重视产品销售 提高企业效益

金河磷矿从转变念着手,采取健全机构、提高人员素质、完善制度、收集信息等办法降低成本,和采取质优价廉、优质服务等一系列措施争取用户,扩大市场,提高了企业的经济效益。     

企业媒体公关营销操作中的道德问题探究

媒体公关营销是当前现代企业树立形象、提高知名度、进行产品营销的主流手段,然而,企业在运用中,为达到自身利益最大化,常出现一些不道德行为,如发布虚假新闻,引起媒体关注;与媒体合谋,庸俗地新闻炒作;利用虚假广告,欺骗消费者;借助网络媒介,制造网络谣言,恶意攻击竞争对手等。这些行为不但致使企业不能持续发展,还严重地破坏了社会的和谐。因此,需要企业在媒体公关营销手段的运用中进行道德提升,以真诚的态度与媒体合作,从＂受众本位＂进行互动传播,规范自身行为,净化网络环境。     

Marketing in the material construction of artifacts: A case study of a Portuguese navigation systems company

This article examines the social construction of technological innovations, focusing on how marketers of an information and communication technology (ICT) product interact with engineers in the creation of that product. The main purpose is to develop in empirical terms the concept of “material semiotics' rhetoric”. To this end it takes an in-depth look at a medium-sized Portuguese firm, in which we have over a period of five years observed how a GPS navigation device is generated and developed. We use the notions of “rhetoric” and “frames of reference” in adopting “material semiotics” as the theoretical background for observing the behaviors and interactions of the different actors involved in the construction of this technological artifact. The results show how the rhetorical framework shapes the technology, and also reveals the roles of different professionals when negotiating technical possibilities within the communicational strategies of a firm. The paper highlights the specific role of symbolic aspects in the material development of technology, stressing a relation between rhetoric and material semiotics.     

Sectionalized microgrids: The key to regulatory assistance for unbundling reliability?

Are telecom precedents involving the development of premium reliability services transferable to electric utilities? Can electric utilities offer customers premium reliability services through microgrids? We believe sectionalization, a new network design, can preserve customer choice and ensure that incremental costs for premium services are not shifted to customers taking standard service – key objectives necessary to gain regulatory approval. We present three case studies to illustrate how sectionalization can be used.     

论企业营销战略发展与营销观念创新

企业营销战略的发展与营销观念的创新是一对相辅相成的影响因素,是保证企业长久、稳定发展不可或缺的两个方面。本文在分析市场战略发展与营销观念创新关系的基础上,提出谋划是战略发展与观念创新的前提,理念是根本,管理是保证。     

基于战略营销观的企业营销力提升策略之思考

以竞争为导向的战略营销观强调的是通过资源整合和职能营销来提升企业营销力,以实现企业可持续发展的战略目标。营销力是企业的核心竞争力,由产品力、价格力、渠道力、促销力、战略力、品牌力、产品生命力、顾客关系维系力和执行力构成。以立足市场需求研发产品为战略基点、品牌建设为长期发展战略、营销创新为动力、整合营销为途径、客户关系管理为手段、执行力为保障是企业营销力提升的策略选择。     

色彩在营销中的应用研究

色彩营销是一种低成本高效率的市场营销方式,企业在具体营销过程中使用色彩营销方式,对于企业有效实现其营销目的具有重要意义。本文以色彩营销应用实践为研究主题,先后深入分析论述了色彩营销的内涵、色彩营销对于企业产品营销的作用、色彩营销的应用理论基础,并在此基础上提出了企业色彩营销的应用策略和企业色彩营销的应用步骤等。     

网络游戏营销组合与模式分析

本文以市场营销学相关理论为基础,分析了网络游戏的营销组合与营销模式,并提出注重文化营销、注重社会营销、注重后续产品的开发及加强与异业的合作等对策建议。     

Disruption management for a dominant retailer with constant demand-stimulating service cost

In this paper, we consider coordination model of a one-manufacturer and multi-retailer supply chain with a dominant retailer’s sales promotion opportunity and possible demand disruption. An appropriate contractual scheme can be used to fully coordinate the supply chain even if the demand disruption occurs. In our study, we also analyze how the demand disruption affects the coordination mechanism. When the demand is disrupted, the manufacturer only needs to adjust the maximum variable wholesale price and the subsidy rate under the linear quantity discount scheme. For each case of the demand disruption, we find that the higher the market share of the dominant retailer, the lower its average wholesale price will be. Meanwhile, the higher service cost leads to the higher subsidy rate provided by the manufacturer. The optimal wholesale/retail price, order quantity and subsidy rate can be greatly influenced by the demand disruption. If the disrupted amount of demand is sufficiently small, however, the manufacturer needs to take some special measures to prevent the retailers from deviating the order quantity of the original plan. To demonstrate these findings, we illustrate our propositions by numerical examples.     

Customer attrition in retailing: An application of Multivariate Adaptive Regression Splines

The profit resulting from customer relationship is essential to ensure companies viability, so an improvement in customer retention is crucial for competitiveness. As such, companies have recognized the importance of customer centered strategies and consequently customer relationship management (CRM) is often at the core of their strategic plans. In this context, a priori knowledge about the risk of a given customer to mitigate or even end the relationship with the provider is valuable information that allows companies to take preventive measures to avoid defection. This paper proposes a model to predict partial defection, using two classification techniques: Logistic regression and Multivariate Adaptive Regression Splines (MARS). The main objective is to compare the performance of MARS with Logistic regression in modeling customer attrition. This paper considers the general form of Logistic regression and Logistic regression combined with a wrapper feature selection approach, such as stepwise approach. The empirical results showed that MARS performs better than Logistic regression when variable selection procedures are not used. However, MARS loses its superiority when Logistic regression is conducted with stepwise feature selection.