文化营销在白酒行业的研究

白酒是我国特有的、具有悠久历史的传统酒种,我国有五千年的酒文化。本文研究的是文化营销在白酒行业的应用,通过这种营销策略为主导,满足消费者的精神满足和文化需求,从而使之获得消费者的认可。     

基于财务指标对中国白酒行业代表性企业的业绩比较研究

在现代企业尤其是股份制企业中,财务报表分析已成为股东、债权人、高管层等利益相关者进行财务决策与经营管理的基本工具。因此把财务报表分析技术运用到具体行业或是具体企业是非常有必要的。有鉴于此,本文选取了白酒上市企业作为研究对象,对白酒上市企业经营业绩进行分析不仅能够展示这些企业经营状况的好坏,同时能够从侧面反映白酒行业的整体状况。     

白酒行业对营销环境的调适及其启示

白酒行业作为我国传统行业的代表,自改革开放以来,就面临着营销环境所带来的严重威胁,但白酒行业并未因恶劣的营销环境而走向衰退,经过一段时间的适应和调整后,反而使经营变得更加有序,行业竞争力得到了提升。文章以当代研究者对白酒行业研究综述为基础,通过列举营销环境对白酒行业构成的威胁,分析了白酒行业应对环境威胁的有效措施,并给至今还受相关政策保护的一些垄断行业,特别是原来就与白酒不分家的烟草业和食盐业摆脱政策依赖提供一定的借鉴。     

探索高端白酒行业拐点下的转型发展

受中央出台限制三公消费及八项规定、库存及产能过剩等因素影响,2012年底至2014年两年间以茅台酒为主的一线高端白酒品牌均遭遇了股价下跌、业绩严重下滑的情况,表明现阶段高端白酒行业仍过分依赖政府,尚没有形成一种良好的市场调节机制。针对目前高端白酒市场现状,认清当前消费主体并由政转商,强化商务、日常用酒,创新营销模式并建立多元化的销售渠道以及转变包装设计理念,提升自身品牌是助力当前高端白酒走出行业寒冬的重要举措。     

浅析OEM经营在白酒行业的运用

近几年来“金六福”、“浏阳河”、“小糊涂仙”均以OEM经营的方式占据了很大的中国白酒市场,在白酒这一古老的行业中,OEM能否像在IT行业和家电行业那样闯出一片成功的天地,本文从白酒行业的现状分析,找出OEM发展所遇的问题,为OEM在白酒行业的运用中所遇到的问题提出解决方案。     

对中国白酒文化的探讨

随着社会的进步和生活品质的提高,在竞争激烈的白酒市场,文化成为白酒竞争的内涵诉求,质量与文化的结合成为当今白酒的卖点.推销酒文化已成为酒类产品市场的先导,中国白酒文化历史悠久,塑造白酒文化成为白酒市场面临的问题.结合酒文化与历史、市场、情感、营销、品牌等方面,对酒文化进行了剖析,酒文化的塑造要结合企业品牌特点,才能以文化支撑酒的品质.     

基于商业生态系统视角的四川白酒行业调整战略研究

本研究借鉴商业生态系统理论,对四川白酒企业在危机中的应对措施进行深入剖析,并提出在如今白酒行业产能过剩,市场转型的过程中,应该构建以五粮液和泸州老窖等名酒企业为首的互利共生,分享要素资源的白酒商业生态系统平台,为四川白酒行业再创辉煌奠定坚实的基础。     

基于SCP范式的高端白酒行业分析

文章结合高端白酒行业实际数据,应用SCP范式对三公政策下的高端白酒行业现状及行业调整改革进行详细的分析研究。得出三公政策在一定程度上影响了高端白酒的市场结构,一线酒企做出了有效的调整措施。高端白酒已经走出三公政策的负面影响,弱复苏趋势明显。     

