TV advertising spillovers and demand for private labels: the case of carbonated soft drinks

The expansion of private labels, or store brands, has transformed consumer choice sets and competition in retail markets, prompting manufacturers to fight back with renewed pricing and product and promotion strategies to forestall further private label expansion. This article examines the spillover effects of television advertising on brand-level consumer demand for carbonated soft drinks (CSDs), including private labels, using a random coefficients logit model with household purchasing and advertising viewing Nielsen data. As in previous work, we find that although brand spillover effects significantly increase demand for CSD brands in the same company and undermine demand facing other manufacturers’ CSD brands, surprisingly, there are positive spillover effects on the demand for private label brands. This indicates that brand advertising is persuasive with respect to manufacturers’ brands but complementary with respect to private labels. Further results show that eliminating television advertising for CSDs would lower aggregate CSD sales as consumers migrate to other beverages, although private labels stand to gain, particularly Wal-Mart brands.     

大学生创业能力结构的理论分析与实证检验

大学生创业能力研究对建设创业型经济、完善高校教育体系和促进人的全面自由发展具有重要意义。通过理论与文献梳理,结合个案访谈结果,将大学生创业能力划分为机会发掘能力、组织管理能力、战略决策能力、资源整合能力、创新创造能力和挫折承受能力6个维度。根据因子内涵定义和相关学者研究成果,设计了大学生创业能力测量量表,并对江苏省高校进行了实证数据采集,验证了大学生创业能力结构的信度和效度。     

标准化在物流及制造业企业相关战略关系下的应用问题

本文在战略匹配模型的基础上建立制造企业和物流企业的战略合作关系模型,该模型划分了四种制造企业和物流企业战略合作关系,并以制造企业和物流企业的物流战略及系统为研究对象,讨论了在不同战略合作关系下企业内部、企业间在仓储、配送等环节的信息标准化、技术标准化、管理标准化的应用。     

基于U-TRIZ的SAFC分析模型

汲取经典TRIZ以及现代TRIZ各分支理论的精华,构建了物质-属性-功能-因果(SAFC)分析模型,明确了统一TRIZ(U-TRIZ)的解题流程,统一并准确定义了关键术语,并结合3个实例介绍了SAFC分析模型的应用与转换步骤。结果表明:SAFC分析模型便于工程师们准确找到技术系统中产生有害功能的物质或组件的属性,并借助于"效应知识库"对那些不需要的属性实施变、增、稳、减、测的有效操作,极大地提高了TRIZ的学习和使用效率。     

创新视阈下专利许可公司商业模式解构研究

专利投机行为是专利运用的异化,其实施主体是被称为专利许可公司（NPEs）的非专利实施企业。从实施主体、专利类型、专利质量、许可关系及行为方式等要素系统解构专利许可公司的商业模式。在对专利投机行为盛行缘由和负面效应进行分析的基础上,运用NTP V. RIM和诺转型基亚两个经典案例,结合创新理论深刻揭示了专利许可公司的运营之道。     

知识经济与R＆D资源配置

对知识经济的涵义,主要特征和知识经济与Ｒ＆Ｄ资源配置关系进行了分析,指出了在知识经济中Ｒ＆Ｄ资源配置的主要特点,以及为迎接知识经济的到来,我国Ｒ＆Ｄ资源配置应采取的调整对策。     

On scientific expedition tourism of desert region: a case of eastern Ulan Buh Inner Mongolia

Desert-based adventure tourism is a rapidly expanding tourism market segment after the late 20^th century around the world. Perhaps the most significant factor in the development of desert adventure tourism is the extent to which common tourists are really engaged in scientific expedition. Inner Mongolia has long been considered as the resources accumulation area of desert tourism. The investigation on the Ulan Bah Desert has discovered that the desert animals, the vegetation, the insects, the fungus, tire landfrom and the climate are impressive for both the researchers and the mass tourists. After the resources investigation a survey was carried out in 2007 to get the detailed information of the tourists＇ attitude toward the planning desert scientific product in the Ulan Buh Desert. Based on the resources and market analysis, this paper tries to make a planning of the desert scientific expedition tour of the Ulan Bah Desert. The planning includes the functional division, expedition route design, tour-explaining system, facility of safety guaranty and service planning, and the professional training base.     

关于生态环境的价值

本文在分析马克思关于自然物只具有“使用价值而不是价值”以及劳动含义的基础上,指出生态环境是物质资料使用价值的源泉,生态环境具有价值、生态价值和使用价值,并进而提出度量生态环境价值和生态经济效益的方法。     

基于顾客忠诚理论的团购营销策略研究

随着电子商务的快速发展,团购营销策略是基于顾客的忠诚而成功的。根据顾客忠诚理论,构建团购营销策略下顾客忠诚度影响因素模型。利用实证研究对团购营销策略下消费者忠诚度进行评估,结果显示:影响团购顾客忠诚的关键因素,包括服务人员的服务质量、企业形象和网站响应性等。     

企业特征、高管薪酬结构与企业绩效

利用2005—2010年我国沪深两市A股非金融保险行业1654家上市公司的高管年度薪酬数据,结合企业特征,对不同类型企业的高管薪酬结构与企业绩效的关系进行了实证研究,细化锦标赛理论和行为理论在不同类型企业中可能形成的差异化实施效应。结果显示:我国不同类型的企业都比较适宜采用锦标赛理论制定高管薪酬激励政策,竞争性的高管薪酬结构对于提升企业绩效具有正面作用,均等化高管薪酬结构不利于企业的价值创造;相对于民营企业、小规模企业、低成长企业而言,我国国有企业、大规模企业、高成长企业更宜采用锦标赛理论设计企业高管薪酬结构。因此我国不宜对非金融保险行业国有企业的高管薪酬进行过度均等化的管制,否则会负面影响企业绩效提升和企业价值创造。