A model of tourism advertising effects

This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format.     

中国当代消费形态下的广告理论述评

中国用几十年走完了西方发达国家一个世纪的经济发展历程，各种理论在中国广告市场得到广泛实践。这些广告理论与消费形态是否契舍，决定了广告理论能否正确地指导实践、引导消费。中国当代消费形态是以消费者为中心，并呈现出许多中国特色，因此，必须进一步完善和发展广告理论以适应新消费形态。     

康佳T2988彩电电源保护电路工作原理分析

为提高彩电的安全性能,保护电路在大屏幕彩电中得到广泛应用。本文分析了康佳 T2988型画中画大屏幕彩电电源保护电路的保护模式和工作原理。     

商业银行流动性过剩问题的再认识

最近,学术界对商业银行流动性问题议论颇多,议论的焦点是银行的流动性过剩及由此引发的种种后果.本文基于既往研究中值得深思的四个问题,从商业银行超额储备构成出发对流动性过剩的内涵、判断标准及影响因素进行界定,以商业银行保持流动性成因的微观视角管窥我国商业银行流动性过剩问题.在此基础上,本文认为商业银行流动性过剩问题的解决与资本市场的发展并无必然的直接联系,并针对流动性过剩问题的不同形成原因提出了相应的几点看法.     

我国煤炭产业过度竞争原因及对策

目前我国煤炭产业低级低效、高度分散的竞争型市场结构,即理论上称的“原子型”结构,是造成我国煤炭产业过度竞争的原因。煤炭过度竞争使我国煤炭资源浪费、资源价格扭曲、部分国有企业亏损严重和煤炭行业效益持续低下,解决我国煤炭过度竞争必须通过提高产业进入门槛,降低产业退出门槛,提高煤炭产业的集中度,实施大型煤炭企业集团战略并对此给予必要的政策扶持。     

Is globalization a road to duopoly?

In global markets, the market shares of the two or three biggest firms sum up more than 90 percent and firms do marketing efforts. However, the classical neo-walrasiano theoretical framework only is able to justify these stylized facts with particular firms’ cost structures, being one reason the presumption that there are no information costs. Towards the rationalization of those stylized facts, I study the evolution of the market structure in a model of price advertising with a variable that controls the degree of openness of regional markets. The main result of the model is that in equilibrium the structure of a global market is the duopoly.     

社会资本与超额在职消费：激浊扬清还是推波助澜

作为企业治理的重要问题之一,代理成本诱发超额在职消费引起各界广泛关注。文章以2007—2019年A股上市公司为初始样本,考察我国各省(自治区、直辖市)社会资本水平差异对超额在职消费的影响。研究表明,社会资本显著提高了超额在职消费,起到推波助澜的负面效用;进一步研究表明,公司治理水平维度上通过提高机构投资持股比例、短期债务融资比例及扩大独立董事比例和监事会规模均能抑制社会资本加剧超额在职消费的负面效用,公司治理环境维度上通过强化企业内部治理环境、加快市场化进程亦能削弱社会资本对超额在职消费的"推波助澜"。以上结论为社会资本利弊之争提供有益补充,亦凸显非正式制度与正式制度的治理替代效应,同时为企业完善内部治理水平及政府优化制度环境与规则治理以抑制社会资本负面效用提供一定借鉴。     

商务英语广告中模糊性语言积极创意及汉译对策

商务英语广告的语言模糊性处理是一种语言挑战,但这种语言运用及其跨语言转换时的积极歧义层面,也为商务英语广告制作及其汉译提供了创意空间。尤其是在修辞格使用与翻译操作中,更应该有意利用这种语言模糊特性的积极面,以追求生动、形象、动感的艺术效果。本文从模糊性语言理论着手,对商务英语广告的修辞格现象进行了分析和论述,并提出了相应的汉译策略。     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

Predicting Consumer Avoidance of Native Advertising on Social Networking Sites: A Survey of Facebook Users

Abstract

As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined antecedents of avoidance of native advertising on SNSs and the moderating role of consumer skepticism toward native advertising. Our findings suggest perceived intrusiveness and perceived informative and entertainment advertising value as major antecedents of consumer advertising avoidance. Additionally, the number of brands that consumers are following on SNSs and negative communication among peers on SNSs were found to be factors affecting native advertising avoidance. Finally, consumer skepticism toward native advertising was found to be an important moderating variable in the mechanism of advertising avoidance on SNSs.