航空客运收益管理中的渠道管理问题研究

传统的存量控制研究的解决方案是以直接面对最终顾客为前提的,没有将销售渠道的需求分布考虑在内,因而也就不能把分配给各个销售渠道的机票数量进行科学控制和优化。不同的销售渠道对同种类型机票的需求分布不同,并且给航空公司带来的最终收入不同,因此,随着联网售票系统的完善和电子商务的发展,如何更好地管理销售渠道,给那些能给航空公司带来更多收益的销售渠道预留足够的座位,已经成为航空公司不容忽视的问题。     

营销渠道中的人际关系与跨组织合作关系:概念与模型

关于营销渠道中的跨组织管理行为和中国的关系,各自已有相当数量的学术论文发表。也有人将二者结合起来,探讨人际关系对中国企业进行渠道跨组织合作与管理的影响。然而,由于关系这一概念有丰富的内涵,大家的认识不统一,所以造成了相关的研究存在概念不清、测量工具混乱、讨论难以深入的问题。为了弥补这一缺陷,文章首先讨论了关系这一概念的基本内涵,然后将营销渠道中企业间的人际关系与跨组织合作关系相结合,提出一个理论模型,作为今后在理论上对相关问题进行进一步探讨的基础。     

网购对家电企业渠道的影响分析及发展建议

随着我国网络购物的快速发展,越来越多的消费者纷纷通过网络来购买家电,网络即将成为家电市场的第三大渠道形态。网购对于家电企业的渠道而言具有拓展销售渠道、增强渠道控制力、降低渠道成本、加剧渠道冲突等影响。为此,家电企业可以采取密切与网络渠道的合作、加强对网络渠道的管控、在城镇及农村市场构建多元化的渠道体系、拓展新兴渠道举措来应对,最终使家电企业渠道得到更好的发展。     

Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention

In today's channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers' pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.     

Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model

With the continuous development of the Internet and information technology, online shopping has become a popular purchase mode. The in-depth analysis of consumer decision-making in online shopping is an important issue. Our purpose is to study how the factors of the shopping web pages corporately affect online purchase decisions and determine which are the core factors that affect consumer purchase decisions. We screen the influencing factors on the shopping webpage and deploy e-commerce network evolution based on various weight combinations of these factors to generate sales distributions of online products. By comparing these simulated sales distributions to the real data, the optimal weight of each factor is obtained. The results show that sales volume and the number of high-quality negative comments are the most important factors influencing consumers' decision-making, the number of comments and the number of comments with pictures are relatively minor factors, store type and video presentation of the products have the least impact. The optimal simulated sales distribution is very close to the real case and verifies that the introduced network evolution technology is applicable. The proposed model can be used as a uniform evaluation platform for correlational study, which is an important link in the purchase research chain.     

How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior

The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers.     

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Although online retailing is applying livestreaming to promote both hedonic and utilitarian products, the differential effectiveness of utilizing this tool across the two types of products is still unclear. With an online experiment, the study found that livestreaming (vs. traditional e-commerce) is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products. By running a moderated serial mediation analysis, the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products. Therefore, our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products. Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming, the study not only provides a theoretical glimpse of where livestreaming is more effective and why, but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context.     

The role of perceived product quality and overall satisfaction on purchase intentions

The study investigated the effects of perceived product quality and overall satisfaction on purchase intentions. Moreover, the direct and indirect effects of values and involvement on purchase intentions were studied. The study utilized the survey questionnaire and used sport shoes as the product being researched. The sample consisted of 197 students who responded to an anonymous questionnaire. Five hypotheses were tested and four of them were confirmed by the data. Perceived quality had a direct and an indirect effect (through overall satisfaction) on purchase intentions, overall satisfaction had a direct effect on purchase intentions and involvement had an indirect effect on purchase intentions through overall satisfaction and perceived quality. The results of the study provide several theoretical and practical implications.     

中国农产品流通体系的现状及优化建议

农产品流通体系运作效率与运作质量的高低,不仅关系到农产品生产者的切身利益,也牵涉到农产品消费者的利益。优化农产品流通渠道体系,应完善农产品流通渠道各个环节的服务,建设农产品物流一体化的渠道运作模式。优化流通载体,应继续完善大型批发市场的功能与体制,实现批发市场同现代物流的对接;发展新流通载体模式。加强农产品流通体系的信息化建设,加大对农产品流通税收、信贷政策的支持,加快农产品流通立法。     

黑龙江省农产品分销渠道模式优化研究

黑龙江省是农业大省,加强农产品营销,完善农产品分销渠道,是提升黑龙江省农产品竞争力的重要途径。当前的黑龙江省分销渠道模式已基本形成了以农贸市场为基础、以批发市场为核心的多元化的农产品市场网络体系。现存的农产品分销渠道模式中存在着批发市场的功能不健全、渠道主体薄弱、渠道环节多等主要问题,严重影响着分销渠道的效率。应重点在农产品批发市场建设、农产品流通主体的壮大、发展农产品现代物流等方面作出相应的优化对策研究。