A global perspective on the marketing mix across time and space

The marketing mix (MM) is an integral part of a firm’s marketing strategy sitting at the nexus between a company and the marketplace. As such, it evolves together with the marketplace and its stakeholders. Over the past decade, three fundamental global drivers have emerged—advancements in technology, socioeconomic and geopolitical shifts, and environmental changes—that have caused major ongoing and intensifying evolutions in the marketplace, its stakeholders, and, in turn, the MM. We describe the resulting evolutions in the MM along four central questions: who is involved in the MM, what constitutes the MM, how is it implemented, and where is it deployed. We identify a blurring of roles and responsibilities relating to the MM (who), an extension and integration of the MM instruments (what), an increase in customization and fragmentation of its actions (how), and a growing recognition of emerging-market idiosyncrasies (where). Taking a look into the future, we observe that along each of the four dimensions, the MM has arrived at a crossroad, with opposing scenarios for its future: (i) more inter-firm collaboration versus marketing-mix protectionism, (ii) added complexity versus increased simplicity, (iii) further automation versus an increased recognition of the human touch, and (iv) local adaptation versus global uniformity in the marketing mix. Applying a contingency approach, we derive relevant moderators for these forthcoming evolutions and provide an extensive set of future research questions.     

中国出口导向型经济与重商主义背道而驰

近年来国内外经济学界普遍地把我国出口导向型经济指责为重商主义,但实际情况却与之背道而驰：我国进口高端产品并出口低端产品的外贸政策严重违背重商主义的基本原则,自由贸易和大力引进外资政策是重商主义所坚决反对的,而贱卖自然资源和黄金流失则更使重商主义者错愕不已。至于贸易顺差,它只是金本位时期重商主义政策的特征,而在美元霸权条件下,追求贸易顺差则与重商主义大相径庭。诺贝尔经济学奖得主克鲁格曼指责中国政府实施的是掠夺性的重商主义政策,这种言论如果不是因为无知,就是出于贼喊捉贼的目的。我国加快转变经济发展方式的大变革呼唤中国的重商主义经济政策革命：保护民族产业和国内市场、大力发展高端产业、禁止资源出口、进口低端产品并出口高附加值产品,通过我国庞大的国内市场规模实现国民经济的腾飞。     

博弈论视角下贸易保护主义盛行的原因及中国的对策

在各国面临不同的经济复苏进程的环境下,世界经济范围内利益的交织引起的贸易摩擦是不可避免的.通过对不完全信息条件下贸易政策选择的博弈模型分析可知,当一国预知采取保护策略可能给本国带来的收益越大,以及对方采取的报复性设置越小时,将会有较强的动机进行贸易保护.当前,我国受到贸易保护主义的严重冲击,对此,我国应加强政府间的沟通和协调,突出企业在应诉和维权中的作用,加快国内产业结构的优化升级,避免授人以柄和加强贸易反制,维护我国出口行业的正当利益.     

Trade Effects of US Antidumping Actions against China*

Using data on US imports, classified at the 10‐digit Harmonized System commodity level, we study the effects of all antidumping investigations initiated by the USA against China between 1998 and 2006. We find that antidumping actions cause a reduction in the volume and value of imports from China as well as an increase in the price of those goods in the US market. Critically, however, we find that these effects are short‐lived and dissipate approximately 2 years after the antidumping decision. Furthermore, antidumping actions against China prompt a substitution effect as they increase US imports from other countries. In general, our results cast doubt on the effectiveness of antidumping actions against China as mechanisms for protecting US producers.     

金融危机下的贸易保护主义及我国面临的挑战与对策

金融危机漫溢全球,掀起了贸易保护主义的新潮。各国纷纷筑起贸易壁垒,使我国对外贸易及经济发展面临巨大的困难和严峻的挑战。文章从金融危机下的贸易保护主义入手,探析其产生原因、特点及对我国的挑战,针对我国实际情况提出应对的措施。     

地区竞争与地方保护主义的产业组织经济学

本文建立了一个简单的产业组织经济学模型来讨论中国分权化改革过程中地区竞争与地方保护主义的经济后果。本文发现，相对于国家垄断而言，在规模报酬递减的技术下，地区竞争一般会带来社会福利的提高；而在规模报酬递增的技术下，地区竞争更有可能降低了社会福利。而地方保护主义会削弱甚至逆转地区竞争相对于国家垄断的效率优势。     

地方保护与合作:基于产业结构趋同的经济学

本文以博弈论为分析工具,分析在产业结构趋同条件下各地选择地方保护与合作的经济效果.结果发现:各省产业结构趋同并不必然导致地方保护.在完全信息条件下,各地政府如果放弃地方保护政策而选择区域经济合作,则不仅能提高自身利益获得更高的产出水平,而且能更加有效地降低本地产品的单位成本,提升产业竞争力,进而改善社会总体福利水平.最后,论文给出了模型的政策意义.     

我国乳业社会性规制现状及改革——阜阳奶粉事件的回顾与反思

从源头上说,食品安全问题真正引起人们关注是始于"阜阳奶粉事件"。尽管其过去多年,但从中反映出来的问题确是具有普遍意义的。在回顾与反思"阜阳奶粉事件"基础上,本文揭示了这一事件产生的根本原因就在于地方保护主义。针对于此,提出了解决这一问题的对策。     

Local protectionism and regional specialization: evidence from China's industries

This paper uses a dynamic panel estimation method to investigate the determinants of regional specialization in China's industries, paying particular attention to local protectionism. Less geographic concentration is found in industries where the past tax-plus-profit margins and the shares of state ownership are high, reflecting stronger local government protection of these industries. The evidence also supports the scale-economies theory of regional specialization. Finally, the overall time trend of regional specialization of China's industries is found to have reversed an early drop in the mid-1980s, and registered a significant increase in the later years.     

地方保护主义及产业地区集中度的决定因素和变动趋势

本文研究我国产业的地区集中度的决定因素及变动趋势 ,也就是探讨为什么某些产业集中在部分地区、而其他产业则比较平均地分布在各个地区 ,同时考察我国制造业的地区集中度是呈上升或下降趋势。在考虑产业的地区集中度的决定因素时 ,重点考察了地方保护主义的作用。我们关于产业地区集中度变动趋势的研究发现推翻了AlwynYoung的著名文章的结论。运用对数据集的动态估计方法 ,我们发现在利税率较高以及国有化程度较高的产业 ,地方保护更趋严重 ,产业的地区集中度也相应较低。除了地方保护之外 ,我们也考虑了规模经济以及产业群聚效应对集中度的影响。