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301.
Impact of sales Promotion's benefits on perceived value: Does product category moderate the results?
The purpose behind the development of this research article is to assess the impact of sales promotions benefits on consumer perceived value and examine the moderating effect of product categories on the relation between sales promotions, their benefits, and consumer perceived value. The study used a sample of 400 consumers from India and ‘Structure Equation Modelling’ technique is applied to evaluate the research assumption. Finally, the moderating effect of the product category is evaluated by utilizing ‘Multi-Group Analysis' technique. Research findings reveal that the product category moderates the consumer's perceived value for hedonic and utilitarian benefits of sales promotion tools. It is found that utilitarian benefits of sales promotion have more impact on consumer perceived value in the context of personal care product while hedonic benefits are having more impact on consumer perceived value in the context of food products. A sales promotion plan can be made more effective when it is hedonic benefit oriented in the case of food products and utilitarian benefit oriented in the case of personal care products. The findings of this research can be useful for marketers to develop an effective sales promotion strategy considering the category wise differential impact of sales promotions benefits. 相似文献
302.
This research takes a retrospective view of the COVID-19 pandemic and attempts to accurately measure its impact on sales of different product categories in grocery retail. In total 150 product categories were analyzed using the data of a major supermarket chain in the Netherlands. We propose to measure the pandemic impact by excess sales – the difference of actual and expected sales. We show that the pandemic impact is twofold: (1) There was a large but brief growth at 30.6% in excess sales associated with panic buying across most product categories within a two-week period; and (2) People spending most of their time at home due to imposed restrictions resulted in an estimated 5.4% increase in total sales lasting as long as the restrictions were active. The pandemic impact on different product categories varies in magnitudes and timing. Using time series clustering, we identified eight clusters of categories with similar pandemic impacts. Using clustering results, we project that product categories used for cooking, baking or meal preparation in general will have elevated sales even after the pandemic. 相似文献
303.
通货膨且长对中小企业外部融资需求的影响及对策 总被引:1,自引:0,他引:1
解国芳 《湖北财经高等专科学校学报》2011,(6):56-58
持续高位的通货膨胀和从紧的货币政策加剧了中小企业的外部融资困境。本文分析通货膨胀对中小企业外部融资需求的影响,探讨通货膨胀环境下中小企业的联合融资模式、多元化融资模式等融资突围策略。2010年我国经济饱受通货膨胀加剧的痛苦,考虑到通货膨胀仍将继续并维持高位,央行采取提高人民币存贷款基准利率等紧缩银根措施,使中小企业的外部融资困境雪上加霜。 相似文献
304.
Hannah C. Wadle 《旅游与文化变迁杂志》2017,15(2):136-151
ABSTRACTThis article focuses on different moral economies of domestic tourism encounters in late-post-socialist Masuria, in the rural Northeast of Poland. An ethnographic study of three different tourism entrepreneurs brings to light different, concurring legacies of the ‘good’ tourism encounter in the area and indicates a shift of tourism discourses and social aspirations of living well together in contemporary Poland. In a climate of mutual stigmatisation and boundary drawing, rural tourism entrepreneurs mobilise the encounter with domestic tourists to subvert evolving power asymmetries in Poland and to offer alternative readings to dominant narratives of inequality in the transforming country. However, their proposed alternative tourism socialities with the national ‘other’ do not arrive naturally: relationships in tourism are shown to be ambivalent and reversible to their participants; their performance demands much moral work and requires a degree of cultural complicity or compatibility with the other. The article contributes to current debates on the moral economy of encountering in anthropological literature of tourism, post-socialism, and morality. 相似文献
305.
杨香花 《吉林省经济管理干部学院学报》2005,19(4):29-32
入世后我国旅行社在市场竞争主体、旅游人才、客源市场以及销售渠道等营销环境上出现变化,我国旅行社应注重实行体制改革、品牌营销、产品组合、横向联合体模式、一对一营销、销售渠道扩展、服务营销、旅行社人才策略等主要营销策略。 相似文献
306.
