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。     

略论推进城市社区图书馆建设

我国社区图书馆的建立和发展积累的经验为可持续发展奠定了坚实基础。社区图书馆应定位在为构建知识学习型社会服务。     

Museums at the crossroad: Contributing to dialogue, curiosity and wonder in natural history museums

The first natural history collections opened to the public were inspired by a sense of curiosity and wonder about the products of nature. They were ‘cabinets of curiosities’ that offered a first-hand interaction between owner and visitors. Nowadays, these two facets of the museum experience—dialogue and wonder—have been lost, in part, due to the information overload coming via the media and the impersonal nature of the museum visit. This paper offers some reflections on the evolution of the museum visit, suggests some ways to rediscover this ‘sense of wonder’ and provides ideas on how to promote two-way communication with museum visitors. Two examples of exhibitions are offered as illustrations of the points discussed.     

Methods for studying family visitors in art museums: A cross-disciplinary review of current research

This paper examines current trends in family studies research, details the methodological and topical perspectives that are emerging, and reflects on how these findings could be integrated to provide a more coherent approach to researching the leisure, learning and recreational aspects of family visitors to art museums. Research findings from disciplines such as sociology, ethnography, education, design and marketing are of interest to the field of visitor studies, and this paper contributes to the wider research agenda by providing an overview of family research methods from a range of other disciplines, as well as those used within visitor studies.Over the last decade, there has been a growth of research in family learning in science museums, leading to an emerging disciplinary matrix, whilst many aspects of family visits to art museums remain relatively unexplored. The paper discusses the problems of gathering meaningful data from adults and children in family groups, and concludes by suggesting that a challenge for art museums is to learn from what is happening in other areas of cultural research into families, and to develop a framework for research which builds on the methodological strengths and practical experience of robust studies.     

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.     

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。     

面向新生的“微视频+代入式体验”信息素养教育研究

[目的/意义]基于建构主义学习理论，借鉴翻转课堂先进理念，以提高个人信息素养能力的初学者为主要教育研究对象，调研分析其个性特征、信息行为和教育方式偏好。[方法/过程]通过调研分析，总结教育方式与学生需求之间的矛盾成因，提出面向新生的"微视频+代入式体验"信息素养教育创新模式，着重分析模式特点、构建策略和实施方案，并提出可行性组织策略。[结果/结论]"微视频+代入式体验"信息素养教育新模式，综合运用微视频所特有的视觉冲击力，克服教师语言抽象化的不足，同时通过代入式情境体验，完成知识吸收内化、高层次思维认知，有效提升学生的信息素养综合能力。     

Understanding value in the student experience through student–staff partnerships

ABSTRACT

Questions such as ‘what is value in the student experience?’ and ‘how do we measure or assess value in higher education?’ remain an under-researched area. However, in the context of marketisation and competitive forces in higher education, there is a need to unpack what is value in the student experience. In this article, a conceptualisation of value that can be applied in higher education (known as value-in-use) is introduced and applied to a specific and increasingly important aspect of the student experience – student–staff partnerships. Qualitative survey data (n?=?97) and interviews (n?=?35) from ten cases of various manifestations of student–staff partnerships in the Australasian context is presented and assessed in relation to value. The findings highlight that student–staff partnerships may enhance value in the student experience and that value-in-use may be an appropriate lens through which to continue to explore how value is created and measured in the student experience.