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.     

Targeted saving by renters for housing purchase in Japan

This paper examines the extent to which wealth accumulation for housing purchase increases household savings and suppresses consumption. The study employs an estimation method based on simultaneous equations with limited dependent variables developed by Nelson and Olson to examine the relationship between wealth accumulation and housing purchase plans, using data relating to young Japanese renters. The estimation results provide evidence that young Japanese households severely reduce their consumption by around 30–40 percent.     

Comparing the impacts of Internet technology and national culture on online usage and purchase from a four-country perspective

The Internet has successfully generated an ever-expanding cohort of users for all its major concomitant activities, including information gathering, communications and transactions. So far no attempt has been made to validate whether such a success is so deep as to transcend national cultures. Nor any work has been conducted to compare the internationalisation¹ performances between online usage activities. The current study addresses these two research gaps from the perspective of four countries, i.e. Britain, Germany, Japan and Taiwan. Results show that although the technological forces have been quite successful in internationalising overall online usage activities, they succumb to the cultural forces as far as only the transactions activity, or more colloquially online purchase, is concerned. This indicates the relative difficulty in internationalising online purchase vis-à-vis other online usage activities. Further research on locating a series of step functions or kick-off time points regarding the development of online purchase is suggested.     

供应链集成下的企业采购管理

供应链集成下的采购管理是供应链管理的重要内容之一，基于供应链的采购管理模型利用现代信息技术的成果解决了供应链中核心企业与供应商之间的联系问题。供应链集成下的企业采购管理策略从本质上讲是一种理念，旨在提高采购管理的效率，降低企业采购的成本，建立新的供需合作模式。     

如何建立有效的物资供应体系

物资供应是环环相扣的紧密闭合链，任何一个环节出问题．都会使这条连续的链断裂。因此，建立一套行之有效的物资供应体系以保障物资的正常流动对于企业的正常经营而言至关重要。本文按照一般物资供应的流程，分别从物资采购，物流管理，库存管理，供应体系评价四个部分来论述如何建立一套行之有效的体系以保障物资的正常供应，并对我国企业的物流管理提出若干建议。     

消费者与组织购买行为的比较研究

消费者购买行为是消费者为满足个人或家庭生活需要而发生的购买商品的决策或行动，组织购买行为是组织与组织之间的营销活动。组织购买与消费者购买有着较大的差异，因规模远比后者大而对市场经济的作用巨大，在市场营销理论中也占看重要的地位。对消费者与组织购买行为进行比较研究，对组织购买决策模型加以对比分析，有助于更好地理解组织购买活动与购买决策过程。     

网上自主学习在高校教学改革中应用研究

网上自主学习模式是高校教学改革的有效方式之一，对网上自主学习的方式、效果、利弊及适用人群进行探讨。以科技论文写作知识的学习为例，建立网上自主学习的平台，制作专题学习网站，在石家庄铁道学院的研究生中进行试验教学，对网上自主学习模式的学习效果和认可程度进行分析，得出结论：网上自主学习是可行的，必要的，有助于提高学生自主学习能力，适用于大学高年级及研究生等自控能力和自学能力强的群体，应有针对性地积极落实实施，取得满意的教学效果。     

规范政府采购专家评审机制 完善市场经济体制

本文从政府支出的角度,分析了政府采购制度在健全我国社会主义市场经济体制中的作用,并阐明依法规范政府采购专家评审机制,充分发挥政府采购评审专家作用,是实现我国《政府采购法》的关键。     

A video game to supplement a hybrid principles of microeconomics course

In this article, the author describes the structure and content of a video game that she developed for a hybrid principles of microeconomics course that consists of two 50-minute lectures and a 50-minute online portion per week. The game comprises seven modules, each of which was assigned to be played during the course of the semester for the online portion of the class. The concepts covered in the game include the circular flow model, demand and supply, externalities, comparative advantage, types of market structure, sunk costs, and game theory, and the article explains in detail how the gameplay was related to these concepts. The game can be downloaded for either Windows or Mac computers, or played online at https://sites.google.com/site/gamesforecon/.