苹果强势品牌构建策略探析

强势品牌对提高顾客心理满足与体验,形成品牌忠诚有重要作用。苹果公司通过开发人性化的时尚创新产品,引领着时尚潮流;通过在产品、性能、UI(操作系统)、渠道等方面的差异化;通过运用恰当的营销手段和策略:采取上市前的创新饥饿式营销策略、病毒式网络营销和体验营销相结合的策略,所有这些有效的构建强势品牌的措施,值得中国企业学习。     

基于产品差异化和规制条件下的斯坦克尔伯格模型研究

本文研究了产品差异化和规制条件下的斯坦克尔伯格模型,认为跟随企业的定价受主导企业定价的影响,但其定价受主导企业定价的影响的敏感程度随行业内跟随企业数量增加而下降.此外,本文还研究了在完全信息和不对称信息条件下政府对主导企业进行不对称规制时,为实现社会福利最大化对其征税的最优税率的确定.     

How much trustworthy and salubrious an organic jam should be? The impact of organic logo on the Italian jam market

This paper studies the impact of organic logo in the Italian jam market. Using data on true sales in Italian supermarkets in the 2002–2004 period we estimate the structural demand model developed by Berry (1994). This approach allows us to solve potential endogeneity problem in the estimation of the price coefficient in the demand equation, as well as other aspects related to multiple sources of differentiation. In a market where 62 percent of organic jams are diet this approach allows us to identify separately the market power induced by the organic logo and by the low content of sugar. The estimation results from various specifications of GEV class of models show that the organic attribute guarantees a degree of market power greater than the diet attribute. However, the protection from competition entailed by the organic logo is not particularly strong, and the diet attribute does not guarantees additional protection to organic jams. Most importantly, our findings show that consumers trust more big organic producers thus suggesting important policy implications on the supply and marketing side of the jam market.     

计算机制造业产品差别化成因分析

根据计算机制造业的特点,从客观条件与消费者主观选择这两个方面具体分析了计算机制造业产品差别化的形成原因,并对运用产品差别化战略的计算机制造企业提出了相应的建议。     

Welfare and quality improvement in an international market

This paper analyzes the optimal uniform and discriminatory quality requirements under Cournot competition when two firms produce high-quality and low-quality products, respectively, in an international market. The quality requirements in our paper are not set for the foreign firm but are set to regulate products of different qualities, since in the real world a domestic firm could be a high- or low-quality producer. We find that whether the government should raise the quality requirements depends on the type of competition in which firms engage and the adopted quality requirements. By and large, the government should always set quality requirements raising both firms’ quality directly or indirectly, regardless of the quality of the product of the domestic firm. However, if the domestic firm is a high-quality producer, the government should set a quality requirement that enables the domestic firm to monopolize the market when a discriminatory quality requirement is adopted, and should not set any quality requirement when a uniform quality requirement is adopted. Moreover, we show that the quality requirement can actually improve global welfare in most cases.     

家庭随访健康教育对缺血性脑卒中并发阻塞性睡眠呼吸暂停综合征的影响

缺血性脑卒中并发阻塞性睡眠呼吸暂停综合征作为一种复杂性疾病,在一定程度上影响了患者的生后质量。本文通过实施家庭随访健康教育,对患者进行干预,从而改善缺血性脑卒中并发阻塞性睡眠呼吸暂停综合征情况,提高患者生活质量。让患者从思想上重视,提高治疗依从性,为提高治疗效果提供参考依据。     

The Effect of Probabilistic Selling on the Optimal Product Mix

Determination of the merchandize assortment is an important decision for retailers since the composition and depth of the product mix greatly impact both unit sales and costs. This paper considers how Probabilistic Selling (PS), an emerging marketing strategy, impacts the type and number of products a retailer should carry. We find that adopting PS can alter the optimal number of products (i.e., encourage the retailer to offer more or fewer products), depending on demand- and supply-side factors. Furthermore, introducing probabilistic goods sometimes increases the optimal degree of product differentiation and sometimes reduces it. Specifically, less differentiated products are warranted if there are either few or many consumers with extreme tastes, but more differentiation is needed otherwise. Our analysis reveals that PS can serve either as a substitute to new product introduction (because it enables a retailer to serve a diverse market at a lower cost) or as a complement to new product introduction (since, under PS, a new product enables a retailer to offer additional probabilistic goods that utilize this new product as one of its components). In sum, our results indicate that a retailer must adjust its merchandize assortment appropriately in order to fully benefit from probabilistic selling.     

ASYMMETRIC INFORMATION AND EXCHANGE OF INFORMATION ABOUT PRODUCT DIFFERENTIATION

We introduce asymmetric information about consumers’ transportation costs (i.e., the degree of product differentiation) in the model of Hotelling. When transportation costs are high, both firms have lower profits with asymmetric information than with perfect information. Contrarily, if transportation costs are low, both firms may prefer the asymmetric information scenario (the informed firm always prefers the informational advantage, while the uninformed firm may or may not prefer to remain uninformed). Information exchange is ex‐ante advantageous for both firms, but ex‐post damaging if transportation costs turn out to be low. If the information is unverifiable, the informed firm does not represent a reliable source of information, since it always prefers to announce that transportation costs are high and there is no contract that induces truthful revelation.     

The Retailer's Perspective on the Link Between Logistical Resources and Perceived Customer Loyalty to Manufacturer Brands

The objective of this study was to investigate the relationships between logistics and brand‐related resources, and assess their impact on the retailer's perceptions of customer loyalty to manufacturer brands. On the basis of theoretical underpinnings of the resource‐based view, this study explores the relationships among four main variables: (1) variety of collaborative logistics technologies shared between retailers and manufacturers, (2) manufacturer's logistics operations quality provided to retailers, (3) retailer's brand differentiation orientation, and (4) retailer's perceptions of customers loyalty to manufacturer brands. An online survey was conducted on 313 senior marketing and supply chain managers from retailer firms. The results of the structural equation analysis support a mediated relationship between logistical resources and perceived loyalty to manufacturer brands. The retailers believe that shared logistics technologies enable manufacturers and retailers to offer higher levels of availability and visibility of preferred brands to their end‐user customers. In turn, the end‐users become more confident with their decisions to repurchase the same brand offerings.     

两种方法比较治疗96例多囊卵巢综合症

目的:探讨多囊卵巢综合症治疗方法及疗效。方法:接受治疗的96例多囊卵巢综合症患者随机分为两组:治疗组50例应用中西医结合方法治疗;对照组46例应用西药疗法治疗。结果:采用李美芝的《多囊卵巢综合征的诊断与治疗》疗效评定方法评定:治疗组优31例,良15例,有效率81.20%;对照组优19例,良16例,优良率76.08%。结论:治疗组与对照组有效率比较P=0.0319<0.05有统计学意义,中西医结合疗法治疗多囊卵巢综合症的优良率高于对照组单纯西药疗法。