新东方教育品牌的产品营销

文章从产品差异化、产品线的延伸、价格和质量等方面对新东方教育品牌产品营销进行了分析,详尽阐述了作为一个特点鲜明的服务业品牌所实施的产品营销活动的特点.     

The effects of schema congruity on consumer response to celebrity advertising

The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to determine how schema congruity influences consumer's response to celebrity advertising. The results of a multivariate analysis of covariance analysis indicating lower levels of congruence between the celebrity's image and the brand's image led to greater advertising effectiveness compared to higher levels of congruence. Specifically, the means of the attitudinal dependent variables in the less congruent condition were significantly higher than the means in the more congruent condition. These effects were more pronounced when a celebrity's image was featured in the advertisement compared to when it was not featured. The implication of the findings suggests that moderate violations in the consumer's celebrity schema may improve advertising effectiveness.     

中国人口红利延长的人力资本障碍分析——基于新生代农民工视角

人力资本提升是中国人口红利延长的关键,新生代农民工作为中国经济建设的主要力量之一,其人力资本状况能够对人口红利延长产生重要影响。文章基于新生代农民工人力资本存量和提升空间的视角,探讨人口红利延长的可行性。结果表明,新生代农民工人力资本存量低,并缺乏提升的经济基础、社会保障和社会融合等环境。针对新生代农民工市民化的人力资本困境,文章提出了相关政策建议。     

单层工业厂房再利用投资决策风险评价研究

本文以单层工业厂房再利用为研究对象,通过对单层工业厂房再利用及其投资决策阶段的风险进行分析,确定了单层工业厂房再利用投资决策阶段的主要风险因素。并运用改进的层次分析法得出各风险指标的权重,提高了指标权重的准确性;采用可拓评价法对各指标进行风险等级的评价,经计算得出单层工业厂房再利用投资决策阶段风险的大小,为单层工业厂房再利用投资决策阶段的风险控制提供理论依据。     

中国地方政府最优规模设计——基于省级面板数据的实证分析

政府规模过大或过小都不利于经济增长。中国地方政府服务的边际生产力为0．42。显著小于1。这说明政府服务供给过度;地方政府的最优规模占GDP的比重为10．188％,而目前各地方政府的实际规模均已超过这一最优规模。应从完善中央与地方的财政管理体制。完善权力监督与制约机制等方面入手。着力优化政府规模。     

弱扩展原理

本文引入了弱扩展原理,并研究了它的一些性质,最后给出了弱扩展原理的三种等价表现形式。     

Output and Input Biases Caused by Public Agricultural Research and Extension in Japan, 1957–1997

The present paper investigates the magnitude and the Hicksian output and input biases of technological change brought about by investments in public agricultural research and extension activities in Japan. Given this objective, it estimates a translog multiproduct cost function for 1957–1997. Empirical results show that the cost reduction effects were fairly large. The Hicksian (1932) biases were found to be: (i) livestock-augmenting; (ii) labor- and other-inputs-saving; and (iii) machinery- and intermediate-inputs using. Except for other inputs, the directions of the biases are consistent with the Hicksian (1932) induced innovation hypothesis, which supports the public-sector-induced-innovation model proposed by Hayami and Ruttan (1985) and Ohtsuka (1982).     

面向中间商营业推广的模式和风险分析

营业推广与广告、人员推销和公共关系是促销组合策略的四大元素。在我国,随着商品经济的发展和成熟,企业在销售市场上的竞争日趋激烈,其中较为直接有效、使用频繁又较高的手段就是营业推广。在进行营业推广的过程中,许多企业虽然有明确的目标,但是使用的模式和手段却存在一些不妥,进而导致效果不理想甚至是事得其反。其实,“营业推广”这一貌似简单,被企业视为短期行为的“小手段”,其中的学问也不少,千万不可小视。     

品牌延伸的一体化分析

本文认为从品牌个性完整一致的角度来看 ,品牌延伸是一个整体行为 ,需要全局性的分析与把握。因此根据品牌延伸过程中品牌形象、品牌建设重点的变化 ,文章将品牌延伸划分为“起、承、转、合”四个阶段并予以分析。最后 ,文章还就品牌延伸后如何整合品牌形象提出了一些粗略的建     

品牌个性匹配对品牌延伸态度影响研究——基于感知匹配度内涵的分析

在品牌管理的实践中,很多具有鲜明品牌个性的品牌延伸到了与原来的产品品类完全不相关的领域。但是,由于现有的感知匹配度建构中并不包含品牌个性的匹配,因而使得当前的理论很难解释营销实践中基于品牌个性的远距离品牌延伸。本文通过理论推演,提出了在感知匹配度中有必要引入品牌个性与形象的匹配,并通过实验研究和验证性因子分析,实证地揭示了品牌个性匹配对消费者品牌延伸评价具有显著的影响,从而提出了感知匹配度的三维度建构及其概念内涵。