试论市场定位、产品定位和竞争定位之间的关系

定位市场营销理论中的一个重要概念,分析定位的本来含义,研究市场定位?产品定位和竞争定位三者的逻辑关系,具有重要的学术价值。市场定位是一种服务于市场营销总体战略而实施的定位,因而它具有宏观及战略层次的属性;产品定位是针对产品开展的,指明企业用什么样的产品来满足目标消费者需求。竞争定位方式的确定及表达更为直接地瞄准竞争对手。     

A Critical Review of Market Entry Selection and Expansion Into Japan's Market

ABSTRACT

This article offers a contribution to the Japan market entry model selection. It critically analyzes the various models such as the eclectic, transaction cost analysis, Uppsala, resource-based, interactive network, and bargaining power models, with examples as they relate to foreign firms that had used some of these models to successfully establish their businesses in Japan, as well as some foreign firms that have failed in the market. Data were gathered from the past academic journals, the Japan External Trade Organization (JETRO), newsmagazines, and other sources. Knowledge of corporate Japan and the society played a major role in gathering data for this study. The aim of this article is not to prescribe or offer a solution for the best-available model to use in the market entry into Japan but rather to act as a trigger for a critical checkup on foreign firms planning to internationalize their business and enter the Japanese market. Since there has not been a specific model designed for a Confucian society like Japan, an integrated model combining all the models together was examined using the market entry in Japan of Vodafone, Yahoo, Pfizer, GlaxoSmithKline, and Bayer Yakuhin as examples. Finally, the article offers some suggestions on how to enter and expand business in the Japanese market.     

Interdependencies in the Dynamics of Firm Entry and Exit

This paper investigates the interdependence between firm entry and exit from an industrial dynamics perspective. The paper discusses how entry and exit rates in industrial sectors are affected by previous exit and entry rates. Economic theory presents two different approaches to how entry and exit of firms are interrelated, the multiplier effect and the competition effect. This paper intends to investigate which force is the predominant one, for entry and exit patterns, respectively. The empirical analysis is based on data for 25 Swedish manufacturing industries at the 2-digit SIC level, during the period 1991–2000. In the estimation work the study applies a dynamic panel data approach as suggested by Anderson and Hsiao [Journal of the American Statistical Association, 76:598–606, 1981] and Arellano and Bond [Review of Economic Studies, 58(2):277–297, 1991]. With respect to entry, the empirical results support the multiplier effect such that entry stimulates future entry, but also a competition effect such that past exit induces additional entry. With regard to exit, on the other hand, the competition effect rules, implying that previous entry causes subsequent exit and previous exit reduces subsequent exit.      

企业资本结构与产品市场竞争——一种新的理论视角

直到 2 0世纪 80年代 ,企业资本结构对产品市场竞争的影响才引起经济学家的广泛关注。对于这一问题的研究 ,存在着两种截然不同的理论结论 :一种观点认为企业债务水平的提高会使其在产品市场竞争中更为强硬 ,增强其竞争力 ;另一种观点则恰好相反。借鉴前人理论成果的基础上 ,尝试着提出了一种较为一般的分析框架 ,并将不同的理论成果作为这一分析框架的不同侧面。     

我国产业过度进入的结构性与策略性因素分析

产业过度进入是我国经济转型期的特殊现象 ,产业进入壁垒失效是导致这一现象的主要原因。本文从进入壁垒的角度分析了我国产业过度进入的结构性与策略性因素 ,并提出了解决问题的思路。     

农村土地市场流转与农产品结构调整问题探讨

建立和完善农村土地市场,合理配置农村土地市场资源,是调整农村农产品结构和提高我国农村土地市场效率的必然选择。在土地市场价值规律和竞争机制的作用下,通过土地市场流转对土地使用权、经营权、收益权、处置权进行优化重组,是土地权益人追求土地使用收益和调整农村农产品结构最大化其生产效率的理性行为,也是我国统筹城乡发展的重要途径。     

产品市场竞争度与公司治理效应的实证分析:基于经理人激励视角

近年来,产品市场竞争作为公司治理的一种外部机制正受到重视。本文取2006年中国上市公司数据,以产品市场竞争为出发点,将公司治理绩效、经理人薪酬、经理人市场竞争度与企业研发联系起来进行实证分析。研究结果表明,这四项与HHI都呈正向相关关系,说明提高产品市场竞争度不仅有利于改善公司治理绩效,而且能够通过较高的薪酬选拔合乎企业的优秀人才。实证分析显示,研发与HHI间的关系最为显著,但其受控制权性质、资产与债务规模的控制较为明显。     

