基于全息系统下的营销的三种境界

基于全息系统的视角,提出营销学的三个层次：产品营销、品牌营销、文化营销。分别从营销的概念、消费者细分,以及营销战略与对策等几个方面对传统营销学体系提出质疑,并在总结创新的基础上构建全息系统下的营销学新体系。     

基于消费者导向的网络零售商营销对策研究

随着网络零售商的竞争日趋激烈,能否充分地分析和把握消费者的特点是其提升竞争力的重要前提。消费者的网络购物行为是在虚拟环境下进行的,因此在购买动机上与传统购物行为存在差异。网络零售商特有的、非商品本质的要素影响着消费者的购买决策与购买行为。本文在分析消费者网络购物动机与主要影响因素的基础上,提出了网络零售商的营销对策。     

A new perspective of BDA and information quality from final users of information: A multiple study approach

Although organizational factors related to big data analytics (BDA) and its performance have been studied extensively, the number of failed BDA projects continues to rise. The quality of BDA information is a commonly cited factor in explanations for such failures and could prove key to improving project performance. Using the resource-based view (RBV) lens, data analytics literature, business strategy control, and an empirical setup of two studies based on marketing and information technology managerial data, we draw on the dimensions of the balanced scorecard (BSC) as an integrating framework of BDA organizational factors. Specifically, we tested a model –from two different perspectives– that would explain information quality through analytical talent and organizations' data plan alignment. Results showed that both managers have a different understanding of what information quality is. The characteristics that make marketing a better informer of information quality are identified. In addition, hybrid (embedded) type analyst placements are seen to achieve better performance. Moreover, we add greater theoretical rigour by incorporating the moderating effect of the use of big data analytics in companies. Finally, the BSC provided a greater causal understanding of the resources and capabilities within a data strategy.     

营销能力对技术创新和市场绩效影响的关系研究——基于我国中小上市企业的实证研究

在营销能力与市场绩效的关系研究中,引入中介变量技术创新,从技术创新的视角出发,为技术创新构建3个维度,研究营销能力通过技术创新对市场绩效的影响作用,并对我国340家中小上市企业进行实证分析。研究结果表明,营销能力对于市场绩效有显著影响,同时,营销能力会通过企业技术创新的2个维度(研发投入和技术投入)对市场绩效产生显著影响,然而专利对二者关系的中介作用并不显著。研究结果丰富了企业对营销能力的认识,为企业的技术创新和以后的发展策略都有重要的实践指导意义。     

An efficient smart data mining framework based cloud internet of things for developing artificial intelligence of marketing information analysis

Because of the big volume of marketing data, a human analyst would be unable to uncover any useful information for marketing that could aid in the process of making decision. Smart Data Mining (SDM), which is considered an important field from Artificial Intelligence (AI) is completely assisting in the performance business management analytics and marketing information. In this study, most reliable six algorithms in SDM are applied; Naïve Bayes (NB), Logistic Regression (LR), Random Forest (RF), Support Vector Machine (SVM), ID3, and C4.5 on actual data of marketing for bank that taken from Cloud Internet of Thing (CIoT). The objectives of this study are to build an efficient framework to increase campaign of marketing for banks by identifying main characteristics that affect a success and to test the performance of CIoT and SDM algorithms. This study is expected to enhance the scientific contributions to investigating the marketing information capacities by integrating SDM with CIoT. The performances of SDM algorithms are calculated by eight measures; accuracy, balance accuracy, precision, mean absolute error, root mean absolute error, recall, F1- Score and running time. The experimental findings show that the proposed framework is successful, with higher accuracies and good performance. Results revealed that customer service & marketing tactics are essential for a Company’ success & survival. Also, the C4.5 has accomplished better achievement than the SVM, RF, LR, NB, & ID3. At the end, CIoT Platform was evaluated by response time, request rate & processing of bank data.     

“We power democracy”: Exploring the promises of the political data analytics industry

Data-driven campaigning has been in the spotlight over several years. Yet, we still have a limited understanding of political data analytics companies: how they envision data analytics and voter targeting, their role in electoral processes and what promises they make to their clients. This article focuses on the way in which such issues are conceived of in the marketing rhetoric of the political data analytics industry. Drawing on a sample of 19 political data analytics companies it systematically explores the ways in which data analytics is envisioned and marketed as a powerful tool in electoral processes, exposing a fundamental disconnect between scholarly discourse on the one hand – often critical of the claims of these companies about the efficacy of their methods – and a highly functionary data imaginary on the other hand, actively fostered by the political data-analytics industry and the media.     

竞争情报研究中的网络计量分析

网络计量分析利用网站流量数据进行资料使用和网络用户行为的研究,是进行市场营销研究的重要手段,也是情报研究人员的信息分析利器。     

服务企业的营销导向研究

分析了顾客的服务消费行为以及服务企业营销与有形产品营销的区别，提出了服务企业的关系营销导向及关系导向对相关利益者带来的效用进行了研究，提出了服务企业实施关系营销导向的策略与方法。     

旅游企业内部营销理论及其策略研究

内部营销是把人力资源和市场营销原理有机结合的新的营销哲学。在研究旅游企业开展内部营销的必要性的基础上,探讨旅游企业内部营销的理论框架,分析了旅游企业内部营销的实施策略。     

