商业银行市场营销体制依赖及理论模型——基于不同体制条件下的我国商业银行市场营销研究

银行市场营销活动总是在一定的体制背景下并依赖于一定的体制运行的,体制（或制度）是解释商业银行市场营销行为的重要变量。本文首先阐述了体制与制度的内涵及二者间的逻辑联系,阐明体制是制度的一部分;论证了市场营销对体制的依赖,体制要素结构为市场营销提供了资源配置的机制或方式;分析了体制或制度对银行市场营销的重要作用,指出体制是确保银行市场营销活动规范有序并持续获得高效益的根本保障;其后建立了商业银行市场营销的一般理论模型;最后分别以不同体制条件下商业银行市场营销的市场营销目标、营销变量特征、营销体制约束与激励条件的分析为依托,构建并比对了相应的经济转轨时期、市场体制下以及开放经济下商业银行市场营销的理论模型。     

竞争战略演化技术创新的影响——以江苏民营制造企业为例

基于江苏民营制造企业的问卷调查数据,在控制了地区和产业类别影响前提下,探讨同一情境下处于生命周期不同阶段企业取得竞争优势的竞争战略所构成的演化路径,并从技术创新视角揭示竞争战略演化的动因。研究表明,处于初创期、成长期、成熟期的企业,竞争战略呈现＂没有明确选择-低成本战略-差异化战略＂的演化路径。工艺创新对低成本战略演化有显著影响,产品创新对差异化战略演化有显著影响。总体上看,工艺创新是企业竞争战略演化的主要推动力。推进制造企业转型升级,需要加大产品创新力度,提升产品创新对竞争战略的影响。     

当期产出、转移支付与继任博弈

各种组织都存在职位的继任。在任者需要决定当期产出以及留给继任者的转移支付。通过博弈分析可以发现,存在转移支付占个人总贡献的比例为常数的均衡策略,但要同时满足组织总产出最大化目标的难度较大。当参与人只参与一次博弈,则不同类型的参与人策略选择不同,博弈的解是贝叶斯均衡。当某些参数因人而异时,每个参与人的转移支付比例也不一样。如果在任者对于未来贡献的效用评价很低或者无法获得相应的回报时,将出现短视行为、政绩工程和组织中的利他行动提供不足。而在家族式组织的继任中,参与人效用函数受家族关系的影响并且对于继任者人选的限制使得个人和组织最优化目标的偏离扩大。     

市场分割条件下的混合所有制经济竞争模型与规制策略

通过构建市场分割条件下的混合所有制经济竞争模型,本文对全国性国有企业在中国改革发展过程中的作用提供了新的解释。全国性国有企业在参与区域竞争的过程中,具备一种区域整合的功能:它面向全体市场的决策与分别面向各区域市场的决策等价,全社会总剩余最大化目标也可以分解为各区域社会剩余最大化的子目标之和,在其效率较高的情况下,将迫使地方企业改进成本或者退出市场,而只有当地方企业有足够高的效率的时候,全国性国有企业才会选择退出策略。国有企业事实上可以作为一种内部规制工具对市场分割的负面效应进行一定程度的制衡,在明确规制规则的条件下,我们可以通过动态调整企业目标函数以实现整体市场福利的最大化。     

欧洲2020战略旗舰计划：创新型联盟（上）

“创新型联盟”是欧洲2020战略七大旗舰计划之首,由欧委会2010年10月公布,欧盟理事会2011年2月批准,是欧盟未来10年的科研与创新战略文件。该战略以10年内把欧盟建设成为“创新型联盟”为目标,要求欧盟把创新作为首要和压倒一切的政策目标,提出了加强研发投入、提高资金使用效益、实现教育现代化、4年内建成统一的欧洲研究区、简化科研计划管理、促进成果产业化、实现欧盟单一专利、启动“欧洲创新伙伴”行动、推动社会创新、加强国际合作等十项工作重点,并提出部署相关配套措施,开展欧盟层面的科研与创新绩效监测工作,确保“创新型联盟”各项目标的实现。本文是“创新型联盟”旗舰计划的译稿,供国内相关部门参考。     

