马鞍山网络营销类网站建设研究

互联网的快速普及和全面发展使其具备多平台属性,网民数的持续增长为经济建设、文化发展注入了活力。马鞍山市应充分利用互联网建立文化产业营销网络方阵,采取多种网络营销手段,整合多种媒体以进行互动传播,激发城市群体营销活力,提升城市营销竞争力。     

农产品营销中农户-龙头企业心理契约结构维度分析——基于江西省农户的调研

在对龙头企业与农户营销合作行为的研究中,仅仅关注龙头企业与农户所签订的书面合同是远远不够的,还必须深入了解那些龙头企业代表人与农户内心中认为是“不言而喻”或“心照不宣”的心理契约内容.由此,通过将农户-龙头企业心理契约概念引入到农户与龙头企业营销合作关系研究中,并运用江西省农户样本调研数据进行探索性与验证性因素分析证实,农户-龙头企业心理契约由农户感知的“交易型心理契约”与“关系型心理契约”二维结构构成.     

基于TOWS分析的我国本土超市营销战略选择

作为现代流通的组织形式,超市自上世纪90年代引入中国后,获得了空前的发展。但是随着跨国超市的进入和迅速扩张,我国零售业的竞争也越来越激烈。我国本土超市如何在竞争中站稳脚跟,便成为亟待解决的问题。本文应用TOWS分析方法,根据形成的TOWS矩阵,归纳并探讨我国本土超市在实际竞争中的营销战略选择。     

Family Business Succession in Hong Kong: The Case of Yung Kee

This case study examines the succession of Chinese family business in Hong Kong, drawing upon theories of the firm. More specifically, it utilizes capabilities theories, property rights economics and Neo-Confucianism to understand management disputes and infighting among the members in a Chinese family business in Hong Kong. This paper will argue that the founder of a Chinese business firm in Hong Kong is able to lead his or her offspring to create a dynamic enterprise via charismatic leadership and family rules embedded in traditional Chinese values. However, these two strategic assets disappear following the passing away of the founder as well as the emergence of new social values. When the founder passes on the enterprise to his or her offspring using more or less the equal inheritance system, the traditional Chinese value is unable to enforce the leader’s will to consolidate the strengths of the second generation family members to maintain the founder’s business. Furthermore, when the business is owned by all family members, property rights of the firm become unclear. Without effective enforcement of traditional Chinese values and with collective ownership rights, some family members will have the incentive to capture the economic rent that is shared by all members. In other words, some family members behave opportunistically or even cheat in order to capture economic gains in the public domain. High monitoring and enforcement costs in the form of court battle and endless disputes will occur. Rent dissipation occurs in the form of deterioration of the quality of the family business. This case study is based on Yung Kee, an internationally well-known roast goose restaurant in Hong Kong as an illustration.     

我国高等教育营销的新理念：顾客导向

顾客导向理念是市场导向理念的核心,实现顾客导向理念在高等教育营销中的应用是十分必要的。文章探讨了高等教育顾客导向理念的内涵及特征,并分析了实施顾客导向理念的瓶颈,针对高等教育如何实施顾客导向提出了建议。     

Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms

This study investigates whether firms that are evaluating potential partners might benefit from considering how consumers view these organisations, specifically the extent to which consumer identification with local and foreign partners influences consumer satisfaction with a co-branded product and consumers’ post purchase/consumption supportive intentions towards each partner. Data came from institutions of higher education in Hong Kong and Sri Lanka that operate in collaboration with a foreign partner. A conceptual model was developed and then tested using structural equation modelling. Dual consumer–organisation identification was found to be a significant predictor of consumer satisfaction with the co-branded product and consumers’ supportive intentions towards each partner. Furthermore, the perceived identity attractiveness of each partner was significantly related to the consumers’ identification with each partner. The results suggest that organisations which indulge in collaborative arrangements with foreign firms should recognise that each partner plays a significant and distinct role in generating consumer satisfaction and positive post-purchase/consumption behaviours.     

The mobile shopping revolution: Redefining the consumer decision process

The use of mobile devices by consumers and the accompanying response by retailers is rapidly revolutionizing the retail environment. In the past, retailers have focused primarily on the outcome (to purchase or not to purchase) of the consumer decision process, but now mobile technologies give retailers the opportunity to more actively influence the entire consumer decision-making processes. The increasing use of mobile devices by consumers makes shopping a continuous rather than discrete activity that requires retailers to engage with their customers at critical touch points of the decision process in order to provide a more customer-centric experience. This change in focus from the decision outcome to the decision process signifies an important paradigm shift for the retailing industry. After an extensive review of the literature, we identify four pillars that form the foundation for the mobile shopping revolution and represent the essential ways and means through which retailers can engage with consumers during the decision process. We also discuss the different areas in which the pillars can enable retailers to achieve a sustainable competitive advantage in the mobile shopping era.     

Employee brand engagement on social media: Managing optimism and commonality

This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and -rated firms. This permits the construction of a 2 × 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands.     

Trust in online recommendations: an evolutionary psychology perspective

Electronic word-of-mouth (eWOM) is playing an increasingly important role in influencing consumer behavior, and it represents another opportunity for marketers to build support for their brands. This study explores how the gender of the reader influences how eWOM is perceived. An experiment grounded in evolutionary psychology examines how males and females differ in their perceived trust of eWOM of positive, negative, or mixed valence. The results indicate that females place greater trust than males in eWOM messages. But both genders find eWOM of mixed valence more trustworthy than entirely positive or negative eWOM. A follow-up phenomenological study of male and female consumers who had experienced eWOM shed more light on the experimental findings and offers additional support for their evolutionary basis. Theoretical and practical implications are discussed as well as recommendations for further research.     

Advancing marketing strategy in the marketing discipline and beyond: from promise,to neglect,to prominence,to fragment (to promise?)

ABSTRACT

The purpose of this article is to advance the field of strategic marketing within the marketing discipline, which will in turn, the author argues, contribute to enhancing the discipline’s impact beyond the narrow confines of its own journals. Towards this goal, certain aspects of the history of marketing strategy need to be reviewed. However, though this article draws extensively on historical sources, it is not a history of marketing strategy. Rather, this article uses historical materials and arguments concerning the four ‘Eras’ of marketing thought to advance five major claims: the area of strategic marketing (1) had significant promise when the marketing academic discipline was founded in Era I (1900–1920), (2) was neglected in Era II (1920–1950), (3) rose to prominence in Era III (1950–1980), (4) has become a ‘fragment’ in Era IV (1980–present) and (5) has prospects that are both promising and problematic in the future ‘Era V’. Finally, a tentative prognosis for strategic marketing and the marketing discipline is suggested.