利益相关者理论视角下的大型商业零售企业营销创新研究

创新是企业发展的源动力,对于商业零售企业来说,营销模式创新尤为重要。文章借鉴企业利益相关者理论,针对大型商业零售企业的经营特点,通过建立全新的企业与消费者之间的关系,构建“消费者股东”营销模式,从而拉动更多的顾客成为企业的消费者,形成企业营销的“网络效应”。     

我国绿色消费存在的问题及营销对策

随着我国食品安全问题的出现,越来越多的消费者更加关注自身的消费状况,开始从传统的消费转向绿色消费领域。文章主要分析了目前我国绿色消费存在的问题,并从政府和企业两个层次提出了相应的营销对策。     

Positioning of the stakeholders in the interaction project management–project marketing: A case of a coconstructed industrial project

Based on a business‐to‐business (B‐to‐B) case within the automotive industry, this study proposes logics (constructivist and determinist, respectively) of protagonists and highlights the complexity of their dynamics during the successive project's phases. The concept of milieu will emphasize the complex business in which project marketing takes place; notably, it allows better identification of relevant relationships. Our article focuses on this concept of milieu with regard to the interactions between project marketing and project management actors during project phases. In particular, this article underlines the difference and the accommodation between the dynamics of interaction and the dynamics of congruence of marketing and management logics.     

政府采购网上招标初探

随着招投标业务的不断深入开展和电子信息技术的不断成熟,电子系统和软件逐渐在招投标相关领域得到应用,网上招标成为传统招标方式的一次革新。文章根据某药品网上招标项目的运作过程,分析政府采购网上招标的作用和意义。     

Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

基于农村居民消费升级的企业营销策略创新

由于收入增加、消费观念转变等因素,农村居民消费升级是企业必须正视的事实。一方面我国农村市场具有巨大的市场潜力,另一方面对企业对农场消费者的关注度还有待加强。企业的营销策略还不能很好满足农村居民消费者的需要。基于以上的事实,文章分析了在农村消费升级背景下,农村居民消费购买的新特征。基于这些新特征,在营销战略和营销策略层次提出具体的对策建议以帮助企业更好地制定营销组合。     

《房屋建筑学》流媒体课件的实现

在各高校大力发展流媒体课件的形势下,本文通过制作《房屋建筑学》流媒体课件的实践,谈制作流媒体课件的制作方法与体会。     

五年制高职市场营销专业课程体系构建探究

本文立足于培养目标和职业能力要求,对五年制高职营销专业待课程体系进行深入研究与开发,提出课程体系改革的目标,完成人才培养流程与课程体系的规划。     

矿井地面变电所智能无线实时温度在线监测系统

介绍了智能无线实时温度在线监测系统的原理、结构、功能、特点。该系统对电力设备接触部位温度进行实时追踪监测,可以有效防止设备超负荷运行引发的电气事故,确保了矿井安全供电。