基于情感型消费群的ITMC营销沙盘价格策略探讨

在ITMC市场营销沙盘的六类零售消费群体中,情感型消费群体的交易条件相对独立,这有利于企业掌握定价主动权.文章在分析情感型群体交易条件的基础上,探讨了针对这一消费群体的定价模型,明确了价格的计算方法,并将该定价策略延伸至理智型和习惯型消费群体,有助于沙盘经营者进行价格决策.     

Advertise with Confidence: Evaluating Advertising Assessment in Light of Business Best Practices

Academic libraries are facing increasing pressure to prove their value in the face of outdated public perceptions, financial challenges, and competition from other information providers. They are investing time, energy, and money to advertise their resources and services in a variety of ways. Despite these efforts, few libraries know whether these investments are meeting their objectives. Academic libraries should follow the advertising assessment practices used by businesses today to assess the cost, interaction, and outcomes of their advertising to determine its effectiveness. These guidelines provide necessary structure that will benefit library advertising efforts and marketing as a whole.     

Addressing Library Anxiety (LA) in student nurses: a study in an NHS Foundation Trust Hospital library and information service

Library anxiety is a concept which has been recognised in academic library circles since the early 1990s. It can result in students actively avoiding the library for the duration of their studies. Madeleine Still is Trust Librarian at North Tees & Hartlepool NHS Foundation Trust and while studying for an MSc, recognised that some student nurses were exhibiting signs of library anxiety. She decided to make it the focus of her MSc dissertation, and this article discusses her research project as well as highlighting the measures she has taken to address the issues she uncovered. Madeleine graduated in July 2013 with an MSc in Information & Library Studies from Robert Gordon University. AM     

Sport and social media research: A review

The emergence of social media has profoundly impacted the delivery and consumption of sport. In the current review we analysed the existing body of knowledge of social media in the field of sport management from a service-dominant logic perspective, with an emphasis on relationship marketing. We reviewed 70 journal articles published in English-language sport management journals, which investigated new media technologies facilitating interactivity and co-creation that allow for the development and sharing of user-generated content among and between brands and individuals (i.e., social media). Three categories of social media research were identified: strategic, operational, and user-focussed. The findings of the review demonstrate that social media research in sport management aligns with service-dominant logic and illustrates the role of social media in cultivating relationships among and between brands and individuals. Interaction and engagement play a crucial role in cultivating these relationships. Discussion of each category, opportunities for future research as well as suggestions for theoretical approaches, research design and context are advanced.     

Standing Out from the Crowd: Imaging Baseball Fans through Sculpture

Sculptures of athletes that immortalize heroic feats have long been part of the sporting world. More recently, statues of sports fans have appeared, particularly at baseball stadiums across North America. Whilst athlete statues usually represent specific subjects, fan statues typically depict anonymous figures, giving commissioners and sculptors broader license to incorporate particular ideals. This paper investigates how the fan statuary's form reflects commissioners' motivations, values, and views of fandom, and whether fan statues promote a preferred (but often imaginary) narrative regarding the fan experience. A tripartite fan statue design typology is proposed: hero worship, family experiences, and the crowd. By examining an example of each type, with context provided by a unique database of baseball statuary, the fan statuary's predominant themes and tensions are illustrated. Fan statues are concentrated at Minor League ballparks, and all feature children. The majority are alloys of both real and imagined components of the idealized fan experience of the baseball organization's ‘ideal fan’, projecting inclusive, family-friendly, and timeless game day experiences, and evoking nostalgia for childhood. Crowd-type statues offer a more free-spirited and spontaneous aesthetic, with the crowd creating and becoming part of the spectacle – a reality that sports organizations may be less comfortable with.     

黄山市体育旅游市场细分与营销策略

体育旅游作为一种消遣娱乐的方式,越来越受到大众的喜爱,以此为契机发展黄山的旅游市场显得尤为重要。采取文献资料、实地考察、数理统计等研究方法,对黄山市体育旅游市场进行深入地调研,并根据黄山市体育旅游人口特征、地理特征、人群心理特点、人群行为因素对其体育旅游市场进行细分,结合细分结果提出了适合其长久发展的营销策略：推广冰雪体育旅游、文化体育旅游,针对不同消费人群制定适宜的旅游价格,建立多渠道销售模式等,以期为黄山市旅游市场的实际拓展提供建设性参考。     

与市场营销相适应的广告设计与教学探索

市场营销策略对广告设计起着决定的作用,因此广告设计必须在营销策划的指导下开展工作。同时我们的广告设计教学必须引入市场营销方面的知识,这样才能更科学地、更全面地实施广告设计教学。目前我国艺术院校的广告设计教学课程应在这方面加强探索,从当前广告设计专业课程设置入手,探讨市场营销理论下广告设计的作用和广告设计课程的设置。     

图书馆内容营销的实践特征与发展策略

图书馆内容营销经历起步和发展两个阶段后,呈现出立足用户需求、鼓励用户参与、拓宽推广渠道、强化技术应用等典型特征,未来可从构建完善的内容营销机制、推进与用户持续而深度的沟通、灵活运用故事技巧与交互方式、打造图书馆品牌IP以沉淀用户等方面强化图书馆内容营销。     

高职市场营销专业学生软性职业能力的培养

软性职业能力与硬性职业能力相对,涵盖沟通力、执行力、学习力和意志力等范畴。对高职市场营销专业的学生来说,软性职业能力直接影响其未来从事营销工作的效率,进而影响其职业的发展。为提高软性职业能力培养的有效性,高职市场营销专业应当不断完善培养途径。     

浅谈OTO商业模式下传统企业营销策略创新

近两年来"OTO"这种全新的商业模式正迅速被国内众多传统企业所熟悉,不少传统企业欲借助OTO模式寻求新的增长点和发展的空间,但是对多数传统企业而言,OTO模式运作过程中面临诸多需进一步探讨的问题,这也使传统企业选择这种全新的商业模式时非常谨慎。不过作为电子商务领域主导未来的商业模式,传统企业选择OTO模式也是大势所趋。企业应该根据自身特点在OTO背景下整合线上线下资源,关注消费者个性化需求,通过营销策略创新打造企业核心竞争优势。