对市场营销的理性思考

对于什么是市场营销,有人认为是一种经营哲学,有人认为是一项具体的职能活动。对这个问题的正确认识,从理论上看关系到市场营销学科体系的建设问题,从实践上看则影响到企业如何设置市场营销组织机构,并在企业中如何组织实施市场营销活动过程的问题,也关系到如何对市场营销这个社会劳动职业进行定位和规范的问题。造成这种认识差异的原因是市场营销本身发展的历史与现实之间的差异,而对这个问题的正确认识的分析方法也只能是运用历史与现实相结合的方法。本文认为:市场营销既是一项职能活动,又是一种经营哲学

政府干预对上市公司雇员规模和工资率的影响——来自我国上市公司的经验证据

文章以2000-2007年我国深沪两市A股上市公司为样本,研究政府通过对企业内部决策的直接干预与通过对企业外部环境的间接干预对上市公司雇员规模和工资率的影响

顾客满意与企业的价值创造

本文从企业的价值创造入手,分析了消费者需求的产生、需求的满足、满意的程度和顾客忠 诚之间的关系。从而为企业如何通过有效的营销活动,为顾客创造更多的价值理清思路

论台湾与美国、日本的经济关系

本文以台湾与美国，日本资本流动及贸易往来作为主要考察对象，全面探讨了台湾与美日两国经济关系的发生，发展过程，分析其变化的特点及其对台湾经济产生的影响，并预测这种经济关系今后发层的趋势，以便对台湾与美日的经济关系有一概括的了解，估量出美日在台湾经济中的地位，力图为我国大陆今后同台湾经济上的交往乃至最后完成祖国统一大业提供间接的参考．全文包括导言及三个部份，约3.3万字。 导言首先提出台湾经济发展迅速最为重要的外部原因之一是长期以来与美日维持着密切的经济联系，而后从历史，政治及经济的角度上分析这种关系形成的原因。同时还指出、国家（地区）间的经济关系，最重要的内涵是包括资本关系和贸易关系，要研究经...学位：经济学硕士院系专业：经济学院国际贸易系_国际贸易学学号：YL000069

电网投资效益评价指标体系构建

随着经济迅速发展和人民生活水平迅速提高,国家电网投资需求持续旺盛,而电网公司普遍亏损使其面临着巨大的经营困难和压力。为此,电网公司迫切需要对电网投资效益进行科学评价。文章在综合考虑电网投资的收益、成本以及安全三方面特征的基础上,构建了电网投资效益指标体系,并提出了具体实施步骤,旨在为电网公司科学评价电网投资效益提供理论参考

Influence of Online Retail Service Quality on Consumer's Risk Perception——The Moderated Effect of Third Party Logistics' Priming Information

