我国商业银行私人银行业务的发展现状与对策

随着我国富裕阶层队伍的不断壮大,我国私人银行业务显示出巨大的市场潜力,中外银行因此展开了激烈的竞争。但是,我国商业银行发展私人银行业务也面临着诸多制约因素。因此,我国商业银行应在市场细分、产品的研发与创新、品牌建设、组织架构、专业人才的培养、外部环境建设等方面采取切实措施,以促进私人银行业务的发展     

品牌共同体:企业与消费者沟通的新方式

品牌共同体是国外兴起的一种新型的企业与顾客互动的方式。品牌共同体的构建有助于增加顾客的社交利益，对于顾客间互动以及体会品牌的内涵意义重大。本文通过介绍品牌共同体的定义、特征、意义，从而向企业提出创建品牌共同体的建议。     

THE LAST MILE: AN EXAMINATION OF EFFECTS OF ONLINE RETAIL DELIVERY STRATEGIES ON CONSUMERS

The Internet has increased the level of importance of the end‐consumer market to transportation carriers. In two between subject experiments, carrier disclosure on retail merchant websites is examined as a strategic differentiation strategy. Predictions are offered concerning effects of carrier disclosure strategies on product delivery‐related expectations, consumer attitudes, and intentions to purchase a product online. Results from Study 1 reveal significant differences between disclosure and nondisclosure of the carrier for numerous product delivery‐related variables, as well as many differences between the six carriers examined in this first study. Study 2 extends these findings by showing that providing consumers with a choice of carrier leads to increased levels of satisfaction with the online experience and greater willingness to buy, relative to nondisclosure and disclosure strategies.     

品牌经营:旅行社竞争之发展战略

品牌是旅行社竞争力的核心，而我国旅行社目前缺乏品牌经营意识和科学管理，且市场化进程缓慢。因而要通过建立现代企业制度、实行科学管理、提高员工素质等措施来加强旅行社的品牌经营，提高其竞争力。     

多元化企业品牌延伸的相关利益者组合比较研究

从多元化的角度来说，企业的品牌延伸行为就是一种新产品的推出模式。在相关多元化和非相关多元化模式下，企业通过品牌延伸推出新产品会形成不同的相关利益者组合。而现有产品市场企业、延伸产品市场企业、行业内潜在进入者和行业外潜在进入者是构成相关利益者组合的基本企业类型，其中的现有产品市场企业和延伸产品市场企业是延伸企业的现实利益相关者，其行为模式对延伸效果有重要影响。     

Involvement theory in constructing bloggers' intention to purchase travel products

Blogs recently have demonstrated their enormous marketing potential, and more and more travel advertisements are being posted in blogs. In light of this observation, this study aims to provide insights into the structural relationship among travel bloggers' involvement level, the advertising effect from blog messages, and travel bloggers' intention to purchase travel products. A travel blogger's purchase intention model was constructed and empirically tested. A total of 900 questionnaires were distributed to identified travel bloggers; 398 valid responses were returned. The data were examined with Structural Equation Modelling (SEM). The results demonstrated the positive impact resulting from the ad effect as well as the ad effect on purchase intention, which could be verified in travel blog environments. It also indicated that high-involvement travel bloggers are more likely to form favourable impressions with regard to ads in travel blogs. Travel blogs play a positive role in the processing of ad messages; brand management is essential to business marketers since brand attitude is the most influential factor related to the ad effect on purchase intention. Meanwhile, while ad attitude is not significantly effective concerning purchase intention, it remains essential in forming brand attitudes. Several implications for posting advertisements in travel blogs will be discussed and suggested in this paper.     

Organization,technology and management innovations through acquisition in China’s pork value chains: The case of the Smithfield acquisition by Shuanghui

This paper reviews the changes in Shuanghui’s operations after the Smithfield acquisition as well as transformations in China’s pork industries. As income grows and diets change, there has been an increasing demand for high-quality pork and more processed pork products. However, China’s swine and pork industries are still at an early stage of development as evidenced by the low market concentration, intensive use of labour, a proliferation of intermediaries, and low levels of technology. Bounded by the established consumer preferences for freshness and the status quo in the midstream and upstream segments, Shuanghui is in a slow process of upgrading its domestic operations with Smithfield’s leading brands, import of chilled and frozen pork, advanced technologies, and the vertically integrated business model after this acquisition. In particular, it remains unclear whether Shuanghui can follow Smithfield’s experience to establish stable and safe hog supplies by multiplying self-owned hog farms, maintain and expand its current contracts with large-scale commercial hog farms, or rely more on global sourcing of pork primarily from the U.S.     

论“品牌即关系”——关系生态下的品牌新构建

本文首先对品牌和关系这两个元概念进行演绎,提出“品牌即关系”的论断。并从社会学和公共关系学的角度切入,结合蒙牛和耐克的实例,证明了该论断提出的必要性和正确性;并在“品牌即关系”的论断下,重新挖掘和认识品牌的新涵义——品牌的内在运营机理和外在运行状态,为各社会组织制胜于品牌竞争环境之中提供了一条新的思路。     

Brand experience as a moderator of the negative impact of promotions

While price promotions are generally believed to have a positive impact on immediate sales, their effects on attitude towards repurchase, quality perceptions, and repurchase are far less clear. We present a study that tests the effect of brand experience in moderating the negative impact of promotions. The results of the laboratory study indicate that the negative impact of a discount on perceptions of quality and subsequent intent to purchase at full price is eliminated among those who had tried the brand. The moderation of the negative impact of promotions has not been previously shown to occur despite its prediction by a variety of behavioral theories.     

Investigating the recall inhibition effect: A test of practical considerations

Alba and Chattopadhyay (1985, 1986) have demonstrated that having consumers think about a familiar brand can interfere with the retrieval of competitive brand names, including those that might otherwise be considered for purchase. However, their research is silent about two issues of pragmatic importance. First, is it possible to inhibit retrieval of the consumer's preferred brand? Second, can an unfamiliar brand evoke recall inhibition? Our findings indicate that recall inhibition does not extend to the preferred brand. Our findings further suggest that recall inhibition can be induced by cueing consumers with an unfamiliar brand name, but that such inhibition is less pervasive than evoked by a highly familiar brand name.