营销能力对领导者创新欲望的影响研究

摘要：企业领导者的创新欲望不仅受个人主观因素影响,也受各种客观因素影响。本文提出企业营销能力是影响企业领导者创新欲望客观因素的研究命题。通过建立对企业领导者创新欲望测量的“心理倾向”与“行为倾向”两个基本构面和测项,采用准随机区组经典实验设计的研究方法对命题进行研究检验。结论表明,企业的营销能力对企业领导者的创新欲望具有显著性正向影响。根据本研究结论,要想提高中国企业自主创新活跃度,就必须有效提高企业的营销能力。     

动态营销能力的层级地位及其演化研究

本文从企业动态能力观的视角,分析了动态营销能力的概念演进、在营销能力层级结构中的地位及其作用,并阐明了动态营销能力的演化过程。从而为动态能力与营销能力的整合研究提供了新的思路。     

服务业低碳营销创新方式与营销绩效关系研究

在文献综述的基础上将低碳营销创新划分为渐进式低碳营销创新、以技术为基础的变革型低碳营销创新、以市场为基础的变革型低碳营销创新三种低碳营销创新方式,并将服务/市场配适、服务传递品质和营销沟通效果作为中间变量构建了低碳营销创新方式与营销绩效的关系理论模型,以国内261家服务业企业为样本,对模型进行实证检验。研究发现:渐进式低碳营销创新对营销绩效的直接正向影响不显著,但可以通过服务传递品质和营销沟通效果对营销绩效施加间接正向影响;以技术为基础的变革型低碳营销创新对营销绩效的直接正向影响不显著,但可以通过服务/市场配适、服务传递品质和营销沟通效果对营销绩效施加间接正向影响;以市场为基础的变革型低碳营销创新对营销绩效有显著的直接正向影响。     

论开放式营销:高新技术市场的新营销模式

本文针对高新技术市场的特点 ,提出了开放式营销模式的概念。开放式营销的含义主要包括 :开放式产品或系统、开放式竞争、开放式合作和开放式交易。文章还讨论了高新技术企业实施开放式营销的原因和必要性 ,最后研究了开放式营销对企业带来的影响和挑战     

网络营销初探

分析区别于传统营销的网络营销概念、成功进行网络营销必须具备的硬软件环境,详细介绍目前网络营销的相关要素以及不同行业、不同产品进行网络营销的利弊,分步说明如何开展网络营销业务的具体方法与开展网络营销业务面临的困难。     

Big data-assisted social media analytics for business model for business decision making system competitive analysis

Business is based on manufacturing, purchasing, selling a product, and earning or making profits. Social media analytics collect and analyze data from various social networks such as Facebook, Instagram, and Twitter. Social media data analysis can help companies identify consumer desires and preferences, improve customer service and market analytics on social networks, and smarter product development and marketing investments. The business decision-making process is a step-by-step process that enables employees to resolve challenges by weighing evidence, evaluating possible solutions, and selecting a route. In this paper, Big Data-assisted Social Media Analytics for Business (BD-SMAB) Model increases awareness and affects decision-makers in marketing strategies. Companies can use big data analytics in many ways to enhance management. It can evaluate its competitors in real-time and change prices, make deals better than its competitors' sales, analyze competitors' unfavorable feedback and see if they can outperform that competitor. The proposed method examines social media analysis impacts on different areas such as real estate, organizations, and beauty trade fairs. This diversity of these companies shows the effects of social media and how positive decisions can be developed. Take better marketing decisions and develop a strategic approach. As a result, the BD-SMAB method enhance customer satisfaction and experience and develop brand awareness.     

营销新趋势：服务营销

创新是知识经济时代的显著的特征，而营销创新正是其中的一个方面，服务营销又是营销创新一个发展方向。着重论述了企业为什么要进行服务营销，怎样实施服务营销，以及服务营销会给企业带来哪些好处。     

国际市场营销课程实践性教学探索

文章通过对高职院校国际市场营销课程教学现状的分析,从"双师型"师资队伍培养、教学目标设计、教学方法改革、考核方式改变、模块化课程体系构建等方面提出了加强国际市场营销课程实践教学的有效途径。     

关系营销导向对营销创新的影响研究

本文构建了基于知识整合的关系营销导向和营销创新关系模型,并解释了关系营销导向各维度和关联市场在知识获取和整合基础上对营销创新的影响。研究结果表明,顾客、供应商、内部市场等关联市场是企业创新知识的重要来源;实施关系营销导向战略的企业运用信任、承诺、沟通和互惠等手段加强与各关联市场的联系,能帮助企业了解顾客,积极获取市场信息;企业通过知识整合对获取的顾客知识和市场信息进行有效的整理、加工,有助于营销创新的成功。     

基于“冰山理论”的市场营销专业人才潜能培养创新模式构建

市场营销专业人才培养的关键是核心能力体系的构建。文章基于"冰山理论"强调培养学生隐性能力的重要性。第一,以销售岗位工作能力需求为基础,构建营销职业人才核心能力体系;第二,在课程中加强营销专业核心能力的培养,挖掘学生的"隐性能力";第三,以保险业岗位需求调查为切入口,建立常态化的劳动力市场需求调查和评估机制。通过三个步骤的有机结合,挖掘学生潜在的隐性能力,为学生顺利就业及未来职业迁移和发展打下坚实基础。     

服务性全球营销战略前置因素的实证研究

摘要：鉴于以往全球营销理论研究的局限,本文将服务营销“7p”范式与全球营销战略基本观点相结合,富有创新性的构建了服务性全球营销战略二阶因子及其前置因素关系模型,并运用220家服务性跨国公司在中国分支机构的样本数据进行了实证检验,由此对服务性跨国公司在全球市场的营销活动布局和规划给出了相关管理建议。