万科企业品牌的营销沟通策略

文中从广告沟通、公关活动沟通、企业CEO营销沟通、绿色营销沟通等几个方面,对万科企业品牌的营销沟通策略行研究与分析。认为,万科在选择不同的沟通手段去提升品牌形象和影响品牌资产的动作中有三个方面值得肯定:一是强调信息的一致性,所有沟通手段和目标始终正确传递品牌定位;二是对不同营销沟通手段进行科学组合,努力做到整体大于部分之和;三是不断推进营销沟通内容的深入和营销手段的创新,最大化营销沟通效果。     

Technology evaluation in Taiwan's technology industries: Strategies, trajectories, and innovations

Technology evaluation, as an organizational process, is the essential ability to comprehend the values of technologies very soon after they emerge. Meanwhile, the technology evaluation process is inevitably influenced by the firm's industrial context, such as its technological trajectory. This study defines technology evaluation strategy in terms of the processes, methods, and participants involved, and uses this definition as a taxonomy to explore different types of technology evaluation strategies. A survey on the technological industries is conducted to explore types of technology evaluation strategies and their relationships with the advantages of different types of innovation under the effects of different technological trajectories. The survey identifies four types of technology evaluation strategies, namely, those of the flexible executive strategist, the emergent executive intuitionist, the deliberate quantitative strategist, and the deliberate consensual strategist, are identified. This study has found that certain types of technology evaluation strategies have better innovation performances than the others. The patterns of technological trajectories are also found to influence a firm's technology evaluation strategy and the advantages of certain types of innovations. The established explanations of the relationships among the technological trajectory, innovation type, and technology evaluation strategies may guide technology businesses to develop a better technology evaluation capability. The theoretical framework developed in this research enriches the strategic management literature with a new taxonomy for technology evaluation strategies.     

二氧化碳排放强度下降目标的动态分解研究——基于“十二五”规划目标的分析

针对十二五规划中二氧化碳排放强度下降17%的目标,设定两种分解路径——等比路径和等差路径,采用数理经济学理论,将之分别对应到二氧化碳排放强度和人均国内生产总值两项指标的幂函数路径和对数函数路径。根据1990~2007年全球主要地区和中国的历史经验数据,对上述两个函数的参数进行模拟,并对二氧化碳排放量路径进行预测。研究发现,幂函数最优路径比国际经验对应的最优路径更为激进;幂函数最优路径比对数函数最优路径更为灵活,但后者减排潜力更大。若走对数函数路径,在远期保持国内生产总值年均7%增长速度的前提下,到2038年我国将达到二氧化碳排放量的峰值,之后便逐步下降。     

Retailing evolution research: Introduction to the special section on retailing research

This JBR Special Issue on Retailing includes several high quality research studies presented at the 10th and 11th Society for Marketing Advances Retail Strategy and Patronage Behavior Symposiums. The articles cover a wide range of interesting and important retailing topics including topics such as atmospherics, self-esteem and advertising. This introduction offers a few comments on the 2007 and 2008 Symposiums' content including a brief overview of each article.     

To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations

Prior research suggests that adoption decisions are primarily based on product features and experiential opportunities, like trial and observation. Our research follows inquiries that identify anticipated regret (AR) as an emotion integral to consumer decision making. Prior research and current retailing practice assume that AR can be alleviated by compelling product attribute-based rationales for immediate purchase. These rationales often take the form of direct attribute comparisons between the current best and the future technologies. Counter-intuitively, we find that giving consumers attribute-based justifications for immediate purchase produces a uniform level of AR and purchase delay regardless of the perceived rate of innovation (PRI). However, under conditions of low PRI and no justification, AR decreases significantly. A clear implication of our findings is that firms marketing current technology should not rush to provide consumers with justifications for immediate upgrade since such communications will remind consumers of what they might miss if they adopt now, resulting in increased AR and purchase delays. Instead, we suggest that retailers focus promotional efforts on highlighting the hedonic benefits consumers experience by adopting today.