Marketing is a very important part of an enterprise.A rational and scientific marketing management can not only reduce the cost of enterprise sales,but also greatly improve the competitiveness of enterprises.The purpo...Marketing is a very important part of an enterprise.A rational and scientific marketing management can not only reduce the cost of enterprise sales,but also greatly improve the competitiveness of enterprises.The purpose of this paper is to study the innovative application of enterprise marketing management based on the Internet of Things technology.The most suitable competitive strategy of the company is put forward as the centralized strategy.And put forward the clear strategy implementation details,introduced the current situation and history of the Internet of things,and combined with the development status,put forward the necessity of the enterprise marketing management system based on the Internet of things technology.It provides a guiding direction for most enterprises to formulate business competition strategies.The theory and technology used in system development are introduced,including C/S structure,B/S structure,NET Framework,AJAX technology,and database technology.The system design process is introduced in detail,including business process design,architecture design and system operation planning.The functional test cases and test environment for system testing are introduced.The results show that when 200 people log in at the same time,the response time is 1.5 s.展开更多
This paper examines the critical role of innovations as a driver for sustainable competitive advantages. A quadruple model of global strategy is introduced. The model is based on the introduction of an innovation-base...This paper examines the critical role of innovations as a driver for sustainable competitive advantages. A quadruple model of global strategy is introduced. The model is based on the introduction of an innovation-based perspective of strategy. This is in addition to the other three but well-known perspectives of global strategy （industry-based, resource-based, and institution-based views）. Thus, the four perspectives of strategy could lead a complete set of factors that need to be analyzed for the formulation of global strategy. The model could assist organizations in sustaining their competitive advantages. It is proposed that the introduction of the innovation-based view represents the fourth perspective of a strategy quadruple, thus overcoming a long-standing criticism, namely, the global strategy may lack adequate attention to innovation in developing a firms＇ global competitive strategies. This paper presents a set of four hypotheses. When tested, these hypotheses could result in a better understanding of the link between the innovation and the global strategy domain. Furthermore, the quadruple model could be useful in understanding the relationship between innovativeness and business performance. It is anticipated that this paper could assist researchers, business management, and analysts in developing global innovation strategies.展开更多
This paper is based on a study of the Chinese automobile market and industry and aims at proposing marketing recommendations for Chinese automakers. We approach the problem by putting the customer at the central focal...This paper is based on a study of the Chinese automobile market and industry and aims at proposing marketing recommendations for Chinese automakers. We approach the problem by putting the customer at the central focal point of all marketing operations. We look for agile opportunities in the Chinese automobile industry and identify customers＇ needs and expectations in the current and future markets and propose solutions to satisfy those needs. We, then, develop a strategic marketing framework based on the 5P marketing model and Blue Ocean Strategy to make best use of the agile opportunities.展开更多
In recent years, the speed of urban development becomes faster and faster with expanding of land construction scale, and a lot of idle lands lead to serious land waste. This paper builds game model by carrying out a m...In recent years, the speed of urban development becomes faster and faster with expanding of land construction scale, and a lot of idle lands lead to serious land waste. This paper builds game model by carrying out a market allocation analysis and applying economic game theory to the analysis of current idle land problem; it gets six kinds of results through analyzing the game model of idle land market, and the final Nash equilibrium is(system innovation, publicly traded) through contrastive to help balance the game relationship between government and the user of idle land and raise some new scientific and rational institutions to serve as future references for effective usage of idle land.展开更多
While much of international marketing research involves two or more levels, limited work in the international marketing literature uses hierarchical linear modeling to examine different level effects. This study condu...While much of international marketing research involves two or more levels, limited work in the international marketing literature uses hierarchical linear modeling to examine different level effects. This study conducts a thorough literature review on hierarchical linear modeling （HLM） in 28 international marketing papers that employed HLM from 2005-2014 and evaluates the use of HLM in these papers on the objects, operating levels, and other issues. We call for more applications of HLM in international marketing research, particularly for research on emerging markets with significant sub-national and institutional variations. The paper provides an illustrative empirical study that employs HLM to test the moderating role of industry-level government subsidies in the relationship between firm innovation and exporter performance in China.展开更多
The Chinese hotel industry is increasingly integrating into the international market, and marketing awareness has developed quickly in China. Successful marketing can
The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value...The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value,brand strategies,and corresponding business strategies of smart service providers from the financial perspective.This paper selects listed property companies from China as the sample and explores the value of the smart community service brand of property enterprises based on the observation data.This research introduces the market value measurement index(Tobin q)and discounted cash flow model(DCF)to explore the influence of diversified brand strategies through combining smart brand strategy with naming strategies and business strategies on brand value.The results show that smart community service brand has a significant impact on firms'market value.Compared with the brand extension strategy,the adoption of brand renewal strategy will significantly affect market value.Further,the development of smart value-added services by enterprises will exert a positive impact on their market value.However,the stakeholders are not optimistic about smart technical services by property companies,which could reduce shareholders'expectations of the market value of enterprises.展开更多
基金supported by the Fundamental Research Funds for the Central Universities(No.30921012203)“Marketing”School-level Brand Major Construction Project of Nanjing University of Finance&Economics(2020).
