新媒体背景下特色农产品的营销模式与优化策略

随着时代的发展和技术的革新,新媒体给产品营销带来了巨大红利,如今不少农产品也在新媒体渠道的助力下开拓出新的营销模式,利用自身优势和市场占比打出品牌效应,使农产品更具影响力.基于此,本文对新媒体背景下特色产品的营销模式进行了分析,并总结其营销模式中的不足之处,探讨了新媒体背景下优化其营销模式的策略.     

B2B品牌形象线索的探索性研究——基于网络评论及访谈的内容分析

在企业间营销过程中,品牌的作用日趋明显。积极的品牌形象有助于在企业顾客心目中形成良好的印象,进而影响其购买意向。品牌形象线索是采购商感知供应商品牌属性的依据和途径。本文采用“网络民族志”的研究方法,就互联网上采购商对于供应商的评论进行内容分析,得到83条概念线索及21个范畴,最终归纳为7个核心类属：产品形象、服务形象、人员形象、使用者形象、网络形象、社会形象、企业形象。通过梳理7个类属之间的关系以及深度访谈,最终验证得出企业形象对于其他形象线索有统领作用。     

国内期刊品牌营销研究述评

本文总结国内期刊在品牌营销方面的研究。依托CNKI数据库,选用2000-2014年间学者发表在国内期刊上关于期刊品牌营销的研究论文,系统整理期刊品牌营销的文献研究。学者们对期刊品牌营销研究主要集中在品牌的影响因素、品牌的塑造、品牌的延伸三个方面。目前的期刊品牌研究大都从营销者的角度出发,未来应多从作者和读者的角度出发进行研究。     

浅析不同营销方式对消费者的影响

面对日新月异的互联网技术,如今的营销传播越来越像是一种公司和消费者之间的私人对话。营销人员也在每时每刻让自己的品牌成为消费者谈论的对象。个性化的宣传以及在恰当的时间对恰当的人讲述,是营销人员成功的关键因素。在本文中,我们将讨论公司如何才能将他们的营销方式变的个性化,从而获得更多的影响力。文中首先我们要评价直销和互动营销,接下来我们将讨论口碑营销,最后讨论人员营销和销售团队。     

The effects of scent on consumer behaviour

This article presents a systematic review of extant research on the effects of scent on consumer behaviour for readers of the International Journal of Consumer Studies. Although many articles have been published on this topic in recent years, there is a need for a comprehensive summary of up‐to‐date findings in this area of research. A systematic literature review is conducted with selected Chartered Association of Business Schools‐ranked journals in the fields of marketing and psychology, covering the period between 1980 and 2015. Thematic areas include the impact of scent on consumers’ cognitive and affective responses, attitudes and perceptions, as well as memory and behaviours. Relevant mediators and moderators of the effects of scent on these variables include affect, cognition, awareness and individual or environmental stimuli. Gaps for future research are identified and include the role of consumer awareness of scent and its influence on behaviour. Although this article provides a systematic review of the literature within the fields of psychology and marketing, it acknowledges that a large body of research regarding human responses to odours exists within other disciplinary fields such as neuroscience. The potential for, as well as the ethical caveats of, using scent stimuli for marketing purposes are also considered. This article makes a significant contribution to the consumer behaviour literature given its systematic article selection and review process, encompassing the most up‐to‐date research and focusing on all key thematic areas related to scent and consumption.     

Consumer identity and marketing implications: Indian urban youth

Youth consumption has been an area of research interest as well as societal concern. Globalization and proliferation of media have been cited as the main reasons for rise in consumption, especially among youth. This paper has examined how the Indian Urban youth represent their Consumer Identities through their narratives. In 1991, India opened up to Globalization and its effect on the youth consumption is now wide spread. Studies in other parts of the world have shown youth to be ‘Raving Hedonists’ and ‘Squanderer’ as well as Rational and Economical Consumers. An empirical approach was taken to establish the typology of Indian Youth Consumers. Empirical data for this research was collected by conducting in‐depth interviews in 2013, covering various states of India, with students in the age group of eighteen to twenty three years, who are financially dependent on their parents. Forty in‐depth interviews, representing thirteen distinct linguistic identities were conducted and analysed. Studies done in other parts of the world such as UK, Finland, Norway and Belgium have established typologies of youth consumers such as Hedonist, Squanderer, Rational and Economical Consumer Identities. While these Consumer Identities exist among Indian Urban Youth, the researchers have identified additional Consumer Identity Typologies of Reluctant, Dependent and Aspirant Consumers. The youth in India is somewhat similar to youth elsewhere and yet has its own distinction as consumers. The fact that India has a very high youth population makes this study significant.     

