附录一
During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization, sometimes are in deep love with completely localization. Neither of them is right. The authors take the ca of Global brand strategy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of sixty global companies operating in Chine market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a ries of problems of operation of global brand strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs.
The concept of geographical brand from the angle of marketing, and points out the real reason why there is no more than 10% sale of market enterpri brands are produced by inducing the mutual model of geographical brand through demonstrative rearch and make up the shortage of the rearch on influencing factors of the assimilation of enterpri brands under the situation of mutual geographical brand. By applying demonstrative rearch, it shows: the extent of the legislative object which is under the protection of national appellations of origin is too wide, and the creation of technology and the development of technology will be restricted; the naming of products should avoid t
he appellations of origin as much as possible; if the restriction of mutual geographical brand should not be broke through, the enterpri strategy to achieve the strong brand is dangerous.
On the basis of empirical data, this paper analyzes the regional differences of dominant factors that affect the brand loyalty from both macro and micro perspectives. According to the regional socioeconomic situation, the differences of perceived brand values which drive brand loyalty are examined. It is shown that the influence of functional, symbolic and experiential values on brand loyalty is various in different socioeconomic situations. Results in this paper promote the comprehension of the diversity among consumers across different regional markets, and offer meaningful reference for marketing in this newly emerging big market.
幼儿园见习总结By the means of Transaction Cost Analysis, the article explains how an enterpri decides appropriate marketing channel governance forms during industry lifecycle. The article points out that the major determining factors of channel governance strategy are: the level of ast specificity, environmental uncertainty and transaction病毒英语怎么说
frequency. During the different stages of industry lifecycle, it is the above three factors that collectively influence the level of channel production efficiency and channel governance efficiency, which ultimately determine what channel governance form an enterpri shall adopt.
This article us the multi-method to study the pha of consumer’s experiences after their impul buying. We are trying to investigate, when the impul buying occurred, how the resul t of the impul buying influenced the consumer’s buying impulsiveness and normative evaluations of the next impul buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impul buying is affected by many factors. Rearchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of it.Through introducing the mood lf-regulation motivation and browsing,the article expounded the cour through which negative mood influenced the impul buying ,considering the impossible factors during the cour at the same time,and the hypothes were verified by empirical method. Theoretical and managerial implications, as well as future rearch directions were also provided.
Consideration t including a t of brands that a consumer will actively consider and evaluate during his buying process. Only tho brands in consideration t can be bought ultimately by consumers . Consideration t has been an important rearch field of Western scholars for about fo
rty years, While our domestic scholars carried through little rearch on this topic .This paper will test the influence of product-harm crisis and its responsing process on consumer consideration t using data from a filed experiment carried out in shanghai.
Customers are likely to view the rvices as a bundle of attributes, which may differ in their contribution from the rvice evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’ satisfaction include medical quality, the understanding and communication with hospital staff, environment, waiting time and additional rvice. (2) medical quality is the most important aspect. The cond is understanding and communication. The other three attributes are not so import.李大奇
Building a model of customer decision-making behaviour to the international education industry for understanding the characteristics of this kind of decision-making behaviour. The results indict that the model as cultural value—motivation—intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abroad. Under the current competition environment, building good relationship with high value customers is an important way f
or enterpris to gain competitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customer’s total profit contribution to enterpri can be gained, and it is ud to measure the customer value. Secondly, the k-means clustering method is ud to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.
This article expands the concept of brand in theory, gives the relation and harmony theory model of enterpri innovation competence and the competitive competence of brand, and studies the multiplier effect theories of enterpri's innovation ability and brand competitiveness.
Bad on the theories of marketing channel behaviors and relationship marketing, by testing hypothes, this paper explores the impact of relationship marketing orientation on a firm’s marketing channel behaviors. It found that, firstly, relationship marketing orientation has a positive effect on a firm’s exercis of noncoercive power, and has a negative moderate effect on the positive relationship between firm’s power and its exercis of coercive power. Secondly, relationship marketing orientation positively affects a firm to adopt joint-problem-resolution approach. And finally,
a firm’s exercis of coercive power are positively related to the firm’s adoption of joint-planning approach, and the firm’s exercis of noncoercive power are negatively related to the firm’s adoption of joint-planning approach and positively related to the firm’s adoption of joint-problem-resolution approach.
In this paper, the model of Revelation Principle in Game Theory is ud into Market Segmentation. In the initial transaction, the monopolistic firm offers a menu of Marketing Strategies Portfolio designed according to the distribution o f customers’
utility in order to differentiate customers bad on their lected marketing strategy. In a long-term firm- customers relationship, the firm implements Market Segmentation through the information gained in the initial transaction, and get the added value by customization in product development or individualistic rvice. We investigated the Market Segmentation implemented through matching of product and pricing strategy and its properties, and proved similar result resulted from combination of product, pricing and promotion strategy.