高端白酒打造奢侈品的条件研究

中国高端白酒要想在激烈竞争的市场中突围而出,必须寻找一个新的突破口。借鉴国外品牌的成功经验,品牌奢侈化是高端白酒在竞争中脱颖而出的一条基本路径。强大的消费需求能力和白酒行业高速发展趋势将为白酒企业进军奢侈酒品牌提供保障,未来,白酒奢侈品牌或将成为白酒企业发展方向。目前,中国急需拥有自己的世界级奢侈品品牌,而白酒奢侈品牌将提升整个行业的价值和发展空间。本文对白酒打造奢侈品牌的条件作了一定的探索。     

基于因子分析法的白酒行业上市公司财务评价

我国白酒行业历史悠久,地位重要而特殊,白酒企业的发展状况颇受关注。在我国白酒市场竞争加剧的背景下,以2010年沪深两市已上市的12家白酒类上市公司为研究对象,通过构建财务指标体系,利用因子分析法对公司的财务状况进行科学、客观的评价,得出这12家公司总体财务状况的综合得分和排名,为投资者决策和企业财务分析工作提供一定的参考。     

Introduction and Call for Papers

ABSTRACT

This paper reports the results from a study developed on the idea that differences in consumer satisfaction would exist among individuals based on the profit status of their health insurance plan. Analysis of 581 responses received in a national survey of randomly selected households confirmed the idea that satisfaction did vary with profit status. This was particularly true of individuals in not-for-profit HMO plans. They reported greater satisfaction with aspects of health care than individuals in for-profit HMO plans. This study corroborates the findings of other related studies and signals to consumers the need to consider health plan profit status in their selection of an HMO plan.     

The Hotal and Catering Industry: Employment Prospects for the Eighties

Small business enterprises (SBEs) are considered to be the economic engine leading to worldwide economic development. They have attracted substantial consideration from researchers, academics and practitioners in the last three decades. Meanwhile, E-marketing (EM) has emerged as one of the key drivers in sustaining an organisation's competitive advantage. Yet, there is a lack of systematic empirical evidence regarding marketing activities that are affected by the use of EM in the (SBEs) context, and their consequent performance outcomes. Therefore, the purpose of this paper is to examine the impact of EM use by SBEs on marketing success and to develop and test a conceptual model of the antecedents and consequences of EM use by SBEs. The conceptual framework consists of the following constructs: EM budget, EM tools, pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. Moreover, 12 hypotheses were developed and tested. Exploratory and confirmatory factor analyses were used to test the validity of measures, while structural equation modelling was used in hypotheses testing. Data were collected from 114 SBEs who had used different EM tools. Findings reveal that the use of EM tools has a positive influence on SBEs pre-sales activities, after-sales activities, marketing performance and marketing effectiveness. The results of this study have major implications for the marketing domain, as they stress the central role of marketing people in the successful implementation of EM in SBEs.     

功率放大器数字基带自适应预失真技术研究进展

本文阐述了浙江企业逆向型对外直接投资区位选择的变化情况和现状分布,并在此基础上讨论了浙江企业在对直接投资区位选择上存在的问题,最后以区位选择模型为依据提出了如何更加优化区位选择的具体策略。     

Health and Sickness: A Buddhist View and Implications for Social Marketing

It is known that while health-care issues are highly important consumer concerns and closely tied to well‐being and quality of life, the perspective on the consumer often becomes clouded amid increasingly complex processes. This paper explores how Buddhist principles can permeate the marketing strategies of health-care organizations to deliver a positive, healing influence and thoughtful and sensitive services with an ethnographic study of a Nichiren Buddhist organization. It offers a vision for health-care marketing in crafting a message for severely ill patients to find meaning in life and live as fully as possible while accepting the presence of the illness.     

湖南家具业对外贸易的现状与问题分析

本文聚焦湖南家具业的生产与流通状况,从进出口的规模、品牌化程度、商品结构及市场分布上进行对比性分析,就贴牌、缺乏原创、利润率低、市场集中等问题剖析并指出相应的崛起对策。