基于组合权的灰色关联分析在供电企业营销效果综合评价中的应用

在供电企业电力营销效果综合评价中,客观赋权法体现了指标的信息量,而主观赋权法体现了指标的价值量,综合评价应当体现二者的统一.针对电力营销效果评价,提出了基于组合权的灰色关联分析方法.对传统的灰色关联法进行改进,将该方法用于供电企业电力营销效果评价,得到了较好的结果.     

我国钢铁企业绿色营销的创新思考

随着全球资源短缺及环境恶化的日趋加剧,我国钢铁企业的生存环境日趋严峻。建立以循环经济理论为依托的绿色营销模式是我国钢铁企业应对市场挑战的必然途径,但目前我国钢铁企业的绿色环保意识较淡薄,缺乏绿色营销理念及理论体系的支持,远远落后于西方发达国家的同行,大大制约了其在国际市场上的竞争力。     

关系营销在现代营销中的实施

关系营销的时代已经到来。本文探讨了关系营销与传统营销的差别,分析了关系营销在现代营销中的作用及其实施方法,构筑了基于6C理论的关系营销管理模式。     

Agile Opportunities in the Chinese Automobile Market and Marketing Recommendations for Chinese Automakers

This paper is based on a study of the Chinese automobile market and industry and aims at proposing marketing recommendations for Chinese automakers. We approach the problem by putting the customer at the central focal point of all marketing operations. We look for agile opportunities in the Chinese automobile industry and identify customers＇ needs and expectations in the current and future markets and propose solutions to satisfy those needs. We, then, develop a strategic marketing framework based on the 5P marketing model and Blue Ocean Strategy to make best use of the agile opportunities.     

天津旅游目的地网络营销系统存在的问题及发展对策分析

本文从旅游目的地营销的基本概念入手,对天津旅游目的地营销系统的发展现状进行深入分析,得出天津旅游目的地营销系统的建设还存在一定问题,如整体规模小,网站结构单一等;针对这些问题,结合天津旅游业及旅游目的地发展的实际情况,提出天津旅游目的地营销系统的发展对策。     

Organizational learning and market orientation: interface and effects on performance

This paper discusses the relationship between market orientation and organizational learning and, in particular, the former's contribution to the generation of double-loop learning. Although prior contributions on this topic have been controversial, the authors, departing from the principles of RBV, consider market orientation a resource capable of generating higher order organizational learning and, in this way, capable of additionally reinforcing firms' sustainable competitive advantage. The empirical study provides evidence on the existing relationship between a firm's learning and market orientation degree and the organization's economic and non-economic results. Findings indicate that learning orientation stimulates the market-oriented behavior and that it also positively affects the establishment of long-term relationships with strategic clients. Contrary to prior research a significant and positive effect on business performance is only contrasted in the case of market orientation.     

时尚消费中情感走向及营销对策

时尚消费是大众消费中最具生命力、最有情感因素参与的消费形式。如何从营销情感心理学发生的角度理性地寻找出相应的对策,这是当前营销心理学的一个盲点。作者试从时尚消费的发生、时尚消费中情感心理特点、时尚消费中情感维度及其营销对策与控制方面进行多角度的探讨分析。     

社会资本对企业营销的影响

社会资本对企业营销的影响具有双重性,既存在积极作用,也会产生消极影响。社会资本对企业营销的积极影响表现在降低代理成本、提高营销组织工作效率、推动开放式营销组织治理模式的构建、提供更多商业机会和提高顾客满意度等5个方面;社会资本对企业营销的消极作用则表现为竞争的扭曲和营销的僵化两个方面。     

微博时代的图书馆服务

从博客到微博,以互联网为媒介的沟通已然成为人们重要的互动沟通方式。本文主要探讨在这个微博盛行的时代,如何利用好微博,将图书馆存放、加工、生产出的知识产品更快、更有效的传播和利用起来,如何更好的开展图书馆的个性化服务。     

Hybrid governance and governance performance in industrial purchasing relationships

Hybrid governance arrangements (e.g. joint action, long-term contracting and vertical coordination) feature regularly as an effective response to inter-firm dependence in the literature of business-to-business relationships. However, current empirical work has paid little attention to whether such governance arrangements really do improve governance efficacy and reduce transaction costs. The present study focuses on the governance efficacy of vertical coordination in industrial business-to-business relationships. Building on transaction costs arguments, the author examines whether vertical coordination is an effective means for adapting to inter-firm dependence, realized as the substantial employment of specific assets.Empirical findings from a survey of 170 industrial supplier–buyer relationships demonstrate that when asset specificity reaches a certain level, greater vertical coordination reduces ex post transaction costs significantly. On the other hand, this efficacy pattern is modest or non-existent in relationships with low asset specificity.The research findings support the basic TCA assumption that the performance of hybrid governance arrangements is highly dependent on a situation of substantial inter-firm dependence with subsequent small-number conditions.