From: Philip kotler（2004）. Megamarketing.Various Views’ World.Harvard.Business Review.
附录二
十二生肖排名表
在贯彻全球品牌战略的过程中，各跨国公司经常会在标准化与本土化之间处于模棱两可、进退两难的境地，有时可能陷入脱离东道国市场的盲目标准化的思路，有时又可能实行完全本土化的思路。这两种方式都不恰当。本文剖析了摩托罗拉中国电子有限公司的全球品牌战略案例，并对进入中国市场的60家跨国公司的品牌战略进行了实证分析，针对跨国经营全球品牌的形成条件、战略优势、经营模式、管理体系及跨国公司执行全球品牌战略时所遇到的一系列问题，辩证地阐述并创立了跨国公司“全球标准品牌战略与本土化运作管理模式。
从营销学角度提出的地理品牌的概念，通过实证研究归纳出地理品牌的共享模式，指出了在共享地理品牌情形下无法产生市场份额超过10%企业品牌的真正原因，弥补了地理品牌共享情形下企业品牌趋同的影响因素研究的不足。通过实证研究发现：我国的原产地名称保护的立法对象涵盖的范围过大，长期来看制约技术创新和技术发展；企业的产品命名应尽量避免使用原产地域名称；不能突破地理品牌共享的约束，企业成就强势品牌的战略是一种十分危险的行动。韩国棒子叫法的由来
通过宏观和微观两个视角，在实证的基础上研究中国不同区域市场中驱动消费者品牌忠诚的主导因素差异。首先根据区域社会经济发展水平将中国市场细分为时尚之都、成熟区、新兴区和老少边穷区，然后研究不同区域消费者品牌忠诚成因的差异。研究结果显示，消费者品牌忠诚的主导品牌感知价值存在区域差距。现代化水平较高的区域，象征性和体验性价值对品牌忠诚的形成起重要作用；现代化水平低的区域，功能性价值对品牌忠诚的形成起主导作用。同时发现，不同品牌感知价值对品牌忠诚
的贡献存在品类差异。本文的研究结论便于深入理解中
设备租赁合同模板国这个新兴大市场多样性的消费行为，对企业选择目标市场，制定差异化品牌营销战略具有重要借鉴意义。
交易成本分析（TCA）方法，探讨了在产业生命周期变动条件下，企业营销渠道治理形式的判断与选择规则，并指出了其主要的决定因素是资产专用性程度、环境不确定性和交易频率。在产业生命周期各个不同的阶段，这三大因素共同影响着渠道生产效率和渠道治理效率水平，从而最终决定企业应当选择的合适的渠道治理形式。
文采用情景投射加普通问卷的多样化研究方法探讨了冲动性购买的后果所带来的影响。结果表明，当上次的冲动性购买行为带来的负面后果达到一定程度时，下一次的购买冲动性和认知评价都会受到较大的影响。同时，男女消费者以及具有不同购买冲动特质的消费者在这种影响上，表现出了较大的差异性。冲动性购买是一种普遍的购买行为类型，其影响因素众多。虽然研究人员注意到了心情对冲动性购买的影响，但却没有深入地研究其影响的具体过程。文章通过引入心情调控动机和店内浏览两个变量，阐述了消极心情影响冲动性购买的机制，同时考虑了可能该影响过程中的因素，并通过实证研究证实了上述结论。最后，总结了本文的研究结果在学术和应用方面的启示，并提出未来的研究方向。
告耳考虑集(Consideration Set)是消费者在购买决策中会积极考虑和评估的品牌，只有考虑集中的品牌才有可能最终被消费者购买。在西方学者的消费者行为研究中，考虑集是一个重要概念，相关的研究已有约四十年的历史，而国内学者对这一领域的研究较为缺乏。本研究在上海通过现场实验法（Field Experimentation）获得消费者考虑集的相关信息，来检验企业营销中的产品伤害危机（Product- harm Crisis）事件及其处理过程对消费者考虑集的影响。
顾客倾向于将服务看成为一系列的属性，而这些属性在顾客对于服务的评价和选择上有着不同的贡献和影响。为了深入了解医院住院部的服务属性对于病人顾客满意感的影响研究，本研究通过实证研究的方法，得出以下结论：（1）影响住院病人满意感的属性包括五大类，即医疗质量、医务人员的理解与沟通、环境和设施、等待时间以及辅助服务；（2）医疗质量是对住院病人满意感最大的影响因素，其次为医务人员的理解与沟通，环境和设施、等待时间以及辅助服务的影响较弱。
建立国际型教育产业的客户决策行为范式，目的是认识该产业目标客户群的决策特征。实证研究发现，“文化价值观——动机——行为倾向”范式是认识客户决策特征的有效途径，心理、资金等障碍因素影响动机与行为倾向间的关联强度。
平菇大棚在当前的竞争环境下，与高价值客户建立良好稳定的关系，已经成为企业获
