江苏动画产业发展现状、问题及政策建议

本文通过对发达省市动画产业成功经验与江苏产业现状、问题的比较研究,从产业规划及产业政策、人才集聚战略实施、引导企业丰富动漫题材及产品等方面提出了对策建议。     

利用世博契机,把崇明打造成为“未来岛”——基于城市品牌定位的思考

伴随沪崇苏大桥的开工及中央提出科学发展观,具有国际生态岛地位的崇明如何发展正吸引着大家的关注,地方政府在集思广益基础上将崇明定位为国际现代化生态岛。文章认为这只是完成了基础定位,建议崇明以城市品牌定位理论为指导确立＂未来岛＂的品牌定位,并以婚庆业举例说明此定位发展的巨大前景。进而结合当前迎世博背景,针对利用世博契机,促进崇明建设未来岛,提出若干建议。     

品牌资本共生规律及其经济学价值

品牌之间的关系，主要有共生与竞争两类，并且是此消彼长的。在不存在城市关键资源尤其水资源瓶颈的条件下，品牌资本的存在与发展具有空间结群性，即每一品牌资本往往是同一城市（地区）其它品牌资本存在和增长的有利条件，这就是品牌资本共生规律。品牌资本共生的有利条件，是区位优越、人口较多的城市，而不是人口较少、布局分散的小城镇，这就决定了人口密度较小的广大中西部地区，必须抛弃小城镇战略。品牌资本共生规律的经济学价值，在于迫使人们重新思考我国城市化的路径，纠正招商引资的价值取向。     

Optimal Returns Policy under Demand Uncertainty

Multiple categories of retail products suffer limited shelf life, demand uncertainty, and, in some cases, long lead times. To provide retailers with an incentive to increase the stocking quantity of such products, manufacturers may offer an option to return unsold items at wholesale or less than wholesale prices. This article extends the additive price-dependent demand model in three ways. First, partial returns are optimal for the manufacturer but do not induce higher stocking quantities compared with when the manufacturer offers no returns. Second, in terms of the effect of investment in demand-enhancing activities, when retailers invest, they set higher resale prices, but an optimal partial returns policy still does not induce higher stocking quantity, whereas when manufacturers invest, the optimal returns policy induces higher stocking quantity. Third, when the manufacturer and retailer have different expectations of demand uncertainty, the retailer's estimate influences the expected profits for both, whereas the manufacturer's estimate has a major impact on its profits only.     

区域文化产业品牌构建研究——以广东梅州为例

随着文化产业竞争的加剧，实施品牌战略成为区域发展文化产业、提高产业竞争力的必然选择。区域文化产业品牌的塑造需要特色文化资源、企业为主体的市场化运作机制、有效的商业模式及政府的宏观引导等要素条件。文章以客家文化名城梅州为例，通过个案的解析为我国地域文化产业品牌化发展提供参考。     

Consumer evaluation of self-service innovation failure: the effect of brand equity and attribution

The purpose of this study is to examine how, when a self-service innovation fails, customers evaluate different levels of brand equity and how the brand equity effect is moderated by consumer attribution and service recovery. Based on two experimental studies, the results indicate that high-equity brands suffer less from the adverse effects of self-service innovation failures when compared with low-equity brands. However, self-service innovation failures are more detrimental to high-equity brands if they are caused by service providers' internal factors as well as low service recovery.     

How professional service firms compete in the market: an exploratory study

Abstract

This study investigates how professional service firms (PSFs) compete in the market. Drawing on strategic marketing literature, a managerial rather than customer perspective is adopted. The study investigates the competitive positions sought by professional service providers and the specific marketing activities actually undertaken to achieve these positions. Thirty-seven depth interviews with senior management from a range of PSFs indicate that firms seek to differentiate themselves by developing long-term relationships, providing better service quality and greater value, and developing brands with strong reputations. Organisations typically seek such interrelated competitive positions simultaneously. A list of marketing activities used by the PSFs to achieve these competitive positions offers practical insights into the specific activities needed to achieve the various competitive positions sought.     

大国消费品牌强国生产品牌

国际城市需要品牌,品牌造就国际城市,品牌需要国际城市的依托,而国际城市要凭借品牌的点缀.我们应该有条件进口一部分国际品牌,满足新生富裕阶层的需要,但只有输出品牌和服务,才标志着跨进强国的行列.在品牌经营上要实施差异化经营,这是对购物中心定位、大型百货店发展提出的要求,要扩大品牌在经营中的比例,同时,中国经营品牌化是一种趋势,要求品牌引进有重点,以完善小康型社会对商品需求为主体,采取多种形式使广大消费者认识品牌的价值,重视品牌的宣传和推介,提高和增强广大消费者的品牌意识.品牌体现的是商品价值,需要通过服务和营销才能把商品卖出去,需要相适应的精致服务和配套服务.要创建服务品牌,提高服务品牌的质量,提供与品牌商品相适应的服务方式和服务形式.     

Virtual Product Placement as a New Approach to Measure Effectiveness of Placements

Product placement is a fast growing multi-billion dollar industry, yet measures of its effectiveness, which influence the critical area of pricing, have been problematic. Past attempts to measure the effect of a placement and, therefore, provide a basis for pricing of placements, have been confounded by the effect on consumers of multiple prior exposures of a brand name in all marketing communications. Virtual product placement offers certain advantages: as a tool to measure the effectiveness of product placements; as assistance with the problem in the lack of audience selectivity in traditional product placement; as a testing of different audiences for brands; and in addressing a gap in the existing academic literature by focusing on the impact of product placement on recall and recognition of new brands.