International retailer Carrefour ranking the second in the whole world claimed to withdraw from Korean market in 2006, while Britain's largest retailer Tesco is currently the only multinational retailer who runs successfully in Korea. This thesis compares the different localization strategies of these two retailers in Korean market from the aspects of the brand culture, the operation model, the marketing technique and the human resource and operation management. Finally, the thesis reaches some experience and enlightenment deserved to be learnt from by Chinese retail enterprises, which focus on meeting the needs of ordinary consumers, resolving culture conflicts and making it possible for companies to capture the international market in terms of joint venture or cooperative enterprise.
老工业基地振兴是当前中国经济社会和谐发展的重要内容。产业集群是有效推动老工业基地经济发展的产业政策方向。本文以一汽集团从"福特制"到"丰田制"的变革过程为典型案例进行实证研究,解析长春汽车产业的集群创新中所采用的制度创新和组织创新两种途径,以期对东北老工业基地的产业集群发展给予借鉴和指导。
本文以中国情境下的顾客为调查对象,分析了顾客参与新产品开发活动对他们从功能属性角度考虑购买该产品意愿的影响,并考察了三种沟通形式的调节作用。研究表明,顾客参与企业新产品开发对其购买产品功能原因的正向影响显著,风险沟通会对这种影响关系产生正向调节作用,技术信息沟通与商业信息沟通的调节作用不显著。
Since American scholar Joseph Pine and James H.Gilmore's Experience Economy and Dr.Bernd H.Schmitt's Experiential Marketing published,experience marketing as a new marketing idea in all walks of life began to be used in practice but many problems still need to be discussed in theory.Analysis of experience marketing factor from the angle of customer delivered value is helpful to theory,cognition and practice of experience marketing.
本文首先对战略联盟理论进行了综述,然后阐述了在不断变化的外部竞争环境之下,战略联盟理论对于企业营销的影响,并通过实际的案例进行了分析,最后指出了战略联盟理论发展的趋势。
随着市场的成熟和竞争的加剧,培养品牌忠诚度已成为企业市场营销的重要内容,而作为社会转型期产物的80后一代逐渐成为服装消费的主力军。本文将80后服装消费特点同品牌忠诚度的研究联系起来,实证分析80后消费者服装品牌忠诚度现状及其对企业的启示。
近年来,由于社会对商业伦理等道德因素日趋重视,品牌声誉开始成为企业关注的重点问题。品牌声誉水平影响品牌形象以及品牌价值。当品牌声誉降低到一定程度时,可能引致进一步的品牌危机的爆发。文章对声誉及品牌危机管理理论进行了回顾总结,提出了品牌声誉危机的研究框架并进行了简单评论。
农产品营销渠道问题是农产品营销研究的重要问题。绿色营销能否成功实施,很大程度上取决于绿色营销渠道是否健全。本文立足海南热带农产品营销实情,阐述热带农产品绿色营销及其绿色营销渠道的含义,分析海南热带农产品绿色营销渠道的现状及存在问题,提出构建海南热带农产品绿色营销渠道的发展对策。
本文将顾客忠诚界定为顾客与企业之间密切关系的一种形式,并根据依据顾客满意理论、关系营销理论以及公平性理论提出一个基于价值形式的顾客忠诚动态形成阶段模型。这对企业制定营销策略、培育"真正的顾客忠诚"具有一定的现实意义。
国内外学者对品牌资产的相关研究逐渐向纵深化和整合化方向发展。本文将当前品牌资产领域内的主要研究归纳为三个方向:一是在基于消费者的品牌资产框架中继续深化;二是对原有的不同视角研究进行整合;三是研究范式的创新。文章最后探讨了品牌资产的认知范式和关系范式之间的差异,同时分析了品牌资产关系范式应用的局限性。
由中国市场学会和南京财经大学共同举办的"中国改革开放30年市场、流通、营销高层论坛",于2008年12月6日在南京财经大学成功召开。本次论坛从"市场、流通和营销"的发展角度探讨了改革开放30年来,我国市场与流通体系的建设完善、分工深化与贸易理论发展,以及市场、流通和营销领域的理论创新与规
城市在现代经济发展中占据了越来越重要的地位,本文在阐述城市发展过程的基础上从规范和实证两方面具体分析了流通产业在城市化进程中的作用,通过建立模型和格兰杰检验得出流通产业对城市化水平具有明显的正向促进作用,但城市化水平却不能成为流通产业变化的影响因素的基本结论,因此在中国的城市化进程中应该认识并大力发挥到流通产业的积极作用.
The conflict between graduates and employment does not involve supply and demand,it demonstrates a deeper contradiction.The paper aims to explore and demonstrates law of education and law of talents growth in practice.
The author believes that, the non-public enterprises has experienced more than ten years of brand cultivation, and great achievement has been scored in terms of brand reputation. But we have not yet achieved the fundamental goal in terms of cost and input-output coefficients. In the new phase of market development, the non-public enterprises in Fujian should not adopt the primary and the low level of brand cultivation mode. To cultivate brand with sustainable competitiveness and high value, these enterprises should obey the basic rules of brand cultivation, systematically implement appropriate brand strategies.
2010 Shanghai World Expo will bring the extraordinary scale of tourism flow,within six months is expected to reach 70 million people,and the daily demand for beds will be about 600,000,this will make a new requirements of Shanghai hotel industry reception capacity.Solve the shortage of rooms during the World Expo become the focus of Shanghai Expo reception work.The article put forward various response measures,From government control,supporting industry,the hotel management adjustments itself and other response will be discussed on the analysis.
本文提出了基于任务导向的教学改革方法,并运用于市场营销专业的教学实践,成效显著。这对于我国高职院校专业教学改革与创新有现实的借鉴意义。
客户关系管理(CRM)是企业提高客户满意程度,从而加强竞争优势的重要手段,是企业管理理论和运作实践的结合。本文在回顾客户关系管理理论研究与实践应用同步发展的基础上,提出了客户关系管理理论与实践发展的机理,揭示了发展与实践存在差距及其原因,并展望了客户关系管理未来的发展前景。
交叉销售作为一种高效营销方式逐渐引起人们的重视,但现有的交叉销售研究均是从企业角度出发,缺乏对顾客交叉购买行为的理解。而顾客交叉购买不同于重复购买,是一个更加复杂的决策过程,企业要想取得交叉销售的成功,必须对顾客的交叉购买行为及其影响因素有深入的了解。因此本文探讨顾客的交叉购买行为与重复购买的区别,关于重复购买的研究成果能否应用到顾客的交叉购买行为,以及顾客的交叉购买行为带给企业交叉销售管理的一些启示。
The traditional theory of supply and demand in the western economics can no longer explain the consumer phenomenon of some top grade luxuries: ″the more expensive,the more popular″.The new combined supply and demand curve is divided into two parts.The part below the ″price trigger points″ follows the traditional law of the movement of the supply and demand curve,while the part above the point follows a new law of movement,that is,″the higher the price,the stronger the demand,and the weaker the supply″.The phenomenon that higher prices result in stronger demand happens because the additional utilities besides the general utilities are playing a leading role in people's consumption behaviors;and higher prices reduces the supply is because of higher entry barriers and initiative limitation in production by some enterprises that have already entered the market.This theory can explain the ″unusual″ consumption phenomenon in the top grade market.