Despite the widespread use of “buy one get one free” (BOGOF) and “multi-unit price” (MUP, e.g., buy two get 50% off, 2 for $Y/2) promotions in the hospitality industry, no prior research has compared their effectiveness. The current study examines consumers’ purchase intention as a function of (a) BOGOF vs. MUP promotions and (b) rational thinking style, which reflects the level of capability and enjoyment of thinking analytically and logically. The results indicate that people low in rational thinking style exhibited a higher purchase intention toward BOGOF (vs. MUP) promotions while their counterparts high in rational thinking style were indifferent across the two promotion types. Further, this study identifies an important boundary condition. When the amount of savings (e.g., buy 2, save $Y/2) is salient in the MUP promotion, consumers low in rational thinking style are equally attracted to both types of offers. Theoretical and managerial implications are discussed. 相似文献
307.
While Apple Pay as a payment method has become increasingly popular in the hospitality industry, there is scant research examining the psychological processes associated with its use. To address this gap, the present research investigates the interplay between payment method (Apple Pay vs. card payment) and service encounter outcome (success vs. failure) on consumer evaluations. The findings suggest that Apple Pay acts as a double-edged sword that affects satisfaction through distinct psychological processes depending on the service encounter outcome. In contrast to card payment, Apple Pay boosts satisfaction through an elevated sense of coolness in a successful encounter, whereas it diminishes satisfaction through a heightened sense of embarrassment in a failed encounter. Practical implications for managing technology-infused service encounters are discussed. 相似文献
308.
Merger and acquisition (M&A) has been viewed as an efficient strategy for firm growth because M&As allow firms to quickly achieve their ideal size. However, whether consistent growth can be maintained after an M&A is questionable because post-M&A integration is a difficult process. In order to identify whether M&A is really an effective tool for producing consistent growth in restaurant firms, this study examined post-M&A firm growth in comparison to non-M&A firm growth. Using financial data from 1980 to 2007, this study analyzed the sales growth of restaurant firms up to five years after an M&A. This study found that post-M&A growth patterns varied across firm sizes and time periods (from one to five years after an M&A). This study also revealed that both small and large acquirers experienced positive sales growth in the year following M&A. However, this positive effect completely disappeared during or after the third year post-M&A. M&A firms showed the same growth patterns as non-M&A firms three to five years after an M&A. This study provides useful post-M&A growth information regarding restaurant firms, which can be practically useful for firms considering M&A. 相似文献
309.
《Business Horizons》2013,56(5):635-642
The dawning of the 21st century brought a wave of research into the phenomenon of sales force automation (SFA)—technology tools aimed at enabling sales organizations to better practice customer relationship management. While the academic literature has offered great insight into how an organization can increase the likelihood that its sales force will adopt a new technology system, a great majority of research stops there. This is unfortunate in that companies mistakenly infer that use of an SFA system is the major hurdle and that simply motivating SFA use will be the key to unlocking improved performance. However, this is often not the case; many organizations are able to get their sales force to use an SFA system but do not see improvements in performance. As such, after briefly providing an overview of the factors affecting SFA use, this research provides insight into why use alone may not contribute to long-term improvements in a firm's sales performance. Key empirical findings and theoretical arguments from the extant literature are considered and a list of best practices is offered here to help managers bridge the gap between SFA use and improved sales effectiveness and efficiency. 相似文献
310.
《Journal of Strategic Marketing》2012,20(3):167-185
Although the forcasting literature is replete with studies describing the forecasting practices of firms and the factors influencing accuracy, forecasting for export markets has hardly received attention. This is surprising, given the importance of sales forecasts as inputs to operational and strategic planning activities, and the additional problems associated with export as compared to domestic sales forecasting. This paper focuses specifically on the preparation of sales forecasts for export markets and provides empirical insights into the organizational arrangements associated with export sales forecasting, namely (a) the structure of export forecast activity and (b) the parties involved in forecast preparation and approval. Furthermore, it develops and tests a set of hypotheses linking such arrangements to forecast performance. The implications of the findings for forecasting practice are discussed and future research areas identified. 相似文献