校园购物网的营销策略探讨

信息时代,网络已经深深改变了传统社会中人们的生活方式和工作方式,大大提高了人们获取和传递信息的能力。在如今的大学校园,网上购物已成为了当代大学生课余生活的一大热门。校园网的高速、快捷为校园购物网站的建设提供了得天独厚的条件。如何在拥有广大消费群体和消费潜力的校园市场,开辟出一片符合大学校园的电子商务市场,建立一个基于校园网的经济、实用、高效、稳定的校园购物网站,是当前亟待解决的问题。本文通过对校园网站营销进行探讨和研究,提出了相应的营销策略,以期能对校园购物网的发展起到一定的借鉴作用。     

Promotion and Prevention Contracts in Industry Level Firm to Firm Dyad

ABSTRACT

Purpose

This article aims to introduce and distinguish two features of contract design – prevention and promotion contracts – and compares their effects on opportunism within the distributor–supplier relationship. It also examines the moderating role of ex post contract enforcement strategies.     

An intra-organizational perspective on supply management involvement in contracting services

The relationship between an agent (supply management) and a principal (client functional user) can be studied by using agency theory as a theoretical background. In this study, perceptions of conflict, information asymmetry and risk were examined in relation to perceptions of internal outcomes of supply management’s involvement in services contracting in an intra-organizational dyadic context. Structural equation modeling and regression analysis were used to analyze the nature of the relationships. The contribution is integrating a structured view of internal outcomes with three concepts from agency theory to help build a more comprehensive theory of intra-organizational relationships in the context of services contracting.     

Visual merchandising of pastries in foodscapes: The influence of plate colours on consumers’ flavour expectations and perceptions

The aim of our research is to find out how pastries should be visually merchandised in retail environments most effectively. In particular, we want to answer the question whether the colour of the surface (black vs. white) against which pastries are presented influences consumers’ expectations (sensory and hedonic), i.e., before tasting (stage 1) and perceptions (sensory and hedonic), i.e., after tasting (stage 2). In addition, we seek to detect any differences in sensory and hedonic evaluations as well as purchase intentions between stage 1 and stage 2.For this purpose, we conducted two studies on a special type of pastries, i.e., macarons: first, based on our observational research, we selected the most popular macaron flavours (colours): pistachio (green), raspberry (pink), coffee (light brown), chocolate (dark brown), lemon (yellow), and vanilla (off-white); second, we carried out a between-participants experiment among 432 participants.Our results reveal that customers seem to show a high degree of identification of the actual flavour in stage 1, with some doubts related to the colours light brown, yellow, and dark brown. Moreover, the assessment of the sensory attributes of crunchiness, creaminess, and sweetness, as well as the hedonic value and purchase intent appear to be higher in stage 2 than in stage 1. Furthermore, no main effects of the plate colour on the evaluations of greasiness, crunchiness, creaminess, and sweetness, as well as the hedonic value and purchase intent in stage 1 and stage 2 could be found. However, while the expectation of greasiness for the macaron colours green, pink, light brown, lemon, and off-white is higher when served on a black plate, for the colour dark brown, the expectation of greasiness is higher when served on a white plate. Finally, managerial implications for retailers, like, bakeries, pastry shops, restaurants, or caterers, are provided, the limitations of our research are mentioned, and avenues for further research are given.     

Key drivers of innovation capability in hotels: implications on performance

Innovation capability is critical for the modernization and competitiveness of the hotel industry. This work analyzes the role of hotels' innovative culture, market orientation, and internal marketing as forerunners of innovation capability in hotels, as well as the effect of innovation capability on hotels' performance. The proposed conceptual model is evaluated through structural equation modeling using a sample of 256 Spanish hotels. The results reveal that innovative culture by itself is not a key driver of the hotels' innovation capability. However, internal marketing and market orientation mediate the innovative culture-innovation capability relationship. Innovation capability proves to enhance hotels' market results directly and indirectly through customer equity. Our findings offer hotel managers useful guidance to understand how innovation capability is built within the firm by combining the right organizational culture and practices. Additionally, our study reinforces the financial and non-financial benefits of innovation capability in hotels.     

Engaged,but with what? Objects of engagement in technology-aided B2B customer interactions

ABSTRACT

Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers’ affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Live streaming commerce from the sellers’ perspective: implications for online relationship marketing

ABSTRACT

Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.     

Change or perish: Examining the role of human capital and dynamic marketing capabilities in the hospitality sector

Many researchers have endeavored to explain which factors contribute to sustainable competitive advantage. Toward this end, this study contributes to the marketing and hospitality management literature by providing empirical evidence on how human capital, dynamic marketing capabilities, and market dynamism influence competitive advantage in the hotel sector. We collected cross-sectional survey data from marketing and sales managers in 165 hotels, along with in-depth interviews in three hotels, based in four Gulf Cooperation Council (GCC) countries, namely, Saudi Arabia, Qatar, United Arab Emirates and Bahrain. The findings reveal that human capital directly, and indirectly through dynamic marketing capabilities, plays a critical role on developing competitive advantage. To contextualize this role, our research reveals that market dynamism moderates the mediated relationship between human capital and competitive advantage via market sensing capabilities. We discuss how the findings offer theoretical and managerial implications for the development of competitive advantage in the hotel sector.     

Marketing capabilities and innovation. How do they affect the financial results of hotels?

From the point of view of firms’ managers, the knowledge of the factors which explain their firms’ financial results is considered of great usefulness to propose the most appropriate and profitable marketing strategies and actions. This research sets out from this central idea and proposes a model of relationships that considers the marketing results, the marketing capabilities, and the innovation capability as key factors for achieving good financial results. This model is verified via an empirical investigation carried out among 200 directors of hotel establishments in Andalusia, a region in the south of Spain which is one of the country's main tourist destinations. The results indicate that innovation capability is strongly conditioned by marketing capabilities and resources and that this innovation capability affects the financial results of the firms analyzed. Likewise, it is deduced that a market-oriented management philosophy contributes to the development of these marketing capabilities. The implications for management are considered very relevant as they must lead these firms to invest in the development of marketing resources and capabilities, and apply a market-oriented management philosophy if they wish to improve their financial results.