物流企业基于供应链的营销管理创新分析

针对物流企业营销过程中存在的营销意识不强、营销方式落后、管理体制不健全以及营销人才缺乏等问题,分析了物流企业市场营销管理创新的紧迫性,基于供应链视角对物流企业营销管理创新进行探讨,建立了供应链视角下物流企业营销管理创新组合,也就是4P营销管理策略与4C营销管理策略组合起来的物流企业供应链营销管理创新策略。通过对家得宝企业成功经验的分析,验证了4P与4C营销管理策略组合的可行性。     

关于我国企业实施共生营销战略的思考

企业在市场竞争日益激烈的国际市场上，以往所奉行的视竞争者为仇敌、彼此互不相让的竞争原则已成为陈旧的经营观念而逐渐被人们抛弃。共生营销战略以契约为纽带，通过企业间价值链的各环节的合作获得竞争优势。突破了传统的营销思路，实现双赢或多赢。本文探讨了我国企业实施共生营销策略的必要性与现实可能性。提出了实施共生营销战略的途径和对策。     

利用供销社现存网络构建农村新型物流系统

尽管目前供销社的经营网点减少,经营业务缩简,但在组织架构、物资设备、服务体系和人才网络等方面的优势依然存在。充分利用供销社现存的网络,挖掘其网络潜力,对构建农村新型物流系统,拓展物流新功能,促进新农村经济建设具有重大的作用。     

Why integrating purchasing with marketing is both inevitable and beneficial

The shift away from manufacturing in Western developed economies has resulted in economies in which service industries are dominant. Marketing itself has undergone a paradigmatic shift from a focus on the exchange of goods to the provision of capabilities. This paper examines the relationship between marketing and purchasing as a result of the shift from product- to capability-focused commerce. We suggest that the marketing and purchasing departments will become closer due to two major reasons. First, as marketers increasingly become solution-oriented rather than product-focused, they will need to source products and services from third-party vendors and will require deeper involvement of the purchasing department. Second, with the emergence of customer-centric marketing coupled with build-to-order manufacturing, marketing and purchasing will have to be better aligned to deliver solutions to customers. These new dimensions in the marketing–purchasing interaction will also lead to changes in the selection, training, and recruitment of marketers and purchasers as well as their roles in the supply chain. We elaborate on these changes likely to occur in business-to-business organizations and along with implications for managers.     

Examination of the effects of the relationship marketing orientation on the company performance

The research objective is to examine empirically the relationship marketing and its successful implementation in Turkish Beverage Companies. Three scales were used to generate the data. Relationship marketing scale, environmental factors scale and company performance scale. Some of the variables in questionnaire used as control variables that reflect company-specific characters namely, company size, business type and sales volume. First the main effect of relationship marketing orientation on company performance was assessed, and then the moderating effect of environmental factors on the relationship between relationship marketing orientation and company performance was estimated by using multivariate techniques.     

An assessment and ranking of barriers to doing environmental business with China

The transfer of environmental goods and services to China will increasingly be of importance to developed nations as the demand for environmental management services increases in China. A review of the literature on technology transfer to China revealed a range of well recognized and commonly known constraints to transferring technologies to China. There were gaps in the literature in relation to the concerns that environmental professionals have regarding technology transfer to China, as there is limited information on the transfer in environmental goods and services to China. A survey of the non‐trade barriers and their practical impact on the transfer of environmental technologies and goods and services to China, focusing on Australian suppliers, was undertaken to address these gaps. The survey, which was developed from barriers to technology transfer already described in the extensive research addressing the wider issues of technology transfer to China, targeted environmental professionals but also included other professionals with interests in transferring environmental goods and services to China. From the survey, the highest priority barriers to transferring environmental goods and service to China were identified, and those that are most likely to limit Australian vendors of environmental goods and services in their technology transfers to China were protection of intellectual property (IP), limitations of the rule of law, fragmentation and bureaucracy of the Chinese government and establishing appropriate level of ownership (of environmental goods and services providers in China). Examples of Australian experience were also examined, which confirmed these barriers to providing the needed technology and innovation to manage China's increasing environmental impacts. The research also shows that the barriers identified do not appear to be unique to transfer of environmental goods and services but rather generic to the transfer and adoption of Australian technology into China. Copyright © 2007 John Wiley & Sons, Ltd and ERP Environment.     

微博时代的图书馆服务

从博客到微博,以互联网为媒介的沟通已然成为人们重要的互动沟通方式。本文主要探讨在这个微博盛行的时代,如何利用好微博,将图书馆存放、加工、生产出的知识产品更快、更有效的传播和利用起来,如何更好的开展图书馆的个性化服务。     

高校市场营销专业人才能力结构与培养途径

市场竞争的加剧,使企业对市场营销人才的需求不断加大,如何培养社会需要的市场营销人才成为各个高校需要思考的问题。以构建科学的能力结构为基础,充分培养营销专业人才的实战创新能力,是一条营销人才培养的重要途径。     

用关系营销发展商业银行零售业务

随着银行业开放步伐的加快和国有商业银行改革的积极推进，我国商业银行面临着经营发展战略的转型。零售业务以其利润高、风险小的特点逐渐成为商业银行新的支柱型业务。引入先进的营销理念，大力发展零售业务已成为商业银行谋求生存和发展的根本途径。本文结合银行零售业务和关系营销各自的特点，就在零售业务领域引入关系营销的必要性及实施策略进行深入分析。     

云南旅游商品开发的新探索

云南省经过二十多年旅游方面的发展拥有巨大而稳定的客源,旅游商品收入也十分可观。但是,云南旅游商品普遍存在着缺少创意;生产及加工粗糙,缺乏精品;信息不对称,服务落后;缺乏标志产品等特点。从旅游商品本身和旅游者角度出发,云南旅游商品开发要重视对具体旅游商品开发的研究;突出旅游商品的特点,提高其文化品味,优化旅游购物环境建设;在营销方式上要进行创新,对海外入境旅游者实行购物退税制;实行旅游商品的虚拟经营等措施。