IT分销商抢米下锅

电子"直通车"开通后,IT 产品分销商开始争相进入市场新渠道。英迈、晓通网络、联想科技三大分销商基本形成"三足鼎立"之势。恐慌-世界末日来了英国古典科幻小说家威尔士在《大战火星人》中写道:人们一天清早醒来,突然发现自己的村庄、厂矿、财产等均已被面目可憎的火     

IT丽人的生活

正当不少时尚女孩忙着挤进外资写字楼当白领时，而另一些IT女性的领子已经镀上了金。因这个行业具有较高的科技含量，所以在常人眼里，她们的网络数字化生活充满了神秘色彩。有人说这些丽人稀缺得像“大熊猫”，年薪异常激烈的竞争中，她们每间天都在透支自己的青春和生命。那么，IT女金领的生活到底怎样？日前笔在北京和深圳等地出差时，顺便拜访了她们中的几位。     

IT分销三国策

中国的IT分销领域已经成为一片竞争惨烈、名副其实的红海； 中国大陆、亚太、全球No．1的三大IT分销商之间的竞争，无疑会让这场争夺更加惨烈； 三者之间的争夺结果，将决定中国IT分销市场的格局，甚至能影响到中国IT分销堑些的群体命运。[编者按]     

IT品牌广告服务之道

1997年.作为广告公司的 AE.我有幸服务于当时国内最大的电脑产品分销商之一——怡海电子资源中国有限公司。在那个 IT 行业风起云涌的年代.提及 IT 广告.人们忘不了 IBM 的"四海一家的解决之道".Inter"奔腾的芯",还有雨后春笋般涌现的网络英雄们。而为这个行业的分销商做广告对于我们来说还完全是陌生的。新理念带来的改变——认清分销商广告的受众在我们还沉浸在赢得客户的喜悦中时.对于客户行业特色与经营方式的缺乏了解又让我们不得不开始担忧起来。最棘手的问题是:我们的广告对谁说?品牌小组的答案是地区经销商和最终消费者.这是基于对客户代理产品的分析而得出的。当时怡海代理近百种电脑产品.其中绝大部分对于个人消费者来说都不是很陌生.而在当     

商务概念 已成IT业焦点

前不久,Orange,TelefonicaMoviles,T-Mobile和沃达丰公司宣布,将联合组建一个新的移动支付服务协会,该协会旨在通过手机提供一种开放式的,通用品牌的支付解决方案,所有的运营网络均可采用这一方案。据悉,和记黄埔、debitel、KPN移动公司、O2和TMN公司等也表达了希望加入这个移动支付服务协会的兴趣。运营商栽上“梧桐树”,其意图不言而喻,就在于引     

财务IT

Excalibur是亚瑟王的宝剑。据说亚瑟王小候就有神力将插在石头中的宝剑Excalibur拔出而宝剑也自动修复完整。亚瑟王得以凭此剑建立霸业。后来就有人用Excalibur命名自己的财务软件产品．以显示功能巨大．能左右战局。     

IT“花瓶”——全息透视IT产品形象代言人现象

从1999年开始,IT业产品的形象代言人让人们大开了眼界：“小燕子”赵薇与香港影视明星朱茵替代Canon与Epson在打印机市场上同场竞技,红得发紫的任贤齐也为HP打出了“决不心太软”的口号;濮存昕和青春活力的主持人李湘共同演绎商务通“成功的足迹”;徐静蕾比划出飞得利浦显示器的出“色”新面孔;联想在推出谢霆锋、章子怡之后,还为其Modem推出形象代言人瞿颖。     

IT展会喜忧相随

赚钱不难 据了解,1999年在北京展览馆举办的展会中,IT展会占到了20%以上,国展1999年的70个展会中,有关信息产业的也有近10个,相信2000年所占的比例一定会有大幅增加.     

“生死时速”考验中国IT物流

日前,一场突如其来的主机瘫痪事故,让国内知名的电子商务企业和光集团的ERP系统全线停滞,对于每分钟要跑几万条数据的和光ERP系统来说,全线停滞就意味着企业的整个运转将衔接不上。在这个紧要关头,为和光提供ERP设备的IBM展现出了自己最优质的IT售后服务技能:从分析出是磁带记录器发生问题到备件从广东运到沈阳,只用了4天时间,就一切搞定。 事后,有业内人士分析说,如果不是IBM有一套专业的逆向物流管理体系,使其快速地将备件从其他地方临时调采的话,那就不是4天,而是至少要4到6个星期     

外资新触角--珠三角IT业

全球IT业的演变 生命周期缩短 20世纪90年代以来,IT产品更新换代加速度进行.以计算机为例,根据摩尔定律,计算机关键部件芯片的处理速度每18个月就提高1倍,而售价却以每年25%的速度下降.据统计,1998年惠普公司销售收入的77%来自投产不到两年的新产品.     

shopper taxonomy for retail strategy development

Segmentation of shoppers has been explored by many academic researchers and business practitioners seeking to understand shopping behaviour or to develop marketing strategies for particular customer groups. Market segmentation holds the key to successful marketing strategy as it encourages understanding of the key variables that differentiate specific segments.

