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.     

小学语文阅读教学“标准”与“多元”探究

本文概述了"多元解读"的产生及其必要性,以及在实施过程中,如何避免对"多元解读"的过分追求所导致的语文阅读教学的一些误区。同时,本文对"多元解读"的现状加以分析并提出了一些解决问题的策略。     

试论高校学报的变革与编辑素质

高校学报作为学术交流、技术推广、信息服务的渠道，对推动我国教育事业及学术事业的发展起到了不可低估的作用。但随着市经济体制的逐步建立及各级高校的全方位变革，高校学报也面临着除弊革新的现实，其中，正确定位、办出特色及改变传统办刊模式中存在的弊端应成为高校学报变革的两个重要方面。同时，高校学报的变革对作为学报主体的编辑素质也提出了全新的要求。     

The moderating role of cultural orientation in explaining temporal orientation of self-referencing

A psychological process called self-referencing justifies the use of ‘you’ statements in advertisements; the more an individual relates an ad to him/herself, the greater the likelihood of recall and favorable evaluation. Self-referencing can be differentiated based on the temporal dimension of the self being activated while processing advertisements: when people remember themselves in the past they engage in retrospective self-referencing whereas they engage in anticipatory self-referencing when imagining themselves in the future. The current study examined the moderating role of consumers’ cultural background (i.e. long-term vs. short-term orientation) on the effects of temporal orientation of self-referencing. A corollary of this premise is that the match between cultural time orientation and the type of self-referencing activated by an ad will increase the extent of viewers’ self-referencing as well as advertising effectiveness. Further, this study confirmed a mediating role of self-referencing in explaining the match effects. The findings inform the extant literature on self-referencing and also provide managerial implications for international advertising practitioners.     

探索高校科技期刊出版模式的改革措施

在介绍了当前国际上科技期刊主流出版模式以及跨国化、集团化、规模化的发展趋势的基础上,对我国高校科技期刊的出版模式进行了探索和研究,分析其体制机制、运营方式及各模式优缺点,并对高校科技期刊的发展定位以及集约化改革措施提出了一些建议,为促进我国高校科技期刊整合资源、做大做强提供参考.     

再论现代教育中人的全面发展问题

教育是一种社会现象,人是教育的对象。人的发展则反作用于社会与教育,最终必将起到推动社会与人的和谐一致。而人的全面自由发展也体现着教育的主导作用与受教育者的主动性与创造性。因此,使受教育者充分自由发展是现代教育者的不可推卸的责任。     

当代大学生的政治心理特征及教育途径

当代大学生是祖国的未来，民族的希望，是国家的宝贵财富，他们的政治心理素质如何，直接影响着他们的政治取向，而他们的政治取向是否和我国社会主义建设所要求的政治方向相一致，是关系到社会主义建设大业是否后继有人的大问题。文章分析了当代大学生的政治心理特征和产生的原因，提出了要加强政治引导、发挥大学生的自我教育作用、进行政治心理的有效调适、激发政治参与、对大众传媒和现代信息网络的科学利用等教育途径。     

电视公益广告的价值取向与编辑风格

电视公益广告是一种特殊的电视传播形式，它发挥着重要的社会传播与教育功能，展现出独特的价值取向，而电视公益广告因编辑风格的不同在电视传播中呈现出不同的形态和效果。     

Modem拨号上网的连接过程分析和协议及报文详释

本文对使用Modem拨号上冈的连接过程及所用协议作了详细的阐述，并以通过联通171拨号上网访问网站Http://www.google.com/为例对报文进行了深入的分析．     

高校办高水平运动队发展定位的思考

运用文献资料、专家访谈、实地调查等研究方法,通过对高校高水平运动队发展现状的基本判断进行分析,找出目前存在的主要问题,探索适合我国高校办高水平运动队的发展定位,为我国高校高水平运动队建设的可持续发展提供参考依据。