知识基础论与营销能力:一个理论述评

营销能力是战略营销理论研究中的一个重要方面。营销学者们提出了基于知识的营销能力概念,分析了市场驱动型组织的市场感知能力和顾客联系能力,提出了营销能力层级模型,并通过实证研究,认为营销能力对企业的绩效具有显著影响作用,这为进一步的研究奠定了基础。     

服务企业国际营销能力研究

20世纪80年代，服务企业国际营销活动开始引起人们的注意，国外学者开始进行服务企业国际市场进入模式、国际服务质量等方面的研究，但是对服务企业国际化有重大影响的国际服务营销能力问题尚没有引起人们的重视。本文从现有关于营销能力的研究出发，结合服务企业国际营销的实际情况，提出了国际服务营销能力的构成、影响因素及培育方法。     

农超对接:基于组织治理结构的营销创新研究

目前,"农超对接"是我国农产品市场涌现出的一种新型农产品营销业态,这种流通模式降低了流通费用,提高了农民收入。本文从交易费用及组织治理结构视角,阐释了"农超对接"的营销组织创新机理,对其营销渠道进行了分析,并提出了营销组织创新持续发展的制度保障措施。     

营销渠道中的人际关系与跨组织合作关系:概念与模型

关于营销渠道中的跨组织管理行为和中国的关系,各自已有相当数量的学术论文发表。也有人将二者结合起来,探讨人际关系对中国企业进行渠道跨组织合作与管理的影响。然而,由于关系这一概念有丰富的内涵,大家的认识不统一,所以造成了相关的研究存在概念不清、测量工具混乱、讨论难以深入的问题。为了弥补这一缺陷,文章首先讨论了关系这一概念的基本内涵,然后将营销渠道中企业间的人际关系与跨组织合作关系相结合,提出一个理论模型,作为今后在理论上对相关问题进行进一步探讨的基础。     

黑龙江省稻米流通通道实证研究

本文利用黑龙江省统计数据和大量实际调查数据对黑龙江省水稻流通通道进行了定性和定量分析,认为黑龙江省水稻具有较高的商品率,流通渠道的市场化从水稻流通量上体现得很明显。农民生产的水稻既可以直接卖给粮库、米业公司和私人粮贩,也可以加工后卖给私人粮贩和消费者。私人粮贩既收购水稻也收购大米,收购的水稻或直接卖给米业公司和粮库,或加工后卖给批发商、零售商和消费者;收购的大米卖给批发商、零售商和消费者。稻农种植水稻单位收益较高,但与其所面对的中间商相比经营规模较小,综合流通量和利润率两个因素,其总收益与整个流通环节中其他中间商相比并不高。     

Learning,Innovation and Competitive Advantage in Not-for-Profit Aged Care Marketing: A Conceptual Model and Research Propositions

ABSTRACT

The rapid expansion and the increased commercialization of the elderly consumers market have forced not-for-profit organizations (NFPs) to adopt a competitive posture in their operations and to pursue innovative ways of delivering superior aged care to the target market. This paper attempts to model the antecedents of innovation-based competitive strategy in NFPs. Premised on the capability-based model of sustained competitive advantage and incorporating the emerging concept of social entrepreneurship, it is argued that entrepreneurial NFP organizations, in their mission to create social value to multiple stakeholders, build and nurture distinctive learning capabilities that enable them to formulate innovative strategies for superior aged care delivery. Key theoretical constructs within the model are explored and research propositions are presented.     

基于企业营销能力的营销组织创新研究

本文认为,随着消费者需求的个性化与多样化、市场的国际化与微型化、信息技术的高速发展及市场竞争的日益激烈,企业的营销能力已超越生产能力和研发能力成为最重要的企业能力,而企业营销能力的高低取决于企业营销组织的合理性。要提高企业营销能力,必须构建适应环境、符合企业发展战略的营销组织,通过营销组织创新,建立市场驱动型的企业组织,培育、维护和更新企业可持续的竞争优势。当前营销组织创新的重点是营销组织概念创新、营销组织结构创新、营销流程创新、营销沟通创新及营销组织绩效考核创新。     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

International Marketing Channels for Brazilian Beef: Comparison between Russia and the United Kingdom

This article compares the Russian and British marketing channels for Brazilian beef distribution. The results show that the framework hereby developed aids understanding of the differences and the reasons for the organizational form of these channels. The findings also show that there is a difference in the way these channels are organized to seek efficiency in their business transactions. Institutional environment attributes are able to influence the distinction between channels in terms of transaction efficiency.     

基于技术创新能力的创新开放度研究

本文从技术创新能力的角度研究了技术创新软、硬能力对创新开放度的影响。对136家中国企业的调查数据显示,企业技术创新硬能力负向影响开放度显著,软能力与创新开放度正向关系显著。企业可以通过增减研发人员及设备的投入来调整开放度,通过提高协同创新能力、提升开放度来获得更多创新源。因此,在企业技术知识积累达到较高水平时要避免开放度下降而减少与外界的协同创新。     

现代企业营销渠道发展的博弈系统分析

论文认为,在营销渠道形成的博弈过程中,存在着流通博弈、需求博弈和供应博弈等三类博弈.博弈分析的结果表明,顾客便利是营销渠道发展的基本要求,企业的发展阶段对于营销渠道的管理有着不同的要求,精确地设计营销渠道成为降低企业经营风险的有力手段,保持营销渠道的灵活性是增强企业核心竞争力的保证.     

Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy

A unique characteristic of emerging economies is the wide variety of dominant channel formats. We evaluate the influence of a brand's marketing mix on channel partners and consumer sales in both full and self-service channels in one emerging economy (Brazil). We use monthly stock-keeping-unit (SKU) level sales, and marketing mix data from the beverage category in southeastern Brazil spanning more than four years. In this study, we specify a panel vector autoregression framework with error decomposition to account for endogeneity between sales and marketing mix, cross-sectional heterogeneity among SKUs, seasonality, and the different aggregation of marketing mix elements across the channels. The results show that structural differences in these channels cause differences in the responses to some of the manufacturers' marketing mix elements. Package size variety, price and merchandising have a greater long-term effect on sales in self-service than in full-service channels. Brands' channel relationship programs support price increases in self-service channels without a corresponding decrease in sales. Distribution gains are important in both channels. In the full-service channel, package size variety has the highest long-term effect among all of the modeled marketing mix elements. Our study highlights that marketing mix strategies popular in the self-service dominant channels of the developed economies are not as effective in the full-service formats that remain important in emerging economies.     

略论百年营销思想的演进与创新

自市场营销理论于20世纪初期在美国诞生,至今已有百余年发展历史。在营销理论诞生百年之际,有必要对营销思想的发展历程进行大致的阐述和梳理。所以要从营销受众范围、管理哲学、绩效指标、研究范式、组合要素、研究对象、地理界限、实施主体、战略目标、体系框架等十个方面进行总结分析,方能揭示出营销思想的演进脉络和创新轨迹。     

生态伦理:企业营销优势凸显的内在机理剖析

市场经济也是一种道德伦理经济,企业营销必须在一定的伦理规范下才能顺利取得既定目标。随着生态文明的来临,生态脆弱性越来越严重,生态政策约束性越来越紧,消费者生态消费意识渐浓,生态产品与生态技术价值日益凸显,企业营销必须适应这种生态发展趋势,严格遵循相应的生态伦理,主动开展生态化营销,唯有如此,才能实现生态环境约束的内涵式突破,才能实现"天人合一"的有序发展,才能在公众面前树立良好的生态伦理形象,才能在市场竞争中得以优胜。     

论我国寿险营销模式的创新

我国的寿险营销经历了从无到有并正经历从单一到多元化的变革 ,因此 ,有必要对我国现有寿险营销模式及其存在的问题进行剖析、对寿险营销未来的改革与发展趋势进行探讨 ,个性化、多元化营销方式借助科技手段营销模式创新 ,将成为寿险界的发展趋势     

Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels

Over the past fifty years, the scope of research on international marketing channels has significantly evolved. From an early focus on factors influencing the expansion of marketing channels internationally, the literature now investigates a myriad of topics related to the challenges of selecting channel structures and managing channel relationships. This article investigates the evolution of international marketing channels research by reviewing 353 international channels-related articles published from 1965 to 2014 under a periodization approach. The assessment of the state and evolution of the literature is used as a foundation for the identification of emerging themes that will move the field of international marketing channels forward.     

构建关系型营销渠道:一个渠道知识共生网络

在传统的交易营销理念指导下所形成的交易型营销渠道因现代营销环境的改变和关系营销理念的广泛应用,其地位和作用日益受到挑战和限制。因此,在这样的背景下,改革交易型营销渠道,建立以关系营销理念为指导的关系型营销渠道成为企业界和理论界共同关注的一个重要课题。本文首先综述了西方营销渠道关系理论的研究内容,然后在交易型营销渠道与关系型营销渠道比较的基础上提出了一个构建关系型营销渠道的渠道知识共生网络。     

家电行业厂商议价能力与分销渠道研究

家电行业的销售渠道控制力之争日趋激烈,谁控制了终端谁就拥有了制定渠道规则的话语权。针对中国家电市场的营销环境,从供需双方数量、独占性资源、战略性资产、关系专用性投资、购买方式、品牌溢价、盈利能力和信息透明度等层面对影响厂商议价能力的因素进行分析,认为在相当长的一段时间内我国家电行业分销渠道仍将呈现多元化的局面。     

企业战略创新能力相关文献综述

当企业宏观或微观环境发生重大变化时,企业意识到已有的战略需要进行调整或重新制定就显得格外重要。然而企业有意识进行战略创新甚至开展了一系列战略创新活动,并不等于企业就赢得了市场。企业战略创新若想克服各种战略创新障碍并取得战略创新成功,必须在战略创新过程中具备一系列的能力,即战略创新能力。本文将从与战略创新能力相关的核心能力和动态核心能力的角度,对相关文献进行梳理,试图通过既有研究对战略创新能力进行初步阐明。     

Competitive Arena Mapping: Market Innovation Using Morphological Analysis in Business Markets

Purpose: The authors argue that (1) marketing strategy should focus more on where to compete (rather than on how to compete); (2) making subjective market definitions or market innovations may be the key to growth; and (3) a starting point for business marketers wishing to outgrow their competitors is to increase the granularity of market definition to identify competitive arenas that are growing. The authors illustrate the use of morphological analysis for competitive arena mapping in a market definition and innovation context.

Methodology: Using action research, involving a group of twleve firms of various sizes from different industries over a period of three-and-a-half years, we applied morphological analysis in a competitive arena mapping procedure, which enables firms to systematically plot possible competitive arenas and use managerial judgment to select those which are growing and for which the firm has exploitation capabilities.

Findings: Competitive arena mapping allows firms to identify and investigate a large set of possible competitive arena configurations. The developed mapping method has certain characteristics: (1) it specifically focuses on the market boundaries and adjacencies, (2) it incorporates both exchange value and use value, and (3) it acts as a learning process that accelerates the practical application of the arenas in business strategy and practice.

Contribution: The article builds a bridge between the market definition literature in strategic management and the industrial market segmentation literature, by introducing a novel method for increasing the granularity of market definition, using morphological analysis. Furthermore, the paper responds to the lack of research addressing strategic segmentation processes by developing a six-step market definition process.