文摘Marketing is a very important part of an enterprise.A rational and scientific marketing management can not only reduce the cost of enterprise sales,but also greatly improve the competitiveness of enterprises.The purpose of this paper is to study the innovative application of enterprise marketing management based on the Internet of Things technology.The most suitable competitive strategy of the company is put forward as the centralized strategy.And put forward the clear strategy implementation details,introduced the current situation and history of the Internet of things,and combined with the development status,put forward the necessity of the enterprise marketing management system based on the Internet of things technology.It provides a guiding direction for most enterprises to formulate business competition strategies.The theory and technology used in system development are introduced,including C/S structure,B/S structure,NET Framework,AJAX technology,and database technology.The system design process is introduced in detail,including business process design,architecture design and system operation planning.The functional test cases and test environment for system testing are introduced.The results show that when 200 people log in at the same time,the response time is 1.5 s.
文摘This paper examines the critical role of innovations as a driver for sustainable competitive advantages. A quadruple model of global strategy is introduced. The model is based on the introduction of an innovation-based perspective of strategy. This is in addition to the other three but well-known perspectives of global strategy （industry-based, resource-based, and institution-based views）. Thus, the four perspectives of strategy could lead a complete set of factors that need to be analyzed for the formulation of global strategy. The model could assist organizations in sustaining their competitive advantages. It is proposed that the introduction of the innovation-based view represents the fourth perspective of a strategy quadruple, thus overcoming a long-standing criticism, namely, the global strategy may lack adequate attention to innovation in developing a firms＇ global competitive strategies. This paper presents a set of four hypotheses. When tested, these hypotheses could result in a better understanding of the link between the innovation and the global strategy domain. Furthermore, the quadruple model could be useful in understanding the relationship between innovativeness and business performance. It is anticipated that this paper could assist researchers, business management, and analysts in developing global innovation strategies.
文摘This paper is based on a study of the Chinese automobile market and industry and aims at proposing marketing recommendations for Chinese automakers. We approach the problem by putting the customer at the central focal point of all marketing operations. We look for agile opportunities in the Chinese automobile industry and identify customers＇ needs and expectations in the current and future markets and propose solutions to satisfy those needs. We, then, develop a strategic marketing framework based on the 5P marketing model and Blue Ocean Strategy to make best use of the agile opportunities.
基金Supported by Chinese Tobacco Science and Technology Project(YATAS-KJ-040)
文摘In recent years, the speed of urban development becomes faster and faster with expanding of land construction scale, and a lot of idle lands lead to serious land waste. This paper builds game model by carrying out a market allocation analysis and applying economic game theory to the analysis of current idle land problem; it gets six kinds of results through analyzing the game model of idle land market, and the final Nash equilibrium is(system innovation, publicly traded) through contrastive to help balance the game relationship between government and the user of idle land and raise some new scientific and rational institutions to serve as future references for effective usage of idle land.
基金The anthors are grateful for the financial support of the Research Funding for the Doctoral Programs of Higher Education, Ministry of Education, China （20120004120005）, the Beijing Youth Talent Project, and National Natural Science Foundation of China （71202149）.
文摘While much of international marketing research involves two or more levels, limited work in the international marketing literature uses hierarchical linear modeling to examine different level effects. This study conducts a thorough literature review on hierarchical linear modeling （HLM） in 28 international marketing papers that employed HLM from 2005-2014 and evaluates the use of HLM in these papers on the objects, operating levels, and other issues. We call for more applications of HLM in international marketing research, particularly for research on emerging markets with significant sub-national and institutional variations. The paper provides an illustrative empirical study that employs HLM to test the moderating role of industry-level government subsidies in the relationship between firm innovation and exporter performance in China.
文摘The Chinese hotel industry is increasingly integrating into the international market, and marketing awareness has developed quickly in China. Successful marketing can
基金Supported by the National Natural Science Foundation of China (71972175)the National Social Science Foundation of China (20&ZD075)the National Key R&D Program of China (2017YFB1400400)。
文摘The development of digital technology and the construction of smart cities urge service enterprises to seek competitive advantages by building smart service brands.However,there are few studies explore the brand value,brand strategies,and corresponding business strategies of smart service providers from the financial perspective.This paper selects listed property companies from China as the sample and explores the value of the smart community service brand of property enterprises based on the observation data.This research introduces the market value measurement index(Tobin q)and discounted cash flow model(DCF)to explore the influence of diversified brand strategies through combining smart brand strategy with naming strategies and business strategies on brand value.The results show that smart community service brand has a significant impact on firms'market value.Compared with the brand extension strategy,the adoption of brand renewal strategy will significantly affect market value.Further,the development of smart value-added services by enterprises will exert a positive impact on their market value.However,the stakeholders are not optimistic about smart technical services by property companies,which could reduce shareholders'expectations of the market value of enterprises.
