经济结构调整视角下区域产业集群的识别与选择

笔者以当前经济结构调整的要求为视角,确定现代产业集群的选择基准,在此基础上构建产业集群选择的指标体系,然后利用因子分析法,以西安市制造业为例分析各个产业集群的效果,最终筛选出该区域优势产业集群为:以汽车制造和航空航天器制造为主的交通运输设备制造业产业集群;以中药材和化学药品为主的医药制造业产业集群;电器机械及器材制造业产业集群。     

基于生命周期理论的战略联盟风险识别与管理重点研究

文章在对战略联盟生命周期和联盟风险管理文献进行总结分析的基础上,归纳出战略联盟形成发展过程中每个阶段的核心事件和管理重点,明确了联盟生命周期每一个阶段的风险侧重,并针对战略联盟的各个建立阶段提出风险防范重点。     

一种算法改进的模糊神经网络及其性能分析

将T-S模糊模型与前馈神经网络相融合构造了一种新型的模糊神经网络,该模型采用基于梯度下降法和算法相结合的混合学习方法,其中梯度下降法用来训练高斯型隶属度函数的非线性参数,而算法用来训练线性参数,即权值。从理论上,证明了该模型对非线性函数的万能逼近能力。仿真实验表明,该模糊神经网络用于非线性动态系统辨识的有效性。     

The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets

Retailers are making considerable efforts to improve their brand management. The challenge they face, however, is how best to integrate coherently their stores, as brands, and their various distributor brands (store brands, private labels, etc.), in order to increase their brand equity and offer the market differential value that will stimulate customer loyalty. From this perspective, it is crucial for retailers to investigate the relationship between the store and their own brands. This study proposes two theoretical models showing the mechanism whereby store image helps increase the equity of a specific type of distributor brand (the store brand). The approach used in this analysis is based, on the one hand, on defining brand equity through its components, using the model in Aaker (1991), and on the other, on including (social and strategic) corporate dimensions in measuring store image. The empirical research made in the hypermarket sector in the Basque province of Gipuzkoa backs the majority of the proposed hypotheses. The results show that store image can be used by retailers to influence all components of store brand equity, essentially through its commercial and strategic dimension. This research is intended to address the clear lack of research on store brand equity.     

Fostering international brand loyalty through committed and attached relationships

The relationship-building approach, focused on the building of brand-to-consumer relationships conducive to brand loyalty formation, has become an extensively investigated topic in international brand management studies. However, the theoretical development of this approach manifests obvious diversities, causing managerial uncertainty about how to take appropriate strategic actions to put the relationship-building approach to best use. The current study, orchestrating the main concepts derived from three relationship-building paradigms with necessary adaptations and modifications, develops and validates the Relationship-Building for Strategic Brand Management Model. Its most noteworthy contribution lies in the coalescence of pragmatic utilitarianism, emotionalism and social symbolism, orienting the relationship-building approach to correspond to the principle of holistic consumer experience management. As explicated by the model, committed and attached relationships built upon the relationship foundation mirroring the holistic essentiality of holistic consumer experience are convertible into powerful driver of international brand loyalty. The model structure and causal path pattern prove to be applicable to different international product brand categories in different regions. Strategic implications are deduced from the research findings, which the international brand manager may take into consideration to maximize the effectiveness of relationship-building strategies for fostering brand loyalty in the international market.     

旅游目的地品牌研究

旅游目的地营销经历了旅游地形象、旅游宣传口号之后,迎来了旅游目的地品牌竞争时代,构建旅游目的地品牌已经成为一种必然趋势。通过在前人研究基础上对旅游目的地品牌做进一步研究,探究了旅游目的地品牌内涵及自身发展规律,对旅游地品牌有进一步的认识,更好的促进旅游地可持续发展。     

基于分辨力增益的综合识别传感器管理方法

为提高目标综合识别的效能,需对综合识别系统中多种传感器资源进行科学管 理。在分析综合识别中目标优先级和传感器使用约束条件的基础上,建立了利用分辨力增益 作为传感器资源管理优化准则的目标函数,提出了利用传感器混淆矩阵的预测分辨力增益计 算方法,并将粒子群优化算法引入传感器-目标分配NP-hard问题的求解中。仿真结果表明该 方法合理高效。     

Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content

This study uncovers hotel brand positioning and competitive landscape mapping by text-mining user-generated content (UGC). Rather than relying on a single dimension of consumer evaluation, the current study detects brand attributes by using both customer preferences as well as perceptual performance to develop meaningful insights. For this, the study combines content analysis and repertory grid analysis (RGA) to answer three key research issues. 111,986 hotel reviews from two biggest Chinese cities are used to explore and visualize the competitive landscape of six selected hotel brands across three hotel categories. Findings from the study will not only advance the existing literature on brand positioning and competitive landscape mapping but also help practitioners in developing brand positioning strategies to fight competitors within and across hotel categories.     

劳动力价格、信息不对称与农户精细管理技术投入——基于质量识别能力差异的视角

近年来,劳动力价格的快速上涨已然成为中国农业生产所必须面对的内在挑战。对于机械作业难度相对较大的劳动密集型作物而言,在缓解劳动力约束瓶颈的同时,更应通过精细化的果园管理,以提高产品质量,进而提高其市场价格。然而,由于农产品具有典型的经验品属性,在信息不对称的外部约束下,农户通常难以获得应有的"质量溢价"。基于此,本文通过构建理论分析框架,以果品质量关键环节的精细管理技术作为研究对象,系统分析在劳动力价格上涨背景下农户精细管理技术投入的决策机制,以及在不同农产品质量识别程度中,劳动力成本变化对其影响的异质性,并基于全国18个省份农户的调研数据进行实证研究。研究结果表明:农户交易对象质量识别能力的提高,能够缓解农户与购买者之间存在的信息不对称性,将农产品质量信息传递给购买者,使农户获得更高的销售价格,进而在有效提高农户精细管理技术投入水平的同时,能够弱化劳动力价格对其所产生的负面影响。     

The evolving brand logic: a service-dominant logic perspective

The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.