突破瓶颈 营销文化塑造品牌

中国石油工程设计有限公司（以下简称CPE）结合行业特点,建立了以人为本和客户导向的企业文化,并且以企业文化为营销对象,通过＂营销文化,塑造品牌＂,在行业内独树一帜,很好地实现了客户、员工和企业的共同成长。本文结合CPE塑造品牌的实践,给出了工程咨询设计企业营销文化树品牌的模式。     

Bluetooth tracking of humans in an indoor environment: An application to shopping mall visits

Intelligence about the spatio-temporal behaviour of individuals is valuable in many settings. Generating tracking data is a necessity for this analysis and requires an appropriate methodology. In this study, the applicability of Bluetooth tracking in an indoor setting is investigated. A wide variety of applications can benefit from indoor Bluetooth tracking. This paper examines the value of the method in a marketing application. A Belgian shopping mall served as a real-life test setting for the methodology. A total of 56 Bluetooth scanners registered 18.943 unique MAC addresses during a 19-day period. The results indicate that Bluetooth tracking is a sound approach for capturing tracking data, which can be used to map and analyse the spatio-temporal behaviour of individuals. The methodology also provides a more efficient and more accurate way of obtaining a variety of relevant metrics in the field of consumer behaviour research. Bluetooth tracking can be implemented as a new and cost effective practice for marketing research, that provides fast and accurate results and insights. We conclude that Bluetooth tracking is a viable approach, but that certain technological and practical aspects need to be considered when applying Bluetooth tracking in new cases.     

企业营销文化的塑造

营销文化是企业品牌文化中极其重要的子系统,是企业的精神财富。本文全面剖析了企业营销文化的内涵和企业文化创建中存在的问题,对企业营销文化中的文化理念、文化促销等在企业打造品牌塑造品牌中的重要性进行了探讨,并提出了企业营销文化的塑造对策。     

衡山旅游客源市场的开发与营销对策研究

分析了衡山旅游客源市场规模、时空分布规律和游客行为特征等旅游需求特征，在此基础上研究了衡山的旅游客源市场竞争机制和开发定位，提出了衡山旅游业可持续发展的旅游客源市场营销策略。     

加强测绘营销 开拓测绘市场

测绘营销的各种表现不尽如人意 ,测绘单位面向市场要求得生存与发展 ,地理信息产业要获得进一步发展和升级 ,必然要求加强测绘营销。须采取的措施包括 :优化测绘营销环境 ,调节测绘生产经营机制、增强测绘学科与营销学科的渗透、加强教育界、学术界与测绘管理部门、生产单位在营销方面的交流与合作。     

Fair Trade market creation and marketing in the Global South

Fair Trade emerged to commercialise Southern products in the Global North on terms overtly beneficial to Southern producers. However, a contemporary phenomenon is the development of Fair Trade consumer markets within the Global South itself: and the paper explores this as a contribution to the evolving geographies of ethical consumerism. Data was captured from secondary sources and field visits that included in-depth interviews and participant observation. Analysis is informed by theories of market creation developed in economic geography and economic sociology. As such we focus on understanding (1) the architecture, or networks and institutions, of commercialisation, governance and certification and (2) the marketing practices and strategies, designed to resonate with and develop cognitive association amongst consumers. Given the alternative geographies of South–South vis-à-vis South–North Fair Trade, we deepen the geographical focus by applying frameworks emerging from the concept of ‘geographical entanglement’. Findings identify the similarities and differences of both Southern Fair Trade market creation and marketing compared to the European experience. In some cases, the place-based ‘othering’, often used to develop sympathetic cognitive frames in Northern marketing, is identified, but this time operates around alternative geographical binaries. In other cases, we highlight instances that avoid such divisive place-making, and which instead draw on inclusive, rather than divisive, imagined geographies, overlaid with the collective aspiration for development, pride and dignity. These findings therefore inform the nature of geographical entanglement followed by ethical market creation, as well as contributing to the wider theoretical understanding of moral geographies endogenous to the Global South.     

武功山国内客源市场分析与营销策略

武功山拥有丰富的自然生态旅游资源:山体雄秀兼备,高山草甸具有塞外的风情,瀑布众多,水景丰富,云海、日出等气象景观瑰丽多姿,森林覆盖率高,生态环境优良等等.同时武功山景点的分布也比较集中,具备发展旅游的可行性基础.文中通过分析抽样问卷调查所获得的有效问卷,总结出了武功山国内客源市场的特征,将其核心客源市场定位于江西本省客源市场和邻近省市客源市场的家庭游客群体、学生群体、小康群体、散客群体和离退休游客群体.根据客源地细分市场和人口统计细分市场的特点,认为武功山应采取差异性的营销策略,综合地运用产品策略、价格策     

游客负面口碑对大连滨海旅游形象塑造的影响研究——基于游客网络点评的文本分析

游客口碑影响游客的消费选择和消费倾向,同时也对旅游目的地的形象塑造产生重要影响。目前我国旅游已进入全域旅游发展阶段,旅游目的地将掀起新一轮的建设,在此背景下,基于游客负面口碑研究其对旅游目的地形象塑造的影响就显得极为重要。文章通过网络文本收集游客对大连滨海旅游形象的评价和感受,从游客的视角出发,将游客负面点评网络文本数据作为研究对象,运用文本分析方法和扎根理论研究游客对大连滨海旅游形象的感知。研究发现,游客负面点评主要有5个主类目、13个次类目的消极感知因素,基于此分析了其对大连滨海旅游形象塑造的影响。为提升大连滨海旅游形象,提出了实施情感体验营销策略、完善旅游基础服务设施、健全旅游安全保障机制、提供高品质的旅游服务、营造舒适的旅游环境氛围的对策,为大连乃至同类城市旅游形象重塑提供重要依据,也丰富了以网络文本为数据来源的旅游目的地形象研究。     

UK fish marketing — a fresh approach

The past decade has witnessed a decline in UK fish consumption, concomitent with an increase in fish imports and a dramatic shift in consumer preferences towards frozen fish. The marketing problems that these trends have caused the fish industry were investigated in a recent report commissioned by MAFF, the conclusions of which are appraised in this article. The author finds particular fault with the report's emphasis on fresh fish and the implications of this for intra-industry cooperation.