金融危机对北京商业企业的影响及对策研究

由美国次贷危机引发的金融危机对全球金融市场、实体经济以及商业发展产生了深远影响.其中,对北京市商业企业的收入和利润、竞争格局、业态发展、营销模式和人才更新进程产生了影响.北京市商业企业应该从解决资金困难、资本运营、调整产品结构和细化服务、探索经营模式和组建优秀商业团队等方面采取措施积极应对金融危机带来的机遇和挑战.     

论商业企业营销道德

营销的目的、手段和结果对我国商业企业营销道德进行了分析 ,指出我国商业企业要构筑先进的营销道德体系 ,既要继承中国优秀的道德文化 ,又要吸收西方先进的道德文化 ,并加强法制建设 ,实现道德与法制的相互促进。     

信息化与烟草商业企业的竞争力

随着计算机技术、通信技术的日益发展与融合,市场竞争日益激烈,其焦点已转化为产品的小批量、人性化、个性化,这就对烟草商业企业的生产和营销管理提出了更高的要求。因此,企业要在竞争中赢得优势,就必须明确认识信息化建设的重要作用,深入地使用现代信息技术和信息科学的方法来开发和利用各种各样的信息资源,并以此为手段,进一步开发和利用生产经营和决策资源,从而形成一个崭新的生产和经营方式,推动烟草商业企业的管理规范化、科学化和系统化。本文从烟草商业企业竞争力内涵的探讨出发,以竞争力理论为基础,通过对相关案例的分析,认为企业信息化的目的是提高烟草企业竞争力,企业信息化建设应该围绕提高烟草商业企业竞争力的各项因素来进行:企业结构的重组、企业业务流程再造等烟草商业企业竞争力的影响。     

卷烟消费税政策调整对烟草商业企业的影响及对策

2009年国家对卷烟消费税进行了调整，目前从商业企业能够查到的具体数据来看就是毛利下降较为明显。商业企业应从营销和内控两方面入手。提升市场经营能力以应对烟草行业消费税变革带来的影响。     

论高校后勤零售商业企业管理的创新

自高校后勤产业化改革以来,对后勤产业中零售商业企业管理的要求越来越高,传统的杂货店式的管理模式已远不能适应当前高校师生对高品质、现代化零售商业服务的要求。文章从当前高校后勤零售商业企业的管理现状入手,通过对它们管理现状的分析和研究,对所存在的问题进行分析后,提出相应对策,以期从理论上对我国高校后勤零售商业企业的发展做出探索,使其更好的服务于我国高等教育事业的发展。     

道德与文化建设是我国商业企业持续、和谐发展的基础--评《商业企业营销道德与文化研究》一书

商业企业作为国民社会进步协调发展中的来，从企业的数量、为造的GDP的数量等方面可步深入和对外开放的进级的商业企业已登陆中良好，与本土商业企业激烈的市场竞争中，企手段、商品质量、服务素质等诸多方面都能影但对企业而言，最重要“人无信不立，商无信“诚为商之本，     

论商业企业服务品牌形象的建立

服务品牌形象是商业企业竞争的有效手段,而商业企业服务品牌形象的建立需要综合各种因素才能发挥作用.其中包括进行市场环境分析、市场选择和定位、提高经营质量、树立先进独特的服务理念、加强广告宣传和公共关系.惟有如此,商业企业服务品牌形象才能真正建立起来.     

试析国有商业的“入世”效应

我国加入世贸组织势必对国内商业事业前所未有的影响,既为国内商业带来了良好的发展机遇,也将在短期内形成一定的冲击。国内商业企业应以入世为契机,发展大商业、参与大流通,开展外向型经营,更新营销观念、熟悉国际惯例、掌握国际营销策略,并通过采取树立以国际市场为导向的新流通观,加快培养一批高素质的商业人才等对策迎接“入世”挑战。     

论市场经济条件下国有商业的形象建设

国有商业形象是指国有商业企业对顾客的征服能力、对市场的占有和左右能力以及对员工的凝聚能力。其外在表现为商品、商店、商人在顾客心目中的位置;其内在表现为质量、品种、价格、管理、服务等方面的营销道德和营销艺术。我们所要塑造的国有商业新形象,就是以满足现代消费需求为前提、以商业道德为核心、以公平和法制为尺度、以效益为目的、以竞争和发展为动力的企业整体风貌。一、树立国有商业新形象是市场经济发展的客观要求在市场经济条件下,商业竞争表现在经营策略、经营手段、商品质量、服务质量和经济实力、员工素质等诸多方面。这些方面在消费者心目中,集中表现为企业形象。良好的企业形象,     

