透析“营销是科学还是艺术”之争

1945年,Converse创造性地提出“营销究竟是科学还是艺术”的问题,至今这个问题都呈“无解”状态.整体看来,“营销是科学还是艺术”之争历经了前科学、科学、后科学三大发展阶段.60多年的发展历史形成了以下特点:相对于“艺术”而言,研究者更偏好讨论“科学”;论据科学性不强与营销科学化目标难以实现.营销学科学哲学转向与研究方法的低层次导致这场争论在低水平重复,而思辩研究的存在是这场争论产生的根本之源.“营销是科学”无疑是这场争论追求的最终目标,而正确地框定营销学理论研究范围与建立营销“一般化”的理论范式将是解决这场争论的根本之策.     

马鞍山网络营销类网站建设研究

互联网的快速普及和全面发展使其具备多平台属性,网民数的持续增长为经济建设、文化发展注入了活力。马鞍山市应充分利用互联网建立文化产业营销网络方阵,采取多种网络营销手段,整合多种媒体以进行互动传播,激发城市群体营销活力,提升城市营销竞争力。     

农产品营销中农户-龙头企业心理契约结构维度分析——基于江西省农户的调研

在对龙头企业与农户营销合作行为的研究中,仅仅关注龙头企业与农户所签订的书面合同是远远不够的,还必须深入了解那些龙头企业代表人与农户内心中认为是“不言而喻”或“心照不宣”的心理契约内容.由此,通过将农户-龙头企业心理契约概念引入到农户与龙头企业营销合作关系研究中,并运用江西省农户样本调研数据进行探索性与验证性因素分析证实,农户-龙头企业心理契约由农户感知的“交易型心理契约”与“关系型心理契约”二维结构构成.     

基于TOWS分析的我国本土超市营销战略选择

作为现代流通的组织形式,超市自上世纪90年代引入中国后,获得了空前的发展。但是随着跨国超市的进入和迅速扩张,我国零售业的竞争也越来越激烈。我国本土超市如何在竞争中站稳脚跟,便成为亟待解决的问题。本文应用TOWS分析方法,根据形成的TOWS矩阵,归纳并探讨我国本土超市在实际竞争中的营销战略选择。     

我国高等教育营销的新理念：顾客导向

顾客导向理念是市场导向理念的核心,实现顾客导向理念在高等教育营销中的应用是十分必要的。文章探讨了高等教育顾客导向理念的内涵及特征,并分析了实施顾客导向理念的瓶颈,针对高等教育如何实施顾客导向提出了建议。     

大连软件产业集群创新发展能力研究

大连软件产业集群经过10余年的高速发展,已使大连市跃居我国认证的11个服务外包基地城市的首位。但集群的聚集规模和程度与现代产业集群的发展需求相比,还存在一定差距。通过对集群的创新意识、资源、合作网络、创新活动、绩效、环境6个方面进行分析,认为培育本土化的大企业、构建开放的创新人才资源整合机制、显著提高核心技术能力将是未来大连软件产业集群创新能力发展的关键。     

产业转移背景下生产性服务业发展影响因素分析

发展生产性服务业,以服务代替实物投入生产运营,是转变经济发展方式、优化产业结构的有效途径,是增加产品科技含量和附加值的关键所在。研究了当前产业区域转移背景下,影响湖南、广东生产性服务业发展的具体因素——城镇化水平、工业水平、开放度、市场化水平。通过建立自回归模型和对因素之间协调发展度的测量,发现城镇化和市场化对湖南省生产性服务业的促进作用最为显著,工业发展没有充分带动湖南省生产性服务业的增长,而开放程度和工业化在拉动广东省生产性服务业的过程中起了重要作用,各因素对广东省的拉动幅度和作用速度均强于湖南。     

欠发达农村地区布放自助金融服务机具的难点及对策

银行卡发展是一项利国利民的工程,对减少现金流通、降低交易成本具有重要意义。而在农村地区,银行卡的推广和使用受制于自助金融服务机具如ATM、POS机的布放。本文着重分析了欠发达农村地区布放自助金融服务机具的难点,并提出相应的对策建议。     

Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms

This study investigates whether firms that are evaluating potential partners might benefit from considering how consumers view these organisations, specifically the extent to which consumer identification with local and foreign partners influences consumer satisfaction with a co-branded product and consumers’ post purchase/consumption supportive intentions towards each partner. Data came from institutions of higher education in Hong Kong and Sri Lanka that operate in collaboration with a foreign partner. A conceptual model was developed and then tested using structural equation modelling. Dual consumer–organisation identification was found to be a significant predictor of consumer satisfaction with the co-branded product and consumers’ supportive intentions towards each partner. Furthermore, the perceived identity attractiveness of each partner was significantly related to the consumers’ identification with each partner. The results suggest that organisations which indulge in collaborative arrangements with foreign firms should recognise that each partner plays a significant and distinct role in generating consumer satisfaction and positive post-purchase/consumption behaviours.     

The mobile shopping revolution: Redefining the consumer decision process

The use of mobile devices by consumers and the accompanying response by retailers is rapidly revolutionizing the retail environment. In the past, retailers have focused primarily on the outcome (to purchase or not to purchase) of the consumer decision process, but now mobile technologies give retailers the opportunity to more actively influence the entire consumer decision-making processes. The increasing use of mobile devices by consumers makes shopping a continuous rather than discrete activity that requires retailers to engage with their customers at critical touch points of the decision process in order to provide a more customer-centric experience. This change in focus from the decision outcome to the decision process signifies an important paradigm shift for the retailing industry. After an extensive review of the literature, we identify four pillars that form the foundation for the mobile shopping revolution and represent the essential ways and means through which retailers can engage with consumers during the decision process. We also discuss the different areas in which the pillars can enable retailers to achieve a sustainable competitive advantage in the mobile shopping era.