中国企业借鉴 Web2.0技术实现有效营销沟通研究

与国外相比,中国企业采用 Web2.0技术,除了规模上的差距,Web2.0的主流应用在中国企业营销实践上也存在诸多缺憾.中国企业应在营销沟通上有效利用 Web2.0技术,从而提升自身的商业价值.基于此,特提出以下建议:(1)企业应积极参与 Web2.0环境下新型营销沟通模式的构建.(2)企业应着力完善内部管理,基于诚信建立一个安全的网络社交平台.(3)应将 Web2.0与其他营销沟通模式进行有机整合.(4)应遵循基于 Web2.0技术的新网络营销模式的原则,努力加强与消费者的交互式沟通,提高对网络营销渠道的控制力.     

“海西”视野下的闽台医学交流合作问题探究

闽台之间医学交流合作的历史十分悠久。在＂海西＂经济区加快发展的形势下,闽台医学交流合作也不断推进,产生了一系列成果;但也存在着一些困难,妨碍了海西经济区对台交流优势的彰显。以推进闽台医学交流合作的可持续发展为主要解决目标,从三个方面提出了解决困难的建议。     

开放经济条件下的货币政策国际协调

开放经济导致各国在经济领域的相互影响和相互依存日益加深,一国货币政策的实施不仅调节着本国经济,也会对他国的经济运行产生影响,从而产生货币政策溢出效应。国际实践和实证分析表明,通过货币政策的国际协调可以降低这种溢出效应,取得更优的政策效果。布雷顿森林体系的建立,是一次重要的货币政策国际协调实践。近年来国际社会虽然建立了一些峰会机制,但货币政策的国际协调并未取得实质性成果,其中的原因是多方面的。为了提高货币政策国际协调的效果,需要加强各国货币政策信息的交流,建立规则性的协调机制,提高各国中央银行在货币政策制定和危机管理等方面的联合行动水平。     

Is the Impact of CSR Similar Across Borders? An Exploratory Study Comparing Young Adults' Perceptions of CSR Between Puerto Rico and United States

This study aimed to explore how young adults in Puerto Rico perceive and respond to corporate social responsibility (CSR) initiatives in comparison with young adults in the United States. It explored the awareness of CSR, the importance placed on four CSR dimensions (economic, legal, ethical, philanthropic), and how such perceptions potentially link to individuals' behavioral intentions. An online survey found that Puerto Rican respondents perceive themselves as having a higher level of awareness of CSR than young adults in the United States; however, the level of CSR awareness among these demographic groups was low in both countries. Puerto Rican respondents placed more importance on the economic dimension of CSR, while U.S. respondents placed more importance on the legal dimension of CSR. CSR awareness was positively linked to behavioral intentions only among U.S. respondents. The allocated importance of CSR was a critical factor for respondents in Puerto Rico to show more favorable behavioral intentions.     

Avatars as salespeople: Communication style, trust, and intentions

Interactions with retail salespersons in stores contribute to building trust and profits. Within the largely impersonal Internet, an interactive animated character or avatar, playing the social role of an online sales assistant, should provide a potent source of social presence and so have the potential to replace some of these interactions. This investigation tests whether avatars with social- or task-oriented communication styles contribute to user trust and patronage intentions. Further tests explore the moderating effects of product/service type. The study includes an online experiment and survey, involving 636 participants, mainly from North America, Oceania and Europe, allocated randomly to different treatments.Task-oriented communications contribute to trust, which in turn contributes to patronage intentions, especially for search goods/services. Social-oriented communications also contribute directly to trust and to patronage intentions, most strongly for credence goods/services. The authors recommend a three-fold approach to avatar implementation, involving requirements captured to define appropriate appearance, role, interaction style and content for the task. Conclusions include further suggestions for development and research.     

Marketing sustainable tourism: the role of value orientation,well-being and credibility

Abstract

Marketing for sustainable tourism primarily attracts customers with a biospheric–altruistic value orientation. To reach a broader consumer group and also persuade people with a self-enhancement orientation to book sustainable hotels, the effectiveness of three different communication styles (emotionality levels, amount of sustainability information and inclusion of a label) is investigated, considering the consumer’s value orientation. An experiment with 337 participants was conducted to analyze the effects of communication on consumer perceptions of well-being and credibility. Multigroup structural equation modeling was used to compare the impacts of communication style on participant’s attitude toward booking a sustainable hotel, mediated by well-being and credibility. The results highlight significantly different communication effects among the two contrasting target groups. Consumers who are highly interested in sustainability (biospheric–altruistic value orientation) are persuaded by messages that include details about the hotel’s sustainability performance, in order to increase the social–environmental well-being, whereas for customers who are less interested in sustainability (self-enhancement value orientation), a self-referential emotionally communication is essential, as it increases the emotional well-being. Inconsistent findings regarding the role of communication in raising the perception of credibility were obtained.     

如何推进重庆农村信息化建设

农村信息化建设是社会主义新农村建设的重要内容。重庆作为全国首个城乡统筹信息化试验区,其农村信息化工作相对滞后,其中地域特殊、基础薄弱是制约重庆农村信息化的重要因素。加强基础设施建设、增加资金投入、培养人才是推动重庆农村信息化建设的有效途径。     

21世纪中国国家形象传播管理战略的新探索

2011年1月17日,纽约时报广场的户外大屏幕上《中国国家形象片--人物篇》,在全球首次正式与公众见面.一些海外媒体把它称作为中国“国家公关”时代的来临.在全球化的背景下作为软实力之一的国家形象在新世纪凸现了其无可替代的重要性,良好的国家形象有利于国家全球地位的提升、国家利益的维护以及国家目标的实现.如何做好中国国家形象传播管理的大文章,我们需要关注“中国崛起”形象表述语的定位、“和谐世界”价值观的推广、世界公民素质的培育、企业品牌的锻造以及拥有国际话语权主流媒体的构建等关键要素的研究与探索,因为这些方面对中国国家形象的塑造与传播是至关重要的.     

高校科普出版在国家科普体系中的地位和作用

高校出版媒体依托高校人才聚集与专业深度等优势,是出版科普读物最有条件的组织,高校出版媒体应发挥独特优势,成为科普读物出版基地和高校科普常态化的重要载体,进而建立高校科普长效机制。     

Collusive Communication and Pricing Coordination in a Retail Gasoline Market

This paper studies how communication is used by a retail gasoline cartel in Australia to coordinate price increases, a role of communication in collusion not highlighted by Genesove and Mullin (Am Econ Rev 91(3): 379–398, 2001). A unique data set from the trial record allows for quantifying not only the pricing dynamics, but also the communication patterns. Both empirical and narrative evidence suggests the collusive communication and pricing behavior is well captured by the price cycle equilibrium of the Maskin and Tirole (Econometrica 56(3): 571–599, 1988) model.