本研究通过实验检验了网络购物环境下,网络零售企业服务质量负向影响消费者感知风险,以及网络零售企业服务质量和第三方物流启动信息交互影响消费者感知风险所呈现出的规律:对于服务质量高的网络零售企业,第三方物流正启动信息进一步降低消费者感知风险效果有限,第三方物流负启动信息则会显著提高消费者感知风险;而对于服务质量低的网络零售企业,第三方物流正启动信息降低消费者感知风险效果明显,第三方物流负启动信息进一步提高消费者感知风险则不显著。In recent years,with the quick progress in Internet and the boom of E-Commerce,more and more internet users in China are accustomed to online shopping,which spawned a large number of online retail businesses.According to the existing researches,perceived risk is the main reason for restricting consumers' online shopping.Therefore,for the online retail enterprises among who the competition is growing homogeneous,improving the quality of service will reduce consumers' perceived risk and thus be an effective way to promote online shopping.However,previous researches rarely focused on the relationship between perceived risk and the quality of service in network environment.Besides,further researches showed that as the competition among online retailers grew homogeneous,the level of logistics distribution became an important factor that affected the competitiveness of online retail businesses while the concerns about logistical issues became one of the main factors that held back online shopping as well.For now,most of the domestic online retail enterprises outsource logistics distribution,which is their non-core business,to third-party logistics(TPL) companies and form strategic alliance with them.However,there are numerous third-party logistics companies that vary in service quality.The positive and negative information TPL companies have revealed will greatly influence consumers' evaluation of the quality of online retail businesses' service and thereby affect the level of perceived risk.Therefore,this paper focus mainly on the following three aspects:(1) the relationship between the quality of online retail businesses' service and consumers' perceived risk;(2) the interactive effects of the quality of online retail businesses' service and information TPLs have revealed on consumers' perceived risk;(3) changes in the level of consumers' perceived risk caused by different quality of online retail businesses' service with different primal information of TPLs.Based on the previous researches,this paper takes college students who are experienced in shopping online as its research samples,tests the research hypothesis through the scene imitate method,and makes suggestions regarding to management and marketing.According to our empirical results,the quality of online retail businesses' service has negative impact on consumers' perceived risk in the network environment.Moreover,the interactive effects,what the quality of online retail businesses' service and primal information of TPLs have on consumers' perceived risk,show following rules: for those online retail enterprises who have high quality of service,third-party logistics' positive primal information has limited effect on further reducing consumers' perceived risk,while the negative primal information of third-party logistics can significantly increase consumers' perceived risk;for those who have low quality of service,third-party logistics' positive primal information can significantly reduce consumers' perceived risk,while the effect of third-party logistics' negative primal information on increasing consumers' perceived risk is not significant.Based on the empirical results,we give the following suggestions for managerial practices and marketing: First of all,online retail businesses must pay attention to both enlarge the extension and deepen the intension of service quality.In order to improve the quality of service,online retailers should not only emphasize the intangible service products,but also focus on other aspects contained in service quality,especially on improving the visibility,empathy,reliability,and responsiveness of service.Secondly,online retail businesses should attach importance to the supervision of and the cooperation with their allies.By setting up the norms of supervision and cooperation in alliance,online retailers could establish emergency mechanism of alliance and seize the opportunities to optimize the cooperation among allies.Finally,online retail businesses ought to distinguish the "hygiene factor" of service quality from the "motive factor" of service quality.On the condition that the "hygiene factor" of service quality is guaranteed,online retail businesses could continuously exploit the "motive factor" of service quality,strengthen the awareness of dynamic management,and enhance the innovation of service quality

An Empirical Research on Factors Affecting the Adoption of Online Shopping

本文在创新接受理论的基础上,从渠道特性和个体特性的角度建立我国网络购物行为影响因素假设模型,并通过网上调查,运用结构方程建模进行实证研究。研究表明,感知网络购物有用性、感知网络购物容易使用、消费者网络经验、收入和体验型购物导向是决定消费者网络购物的关键因素。This paper uses the Technology Acceptance Model as a theoretical foundation to explore the adoption of online shopping. The theoretical model also adds what are argued to be key factors for the adoption of online shopping from the angles of channel characteristics and individual characteristics. An online-based, self-report survey is developed and administrated, which yield 312 valid sample. The structural equation modeling technique is used to evaluate the casual model. The result of the study indicates that key factors affecting consumers' adoption of online shopping are perceived usefulness, perceived easy of use, income, experiential orientation and internet experience

A Research on Justice-based Service Recovery Strategies

有效的服务补救是企业处理服务失误、挽回顾客满意损失的重要措施。本文以医疗服务业为行业样本,研究了不同程度的服务失误情景下,顾客感受到的公平感知对顾客满意度的影响。研究发现结果公平和过程公平感知对改善服务补救效果都有积极作用,但在不同的服务失误严重性情况下有所不同。最后提出了服务补救策略建议。Effective service recovery is an important way to conduct service failures and restore the loss of customer satisfaction.Taking medical service industry as samples,the author designed different levels of service failures scenario to analyze the impact of the customers' perceived fairness have on satisfaction.The results found that distributive justice and procedural/interactive justice both have positive effect on improving services perception,but,some critical differences also existed under different severity of the failure.Finally,the author proposed recommendations about service recovery strategies.国家自然科学基金项目“知识、权力与人的行为：基于网络环境的企业运行效率研究”(70372034);; 中国博士后科学基金项目“网络环境下医院服务补救与患方满意度及忠诚度的关系研究”(2005038171)