客户终身价值细分与客户关系战略

客户终身价值是客户在与企业关系保持期间贡献给企业所有利润的贴现值。它包括客户的当前价值、未来价值、经济价值、非经济价值。本文根据客户终身价值的大小和类别,对客户进行二维交叉细分,同时提出了对应的客户关系类型、关系战略和关系重点,希望能为企业的客户关系管理提供一些有益的借鉴。     

消费者与组织购买行为的比较研究

消费者购买行为是消费者为满足个人或家庭生活需要而发生的购买商品的决策或行动，组织购买行为是组织与组织之间的营销活动。组织购买与消费者购买有着较大的差异，因规模远比后者大而对市场经济的作用巨大，在市场营销理论中也占看重要的地位。对消费者与组织购买行为进行比较研究，对组织购买决策模型加以对比分析，有助于更好地理解组织购买活动与购买决策过程。     

品牌之死——基于品牌经济学视角的分析

基于品牌经济学视角对品牌之死的研究表明：品牌之死有自然死亡、突然死亡和长寿品牌3种基本类型；品牌之死即为需求之死；品牌的品类、品类度和品牌策略决定了品牌生命；因而延长品牌生命也应从这3方面制定相应的策略。     

整合营销传播学的行销主张与马克思主义经济理论观点的相关联系

整合营销传播学是一门源于美国的新兴的营销学传播理论。它所主张的“一切以消费者为中心”展开营销传播的思想理念,改变了传统营销理论中“以生产和销售为中心”的企业营销策略,顺应了知识经济时代的市场发展趋势,并与马克思主义经济理论观点具有某些相关性联系。本文就此提出探讨,同时结合我国市场经济转轨中企业经营观念的相关问题进行了思考。     

中小企业融资难问题浅析

随着科学技术的飞速发展和银行业的激烈竞争,商业银行打破了过去传统的概念和运作方式。融资证券化改善了信货业务与客户之间的债权债务关系,为商业银行资产负债结构调整提供了方便,也促使商业银行加快了其国际化发展战略的步伐。中小企业融资难问题逐步成为金融业发展的瓶颈。     

区位品牌的形成与维护

区位品牌是创造区域产业竞争优势的重要途径,对推动区域经济发展具有重要意义。文章给出了区位品牌的含义,分析了区位品牌形成的三种主要途径,探讨了区位品牌形象容易受损的原因,提出了区位品牌维护的对策。     

日本城市老年人的亲属人际关系网——以日本名古屋市为例

根据日本名古屋老龄化程度最高的中村区日吉学区调查的数据,分析了日本老年人亲属人际关系网的特征和影响老人亲属人际关系网的主要因素。结果表明,影响老年人亲属人际关系网的主要因素是居住距离和老年人的学历、家庭收入、居住面积等社会经济资源。即,生态学上的距离虽然是影响“社会人际关系维系型”和“社会人际关系松散型”的重要因素,但不会使亲属人际关系数量衰减。学历、家庭收入、居住面积等社会经济资源是影响亲属人际关系网规模增减的重要因素。     

Brands matter: An empirical demonstration of the creation of shareholder value through branding

This research responds to the attendant need for empirical evidence pertaining to how marketing affects firm performance. Using the Fama-French method, common in finance, and a leading marketplace measure of a brand’s financial equity value, the authors provide empirical evidence for the branding-shareholder value creation link. The results extend previous research by showing that strong brands not only deliver greater returns to stockholders than does a relevant benchmark but do so with less risk This finding holds even when market share and firm size are considered. Barclays Global Investors Thomas J. Madden is a professor of marketing and director of the Professional MBA/Executive International MBA programs at the Moore School of Business, University of South Carolina. His research focuses on the measurement of brand meaning, marketing metrics, and value-based marketing strategies. His research has appeared in theJournal of Marketing Research, theJournal of Marketing, and theJournal of Consumer Behavior. Frank Fehle (frank.fehle@barclaysglobal.com) is the head of Europe Equity Research at Barclays Global Investors in London, United Kingdom. Previously, he was an assistant professor of finance at the University of South Carolina. His research focuses on empirical asset pricing, market microstructure, risk management, and derivatives. His work has appeared in theJournal of Financial Economics, theJournal of Futures Markets, theJournal of Economics and Business, theReview of Quantitative Finance and Accounting, among other journals and conference proceedings. Susan Fournier is an associate professor of marketing at Boston University. Her research focuses on branding and brand relationship marketing. Current projects explore person-brands, resonance as a moderator of the brand meaning → brand strength connection, the types of relationships consumers form with brands, and dynamic processes of relationship development and evolution. She served for 9 years on the Harvard Business School faculty and 2 years as a visitor at Dartmouth College. She consults with a range of companies to inform her teaching, case development, and research.     

Materialism, status signaling, and product satisfaction

The consumer satisfaction literature has not, for the mos part, integrated individual values into the product evaluation process. Yet a comprehensive understanding of consumer satisfaction can best be attained by including both consumer and product factors. To demonstrate the usefulness of including individual values, this research focuses on one consumer value, namely, materialism. The authors empirically explore how this individual value is linked to consumers’ evaluations of products they have purchased. Using surveys, the authors collected data from a sample of college students (n=211) and a sample of adults (n=270). Across these two studies, using divergent samples and products, they find consistent evidence that materialism is negatively related to product satisfaction in product categories with high potential for status signaling, but unrelated to product satisfaction in product categories with lower potential for status signaling. The consumption goals that produce these product evaluations are empirically addressed Jeff Wang (jianfeng76@yahoo.com; PhD, City University of Hong Kong) is an assistant professor of marketing in the Faculty of Business at the City University of Hong Kong. This work was conducted when he was a doctoral student of marketing in the Eller College of Management at the University of Arizona. His research interests include social networks and consumer behavior, consumer satisfaction and well-being, materialism and consumption meanings, and consumer interests and public policy issues. His dissertation studies credit card debt as a socially embedded phenomenon and investigates how consumers leverage their interpersonal ties as they accumulate and repay their debt. Melanie Wallendorf (mwallendorf@eller.arizona.edu) is Soldwedel Professor of Marketing in the Eller College of Management at the University of Arizona. She holds an MS in sociology and a PhD in marketing from the University of Pittsburgh. Her articles on the sociocultural aspects of consumption have been published in theJournal of Consumer Research, Journal of Marketing Research, Advertising and Society Review, Addiction, Journal of Macromarketing, andAmerican Behavioral Scientist, among others. Her coauthored article on “The Sacred and Profane in Consumer Behavior” won theJournal of Consumer Research Best Article Award in 1992. Her research has been featured in theWall Street Journal, The Washington Post, The New York Times, American Demographics, andFortune, and has been funded by the Marketing Science Institute, the Arizona Disease Control Research Commission, and the Office of Earth Science at NASA.     

金融创新与金融风险关系研究

从金融发展史看，金融创新始终是主要的动力源，没有创新推动，只能出现同一级别或同等水平上的数量扩张，而不可能形成层次逐渐提升的金融发展。但是，伴随着金融创新而产生的风险又是一种必然。本文围绕金融创新与金融风险关系的问题，从渊源、逻辑联系及其表现形式，金融创新与金融风险的时代特征及内在联系等方面进行深层次研究。文章认为，创新——风险——再创新螺旋式上升，循环中金融在演进、经济在发展。