房地产品牌战略的难点及误区

目前,房地产市场僧多粥少、竞争日益激烈,使得众多的房地产企业将品牌战略作为斩关夺隘的法宝,但在品牌的认识上和实施品牌战略的过程中,存在着相当的难点和误区,这对品牌的创立危害极大,只有深刻认识品牌的内涵,在对误区深刻认识的基础上,采取有效措施,才能最终成为真正的品牌。     

品牌理论研究(3)北京中华老字号品牌寿命研究

文章从生态的视角,对北京中华老字号品牌兴衰的原因进行了分析总结,并结合实例提出了促使北京老字号兴旺发达的对策和建议。     

品牌层次化构建对消费者购买行为的影响分析

市场经济发展和进化到了品牌经济阶段,品牌成为影响消费的重要因素。文章基于品牌将消费者群体进行划分,以动态视角分析品牌层次化构建对不同消费群体的消费特征和购买行为的影响,为进一步发展品牌经济提供参考。     

房产税税率、房产税收入与房地产税制度设计

基于房产税税率对房产税收入影响理论,运用数理模型,依据沪渝两市自然数据,考量房产税税率变化对房产税收入的影响.结果显示:房产税税率对房产税收入具有重要影响.若提高上海市房产税税率,房产税增收效果更明显;若下调重庆市房产税税率,房产税增收效应更显著.鉴于此,未来房地产税立法改革思路:一是坚持房地产税税负不增加;二是平衡好房地产税立法与其他收费制度的关系;三是统筹税制改革的协同推进;四是兼顾房地产税的地方财政属性;五是谨慎推进.同时,应遵循税收法定原则、地方财政原则、公平原则、确实原则、渐进原则和结构性调整原则.此外,在制度设计方面,纳税人的设计要体现财产税性质,征税范围要涵盖农村,课税对象要包括存量住房,税率要体现差异性,计税依据要由市场价格评估值确定,税收优惠要兼顾免税面积和特殊人群.     

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。     

美国贸易逆差:增长惯性与可持续性

美国的经常项目逆差特别是贸易逆差“历史悠久”，尤其是近年来高速增长，已引起人们广泛的关注。1990年代来的美国贸易逆差，已很难单从汇率、贸易政策及产品竞争力等单个变量来加以解释。通过运用滞后一年的时间数列回归分析及相关分析，本文得出的结论是：当期美国贸易逆差是前期美国贸易逆差的惯性增长，并且只要美国能够维持强势美元，资本与金融账户的盈余足够冲抵贸易逆差，美国的贸易逆差便具有可持续性。在本文的最后一部分，作者针对近期美国人制造的“人民币升值论”，结合近10年来中美双边贸易现实，说明美国贸易逆差与人民币汇率之间没有必然联系，人民币升值不可能改善美国的贸易收支状况。     

完善纳税服务,促进依法治税——实施税收新《征管法》及其《实施细则》研究之二

完善的纳税服务,是现代社会实施依法治税的核心和基础。我国必须从转变执法者服务观念、构建和完善税收执法者的激励约束制度及其实施机制、优化服务资源配置、改革和完善纳税服务流程等多方面入手,以真正改善纳税服务,实现依法治税。     

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。     

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.     

论宏观调控——对我国2003年来宏观调控的几点认识

界定了宏观调控的内涵,论证了宏观调控的必要性,讨论了宏观调控的类型,对宏观调控成效与政策实施时长进行了模型分析,并对学术界就我国2003年开始的宏观调控成效的争论进行了简要的述评。