保健品企业的关系营销模式探讨

关系营销的核心就是建立、维持和促进与消费者和其他伙伴之间的良好关系。保健品营销更多地体现在产品、消费者、终端、媒体、政府等错综复杂的关系上,有效地理顺这些关系,是保健品营销成功的关键所在。保健品企业必须正确认识自身的特点,制定适合本企业发展的关系营销战略,处理好与消费者、终端、媒体、政府以及各关系方的关系,从而获得竞争优势,实现保健品企业效益的最大化。     

脑白金不只是恶俗广告显现的神威

通过广告来传播保健品的功效，而广告中天生的夸张性与产品本身并不相符，如此便造成品牌在消费者中失信，最终完成自掘坟墓的结局。但由于保健品又非生活必需品，如果不夸大某些特性，无法达到吸引消费者的效果，那么保健品同样不能生存，因此对于多数品牌来讲，尽管知道单纯广告营销的危险性，却仍然会义无反顾的投身其中。但这同时也意味着，如果有人能跳出传统保健品的营销方法，便能跳出保健品的红海，从而进入一片新的蓝海。而看到这个机会的人，就是史玉柱。     

论绿色营销对企业竞争力的影响

企业竞争力对企业的生存和发展具有决定性作用。在对有关绿色营销和企业竞争力的文献回顾的基础上，利用Logistic回归构建了消费者环保意识、绿色消费偏好和绿色产品形象与企业竞争力之间关系的理论模型，并从选择目标市场、培育消费偏好和整合营销的角度，为企业更好地开展绿色营销、提升竞争力提出相关建议。     

消费者品牌敏感对传统中药保健品企业的启示

品牌是21世纪服务营销的基础,品牌敏感是消费者品牌行为研究的一个新课题,消费者的服务品牌敏感度或多或少会影响其品牌选择行为。研究消费者品牌敏感度,可以为企业开展服务营销提供参考。本文对消费者品牌敏感的概念及品牌敏感形成的前因进行研究,并基于中药保健品企业,提出了品牌营销策略和管理的相关建议。     

中国的保健品品牌为何短命？

在中国的保健品市场上，大量的品牌来去匆匆，曾经知名的品牌转眼间迅速消失，导致整个保健品市场的巨大波动。由于一些企业存在这样那样的问题，一次次地被媒体曝光和公众大批判，保健品在消费者心中的信誉度不断下降，并形成了对整个保健品行业的信任危机，影响到了整个行业的发展。根据国家统计部门的数据，2000年保健食品销售额306亿，到2001年只有175亿，2002年也仅为193亿。     

体验营销在酒店业中的应用

如今,随着市场经济的发展,一种从国外引进的叫作体验式营销的营销手段已被国内诸多商家成功引进。在商用车销售、家居装饰、家电厨卫销售、保健品销售等行业,已经掀起了一股强劲的＂体验风＂。体验营销是企业以服务为平台,以商品为道具,围绕着消费者创造出值得回忆的活动,因此,在全球范围内受到企业的广泛关注和消费者的普遍欢迎。在以服务为主的酒店业中,体验营销所发挥的巨大作用日益显现出来。     

21世纪体验营销路径探索

21世纪营销观念不断创新，体验营销作为一种新的营销模式，是为适应消费者不断变化的需求，伴随着体验经济的发展而产生的。由于体验营销把消费者的体验放在最重要的位置，突出消费者在企业营销中的角色，深受企业和消费者的关注和重视。     

企业市场营销模式与创新略论

营销模式对于企业来说至关重要。文章阐述了不同经济状态（条件）下导致营销模式变革的历程，并指出要适应未来的环境，必须对营销模式创新，从而寻求适合中国消费者的营销模式。     

