Transitioning and co-evolving to upgrade value offerings: A competence-based marketing view

This article shows how subcontractors in the steel and metalworking industry can effectively upgrade their customer value offerings. The study intends to identify internal and external drivers for successful transitions. It builds on the IMP's (Industrial Marketing and Purchasing Group) research tradition by looking into value creation and competence-based marketing within business networks. Using qualitative methods, the research identifies ‘ideal’ value-added market positions and relates these to specific competence configurations. It also reveals the need to manage co-evolution with other network partners in order to make a successful transition from basic to value-added offerings. The paper contributes to business marketing science by looking explicitly into the mechanisms of internal alignment when upgrading value offerings (a pre-condition often overlooked in extant literature) and by extending the concept of co-evolution.     

非营利组织体验营销的特征及组合策略研究

体验营销随着体验经济的到来而产生,并开始为各类组织所应用,但有关非营利组织体验营销的研究仍为少见。文章在文献研究与调查访谈的基础上,结合非营利组织性质展开研究,归纳了非营利组织体验营销特征并提炼出非营利组织开展体验营销的组合策略。     

实施多种营销策略 扩大电力市场占有率

供电企业营销的4项重点工作是增加销售电量、合理合法执行电价、及时回收电费和加强供电服务,其中增加销售电量扩大市场占有率最为关键。分析了当前制约销售电量增加的主要因素,提出了扩大市场占有率的多种营销策略和途径。     

用电检查面临的重点问题及反窃电措施

用电检查是供电营销管理工作的重要内容,而查窃电又是用电检查的重点和难点。基于多年用电检查工作经验,分析了当前供电业务中违章用电和窃电形势,论述了供电企业用电检查和反窃电工作的现状及面临的问题,结合供电企业工作实际,提出了查处窃电的相关对策。     

社会网络分析在市场营销学中的应用

作为一种日益成熟的研究范式,社会网络分析已经引起了多个学科的关注和应用,也为市场营销学提供了崭新的思想、方法和借鉴工具。文章首先阐述了社会网络分析的基本思路,在此基础上比较了社会网络分析的两种具体研究方法——自我中心网分析和整体网分析。讨论了社会网络分析在市场营销学的应用,重点指出了社会网络分析在发掘意见领袖和重估顾客价值方面的独特作用。对社会网络分析在市场营销学中的应用进行了简要评述,并指出了其局限性。     

Product‐market strategy and the marketing capabilities of the firm: impact on market effectiveness and cash flow performance

We report on two studies (a single and a multi‐industry) that empirically investigate a nomological network of relationships between strategic business unit product‐market strategy (differentiation, cost‐focus, and product‐market scope), marketing capabilities (architectural and specialized capabilities, as well as their integration), and business unit performance (market effectiveness and subsequent one‐year objective cash flow), along with a series of controls. Addressing important lacunae in the resource‐based view our main research objective is to augment understanding of how critical firm‐level marketing capabilities enable the realization of strategy, thus, further advancing both the resource‐based view and more recent capabilities theorizing. Specifically, we test seven hypotheses and find strong evidence that both architectural and specialized marketing capabilities, and their integration, positively mediate the product‐market strategy and derived business unit performance relationship. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource‐level (input) data and subsequent one‐year financial data, a higher level of confidence may be attributable to our findings. Copyright © 2009 John Wiley & Sons, Ltd.     

中国烟草业营销分析

对烟草业营销环境的分析是烟草业营销成功的关键。通过对烟草行业的宏观和微观环境变化的分析,就可以在营销过程中把握住机遇,充分利用自身的优势同时避免自身的劣势;就可以增大营销成功的可能性。因此,认清我国烟草行业所面临的市场营销环境,明确其优势与劣势、机遇与挑战,对形成有效的市场营销意义重大。     

基于价值链的企业营销文化产生机理与培育路径

营销文化作为指导企业价值链运行的理念,既起着导入消费文化又起着传播企业文化的作用。随着产品的循环流动,营销文化在涨落作用下呈螺旋式上升。营销文化培育需要企业价值链上各环节的密切配合,以降低企业价值链中的无序状态,促使其向平衡态转化。     

五年制高职市场营销专业课程体系构建探究

本文立足于培养目标和职业能力要求,对五年制高职营销专业待课程体系进行深入研究与开发,提出课程体系改革的目标,完成人才培养流程与课程体系的规划。     

地区营销理论视角中的澳门未来形象

运用地区营销理论和定性研究方法,构建了澳门形象分析的基本框架,探讨了澳门未来形象的定位,认为娱乐旅游和文化旅游可作为澳门未来形象的核心概念.