放对制造业企业技术创新的影响

金融服务部门开放提供了更多的优质金融服务,便利了企业融资,为企业技术创新提供支持。为系统研究金融服务部门开放与制造业企业技术创新之间的关系,本文在理论分析的基础上,基于世界银行微观企业调研数据库和服务贸易限制数据库,实证分析了金融服务部门开放对企业技术创新活动的影响。研究发现,金融服务部门开放促进了制造业企业技术创新;进一步引入行业特征的分析表明,高外部融资依赖企业的技术创新活动受金融服务部门开放的影响更大,金融服务部门的开放将更有效地促进这类企业技术创新活动的蓬勃发展。本文研究证实融资纾解效应是金融服务部门开放影响企业技术创新活动的主要渠道。     

Does Social Software Support Service Innovation?

Recent Internet technologies and web‐based applications, such as social software, are being increasingly applied in firms. Social software can be employed for knowledge management and for external communication enabling access to internal and external knowledge. Knowledge, in turn, constitutes one of the main inputs to service innovation. Hence, social software has the potential to support service innovation. Using data from German IT and knowledge‐intensive service firms, this is the first paper that empirically analyses whether the use of social software applications triggers innovation. It refers to a knowledge production function in which social software use constitutes the knowledge sourcing activity. The results reveal a positive relationship between social software and service innovation. Since this result is robust when controlling for former innovative activities and the previous propensity to adopt new technologies and to change processes, the analysis suggests that the causality runs from social software to innovation.     

Strategizing Retailing in the New Technology Era

The world of retailing is being reimagined and transformed at breakneck speeds due to new technologies, as well as due to changes in consumer purchasing behavior resulting from the COVID-19 pandemic. This dynamic retail marketplace is forcing retailers to strategize how to best position themselves to survive and flourish in this environment. Recognizing that we are at a critical inflection point in the world of retailing, we conceptualize a Strategic Wheel of Retailing in the new technology era that emphasizes technology as the core enabler of the strategies related to the 6Ps of retailing (retail place and supply chain management, product, pricing, promotion, personnel, and presentation). In particular, the articles calls for retailers to carefully their review their competitive ecosystem as they adapt to the new technologies, raises some issues, and offers new directions for further research on how technology can be leveraged to design profitable retail strategies.     

The role of innovation in driving the economy: Lessons from the global financial crisis

The global financial crisis hit nearly every country in the world, devastating their economies, decimating the financial resources of their companies and citizens, and nearly collapsing the banking systems in their countries. While risky financial instruments and bad home lending practices receive much of the blame for this downturn, too few innovations introduced in the years leading up to the crisis also contribute to this collapse or, at a minimum, deepening the resulting recession. This paper draws on theoretical literature and contemporary media accounts, building the argument for a significant impact of innovations on the economy and its potential role in pulling the US economy out of the financial crisis. The paper develops propositions based on this review and discusses implications for staving off future economic difficulties.     

“非市场经济地位”与对华反倾销对策性研究

我国入世后对外贸易面临新的棘手问题，其中“非市场经济地位”使我国成为国际反倾销最大受害国。这种状况不能继续下去，必须采取针锋相对的对策措施解决它。本文从“入世议定书”中的“非市场经济地位”问题入手，分析它与对华反倾销的关联性，阐明对华反倾销对我国出口贸易乃至国民经济的危害及其不良影响，探讨争取市场经济地位的各种途径与方法，研究对华反倾销调查中替代国选择的几个关键性问题。     

Customer-based execution strategy in a global digital economy

Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitable customers. This paper provides an organizing framework to help firms develop profitable customer-level strategies across countries in the digital environment. We start by providing a summary of the marketing literature on a customer-based execution strategy. Next, we discuss how the evolving digital landscape is affecting firms’ relationships with customers and describe some of the current digital product and process innovations in the marketplace. We discuss boundary conditions for how these digital product and process innovations might affect profitable customer strategies in a global context. In addition, we discuss implementation challenges that MNCs will likely face in deploying these customer-level strategies and other stakeholders (outside of customers) that will likely play a role in the execution of these customer-level strategies. Finally, we summarize set of research questions to guide future research on customer-level strategies in a global digital context.     

发展我国空基通信网初探

空基通信同是由航空通信系统平台和航天通信系统平台组成的一个协调统一的通信网络。它能保证军事通信系统受到敌方软硬攻击后仍有部分生存能力。本文在分析海湾战争中所采用的空基通信系统(网)以后,讨论了这种通信网的基本构成及其在未来战争中的作用,最后对如何发展我国的空基通信网提出一些建议。     

浅析3G时代手机广告的发展

3G时代是分众传播的时代,是创意传播的时代。与传统广告相比,3G时代手机广告具有许多无与伦比的优势。3G时代手机广告具有更强的伴随性、精准性、互动性以及更高的关注度。