The shopper taxonomy determined through this study is based on a set of variables that is relevant and appropriate for shopper segmentation and reflects the key aspects important to shoppers in motivating shopping behaviour towards a specific retail location. This taxonomy extends the proposed motivational taxonomy of Westbrook and Black (1985), derived from Tauber's (1972) earlier research. Westbrook and Black defined this taxonomy through shopping motives, and identified categories of product-oriented, experiential and a combination of product and experiential shoppers. Their research findings, however, pointed to a six-cluster typology, defining department stone shopping around seven motivations aligned with evaluating options and acquiring the products, engaging in the sales process and gaining stimulation and affiliation through the retail environment.

The “apathetic”, “shopping-processed involved” and “choice optimisation” shopper segments described by Westbrook and Black align with the “have to” “experiential” and “practical” “segments found in this study in terms of their focus on the shopping activity itself and the affiliation and stimulation motives associated with the shopping activity. Other associations between shopper segments across the two studies are less clear, and may be explained through the differing purposes for which the studies were undertaken and resulting variation in the measures used to define the motivational constructs.     

Consumer willingness to pay across retail channels

Published research examining differences in consumer willingness to pay for products at omnichannel and pure-play online retailers is based on non-durable, search products and is equivocal; prices at pure-play online retailers are not always lower. This research examines differences in consumer willingness to pay for online purchases of functional and expressive products that differ in the length of product life, i.e. durable and nondurables at omnichannel versus pure play online retailers. Empirical analysis of consumer-centric, multi-site clickstream data of prices paid show that consumers are willing to pay higher prices for home goods products at omnichannel retailers compared to pure-play online retailers but differ for functional and expressive products. Implications are drawn to assist both omnichannel and PPO retailers in their pricing strategies.     

A framework for SME retail branding

Abstract

It has become increasingly important for small to medium sized enterprise (SME) retailers to stand out in the current marketplace. Branding in SMEs is a growing area of academic interest, although the majority of studies have been based in the manufacturing sector. This study seeks to develop a framework of the characteristics, processes and dynamics of SME retailers. A qualitative research study was carried out with SME owner managers (OMs) over a period of 15 months. The findings extend the understanding of branding in SMEs in a number of ways. Firstly, it is found that SME retailers take a cautious approach to brand management, seeking to build loyalty, networks and relationships. Secondly, the holistic nature of SME retail branding presents a challenge to OMs who are resource-constrained. Thirdly, the soft, colloquial and intuitive approaches to brand equity appraisal are evident. Brand marketing is focused on word of mouth, which has implications for how OMs operationalise the brand around store experiences. Finally, the influence of the OM on branding decisions is clear. The key findings are discussed in relation to the retail context of the study, the centricity of the OMs in SME branding and entrepreneurial brand management.     

Assessing GIS for retail location planning

Proprietary GIS is rapidly becoming a popular tool in the retail industry for site location analysis. GIS vendors have been quick to exploit this market. At the same time, however, vendors have recognized the limitations concerning the level of spatial analysis available in many of these packages, and have invested in new techniques to add to the kitbag of available GIS solutions. The aim of this paper is to critically evaluate the use of proprietary GIS for retail location planning, using data built up for the city of Leeds in the UK. The paper addresses the appropriateness of simple functions such as mapping, overlay and ‘buffer and overlay’, which have been used in many examples of retail planning. Following this appraisal, we move on to look at more ‘sophisticated’ techniques, such as spatial interaction models, which have only recently begun to appear in proprietary GIS, but to date have received very little evaluation in the literature. In particular, we examine the ease of use of such methods and compare their results with much simpler forms of analysis. Finally, we compare the results from models run within GIS packages with those from more customized software.     

Patterns of consumer response to retail price differentials

Decomposing price elasticity suggests that the major impact of promotions is on brand switching rather than increased consumption. Consumers may also buy smaller quantities of more expensive brands when compared to cheaper ones (inter-brand elasticity). Using panel data for the purchases of 80 consumers buying nine product categories over a 16-week period, we verified that inter-brand elasticities occur, and report the relative importance of intra- and inter-brand elasticities in determining quantity price elasticity per shopping occasion for the product category. Brands were classified by informational (socially mediated) and utilitarian (product-mediated) benefits. Intra-brand elasticity was higher than utilitarian inter-brand elasticity, which was higher than informational inter-brand elasticity.