浅析我国连锁企业营销管理存在的问题

在21世纪经济高速发展的现在,工商业之间的竞争尤其激烈.连锁企业想获取更大的市场就需要采取以客户需求为导向的策略.因此,消费者的满意度也成为了连锁企业营销活动的一条基本原则.而连锁企业营销的关键点在于怎样去了解市场,使消费者需求得到满足,使顾客满意度提升,更具有忠诚度,从而使连锁企业获得更长远持续的发展和竞争优势.而随着经济社会的发展进步,不但涌现出新的商业模式使的连锁企业在了解市场,发掘市场需求,维护消费者从而保持企业拥有持续的竞争力方面暴露了一些不足.因此,连锁企业需要采取一些必要的营销策略来提升连锁企业的竞争力从而更好的发展.     

我国企业发展绿色营销浅论——促进企业的可持续发展

在新的世纪里，企业采取的传统营销手段越来越不适合社会的发展，随着环境污染严重和可持续发展的需求。更多的消费者关注的是绿色产品和绿色消费，因此绿色营销悄然出现，以迎合消费者和社会的需求。绿色营销观念能更好地满足消费者的需要，兼顾消费者近期和远期的利益和社会利益，在国外，学术界已对绿色营销做了很多讨论，并且很多发达国家也正在实行绿色营销，效果很不错，但是在国内关于绿色营销的认识还不多，政府、消费者和企业还没有真正做到绿色消费和绿色营销。因此本文系统介绍了绿色营销概念、特征和功能，并且认为在我国当前发展绿色营销是非常迫切的，只有政府、消费者和企业三者共同努力才能将绿色营销做的更好。     

The impact of restructuring and deregulation on gas rates

This article evaluates the impact of consumer choice programs, price caps, and sliding scale plans on consumer prices of gas using a custom survey of public service commissions and data from the Department of Energy. A seemingly unrelated regressions model estimates residential, commercial and industrial prices jointly, controlling for potentially endogenous demand. Consumer choice programs are estimated to lower residential and commercial prices significantly, by bringing competition to markets with smaller consumers. Prices fall even before deregulation as utilities build consumer loyalty and fight competition. Sliding scale plans are estimated to lower prices of small consumers while raising industrial prices. Price caps lead to overall higher prices, with unclear ranking across consumer classes.      

Import prices and the distribution of personal income

An indirect translog utility function is estimated for U.S. expenditure on domestically produced non-durables, durables, services and consumer imports. Empirical tests lead to the rejection of homogeneity and linear logarithmic utility as valid functional forms. Estimates of expenditure elasticities indicate that imported varieties of consumer goods are luxuries. An exogenous decrease in the price of these goods, which would occur when tariff barriers are relaxed, would be especially beneficial to upper income consumers. Finally, a redistribution of expenditure from upper income consumers to lower income consumers will increase expenditure on domestically produced goods and reduce expenditure on consumer imports.     

Imports and the structure of retail markets

Abstract We construct a model of trade with heterogeneous retailers to examine the effects of trade liberalization on retail market structure, imports and social welfare. We are especially interested in investigating the transmission of lower import prices into consumer prices and the effects of retail market regulation. The paper shows that changes in import prices may have large effects on consumer prices and import volumes when changes in retail market structure are taken into account, and that restrictions on retailing, as they occur in several countries, may significantly alter this transmission mechanism by reducing imports and raising consumer prices.     

MEASURING THE STOCK OF CONSUMER DURABLES AND ITS IMPLICATIONS FOR EURO AREA SAVINGS RATIOS

The purpose of this article is to estimate the impact of capitalizing durable goods on the euro area household saving ratios and disposable incomes for the first time. The reason for this exercise is twofold. Firstly, it is generally accepted that individual households regard consumer durables as assets even though they are not treated as such in the System of National Accounts 1993 . Secondly, the issue is related to the definition of household saving ratios. For instance, the U.S. Federal Reserve Board publishes three household saving measures. The main difference between these saving ratios is that one is derived by treating expenditure on consumer durables as investments while the other two are compiled by considering them to be household final consumption expenditure. We find that the effect of capitalizing consumer durables on EA saving ratios is moderate. The impact is lower than it is in the U.S.     

