博客营销的应用分析

博客是互联网上新兴的信息传播方式，而博客营销的应用还不为人们所熟知。本文介绍了博客作为网络营销工具的特点，分析了博客的网络营销价值，着力探讨了企业的博客营销应用和博客营销在当前发展中面临的挑战。     

秦岭北麓森林公园生态旅游绿色营销策略研究

秦岭北麓是陕西省的生态安全屏障和水资源涵养地。当地森林公园开发过程中，由于行政管理者与开发权利主体错位以及盲目开发旅游项目等，导致生态环境破坏严重。秦岭北麓森林公园应采用绿色营销策略，包括采用绿色文化策略、绿色价格策略以及绿色产品等策略，开发生态旅游项目，形成当地经济效益、生态环境利益和旅游者需求三者的统一，实现当地旅游业的可持续发展。     

Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

顾客关系营销组合研究

通过对企业如何进行关系营销组合设计的深入分析，提出了以顾客为导向的关系营销组合设计的思路和方法。进一步揭示了以顾客导向为基础、以竞争导向为补充，不断进行关系营销组合创新是企业获得可持续竞争优势的必要条件。     

整合营销传播学的行销主张与马克思主义经济理论观点的相关联系

整合营销传播学是一门源于美国的新兴的营销学传播理论。它所主张的“一切以消费者为中心”展开营销传播的思想理念,改变了传统营销理论中“以生产和销售为中心”的企业营销策略,顺应了知识经济时代的市场发展趋势,并与马克思主义经济理论观点具有某些相关性联系。本文就此提出探讨,同时结合我国市场经济转轨中企业经营观念的相关问题进行了思考。     

论差异化营销策略在我国商业银行经营管理中的应用

目前，国内外金融市场同业竞争日趋激烈。我国的商业银行应当改变市场营销模式，把差异化营销策略提上议事日程进而发挥作用，以求在严峻的市场环境中立足并发展壮大。     

顾客满意策略与顾客满意营销

在情感消费时代，企业不再以质量达标、自己满意为经营理念，而是以顾客满意、赢得顾客高度忠诚为经营理念。企业营销策略不再以争取或保持市场占有率为主，而是以保持顾客份额和顾客忠诚为主。而顾客满意策略正是企业获取顾客“货币选票”的制胜法宝。以顾客至上为理念，让顾客参与产品设计、提供全程高附加值的服务、个性服务、培育顾客忠诚，是CS时代顾客满意营销的主要策略。     

网络营销满足了消费者的个性化需求

消费需求发展史是一个周而复始的轮回过程。人类生产力水平、科技水平、化环境发展到今天，人们的消费需求已完全个性化。企业应充分利用Internet的发展优势，进行网络营销，这是个性化满足的新方向。     

英语习得途径探索——英语专业“市场营销学”课程案例研究

通过用国外英语教材为英语专业本科生开设市场营销学课程,探索了相关专业知识课程教学及其与英语教学相结合的实际问题。在教学实践基础上进行的研究表明:英语专业的学生用英语教材学习市场营销学,从内容上易于接受,并增加了习得英语的机会,有利于英语综合能力的提高。大学二年级的学生学习该课程时,主要难点是语言问题。国外原版教材有优点,但也不完全适用,应组织力量编写适合我国英语专业学生使用的教材。