国有商业企业改革新思路

本文遵循十五大精神，论述深化国有商业企业改革的必要性、体制政策根据和多样形式，提出了国有商业企业改革的具体途径。第一部分从发挥主导作用、坚持根本宗旨、推进增长方式转变和搞活流通、繁荣市场方面阐述国有商业企业深化改革的必要性；第二部分从十五大报告中提出的“公有制为主体、多种所有制共同发展”等8个方面阐述深化国有商业企业改革的体制政策根据；第三部分运用十五大提出的理论，指导探索产权、组织、经营和管理等方面的具体形式，论述了国有商业企业改革发展的新思路。     

供需主权变化与营销理论的重建

传统的市场营销理论以供给方主权为基础 ,而不是真正集中于消费者的需求。随着互联网络的普及发展 ,消费者逐渐获得主权。传统理论已无法解释一些新的经济现象。进入网络经济 ,必须重建以消费者主权为前提的市场营销理论。     

全球化与国家主权:相互形塑

全球化与国家主权并不是对立的,全球化并不必然弱化国家主权,在一定意义上全球化本身就是国家主权的产物。全球化给不同国家主权的影响是不同的,通常受到强烈冲击的都是发展中国家,西方大国的主权反而有增强迹象。只能说全球化使国家主权发生了结构性变化,国家的核心主权并未动摇,与此同时,国家的主权意识却增强了。     

Furthering the integration of marketing and logistics through customer service in the channel

Recent emphasis on customer service in both the academic and trade literature reveals a growing but confusing body of knowledge. Both the marketing and logistics disciplines have offered varying definitions of customer service, but have failed to offer a comprehensive framework which represents customer service and its related marketing and logistics issues. This article offers the viewpoint that customer service is a conceptual unifying factor for integrating marketing and logistics. The channel system is introduced as the vehicle by which buyer/seller relationships must be analyzed to understand formation of buyer expectations, interaction of marketing and logistics activities, and subsequent customer service performance. The institutional, behavioral, and physical dimensions of channel activity influence many of the marketing and logistics decisions made by management. The framework offered in this article differs from previous efforts in that customer service is the output of the unified activities of marketing and logistics. It considers marketing and logistics decisions jointly, re-evaluates and expands the production function in logistics, and ties customer service to customer satisfaction or dissatisfaction.     

特许经营在我国旅行社业中的发展

作为一种新兴的商业模式和营销体系，应用在旅行社业中的特许经营是旅游批发(经营)商控制销售渠道的一种手段。目前，我国旅行社业中引入特许经营还不是非常普遍。在对特许经营内涵进行界定的基础上，从我国旅行社业现状出发，通过对特许经营优势的阐述，表明我国旅行社业引入特许经营进行扩张的必要性。同时阐述了中外旅行社业应用特许经营的现状、存在问题以及特许经营在我国旅行社业中的未来发展趋势，希望能对正处于扩张思变期的中国旅行社业有所借鉴。     

对我国服务营销发展策略的几点思考

我国加入WTO后,将不断加快开放服务业的步伐。服务业在国民经济中的地位和作用越来越重要,服务营销的重要性也日益突出。目前,我国服务营销中还存在着许多问题,因此,我国服务业应强化服务营销理念,通过培养大量的服务营销人才,运用先进的网络营销手段,走创新发展之路。     

Customer relationship dynamics: Service quality and customer loyalty in the context of varying levels of customer expertise and switching costs

