Bundling as a new product introduction strategy: The role of brand image and bundle features

Marketers can bundle an unknown brand with a strong brand as a new product introduction strategy. Drawing upon the categorization theory and the elaboration likelihood model, this study examines how a new brand can benefit from bundling with a strong brand. The results of two studies indicate that consumers’ quality perception of a new brand will be affected by the brand image of a bundle partner, and this effect is moderated by the bundle forms and the complementarity of bundle components. Academic and managerial implications of these findings are presented, along with suggestions for further research.     

马克思财产理论及其当代价值评析

在权利与利益再配置的改革深化过程中,打破了公有制经济大一统的局面,财产问题自然成为人们探讨的理论热点.因此,研究马克思财产理论及其当代价值,梳理出以权利本位下的马克思财产理论体系,自然对化解社会风险、建构和谐社会具有重要的实践意义.     

慈溪市四镇农地转用过程中农户福利变化的定量测度

研究目的:选择经济发达和征地行为较活跃的慈溪市的4个乡镇(街道)为调查样本点,构建经济发达地区失地农民福利水平评价体系,定量测度征地前后农户福利水平的变化。研究方法:模糊评判方法、实地调研法。研究结果:征地后4个乡镇(街道)的农户福利水平均呈现一定程度的下降。从农户福利水平各功能指标看,被征地农户的经济条件、社区环境、社会保障和满意程度有所恶化,而农户居住条件有所改善;从各功能隶属度的农户比重结果看,99.5%的样本农户认为征地后福利处于较差状态。研究结论:为进一步提高被征地农民福利水平,建议政府采用为失地农民提供受教育和培训、工作机会、社会保险、变一次补偿为终生补偿等复合补偿方式,进一步完善社会保障体系,创建多元化的筹资机制,在农村全面推广养老保险,逐步将城镇居民医疗保险纳入被征地农民保障体系中。     

Pricing of mall services in the presence of sales leakage

For a shopping mall, sales leakage occurs when consumer purchases facilitated by the mall are finalized outside it. These sales include, for example, catalog orders filled at the leased premises in a physical mall; For an Internet mall, they include the ones consumers make on an on-line store’s website after learning about the store from an Internet mall website. While these sales are difficult to track in the physical mall, Internet malls like Yahoo can track them by placing cookies on consumers when they visit the mall. The challenge for a mall owner then is to design an appropriate pricing model which takes sales leakage into account. In fact, Yahoo currently uses an All-Revenue-Share Fee with Yahoo collecting from on-line stores a share of all sales revenue, regardless of whether the purchase was made through the mall or directly from the store’s own URL. We explore this new All-Revenue-Share Fee model, compare it with the commonly used Fixed Fee model and the two-part tariff model, and identify the model with the highest profits for the mall under different conditions. We suggest that although an All-Revenue-Share Fee is appealing for Internet malls due to its ability to capture sales leakage directly, it may cause the stores to refrain from joining the mall in certain circumstances. Thus, in certain situations charging a fixed monthly fee can actually be more profitable for the mall versus the All-Revenue-Share Fee model. We also examine how mall and product category characteristics as well as market expansion affect the optimal pricing strategy. We show that a mall should price discriminate across product categories, not just by charging different amounts of fees, but by using different pricing models. Our research provides many managerial implications on how to price over time.