Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

Revisiting the Concept of a Societal Orientation: Conceptualization and Delineation

Marketers have traditionally evaluated products and practices on the basis of whether something could be sold. It is also important to evaluate products and practices from a societal perspective, “Should a product be sold?” The first idea reflects a managerial orientation and what must be done to sell a product; the second idea reflects a societal orientation and the impact of selling a product. In relation to the second idea, the societal marketing concept was introduced in 1972. There has been little advancement in our understanding of a societal orientation since that time. The current study presents a conceptualization of a societal orientation based on a review of literature and qualitative interviews. The construct was conceptualized as “attention to the long-term well-being of individuals and society at large by enhancing positive impacts from and reducing negative effects associated with production and consumption of a product.” Five domains comprising a societal orientation are proposed: physical consequences, psychological well-being, social relationships, economic contribution, and environmental consciousness.     

The Ethics of Counterfeiting in the Fashion Industry: Quality,Credence and Profit Issues

One of the greatest problems facing luxury goods firms in a globalizing market is that of counterfeiting. The purpose of this paper is to analyze the different types of counterfeiting that take place in thefashion industry and the ethical issues raised. We argue that the problem partly lies in the industry itself. Copying of designs is endemic and condoned, which raises several ethical dilemmas in passing judgment on the practice of counterfeiting. We analyze the ethical issues in a number of different types of counterfeiting encountered in the fashion industry. We conclude with some observations on the general implications for ethics in intellectual property rights.     

关于中国城市饭店产业评价的思考

中国饭店业的发展加深着人们对饭店业的认识。单体饭店在走向成熟的同时，也需要整个饭店行业的成熟。文章提出衡量一个区域或城市饭店业是否成熟，有这样几个标准：拥有一批好的饭店群体，城市(地区)饭店的结构合理，有自身特色，有标志性的饭店，与城市特点相协调，有健全的行业法规，成熟的投资动机，成熟的职业经理人队伍，有成熟的市场和成熟的消费者，有成熟的饭店衍生业以及成熟的行业自律组织。     

Involvement and opinion leadership in tourism

Nature-based tourism, science tourism, and ecotourism are some of the emerging and growing trends in special-interest tourism. This study utilized a southeastern sample of the United States who had an interest in travel and the environment. A modified Dillman total design method survey was used to collect the data. The study demonstrated that widely used concepts of marketing are applicable for nature-based tourism. Results indicate that highly involved nature-oriented travelers tend to be more receptive to information concerning the travel product or destination and spread that information willingly. Findings of this study suggest that opinion leaders take more trips and use slightly more information sources.     

网络节点特征与城市绿色创新效率提升——基于节点枢纽性与节点聚集度视角

随着城市间创新联系的持续增强,城市创新网络的优化与发展对城市绿色创新效率的促进作用日益凸现。部分研究考察了城市绿色创新效率的空间溢出效应和城市创新网络特征的影响,但鲜有文献关注城市的网络节点特征对其绿色创新效率的影响,尤其缺乏相应的经验分析。本文认为,在城市创新网络中各个城市即网络中的节点,创新资源和活动在节点的聚集产生规模效应,创新资源和活动在节点间流动则带来溢出效应,两者都有利于城市绿色创新效率的提升。因此,反映节点在网络联系中重要性的节点枢纽性和反映网络中不同节点聚集成团程度的节点聚集度提高,均有利于城市绿色创新效率的提升。节点枢纽性的提高对城市自身的基础设施建设提出更高要求,因而可以通过改善基础设施的路径促进城市绿色创新效率提升;节点聚集度的提高为城市金融发展带来更多的需求和机会,因而可以通过增加创新投融资规模的路径促进城市绿色创新效率提升。在城市密度和经济发展水平较高的地区,城市间的创新联系较便利,节点枢纽性提高对城市绿色创新效率提升的促进作用较大;而在城市密度和经济发展水平较低的地区,创新聚集的效率相对较高,节点聚集度提高对城市绿色创新效率提升的促进作用较大。以2010—2018年中国279个城市为样本,通过引力模型构建城市创新网络,进而测度节点枢纽性和节点聚集度,分析发现：节点枢纽性和节点聚集度对城市绿色创新效率具有显著正向影响;城市交通基础设施在节点枢纽性促进城市绿色创新效率中具有显著的部分中介效应,城市金融机构存款水平在节点聚集度促进城市绿色创新效率中具有显著的遮掩效应;节点枢纽性对城市绿色创新效率的促进效应在东、中、西部地区依次减弱,而节点聚集度的促进效应依次增强。相比已有文献,本文主要从三个方面进行了拓展和深化：一是从网络节点特征角度拓展城市绿色创新效率的影响因素研究,二是从影响路径和区域异质性层面深化网络节点特征影响创新效率的机制研究,三是为通过改善网络节点特征促进绿色创新效率提升提供经验证据。本文揭示了城市创新网络进化（节点枢纽性与节点聚集度提高）对绿色创新效率提升的重要作用及其影响路径和区域异质性,有利于在新发展阶段通过优化城市网络发展格局进一步促进创新发展和绿色发展。     

Consumer Self-Confidence in Wine Consumers: The Role of Knowledge-Based Factors

This study uses the Wine Self-Confidence Scale (WSCS) with a sample of 297 customers of ABC Fine Wine and Spirits, a Florida-based retailer, to examine aspects of self-confidence in wine purchasing. The results indicate that two knowledge-based self-confidence factors (information knowledge and persuasion knowledge) were predominant for these consumers. The study showed strong support for the WSCS, which was developed as a measure of self-confidence in wine buying by Olsen, Thompson, and Clarke (2003) and how these relate to reliance on personal experience.     

大篷车促销:中国旅游市场营销创新的成功实践--大篷车营销实现从实践到理论的飞跃

旅游大篷车是近些年来我国旅游市场营销的一大创新。国家旅游局组织全国旅游系统先后在欧美等地和日、韩等国家举办旅游大篷车 ,全国各地也已在国内外举办了上百次规模不等的旅游大篷车 ,并取得成功。目前大篷车宣传已渗透到经贸、科技、文化、体育等社会的许多领域。旅游大篷车的成功探索 ,推动了旅游业的发展和进步 ,特别是开创了旅游目的地营销的新范例。本文首次全面总结了旅游大篷车旅游营销活动的广泛性、轰动性、生动性、互动性、叠加性和多层面等六大特点 ,深入分析了大篷车旅游营销管理和运作的模式 ,阐述了旅游大篷车在旅游营销创新中取得的六大突破 ,即战略创新、模式创新、品牌创新、形象创新、市场创新和渠道创新。     

城乡居民收入差距对居民消费影响的实证分析

回归分析证明了改革开放以来城乡居民收入差距过大导致整个消费水平越来越低,增加城市居民的收入不能提高我国居民的整体消费水平;城镇居民收入较高,相对于农村居民来说边际消费倾向要低于农村居民的边际消费倾向,如果能增加农村居民的收入,则会提高全国的消费总量及转变农村的消费结构。