消费者对可追溯牛肉的认知及其影响因素分析——基于结构方程模型

利用针对北京市城区消费者的402份调查问卷数据,运用结构方程模型,分析了消费者对可追溯牛肉的认知及其影响因素。结果显示,消费者对可追溯牛肉的认知水平较低,但消费者在信息强化后对可追溯牛肉安全性的评价较高;信息搜集和经济文化因素显著影响消费者对可追溯牛肉的认知水平,风险感知、牛肉重要性和经济文化因素显著影响消费者对可追溯牛肉的认知内容,但认知水平并不显著影响认知内容。最后提出相关对策建议。     

Are Larger Merger Synergies Bad News for Consumers? Endogenous Post‐Merger Internal Organization

In this paper, we endogenize the post‐merger internal organization of firms, considering two alternative structures: multidivisional, in which separate divisions are kept, and traditional, with cost synergies. We analyze when each structure occurs in equilibrium and how it affects welfare. We show that higher synergies do not necessarily lead to higher consumer surplus: firms can opt for a merger type that does not increase consumer surplus as much as the one that would occur with lower synergies. This highlights the importance of antitrust authorities basing their decisions not just on the magnitude of eventual synergies but also on the post‐merger organizational form.     

An econometric assessment of telecommunications prices and consumer surplus in Mexico using panel data

We analyze telecommunications prices in Mexico by using a panel data of countries similar to Mexico to estimate demand models for mobile and fixed-line telecommunications. We find that Mexico’s actual mobile and fixed-line prices are below the predicted prices based on similar countries’ prices. Mexican consumers are paying lower prices than what one would expect based on comparisons of comparable countries. We calculate that in 2011 Mexican consumers received at least $4–$5 billion (USD) in consumer surplus from these lower mobile prices and in 2010 they received over $1 billion (USD) in consumer surplus from these lower fixed-line prices. These findings are in contrast to the general perception that concentrated telecommunications markets in Mexico are resulting in high prices and harming consumers.     

Buying Online: An Analysis of Shopbot Visitors

Abstract. We conduct an empirical study on the search and purchasing behavior of buyers on an Austrian price comparison site. On such a market a consumer typically searches for the cheapest price of a given product. Reliability and service of the supplier, however, are other important characteristics of an offer. We find robust evidence of consumer behavior that can be described as a two‐stage procedure: shoppers first select a group of candidate offers based on the price only; then, in the actual buying decision consumers tradeoff a lower price with higher reliability of the retailer.     

Disutility and constrained quality choice in self-selection problems

This paper analyzes the self-selection problem in a monopoly market where (i) consumer types are characterized by both utility of service and disutility of interrupted service and (ii) qualities (reliabilities) are interdependent. We derive behavior of a profit-maximizing monopolist in offering self-selection menu of price and reliability and in choosing capacity investment. We further analyze welfare distortions of the monopolistic behavior. The major findings are: (i) depending on the magnitude of utility and disutility, either consumer type may end up with zero surplus, (ii) the possibility of inefficient production may lead to idle capacity, and (iii) depending on the consumer preference structure, the monopolist's investment is lower than, equal to, or higher than the socially optimal level.     

Corporate social responsibility,profits and welfare with managerial firms

This paper analyses the equilibrium outcomes in a duopoly market where firms follow corporate social responsibility (CSR) behaviours under managerial delegation. It is shown that in the subgame perfect Nash equilibrium of the game, both firms emerge as CSR-type, and the firms’ profitability (resp. the welfare of consumers and society) are beneficiated (resp. harmed) by the CSR behaviour. This result is in sharp contrast with the conventional result (established under non-managerial firms) that the higher the CSR sensitivity to consumer surplus, the lower (resp. higher) the firms’ profitability (resp. the consumer surplus and social welfare).