中小企业如何开展网络营销

我国的中小企业数量庞大,竞争激烈,不但面临着融资难的问题,而且营销资源也极其匮乏。中小企业通过开展网络营销可以增强成本竞争优势,提升企业形象,对企业经营活动具有很强的现实意义。     

图书馆“短视频+”服务现状及发展策略研究

新媒体时代,图书馆“短视频+”服务可以满足读者碎片化学习需求,对其现状及发展策略的研究有利于提升图书馆服务推广效果。论文以抖音、B站、微博视频号、微信视频号为研究对象,调查我国省级公共图书馆和高校图书馆“短视频+”服务的现状,通过对比粉丝数、获赞量、作品数量及内容特点,揭示“短视频+”服务的不足之处,提出了从管理规范、功能定位、平台特色、营销理论、服务模式五个方面提升图书馆“短视频+”服务的发展策略。     

基于知识的智能营销系统构建*

在对国内外学者关于智能营销系统研究现状分析的基础上,提出基于知识的智能营销系统框架。系统框架包括数据库、知识库、模型库与用户界面4部分。分析数据库的内容与知识库中规则库与推理机的协同作用,并运用三层BP人工神经元网络模型构建系统的模型库,用于销售的预测分析。最后,演示系统的应用效果。     

图书馆国际化的内涵、动因及对我国的启示

纵观全球图书馆事业的发展趋势，图书馆国际化不仅是图书馆的重要理念，而且已成为世界图书馆的具体实践。经济全球化、高新技术手段、世界政治现状、图书馆联盟、国际图联的推动、信息社会的需求和图书馆的自身发展是推动图书馆国际化的重要因素。     

An impulse to exploit: the behavioral turn in data-driven marketing

Industry advocates argue that by tailoring services and commercial solicitations to match media users’ personal interests, data-driven marketing benefits both consumers and businesses. This article shows, however, that advertisers and marketers who are taking up ideas and techniques from behavioral economics tell their clients a very different story about the aims and use of digital marketing and consumer surveillance. Listening in on this discourse demonstrates that some digital marketers conceptualize their own practices as forms of social control, appropriating concepts from behavioral economics to identify consumers’ cognitive and affective biases and target their vulnerabilities. Behavioral economics recognizes that economic decisions are not simply dictated by rational self-interest; rather, such choices depend on cognitive heuristics and habits, and can be manipulated through the design of “choice architecture.” This article discusses implications of the behavioral turn in data-driven marketing for critical advertising scholars, public advocates, and regulators.     

Segmenting the audience of a cause-related marketing viral campaign

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.     

Export market orientation behavior of universities: the British scenario

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey methods. A sample of British universities was studied and partial least-squares analysis was performed. The findings indicate that four export higher education-specific variables are important drivers of EMO in universities. The paper also confirms EMO's direct effects on university export performance and its indirect effects mediated through university international reputation. In light of these findings, a number of implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it enriches the export marketing literature by examining EMO in a service setting and it adds to the EMO–export performance relationship by examining the mediating role of international reputation. The findings are limited to British universities. Therefore, they may not be generalizable to other geographical areas. In addition, the results of this study were obtained from a small sample size and generalization of the findings to other higher education institutions should be made with caution.     

模块化生产网络背景下的劳资关系研究

模块化生产网络是20世纪80年代以来,跨国公司为了实现弹性生产而组织的全球分工体系。模块化分工促使供应商分化为一级供应商和底层供应商,劳动力分化为核心劳动力和边缘劳动力。劳动力的分化与资本权力的集中造成资强劳弱格局的复辟,从而导致工会力量的衰退和收入差距的扩大。中国在融入全球分工体系的过程中,不可避免地受到全球资强劳弱格局复辟的影响。正确认识这一影响,对于调整国内劳资关系具有重要的意义。     

刍议“大西柏坡”的红色旅游市场营销策略

通过从产品、定位、价格、宣传四个方面分析西柏坡的红色旅游市场营销中存在的问题,找到制约西柏坡发展的瓶颈,从营销的角度为河北省的大西柏坡旅游项目的开发运作出谋划策。     

Setting the future of digital and social media marketing research: Perspectives and research propositions

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.