服装品牌平面广告诉求构成因素的理论研究

广告诉求在广告学中是个非常重要的概念。广告必须了解受众的心理特点及心理规律,采取恰当的广告诉求,吸引目标消费者。本文通过分析研究,清理得到平面广告诉求的理论构成因素:广告信息和广告诉求方式。并根据服装品牌的特性,提炼出服装品牌平面广告诉求的理论构成因素,为服装品牌平面广告诉求构成因素的研究奠定了基础。     

“Flying geese” in China: The textile and apparel industry's pattern of migration

China has large regional variations in both factor endowments and levels of economic development. In principle, some industrial enterprises will relocate to the inland regions from the coastal regions to take advantage of lower wage rates and land prices, provided that the regions are different enough. However, few studies have empirically tested whether this kind of “flying geese” pattern of domestic industrial relocation has occurred on the ground or not. Using data from the textile and apparel industry from 1998 to 2011, this paper shows the existence of the “flying geese” pattern of industrial relocation. Data show that before around 2005, the textile and apparel industry was clustered in the eastern region of China, but it has since shifted toward the central and western regions.     

企业的博客营销应用研究

文中主要论述了在网络营销的模式下,以博客为核心的企业博客营销所面临的主要问题以及相应的解决方法。首先,分析了博客与博客营销的基本概念及我国企业博客营销的应用现状;其次,通过目前国内企业在博客营销中遇到的问题进行深入剖析,揭示出博客营销在人才培养、博客内容管理及博客营销绩效考核等方面所存在的问题,并针对这些问题提出了相应的解决措施。     

A Study of Chinese Street Vendors: How They Operate

There is a great deal of criticism levied at street vendors, despite the fact that these vendors, as part of a global informal economy, are becoming more important as millions are being occupationally downsized. Criticisms include street vendor businesses are not economically robust, they can be conduits for pirated goods, they do not make good use of public spaces, and they are considered by economists to be “bad news” for the world economy. This article reports on a study of the operations of 80 street vendors in Dalian, China. It shows their operations (e.g., buying, selling, merchandising) are very similar to those of permanently anchored small retailers, and consequently they should be able to make similar societal contributions. Research propositions and recommendations for further research are presented.     

开展网络营销带给中小企业新的机遇

文章介绍了网络营销比传统营销所具有的优势 ,着重论述了中小企业开展网络营销 ,能给企业带来更多的机遇 ,可以将目标市场拓展到传统市场无法企及的市场。     

Labor Standards in the Global Economy: Issues for Investors

In the mid-1990s, global labour standards emerged as a new and important are of concern for socially responsible investors, especially with respect to investments in the "problematic" footwear, apparel, and toy industries. In this paper, I elucidate the primary areas of concern for investors and discuss a framework for evaluating firms' labor standards performance. In addition, I argue that today's sweatshop debates follow closely those of centuries ago, with the standard economic defense of low wage manufacturing on the one hand, and the activists' protests against poor conditions and wages on the other. An examination of this historical context reveals a promising middle ground in this ongoing debate.     

企业网络营销道德问题研究

21世纪网络营销必将成为企业成功营销的必备手段之一,而网络营销中出现的诸多道德问题却阻碍着网络经济的发展。因此,企业必须认识到不道德的营销行为给企业带来的利益是短暂的,要想获得长期竞争优势,必须要加强道德建设,并从外部约束机制和内部自律两个方面来解决网络营销道德问题。     

The Economics of Vocational and Technical Education: A Report on three Studies

This paper analyzes new forms of flexibility in the US apparel industry and the consequences of this flexibility for labor market segmentation. Post-Fordist flexible work organization takes place only in those enterprises that occupy privileged positions in newly established hierarchical networks of firms. Subcontracting work to smaller firms results in labor segmentation between rather than within firms. Dominant firms in hierarchical networks gain production efficiencies similar to that attained by a fixed hierarchy within Fordist type enterprises. For most apparel workers, the new production system could best be described as neo-Fordist, since it appears to be predicated on routinization and work intensification.     

Media Portrayal of Voluntary Public Reporting About Corporate Social Responsibility Performance: Does Coverage Encourage or Discourage Ethical Management?

Drawing on constructionist theory, this study examines how the media portrayed five public reporting events initiated by the Fair Labor Association (FLA), considering whether the coverage encourages or discourages companies from undertaking a reporting initiative as part of their ethical management. Media coverage was limited but generally favorable across all five events. Coverage frequently included claims made by FLA spokespersons and provided basic facts about the organization and its activities. Extensive detail about labor violations found by monitors was often included. Additional media coverage centered around themes of public reporting and transparency, an assessment of the FLA’s work, brand accountability and responsibility of corporations with regard to working conditions and labor standards, and specifics about the factory monitoring and partnering with factories and NGOs that is necessary to achieve change. Counter-claims brought question to the FLA’s efforts. Explanations about why the social condition exists were fairly limited, and thus, provided little insight into how the problems might be resolved. We discuss managerial implications regarding public reporting initiatives and media coverage, particularly regarding the countering effects of positive coverage and diminishing news stories.     

Consumer attitude toward US versus domestic apparel in Taiwan

This study investigates whether or not consumer attitudes toward domestic‐ vs. US‐made apparel differ among consumers in Taiwan. Variables to be examined include (1) apparel attributes; (2) self‐concept; and (3) demographics. The Fishbein attitude model was used to measure consumer attitudes. The mall‐intercept method was used to collect most data in four major cities of Taiwan. A total of 485 Taiwanese consumers completed and returned useable questionnaires. Results indicated that consumer attitudes toward Taiwan vs. US‐made apparel differed significantly among consumers in Taiwan. Consumers had an overall more positive attitude towards US‐made apparel compared with Taiwan‐made apparel with regards to care instruction label, colour, quality, apparel fibre content, fashionableness, attractiveness, brand name, and comfort apparel attributes. For self‐concept variables only modest/vain and thrifty/indulgent had a significant difference between consumers who preferred US‐ over Taiwan‐made apparel. Demographic factors of age, gender, education, residence area, travelled abroad and country‐of‐origin preference had a significant relationship with consumer attitudes toward apparel. This study is aimed at understanding Taiwanese consumers’ attitudes toward foreign‐made apparel. Overall, Taiwanese consumers preferred US‐made apparel; however, the apparel attribute of size range needed improvement to increase customers’ satisfaction.