Optimising relationship marketing programmes: a holistic approach

Optimising relationship marketing programmes in terms of the mix of marketing activities represents a daunting task; however, it is crucial for the formation of successful marketing strategy. An analysis of research into optimisation of marketing programmes reveals models largely focus on the optimisation task, but fail to present a holistic view. Whilst adopting a systematic approach, this paper develops a model for judging the appropriateness of a relationship marketing programme from the optimisation standpoint. As such, relationship marketing programme optimisation is treated as a complex problem consisting of three partial problems related on a parametric basis. These are forming an optimal relationship marketing programme, measuring return on relationship marketing activities and calculating costs of such activities. The methods applied integer programming, multiple regression analysis, factor analysis and heuristic algorithms. The model was tested by using large-scale data on 40,000 SMEs provided by a bank. The results showed a dramatic increase in efficiency when optimising marketing decisions by applying the suggested model. This paper is among the first to present such a holistic approach and to offer an original framework.     

Multichannel marketing: the operational construct and firms’ motivation to adopt

Multichannel marketing has been gaining attention to its importance in both practice and research in the recent years with the rapid diffusion of Information Communication Technology. Due to the relative recency and rapid proliferation of research in the subject, the literature lacks a well-defined construct of multichannel marketing generalizable to different types of firms, and lacks understanding of the actual reasons that firms adopt multichannel marketing. Through comparing and complementing the extant literature with practitioners’ perspectives from interviews with 32 Italian firms, the authors propose a comprehensive and generalizable framework of the multichannel marketing construct, and identify and categorize the firms’ motivations to adopt the multichannel marketing practice. Furthermore, some unforeseen but interesting factors emerged from the interviews. Future research opportunities and managerial implications of the study are discussed.     

The role of customer gratitude in relationship marketing: moderation and model validation

Relationship marketing (RM) theories often emphasize on the role of trust and commitment in affecting seller performance outcomes. We test a recently developed model in a field experiment that demonstrates that RM investments (RMI) generate feelings of gratitude depending on the different types of gratitude leveraging acts and affects purchase intentions. The results confirm the presence of previously untested relationship between trust and purchase intention. The existing model is extended by including the moderating effects of the nature of the medium of communication for the seller–customer interaction (i.e. face-to-face vs. telephonic communication), and the varying intangibility of the purchase context (i.e. product vs. service) on the above relationship. Third, evidence of the moderating influence of certain individual-level cultural value orientations (i.e. good vs. evil, changeable vs. unchangeable and doing vs. being) is found. It is also endeavoured to extend and validate the model to a new culture.     

Exploring brand identity and entrepreneurship as drivers of small specialist retailer internationalisation: a German case study

While the comparatively sparse literature on small specialist retailing typically supports a proactive interpretation of the drivers of retail internationalisation, a more differentiated picture exists with regard to understanding the role of the brand construct in this process. The wider marketing literature recognises that brand identity, as well as brand image, can inform the process of internationalisation; yet, research focusing on small specialist retail internationalisation remains underdeveloped in this regard. Neither the notion of a multi-faceted brand concept nor its function as a strategic device in the internationalisation process has been analysed with sufficient depth. Furthermore, a better understanding of how and to what extent brand identity is interdependent upon the characteristics and activities of the entrepreneur is yet to emerge. This paper explores the construct of brand identity and its role within small specialist retail internationalisation, and the related influence of the entrepreneur on the internationalisation process. A case study approach is adopted, examining one German small specialist retailer. Data collection involved semi-structured interviews with owner-managers and other senior management, an assessment of company documentation as well as participant observation, providing in-depth insights into distinctive internationalisation patterns. The study finds that a simple ‘either-or’ approach, in terms of characterising the retailer’s motivation to internationalisation as being either reactive or proactive, is inadequate in understanding this particular case. Whilst initial motivation was characterised as being reactive, the motivations underpinning further planned internationalisation are determined to be more proactive. More particularly, analysis reveals how brand identity is considered to play an important role in the internationalisation of the case study retailer, and highlights the numerous ways in which the characteristics and activities of the entrepreneurial owner-managers impact the firm’s internationalisation. This research contributes to retail and management research concerning SME internationalisation as well as to the retail branding literature.