Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

品牌服装顾客满意度驱动因素实证研究——基于波司登的实证研究

20世纪80年代以来,国内外学者对顾客满意度展开了大量的研究,针对品牌服装的研究所构建的模型很多。文章在利用和借鉴国内外研究成果的基础上,结合品牌服装的具体特点,以兰州波司登为例,通过实证研究探究顾客满意度的驱动因素,以此为我国品牌服装提高顾客满意度提供科学有效的理论参考和建设性意见。     

用益损矩阵法对采购物流进行风险决策的优化研究

从定性及定量分析相结合的角度,采用益损矩阵预测分析法,对如何实现采购物流的最优化进行风险决策分析。通过建立采购物流风险决策模型,并列举实例进行量化分析,得到采购的损益期望值,通过选取最大期望值确定最优的采购方案。同时指出为更好的实现采购物流的优化管理应加强的几方面工作。     

价值工程在特大型不锈钢封头制造中的应用

在对太空模拟训练仓中的特大形不锈钢封头制造中,运用了价值工程手段,并创新采用近似椭圆参数(R=0.8415D和r=0.1285D)和椭圆形封头顶圆的足球瓣结构,产品质量满足要求且降低了成本。     

客户关系管理中的价值研究框架分析

价值研究是客户关系管理研究中基础而关键的问题。现有的价值研究多半是基于企业信息完全的假设上的,但是这个假设在实践中往往很难成立。因此很有必要讨论在信息不完全和不对称的环境下价值信息的获取。可以利用信息经济学中的契约设计的原理在信息不对称的环境下获取客户价值信息。     

试析林木资产的计价入账方法

林木资产计价入账方法的选择是森林资源资产会计核算的重要问题之一。林木资产计价可供选择的方法主要有历史成本法和现行市价法两种,这两种方法各自有其适用条件、适用范围及优缺点,但相对而言历史成本法更为适合,因此,在对林木资产计价核算时应始终坚持能够用历史成本计价的尽可能用历史成本计价,不具备历史成本计价条件的再考虑用其他方法。     

Bidding for the Surplus : A Non-cooperative Approach to the Shapley Value

We propose a simple mechanism to determine how the surplus generated by cooperation is to be shared in zero-monotonic environments with transferable utility. The mechanism consists of a bidding stage followed by a proposal stage. We show that the subgame perfect equilibrium outcomes of this mechanism coincide with the vector of the Shapley value payoffs. We extend our results to implement the weighted Shapley values. Finally, we generalize our mechanism to handle arbitrary transferable utility environments. The modified mechanism generates an efficient coalition structure, and implements the Shapley values of the super-additive cover of the environment. Journal of Economic Literature Classification Numbers: C71, C72.     

The ECFA and its expected effect on cross-strait trade and investment: a Taiwanese perspective

To come to terms with the realization of ASEAN+1, Taiwan had concluded with mainland China a special free trade agreement (FTA), the Economic Cooperation Framework Agreement (ECFA) in June 2010. This framework agreement provides an early harvest agreement of near-term tariff elimination, including detailed product schedules for goods and services from each side, with the final shape of fuller trade liberalization in goods and services taking years to negotiate and realize. The conclusion of the ECFA has been considered as a major breakthrough in cross-strait talks and economic relationships, even though it is by no means free from controversies inside Taiwan. The authors are therefore motivated by hot debates in Taiwan to reflect on the expected trade effect of the ECFA by taking into account the factor of cross-strait global production networks. In particular, we examine with a proposed model and statistical robustness, the trend of Taiwan-based firms' localization in mainland China, driven in part by constant movements in global production networks, which generates complicated and dynamic relationships between Taiwan's investment-induced trade and structural shift in Taiwan's exports to mainland China. Based on our empirical findings, we reflect on the conventional views on the trade effect of the free trade agreement. The results of our analyses tend to support a cautious view about the trade effect of the ECFA. Without denying the significance of the ECFA and deepening cross-strait economic relationships, we argue that the impact of the ECFA should be interpreted in a wider context than just the trade perspective, as the conventional wisdom and the existing evaluations suggested.     

论品牌价值与品牌战略

在市场经济发展日趋深化的今天,品牌对于企业生存和发展的重要性已众所周知,品牌战略已成为众多知名企业在市场竞争中立于不败之地的法宝。本文指出了品牌的作用,也就找到了品牌价值的来源,探讨了我国企业品牌发展中存在的问题,提出了实施品牌战略的策略。