发展农产品流通的瓶颈与思考

农产品流通是连接农业生产与消费的桥梁。但由于现阶段我国农产品流通中存在流通基础设施薄弱、市场主体规模小、流通环节多、流通信息服务滞后、农产品流通领域法律法规不完善等一系列问题,农产品流通体系建设滞后,已经严重影响了农村经济的发展,成为制约农民收入增长的瓶颈。为更好地推动我国农产品流通的发展,应加快农产品流通基础设施建设,大力培育和发展市场主体,加强市场信息化建设,健全农产品市场体系,改善对农产品流通的宏观调控,以促进农产品流通的大发展。     

我国农产品出口现状与对策分析

加入WTO以来,我国农产品出口增长明显,但为此也付出了沉重的代价,其原因主要是多边农产品贸易的制度缺陷、国际市场定位不准、营销对策不当等。文章提出,在激烈的国际市场竞争中,面对种种贸易和非贸易壁垒,我们应在保证市场定位正确的基础上,加强国家间的政治、经济、社会和文化交流,全面提高农产品质量和农业生产效率,重视国际市场营销对策的研究和选择,从比较优势出发,推动我国农产品国际贸易的健康持续发展。     

中国与东盟果蔬产品出口国际竞争研究——基于美、日、韩、欧盟和香港市场的实证分析

以果蔬产品出口为研究对象,借助市场集中度指数、出口多样性指数、出口相似度指数以及CTG指数全面分析了中国与东盟国家在主要目标市场上的贸易关系。研究结果表明中国与东盟的果蔬产品在主要目标市场存在较强的竞争关系,且中国在部分产品上具有竞争优势。因此,中国在巩固已有市场的同时,可借助中国独有的竞争优势,开拓与东盟错位竞争的新市场。     

Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance

Four factors have traditionally been identified in influencing store performance: store-, market-, and consumer characteristics and competition. Given partially conflicting and, in some cases, dated findings in the literature we want to re-assess the effects. In particular, past research has usually considered only two out of the four constructs at any time, which is likely to result in erroneous interpretation of results. We draw upon a unique cross-sectional sample of grocery stores with a wide array of store characteristic, store performance, trade area, and consumer demographic variables. Using structural modeling, our prime interest is to assess the differential impact of store attractiveness, market potential, and socio-economic status on two different store performance measures, while controlling for competitive effects. We find that the market potential of a store is by far the most important driver of store sales performance and sales productivity performance. With one exception, the model and the data support the hypothesized relationships about the direction and the strength of the impact of a store's attractiveness, market potential and socio-economic characteristics of the trade area on a store's performance.     

A Micromodel of New Product Adoption with Heterogeneous and Forward-Looking Consumers: Application to the Digital Camera Category

We develop an empirical model for the adoption process of a new durable product that accounts for consumer heterogeneity as well as consumers forward-looking behavior. Accounting for heterogeneity is important for two reasons. As the mix of consumers with different preferences and price sensitivities could change over time, firms need to update their marketing strategies. Further, it allows for a variety of shapes for the aggregate adoption process over time. As prices for durable and technology products fall over time with firms continually introducing enhanced products, consumers may anticipate these prices and improvements and delay their purchases in the product category. Forward-looking consumers optimize purchase timing by trading off their utilities from buying the product and their expectations on future prices, quality levels, and brand availability. Such forward-looking behavior will result in price dynamics in the marketplace as price changes today influence future purchases. And it results in different shapes of the new product sales pattern over time by influencing the time to take-off. We show how the parameters of our model can be estimated using aggregate data on the sales, prices, and attributes of brands in a product category. We apply our model to market data from the digital camera category. Our data are consistent with the presence of both heterogeneity and forward looking behavior among consumers. At the product category level, we are able to decompose the effects of the entry of Sony into primary demand expansion and switching from other brands. At the brand level, we find that there exist several segments in the market with different preferences for the brands and different price sensitivities leading to differences in adoption timing and brand choice across segments. For a given brand, we show how the changing customer mix over time has implications for that brands pricing strategies. We characterize how price effects vary across brands and over time and how price changes in a given time period influence sales in subsequent periods. Model comparison and validation results are also provided.     

农产品流通市场化与农业收入增长:理论与实证

农产品流通市场化程度是影响农业收入的重要因素,本文在对二者关系进行理论探讨的基础上,使用面板协整分析法,利用1991～2009年间我国三省一市的农业经济数据,就农产品流通市场化程度对农业收入的影响进行了实证分析.研究发现,农产品流通市场化程度与农业收入之间存在稳定的长期均衡关系,但短期关系并不明显.从长远来看,继续推进农业市场化改革,提高农产品流通的市场化程度是增加农民收入的重要途径.     

