网络口碑信息对消费者购买决策的影响：一个实验研究

本文通过实验法考察了网络口碑信息对消费者购买决策的影响，就网络口碑的影响力在口碑信息类型、传播方向和产品涉入度不同的情况下会表现出哪些差异等问题作了分析。实验结果支持了所提出的6项假设，网络口碑信息对于消费者购买决策的影响力可能会随着口碑传播方向、信息类型以及产品卷入度的不同而呈现出显著差异的预测得到了证实；信息类型、传播方向和产品卷入度之间所存在的交互效应也会明显地作用到网络口碑对消费者购买决策的影响效果。     

品牌塑造中的关系营销应用研究

品牌是消费者与产品之间建立的一种关系，品牌塑造的过程，就是企业与消费者、公众、相关组织及媒体关系形成的过程。因此，品牌塑造对关系营销的思想和方法有着本质的要求。本文在对关系营销理论进行综述研究的基础上，分析了品牌塑造中关系营销的重要性，并提出了品牌塑造中的关系营销框架。     

网络商务声誉博弈新论

当前网络商务欺诈现象日益增多,使得刚刚兴起的网络经济出现发展性障碍.一般的研究中,较为注重信用制度在网络环境下的变革和建立.本文则以一个全新的视角,借助博弈方法,从网络市场销售商行为和动机入手进行研究,试图为我国网络经济的健康发展提供制度设计的理论依据.     

基于组合权的灰色关联分析在供电企业营销效果综合评价中的应用

在供电企业电力营销效果综合评价中,客观赋权法体现了指标的信息量,而主观赋权法体现了指标的价值量,综合评价应当体现二者的统一.针对电力营销效果评价,提出了基于组合权的灰色关联分析方法.对传统的灰色关联法进行改进,将该方法用于供电企业电力营销效果评价,得到了较好的结果.     

冲动性购买行为的实证分析及其营销策略

消费者的冲动性购买行为是多种因素共同作用的结果。其中，外在刺激起主要影响作用，个人内在因素也有不可忽略的影响。这一研究结果对企业的意义在于：消费者的冲动性购买行为是可诱导、可激发的；企业可以针对冲动性购买行为的影响因素采取相应的营销措施和手段，有效地引导或诱导消费者冲动性购买欲望，从而推动和促进冲动性购买行为的最终实现。     

倾销指控与出口企业营销战略

中国出口产品频繁遭遇倾销指控长期以来受到理论界的关注，大量的研究成果从不同侧面对如何应对国外倾销指控进行了探讨。频繁遭遇倾销指控与中国出口企业的营销战略存在重要联系。出口企业在产品定位、营销定价、市场选择和渠道建设等方面存在的一些问题，导致中国出口产品过于依赖低价竞争，易于引发倾销指控。为避免反倾销对出口贸易的不利影响，出口企业应主动调整营销战略。     

关于我国企业目前实施CRM的理性思考

在绝大部分市场领域中 ,顾客已取得绝对的支配权。作为一种新兴的竞争手段 ,客户关系管理 (CRM)正备受瞩目。然而 ,作为一种先进的管理技术 ,ERP在中国的实施情况至少可以说是远远低于理论界和企业界的预期 ,ERP是CRM的物质和思想基础 ,同时CRM相对于ERP的实施具有更大的不确定性 ,这一不确定性主要来源于市场的不确定性。面对CRM的兴起 ,我们是否必要、是否有能力引进和实施CRM系统 ,还需要对实施CRM的成本收益和环境约束作出详细的分析。     

Measures of Marketing Success: A Comparison Between China and the United Kingdom

Despite the importance of assessing business performance, there is little research on the measures used to evaluate marketing effectiveness. This paper replicates in China some UK research into the relative importance of categories of marketing metrics, e.g., financial and non-financial, customer and competitive. The Chinese results are compared with those from the UK. In China, respondents saw financial metrics as less important than their UK counterparts and they appeared to be more marketing oriented, but the difference of consumer orientation across departments of firms in China appears larger than in UK. In both countries the importance given to metrics categories were consistent with orientation, while in China there is no relationship between consumer orientation and the important of direct customer metrics as in UK, but the relationship between competition orientation and the measurement of direct customers was found in China.     

Industrial distributors: Can they survive in the new economy?

As e-commerce evolves and gains power in the business-to-business (B2B) marketplace, what lies ahead for the industrial distributor? The fundamental issue from the distributor's point of view is how to compete more effectively and profitably, given the changing business environment of the new economy. This paper reviews the literature on the distributor's role and relationships and introduces a conceptual model of distributor viability. The model identifies sources of value that distributors offer to manufacturers and customers, including customer relationship management (CRM), production and operations management (POM), and knowledge management (KM). The paper explores the managerial implications of distributor relationships and sources of value. This provides the foundation for better understanding of the viability of industrial distributors in the new economy.     

The coexistence of transaction and relational marketing: Insights from the Chinese business context

Transaction and relational approaches to marketing have been promoted as alternative forms but recent evidence suggests that they may coexist. We explore this in the context of China. If firms operating in a highly relational society, such as China, exhibit transactional behavior, these two approaches must be compatible. We argue that Chinese values give rise to business practices consistent with both transactional and relational perspectives. These are summarized in six propositions for research. Theory building and managerial practice could benefit from thinking in terms of how elements from the two perspectives can be brought together rather than remain as alternatives.