家电制造企业一体化销售物流模式的构建

针对家电制造企业设计了一体化销售物流模式,分析了这一模式下的各个子系统的功能设置,以及运用该模式的意义。     

当前的教育培训及其实施

本文通过对当今国内教育培训市场现状的分析，从组织的角度对教育培训所需的必要资源及教育培训的策划组织、顾客培训需求的识别、培训实践、效果跟踪和顾客关系的维护管理等，提出了的一些看法。     

Assessment and selection of management consultants: A comparative cognitive study between small- and large-scale companies

This paper explores alternative ways of evaluating and ultimately hiring a generalist consultancy for short- and medium-term projects, and how this is shaped by the size of the clients’ company. What buying factors do managers of small and large firms have in mind when hiring consultants for their projects?Instead of employing surveys incorporating predefined buying factors based on what the researchers think would be important, a cognitive mapping methodology - the repertory grid technique - is applied to investigate the underlying phenomena. Using the repertory grid technique to draw mental models is a novel research technique within the supply management field. Recent behavioral supply chain management research found the behavior of managers to be critically influenced by mental models: the lenses through which managers perceive, simplify and interpret the world.Results show differences between the buying factors used in small- and large-scale companies: managers of large companies are more ‘reputation and outcome-oriented’ and managers of small businesses are more concerned with ‘how the services are rendered’. However, both constituents stressed the importance of expertise, quality and the relationship between the client and the management consultancy, although the character of such a relationship differed between small- and large-scale firms. Results also point out criteria that managers of small and large companies employ to discriminate between good and poor performing consultancies and to judge service delivery. The practical implications for both companies hiring consultancies and the consultancy companies are discussed. For consultancies, our findings can help tailoring their efforts to a differing clientele when marketing and selling their services. For companies hiring consultancies, fixating too much on particular buying factors may lead to biased decisions.     

Attracting potential blood donors: The role of personality and social marketing

Globally, society has been facing several and growing health problems, which increased the importance of efforts towards social change. In this context, using social marketing to create and implement programs that foster behavioural change has increased in the public health community. One of the health problems that society has been facing is the unceasing need for blood products, so the subject of blood donation became an important research topic in the area of social marketing, as social marketing strategies can contribute to solving this problem. It is essential to understand the factors that motivate individuals to donate blood, to enhance the recruitment and retention of blood donors. Our study aims at evaluating the key personality factors that influence blood donation behaviour to reach a higher understanding of what concerns this global issue. The method used to analyse the data is ANOVA. We conclude that the Personality of potential donors is significantly different from the non-donors' regarding Openness to Experience and Agreeableness. These results suggest that potential donors might perceive blood donation, as well as the associated barriers, differently from non-donors. Based on our findings, we suggest some perspectives for future research in this area.     

营销风险预警指标体系及综合评价方法

文章从影响营销活动的各类因素入手,根据其内容、特点及分类,构建了营销风险的预警评价指标体系;从定性与定量相结合的角度出发,应用多级模糊综合评判法对营销风险进行量化评价,对定性分析指标采用专家调查与模糊统计相结合的方法,对定量指标的处理则引入模糊数学的方法,从而实现定性指标与定量指标的结合。     

合肥美吉饮料公司竞争情报系统的构建

自改革开放以来,饮料行业快速发展,是市场化程度最高的行业之一,基本形成了买方市场的格局,充满着激烈的竞争。通过竞争情报系统,以合法手段获取信息并通过分析而产生竞争策略的竞争情报,已成为战胜竞争对手的重要手段。本文结合竞争情报理论和公司的实际情况,参考相关企业的实践经验,在分析公司目前的竞争情报工作现状的基础上,从组织网络、信息网络、人际网络、情报系统的管理等方面提出了构建合肥美吉饮料公司竞争情报系统的具体方案。     

服务产品多营销渠道下顾客渠道选择的量化分析

在全球服务经济迅速发展的背景下,以数字化为基础、互联网为纽带的新经济革命的到来,为服务产品如酒店客房的销售从传统的单一店面销售模式走向多营销渠道销售模式提供了强有力支持。本文首先对新技术环境下酒店客房销售模式进行了介绍,主要有实体门店销售、实体店官网销售、实体旅行社及在线旅行社四种模式,并针对不同年龄段顾客就这四种销售方式的选择趋势采用多属性决策方法进行了排序,且对排序结果作了解释。酒店在进行客房预订销售时,可以根据历史入住顾客年龄段分布情况,适时合理调整酒店的营销战略。     

The state-of-the-art and future research directions in bequest fundraising by nonprofit organizations: A systematic literature review

The topic of fundraising is garnering increased attention from nonprofit practitioners due to the worldwide growth of the nonprofit sector and the subsequent competition for private funds. Despite this surge, academic literature on fundraising and bequest fundraising, in particular, has remained mainly limited to narrow aspects of the discipline. Based on a systematic review of literature published over the past 25 years, we synthesize various research perspectives into a comprehensive framework of studies linking the different issues highlighted by the authors. The purpose of this article is to consolidate the state of academic research on bequest fundraising by not-for-profit organizations. The literature review underscores how research efforts have not paid much attention to bequest fundraising from the NPO's perspective, although as it has become an increasingly important source of income for charitable organizations. The majority of studies focus on the Donor's perspective, striving to understand what drives the desire to leave a charitable bequest. The findings of the SLR show a gap in the knowledge of NPOs' internal mechanisms concerning the particular topic of charitable bequests; from these insights, the future research directions are proposed.     

通信企业的营销创新

通信企业的营销手段不断丰富,营销能力不断增强。但由于计划经济时代遗留下来的痼疾,我国通信营销的总体水平仍不高,营销方法落后的弊端逐渐暴露,成为阻碍我国通信业发展的一大障碍,因此通信企业需要引入营销创新机制来激发企业活力。文中主要解答以下问题:为什么通信企业需要营销创新?什么是通信企业的营销创新?如何进行通信企业营销创新?文章力图对通信企业营销创新发展之路进行有益的探索。     

基于顾客忠诚理论的团购营销策略研究

随着电子商务的快速发展,团购营销策略是基于顾客的忠诚而成功的。根据顾客忠诚理论,构建团购营销策略下顾客忠诚度影响因素模型。利用实证研究对团购营销策略下消费者忠诚度进行评估,结果显示:影响团购顾客忠诚的关键因素,包括服务人员的服务质量、企业形象和网站响应性等。