As customer-organization relationships deepen, consumers increase their expertise in the firm’s product line and industry and develop increased switching costs. This study investigates the effects of customer investment expertise and perceived switching costs on the relationships between technical and functional service quality and customer loyalty. Technical service quality is hypothesized to be a more important determinant of customer loyalty than functional service quality as expertise increases. Both technical and functional service quality are hypothesized to have a reduced relationship with customer loyalty as perceived switching costs increase. Three-way interactions between the main effects of service quality, customer expertise, and perceived switching costs yield additional insight into the change in relative importance of technical and functional service quality in customers’ decision to be loyal. Six of eight hypotheses receive support. Implications are discussed for customer relationship management over the relationship life cycle. Simon J. Bell (s.bell@jims.cam.ac.uk; Ph.D., University of Melbourne) is a university lecturer in marketing at the Judge Institute of Management, the business school of the University of Cambridge. His research has appeared in theJournal of the Academy of Marketing Science, the Journal of Retailing, theJournal of Business Research, Industrial Marketing Management, andMarketing Theory, among others. His.areas of research interest include organizational learning, sales force management and internal marketing, services and relationship marketing, and corporate social responsibility. Seigyoung Auh (sauh@brocku.ca; Ph.D., University of Michigan) is an assistant professor of marketing at Brock University, Ontario, Canada. His research has been published in theJournal of Economic Psychology, theJournal of Business to Business Marketing, theJournal of Services Marketing, theJournal of Marketing Management, Industrial Marketing Management, and others. His research interests are in application of a resource-based view to marketing strategy, top management team diversity and marketing strategy, customer orientation (customer satisfaction) and loyalty, interface between marketing and entrepreneurship, and services and relationship marketing. Karen Smalley (B.Comm. Hons, University of Melbourne) is an honors graduate in marketing at the University of Melbourne.     

我国商业银行服务营销策略研究

有效的服务营销对商业银行在激烈的市场竞争中获得竞争优势具有重要意义。我国商业银行应通过建立和完善服务营销管理体系,科学准确地进行市场细分及定位、制定差别化的营销战略,优化服务渠道、做好服务流程再造等策略,提高服务营销能力。     

Relationship marketing: The strategy continuum

Conclusion Few service firms will apply a pure transaction marketing strategy. Even highly standardized service operations include direct contacts with customers, and the customers do perceive the production and delivery process. Hence there are part-time marketers and functional quality effects, so we cannot talk about a pure transaction marketing situation. However, the more standardized the process is, the more dominating is the core service and the technical quality of the outcome of the production and delivery process and the less difficult it is to manage the personnel from a marketing point of view. Firms can position their strategic approach along the strategy continuum, and the more a relationship-type strategy is called for, the more has to be invested in interactive marketing, the functional quality impact, and internal marketing. In such a situation, it is at the same time more important to create information systems where the firm is managing its customer base directly and not relying on market share statistics and ad hoc customer surveys. Christian Gr?nroos, a former visiting professor at Arizona State University and a research fellow at the First Interstate Center for Services Marketing there, is currently a professor of marketing at the Swedish School of Economics and Business Administration in Finland, where he also is head of the marketing department. He has published extensively within the areas of service management and marketing and relationship marketing. He has published seven books and numerous articles in English, German, Spanish, Italian, Portuguese, Russian, Chinese, Dutch, Finnish, Swedish, Danish, and Norwegian.     

以服务公平性为源头的旅游者忠诚驱动因素

在国内外大量相关文献的基础上,以交易营销与关系营销两大营销研究范式为基础,构建了以服务公平性为源头的旅游者忠诚驱动因素的整合模型。通过对武夷山观光旅游者进行抽样调查获取了丰富的基础数据,实证研究了服务公平性、服务质量、感知价值、旅游者满意、旅游者信任等多个前因变量的相互关系及其对旅游者忠诚的影响,探讨了两种营销范式在旅游者忠诚驱动因素整合研究中的可行性与合理性。     

基于顾客期望与感知的服务营销战略研究

本文以顾客期望和感知相关理论研究成果为基础,结合服务营销的特殊性分析服务企业的营销战略问题,提出了基于顾客期望和感知的服务营销战略模型。根据该模型,服务企业确定自己的营销战略,必须明确锁定自己的服务对象,在理解顾客服务期望的基础上区别对待顾客期望并合理控制顾客期望,同时按照顾客期望设计并提供服务,才能实现顾客满意的目标。在顾客满意的基础上,服务企业可以通过有保留地承诺、突出服务传递维度的重点、利用服务补救的机会等策略超越顾客的服务期望,使顾客惊喜或感动以留住顾客,实现顾客的忠诚。