产品市场的竞争性与企业资本结构选择

随着经济全球化的发展,国内外产品市场的竞争越来越激烈。从产品市场竞争性的角度,研究产品市场的竞争性对企业资本结构的影响,结论是:企业资产负债率与其所处的产品市场的竞争程度正相关,且产品市场竞争程度对资产负债率差异的解释力非常显著。     

Dumping and Injury Margins in Markets with Horizontal as well as Vertical Product Differentiation

This paper examines the GATT/WTO rules for anti-dumping measures in a duopoly model with both horizontal and vertical product differentiation. The GATT/WTO rules allow for anti-dumping measures if domestic producers, exposed to price discrimination, also demonstrate injury where price-undercutting is an important indicator of the latter. The paper shows that the procedure for calculating injury is flawed due to negligence of quality differences in the calculation of the margin of price-undercutting. This gives countries with high-quality producers an option to practice protectionism. This asymmetry between countries in ability to implement anti-dumping measures predominantly favors the developed countries which are specialized in producing high-quality products. The paper suggests an overall critical look at the lenient rules for implementing anti-dumping measures—especially the rules for injury determination—in order to restrict the use of such measures to a minimum and to move the world economy closer to free trade.     

Studying Ethical Judgments and Behavioral Intentions Using Structural Equations: Evidence from the Multidimensional Ethics Scale*

The linkage between ethical judgment and ethical behavioral intention was investigated. The Multidimensional Ethics Scale (MES) was used to measure ethical judgment ratings of hypothetical behaviors in retail, sales, and automobile repair scenarios. Confirmatory factor analysis on a sample of 300 undergraduate business students showed that a model with three latent variables representing three correlated ethical dimensions of moral equity, relativism, and contractualism, three correlated scenario latent variables, and correlated residuals presented a good fit to the data. Further, structural models of the relationship of ethical judgment to behavioral intentions revealed that behavioral intentions were more highly related to the scenario factors than to the ethical dimensions across three scenarios. Adding a method factor to the model improved goodness-of-fit and changed some structural model conclusions.

Reciprocity and informal institutions in international market entry

This article first identifies two gaps in the literature: (1) the need to expand international market entry research beyond contractual modes of “make, buy, and ally;” and (2) the need to address the imbalance in the institution-based view that has paid inadequate attention to informal institutions. To help close the two gaps, we identify reciprocity—the mutually contingent exchange of gratifications that is supported by informal institutions—to be a non-contractual mode of international market entry. We focus on how informal institutions provide some of the conditions, motivations, and precipitating circumstances behind the use of reciprocity.     

Little Retailers and Friends Target Big Retailers in the U.S., China,Japan, and Germany

Abstract

Wal-Mart isn't the only large retailer facing new obstacles to their operational policies and expansion plans, and the United States (U.S.) isn't the only country where resistance is growing to big chain store operations. Some consumers, unions, special interest groups, and governmental entities are erecting roadblocks for a number of large retailers in the U.S., China, Japan, and Germany. They're busily attacking retail brands using consumer images and perceptions of large stores as a fulcrum to portray the retailing whale as a shark. Some competitors even go so far as to say the problem isn't that the big stores want some of their business, the problem is that they want allof it.     

Product liability and product safety-complementary approaches to consumer safety. Some observations of the situation in the EEA

Abstract

In this paper the author asserts that product liability and product safety are complementary instruments to achieve a safer environment for consumers. Whereas legislation on product liability has a remedying function, legislation on product safety has a preventive one. The present situation in the EEA countries as regards the implementation of the Council Directives on Product Liability and Product Safety is summarized as well as the basic content of the Directives. It seems that almost all EEA countries have implemented the Liability Directive. The EFTA countries probably have-in comparison with the EU countries-to some extent a more positive implementation approach. It is too premature to foresee how the EEA countries will implement the Product Safety Directive of June 29, 1994. However, for many years most West European countries have had rules regulating product safety. The product safety policy in the EEA countries has been enhanced by co-operation within the OECD, the EU and the EFTA. Market control co-ordination will be an important part of the EEA efforts in the future to increase safety for consumers.     

Entry liberalization and export performance: a theoretical analysis in a multi-market oligopoly model

This paper is an attempt to demonstrate how the entry (costless) of firms in an industry may have a dramatic effect on exports from an industry in a country. The results have tremendous implications for LDCs suffering from resource and BOP constraints but having reservoirs of cheap labor. The welfare effects of such entry liberalization policy (or subsidy) can be stated from the Bhagwati theorem that a reduction in an only (single) distortion is necessarily welfare improving by reducing monopoly or oligopoly distortions. However, we have shown that the entry liberalization policy is welfare superior to an equivalent subsidy policy where equivalent is defined in terms of the impact on exports. As a by product, we have also shown how one can integrate the oligopoly models of trade with the general oligopoly literature. The results on the limiting behaviour of an open economy oligopoly model extend the standard results in the oligopoly theory in a closed economy.