网络直播购物情境下的拟剧化营销——基于抖音直播平台的分析与诠释

网络直播购物逐渐成为一种新的网络营销与消费方式。对于该模式的剖析,有助于对网络直播购物这一新兴事物进行全景化的解构与阐释,更好地理解与把握该模式的本质与趋势。本文基于第三方立场与视角,以戈夫曼拟剧理论为基础,锚定抖音平台为实践场景,尝试诠释拟剧理论在网络直播购物情境中的新变化、新形式、新内涵。研究选择Top100网络直播主播为分析对象,采用后台运营数据、页面数据爬虫、人工观察分析等多元数据采集与分析方法,对整个网络直播购物场景进行分析。研究发现,网络直播购物呈现出鲜明的拟剧化营销特质,各类要素间存在循环强化的运行机理,消费者的购物行为有着显著的集体偏好,且主体间的协同合作机制促进了消费的延续。该发现有助于对拟剧化营销运行机制、拟剧理论的新场景及网络直播购物这一新兴商业模式进行客观辩证的思考。     

欧盟视阈下在线平台中个人数据的增值税处理

近年来,在线平台的迅猛发展推动了全球经济数字化加速转型,但同时也引发了包括增值税政策适用在内的诸多挑战.通过研究《欧盟增值税指令》和欧州法院的判例法,以及分析个人数据与在线平台运行之间的关系可以推断出,个人数据是在线平台提供访问服务构成的增值税应税范围内的供应,且与消费者是否向在线平台支付金钱形式的对价无关.在实践中,使用客观价值方法来确定在线服务供应的应税金额存在实际困难,而使用直接联系标准解决易货交易问题,会导致增值税税基在本质上得到扩张.因此,建议当前不要将在线平台访问服务的供应视为一项应税交易.此外,对于商家为获得消费者数据而向平台付款的情形,因其不符合直接联系标准,也不应被视为服务对价.     

时间压力对网络冲动性购买的影响研究：交易效用和感知风险的调节

以往关于时间压力对冲动性购买影响的研究结论具有两面性，即促进或抑制。文章引入交易效用和感知风险两个调节变量，通过两个实验探讨了时间压力对网络冲动性购买倾向影响的边界条件。首先，当交易效用较高时，时间压力的增加会导致其网络冲动性购买倾向的提高；而当交易效用较低时，时间压力的增加会导致其网络冲动性购买倾向的降低（实验一）。其次，当人们感知风险较低时，时间压力的增加会导致其网络冲动性购买倾向的提高；而当人们感知风险较高时，时间压力的增加会导致其网络冲动性购买倾向的降低（实验二）。研究结论可以帮助电商企业进一步了解消费者的冲动性购买行为，充分利用时间压力的影响，制定更灵活有效的促销策略。     

工业设计人才培养体系的构建和优化

该文从现代企业的生产方式及工业设计师应具备的基本素质出发，阐述了21世纪工业设计专业人才的培养体系和培养模式及其特点，构建了培养工业设计应用型人才的课程体系。     

精品课程建设漫谈

精品课程要求具有一流教师队伍、一流教学内容、一流教学方法、一流教材、一流放学管理等特点。精品课程建设，就是以现代教育思想为先导，以建设相应层次的、具有较强针对性和适用性的优秀教材为核心，以提高师资队伍素质为前提，以教学内容现代化为基础，以现代信息技术手段为平台，以科学的管理体制为保障。是集观念、师资、内容、技术、方法、制度于一身的整体建设。     

Long-Term Performance Following Rights Issues and Open Offers in the UK

Abstract:  This study finds evidence of significant long-term underperformance following rights issues made during 1986-95 in the UK. The findings are resilient to a number of methodological controls. In contrast, our results for a smaller sample of open offers made during 1991-95 show strong positive performance over a 5-year post-issue period, implying that firms making open offers had better growth prospects than firms making rights issues. During 1986-90, a period when open offers were rarely used, firms appeared to be making rights issues to exploit overvaluation. However, this was not evident for rights issues made during 1991-95, a period when open offers were more commonly used.     

Stock Repurchase and the Role of Signaling： A Comparative Analysis between U.S. and China

This paper compares different methods used for stock repurchase and examines the role of signaling in the U.S. and China＇s capital markets. We find that the ways to buyback stocks are very different in the two countries. Most U.S. stocks are repurchased through open market and the signals sent to the market through open market repurchase are getting weaker. Even though stock repurchases are at their early stage in the Chinese stock market and the dominated way to buyback is through a negotiated repurchase agreement for non-floating shares, the power of signaling seems much stronger. Examining stock prices pre- and post-repurchase, we find that stock repurchase records an average abnormal return of 3.42% on the announcement date and 3.24% on the date of actual renurchase.     

Closing small open economy models

The small open economy model with incomplete asset markets features a steady-state that depends on initial conditions and equilibrium dynamics that possess a random walk component. A number of modifications to the standard model have been proposed to induce stationarity. This paper presents a quantitative comparison of these alternative approaches. Five different specifications are considered: (1) A model with an endogenous discount factor (Uzawa-type preferences); (2) a model with a debt-elastic interest-rate premium; (3) a model with convex portfolio adjustment costs; (4) a model with complete asset markets; and (5) a model without stationarity-inducing features. The main finding of the paper is that all models deliver virtually identical dynamics at business-cycle frequencies, as measured by unconditional second moments and impulse response functions. The only noticeable difference among the alternative specifications is that the complete-asset-market model induces smoother consumption dynamics.     

施工项目的成本控制--信誉付款

施工企业的资金大都匮乏，由此对施工项目的管理带来了一定的困堆，同时也带来了一定的风险，如何进行施工项目的成本管理，如何降低施工项目管理的风险一直是施工企业管理者关注的问题。     

推进西部大开发亟待全面深化对内开放

要实现西部大开发的伟大战略构想,改变西部经济落后面貌,缩小东西部差距最终实现西部地区的经济现代化,市场化和国际化,亟待全面深化对内开放,打破地区封锁,建立统一开放竞争有序的国内大市场,优化资源配置,调整产业结构,发挥区域优势,东西部进行合理分工,增强企业竞争力,使西部的发展融入全国全球的经济体系中.