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。     

我国公共图书馆国家政策重要思想演变研究:以重要政策文件为中心

公共图书馆的兴起与发展离不开政策的推动。文章以重要公共图书馆国家政策的文本为基础,采用历史研究法和文本分析法,将我国当代公共图书馆国家政策重要思想发展历史划分为3个阶段:萌芽时期(1949-1980)、深化时期(1980-2006)、高潮时期(2006-)。在此基础上梳理各时期政策的重要思想,并从内部和外部角度分析引起政策思想变迁的原因,最后从基本性质、主要功能、建设模式、核心价值维度总结我国公共图书馆国家政策思想的演变走向。     

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。     

关于中小型公共图书馆生存与发展的思考

文章分析了中小型公共图书馆面临的生存状况，提出了生存与发展的应对措施，尤其是应走联合、共享的发展之路。     

我国气候资源管理的原则与政策研究

初步提出加强我国气候资源管理的指导思想，重点探讨加强气候资源管理应遵循的基本原则，并在深入研究的基础上，提出通过法律制约、政策引导和道德规范等多种手段，加强和改善我国气候资源管理的综合措施。     

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.     

广西北部湾经济区财税政策效应的实证研究

通过分析广西北部湾经济区2000-2012年的统计数据,采用IS-LM模型对北部湾经济区的财税政策效应进行实证分析,发现存在财税政策较为固定单一等问题,应继续加强经济区政府部门体制改革及创新;继续加大对北部湾经济区的转移支付力度;积极推动适当调整税收制度的相关工作。     

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.