欧洲2020战略旗舰计划：创新型联盟（上）

“创新型联盟”是欧洲2020战略七大旗舰计划之首,由欧委会2010年10月公布,欧盟理事会2011年2月批准,是欧盟未来10年的科研与创新战略文件。该战略以10年内把欧盟建设成为“创新型联盟”为目标,要求欧盟把创新作为首要和压倒一切的政策目标,提出了加强研发投入、提高资金使用效益、实现教育现代化、4年内建成统一的欧洲研究区、简化科研计划管理、促进成果产业化、实现欧盟单一专利、启动“欧洲创新伙伴”行动、推动社会创新、加强国际合作等十项工作重点,并提出部署相关配套措施,开展欧盟层面的科研与创新绩效监测工作,确保“创新型联盟”各项目标的实现。本文是“创新型联盟”旗舰计划的译稿,供国内相关部门参考。     

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

This study investigates the drivers of customer retention in a liberalizing market. The authors address key retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new entrants) competitors' actions, (3) investigate the dynamic impact of marketing tactics, and (4) study the proposed relationships in a market recently opened to competition. Using longitudinal data for a sample of 650 mobile phone consumers and a split-population hazard model that accounts for the notion that some customers are never at risk of defection, the authors show that both the focal firm's (incumbent) and the competitors' price and mass advertising exert a significant influence on the probability of terminating an existing incumbent relationship. They find that the relationships between marketing variables and retention are not static but vary over time. Price is generally less effective in the early stages of market liberalization, which suggests that customers become more price sensitive in later stages. Finally, the study findings can have important strategic implications on designing customer management and marketing resource allocation strategies, as well as on providing a competitive regulatory framework in liberalizing markets.     

欧美债务危机对我国电子商务业的影响及策略探析

尽管欧美债务危机的肆虐使得我国电子商务业面临业务扩展受限,行业盈利率下降,融资困难等问题。但同时也为国内电子商务业提供了市场机会增加,转型意识得以提升,获得定向宽松政策扶持,海外投资和效益凸显等机遇。因此,国内电子商务业应积极通过转变发展方式,审慎选择融资渠道,提高非系统风险防范力度等措施实现自身又好又快发展。     

分众时代广告媒体传播策略探析

广告媒体传播策略是企业营销战略的重要一环,媒体组合的终极目标是协助达成产品营销的目的,而营销的成功有赖于杰出的广告媒体组合策略。文章试从分众时代下,目标受众的生活片段实施立体化、无缝化传播策略角度,探讨广告的媒体传播策略。     

Marketing and society: Preface to special section on volunteerism, price assurances, and direct-to-consumer advertising

We discuss the reasons why this call for papers was issued and describe the process of selecting the three articles presented in this special section. We argue that maximizing stakeholder welfare and not just consumption maybe a new goal for marketing that will be consistent with emerging societal trends. Three articles on volunteerism, price assurances, and direct-to-consumer advertising result from our call and are presented in this section. This introduction is an overview of the three articles.     

广告经济学的实证研究述评

本文在回顾相关文献的基础上,从广告投入与销售量、广告投入与品牌忠诚度和市场份额的稳定性以及广告投入的规模经济性三个方面对广告的经验研究进行了评述,认为目前广告经验研究的不足在于研究的对象上缺乏厂商层面的经验研究,以及对于广告的内生化处理方面存在缺陷。     

我国广告创意产业发展的路径创新

本文针对我国广告创意产业发展路径存在的问题,结合全球广告产业发展趋势,提出我国广告创意产业发展的路径创新策略,即以专门化和专业化强力重建广告产业核心竞争力,并在广告产业集群基础上,通过并购与联合等资本运作方式实现集团化发展,提升广告产业规模和专业代理能力。     

ADVERTISING SUNK COSTS AND CREDIBLE SPATIAL PREEMPTION

Large sunk investments in advertising allow managers to credibly preempt potential entrants by introducing new products prior to anticipated increases in market growth. Previous investment in advertising can lower a firm's cost to introduce new products allowing it to credibly preempt potential entrants. Entrants may not have enough residual share to find it profitable to enter later, and incumbents find it profitable to keep new products in the market even if entrants choose to enter. I present empirical evidence from the RTE cereal industry.     

欧盟国际投资规则的源与流

欧盟在其近年来的国际投资协定谈判中,提出了不少对国际投资规则进行革新的内容。中国为应对将来中欧自由贸易协定谈判,除了分析欧盟国际投资规则本身之外,更应该对欧盟国际投资规则的形成与发展趋势有清晰的把握。欧盟投资规则的形成受到《里斯本条约》的影响,在发展过程中欧盟法院又起到了至关重要的作用。同时,欧盟的国际投资规则发展面临着一致性问题的影响。欧盟如何协调内部投资规则的冲突,如何协调欧盟与欧盟成员在外部的国际投资仲裁中的主体地位等问题都将影响着欧盟国际投资规则的发展,更影响着中国应对中欧双边贸易投资规则的谈判策略。