基于多层次模糊综合方法的社交媒体营销价值评估研究——以人人网和新浪微博为例

根据卒十交媒体具备营销价值的五个特性,笔者建立了社交媒体的营销价值评估指标体系,进而以新浪微博和人人网为例利用多层次模糊综合方法对这两个网站的营销价值进行了定量评估,最后根据评估结果给出了一些建议。     

诊断式项目引领下高职营销人才培养模式研究

市场营销是企业生存发展的基石,营销的失败很可能意味着企业的失败。为了适应企业营销人才的需求,各高职院校非常重视营销专业人才培养模式的研究,“订单式培养”、“引企入校”等模式便应运而生,但目前已有的模式总是存在着一些弊端。在这种情况下,以大量实践为基础,提出“诊断式项目引领”的高职营销专业创新人才培养模式,为高职软专业的建设提供一种有所创新的思路。     

市场营销蒙授专业人才培养模式改革的探索

市场营销蒙授专业现有人才培养模式存在着培养目标单一、生源基础不同的学生使用同一套培养方案、专业课设置面窄过细、实践教学环节薄弱等弊端,限制了学生个性的发展,导致学生消极对待学习,影响学生实际操作能力的锻炼和提高,难以适应就业市场的多样化需求。因此,必须通过确立多样化的培养目标、制定个性化的人才培养方案、构建合理化的人才培养质量评价体系、打造高水平的师资队伍、强化教学运行管理、重视对蒙汉双语授课专业学生的管理等措施,对蒙汉双语授课学生因材施教、个性化培养,才能适应社会对少数民族人才的多样化需求。     

Building customer trust and loyalty: an empirical study in a retailing context

This paper integrates the seller's characteristics and the consumer's individual characteristics in testing the person-to-person and person-to-firm effects of trust on loyalty in the department store. A multidimensional model of the behavioural components of trustworthiness is used to examine their differential effects on consumer trust. The results reveal that the effects of behavioural components of trustworthiness on trust in salespersons and trust in department stores are different. Trust in salespersons contributes to the trust in the department stores they work for. In addition, although both trust in department stores and trust in salespersons are expected to enhance customer loyalty, person-to-person trust has stronger influence on loyalty than does person-to-firm trust. The findings also suggest that customers' individual characteristics should be considered in assessing the role of trust in business relationships other than sellers' characteristics.     

A longitudinal study of online non-relationship intentions

In their eagerness to develop relationships with customers, some marketers often overlook the fact that not all consumers may be interested in maintaining a relationship with the firm. In this research, the authors develop a theoretical model as to why many customers do not wish to maintain a relationship with e-businesses and test the model over time. The results show that consumer-relationship value perceptions affect non-relationship intentions. Moreover, even though non-relationship intentions in a certain time period do not directly affect non-relationship intentions in the immediate future time period, promotion events may play a mediating role in this relationship.     

Exploring Consumers' Expectations of Sustainability in Mature and Emerging Markets

ABSTRACT

“Sustainability” has turned into a buzzword for businesses around the globe as consumers in mature and, increasingly, in emerging markets shift their demand toward sustainably enhanced products. Surprisingly, a global picture of consumers' expectations regarding sustainable products is still missing. This study uses exploratory factor analysis to determine the perceived importance and interrelation of selected sustainability aspects in three developed (Germany, Switzerland, United States) and three emerging (Brazil, China, India) markets. Results are linked to national cultural value theory to explore which sustainability aspects and positioning strategies may be promising to expand the outreach of sustainable products in developed and emerging markets alike. Results suggest that across the sampled economies, sustainability is increasingly considered as being comprised of a health aspect. While health and quality of life aspects emerged as key issues across countries, cultural backgrounds and local market conditions resulted in nuanced expectations of sustainability, which should be kept in mind in communicating and positioning sustainable products.     

Adaptation of Marketing Mix Elements in International Markets

ABSTRACT

This research identifies the extent to which individual marketing mix elements are adapted for international markets and how company, industry, and market factors influence the level of adaptation. The study is based on a survey of executive-level managers in U.S.-based companies that market products internationally. The survey obtained information on the extent of adaptation across the marketing mix elements and on company, industry, and market factors that influence this process. The results indicate that adaptation is greatest for distribution, followed by price, promotion, and product. Product adaptation is influenced by market factors, price adaptation is influenced by market and industry factors, promotion adaptation is influenced by market factors, and distribution adaptation is influenced by company factors. The results of the research can be used to both understand and manage the extent of adaptation necessary for products in international markets.     

You’re dead to me,but should you be? Using a retail database to classify American malls by occupancy and sales and an extended analysis of dead and dying malls

ABSTRACT

The study uses a shopping center database to classify malls by occupancy and sales. A factor analysis is conducted and reduces the large number of variables to a smaller number of mall constructs. The constructs are used to predict mall group membership by occupancy and sales. The results indicate that population and income are important variables towards mall occupancy and sales. An analysis of dead malls follows in order to produce more novel information for the growing interest in dead and dying malls. It is found through a second discriminant analysis that the prototypical characteristics of dead malls include; smaller in size, less population and lower income market areas. There were varying effects of renovation dates, competition and market age. Overall, the study benefited from examining dead malls more closely and provides more groundwork for future dead mall studies.     

网络交易成本对消费者网购意愿的影响

互联网技术的不断发展进步使得越来越多的消费者选择通过电子商务网站购买服装产品,消费者对网购有用性、网购易用性、网购风险规避和服务质量等提出了更高的要求。本文以技术接受模型为理论模型,加入网络交易成本作为调节变量,对原模型加以改进,验证了网络交易成本在变量感知网上购买服装产品有用性、感知网上购买服装产品易用性、感知网上购买服装产品存在风险、感知网上购买服装产品的服务质量与消费者网上购买服装产品意愿的关系中具有显著的正向调节作用。     

电子商务对营销渠道管理的影响

通过对近些年来学术界关于电子商务对营销渠道影响相关文献的总结,本文评述了电子商务在营销渠道设计、营销渠道成员选择和管理、营销渠道评价等方面的影响:在营销渠道设计方面,学者们的研究集中在电子商务作为一种新的营销渠道的特性,与这一个新的渠道和旧渠道之间的关系等方向;在营销渠道成员选择和管理方面,相关研究主要集中在渠道冲突管理上;营销渠道评价方面的研究主要是为新的渠道设计新的绩效评价体系。因此,未来的相关研究应该集中在电子营销渠道和传统营销渠道的协同和替代作用,不同国家、不同经济水平和文化氛围对于渠道间关系的影响,以及多种渠道下企业营销策略研究等方面。