Editorial introduction: Advances in theory and practice of digital marketing

This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.     

The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand

The objectives of this research are firstly, to study the characteristics of CSR activities conducted for international business groups. Secondly, to analyze the factors that impact business travelers’ satisfaction with CSR activities, and thirdly, to analyze the influence of satisfaction with CSR activities on destination attachment and destination loyalty. A questionnaire survey was conducted with 127 business participants from three corporate meetings and one convention group. The results reveal the characteristics of CSR activities of corporate meetings and conventions in Thailand. Business travelers’ satisfaction with CSR activities is influenced by their personal altruistic attitudes and the efficacy of local service providers. Satisfaction with CSR activities has a direct impact on destination attachment and an indirect impact on destination loyalty. CSR activities could be used as tools to influence the revisit intention of corporate meeting and convention participants. A CSR activity during a business trip is a novel concept that can be utilized by destination management companies as well as national tourism organizations to develop satisfying tourism products.     

黑色旅游的营销开发策略探究

黑色旅游是是近年来国内外,特别是欧美地区旅游学界新兴的热点研究领域,也是一个颇具争议的领域。本文探讨了开发黑色旅游的可行性及营销策略。     

When natural resources run out,market knowledge steps in: Lessons on natural resource deployment from a longitudinal study in a resource-scarce region of Ethiopia

With the increasing scarcity of natural resources, the ability to maintain quality standards during resource-scarce times becomes more critical for business performance. Theories on managing resource scarcity cannot be easily tested in contexts where resources are still abundant. This study therefore turns to an emerging market context in which natural resource availability naturally varies strongly between seasons, namely, that of Ethiopian pastoralists who for many generations learned to adapt to natural resource scarcity. Central to our theory is the natural resource deployment capability, which is the ability of a business to make efficient and effective use of available resources to maintain business performance during resource-scarce times. Using three-wave longitudinal data from 120 pastoral family-based livestock businesses, the study shows that when resources are scarce or extremely scarce, market knowledge helps to better deploy the scarce natural resources, leading to higher product quality. The findings imply that businesses with a better understanding of markets have stronger natural resource deployment capability. The lesson for businesses that are confronted with approaching resource scarcity is therefore to strengthen their ability to deploy resources efficiently and effectively by strengthening their market knowledge in which such capability is rooted.     

会计职业能力调查分析报告

文章围绕企业初级会计人员的职业能力展开调查,重点考察初级会计人员的职业素养、协作意识、学习能力、工作技能和会计理论知识的掌握等方面内容。通过对调查结果进行分析,并提出了改进方案。     

中国移动“动感地带”的品牌营销

案例回顾了中国移动动感地带的发展过程和发展状况,通过分析移动通信行业的竞争环境和消费者群体划分,阐述了动感地带的品牌内涵和核心价值,扩展了整合营销包含的要素,分析了动感地带的渠道销售、文化促销和体验营销策略。案例为中国移动运营商对移动通信服务的品牌建立和营销策略提供借鉴。     

中小服装企业网络营销探讨

文章分析了互联网时代给中小服装企业带来的机遇和挑战,探讨了中小服装企业网络营销存在的问题及对策。     

基于市场细分的中小物流企业关系营销研究

文章以中国物流行业全面开放环境下的发展为背景,根据中小物流企业自身发展特点,利用关系营销理论,对中小物流企业的关系营销问题进行了相关研究。认为中小物流企业应该在市场细分的基础上实现专业化经营,找准定位,避开与物流巨头的正面竞争。同时从加强与企业的沟通与互动、提高服务质量及保持持续的质量改进等三方面对中小物流企业的关系营销进行了分析与研究。     

Pooling data for the analysis of dynamic marketing systems

Vector autoregressive (VAR) models have become popular in marketing literature for analyzing the behavior of competitive marketing systems. One drawback of these models is that the number of parameters can become very large, potentially leading to estimation problems. Pooling data for multiple cross-sectional units (stores) can partly alleviate these problems. An important issue in such models is how heterogeneity among cross-sectional units is accounted for. We investigate the performance of several pooling approaches that accommodate different levels of cross-sectional heterogeneity in a simulation study and in an empirical application. Our results show that the random coefficients modeling approach is an overall good choice when the estimated VAR model is used for out-of-sample forecasting only. When the estimated model is used to compute Impulse Response Functions, we conclude that one should select a modeling approach that matches the level of heterogeneity in the data.     

基于供应链管理的营销渠道风险分析及对策

将营销渠道放在整个供应链管理的环境下,重点从渠道成员间的关系入手,对营销渠道风险及其成因加以分析研究,并根据供应链管理的思想从优化渠道结构体系、建立信息共享机制、建立合理的激励机制、形成渠道文化等方面提出了相应的对策,旨在对企业营销渠道风险的管理起到借鉴和参考作用。