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1.
In this study the authors propose a distinction between two approaches to market information, rooted in the marked-based learning theory. The two approaches are conceptualized and operationalized on the basis of their differences along three processes: generation, dissemination and use of market information. In the retrospective approach, the generation process is based on expressed customer needs and extant market relations; the dissemination is based on formal mechanisms; the use process is more instrumental. In the forward-looking approach, the generation process is based on latent customer needs and on the evolutionary patterns of the future market relations; the dissemination process is more informal; the use of information is more conceptual. A series of hypotheses concerning the relationships between these approaches, product innovativeness and firm performance are tested on a sample of Italian fashion firms. Results suggest that the two approaches are complementary for firm performance, but have opposite effects on product innovativeness: while a forward-looking approach is positively related to product innovativeness, a retrospective approach seems to be negatively related. The results also shed light on how market information approaches and product innovativeness jointly affect firm performance. 相似文献
2.
作为MSI两次提及的优先研究领域,顾客契合成为当前国际营销科学领域的热点问题之一。研究基于知识图谱理论,利用Citespace软件对Web of Science核心合集上1076篇顾客契合相关文献进行文献计量分析,绘制顾客契合研究文献的共被引知识图谱和共词聚类知识图谱,以探索顾客契合的研究热点和研究趋势。研究发现：顾客契合当前研究热点包括问卷测量开发、顾客契合实证研究和顾客契合在价值创造中的作用;顾客契合的研究趋势包括大数据环境下的顾客契合测量、顾客契合价值的识别与挖掘、在线互动环境中的“游戏化”元素设计研究三个方面。 相似文献
3.
This publication discusses ways of using cognitive analyses for semantically interpreting economic figures. A semantic analysis making use of mathematical linguistic algorithms in order to extract meaning from sets of analysed data is illustrated with an example of a class of cognitive systems designed to analyse economic figures, or more precisely, financial ratios. The cognitive analysis systems presented in this publication are discussed as exemplified by the class of Cognitive Financial Analysis Information Systems (CFAIS). This publication proposes algorithms executed by a broad class of automatic data interpretation and understanding systems designed for the in-depth semantic analysis and interpretation of the results obtained. This will be done by defining new system classes as applications supporting decision-making processes, useful in various areas of knowledge. 相似文献
4.
小微企业对于我国经济和民生的发展具有重要意义，但总体存活率较低，又因其特殊的组织结构和管理方式，导致以大中型企业为研究对象的传统营销理论部分失灵。通过对653家中国新创小微企业的问卷调查数据，本研究从企业最关键的利益相关者──顾客的视角出发，采用结构方程模型和多重线性回归的方法实证检验了一个提升小微企业营销绩效的理论模型。研究发现：利用新创企业资产和实施顾客导向是小微企业增加营销绩效的两种有效途径，且新创企业资产比顾客导向对小微企业营销绩效影响更大。顾客认知合法性感知也对小微企业绩效具有显著积极影响，并在新创企业资产、顾客导向与小微企业营销绩效的关系中起中介作用。竞争强度负向调节了新创企业资产与顾客认知合法性感知的关系。 相似文献
5.
《Information processing & management》2022,59(6):103085
Nowadays, Artificial Intelligence (AI) based modeling is the major consideration to build efficient, automated, and smart systems for our today's needs. Many companies are benefited from these modeling methods for their marketing efforts. Each firm has expected to increase its product development in an innovative way to improve its business growth. Successful firm marketing is to offer the right product to the right person at the right time. To market the product to the customer successfully, it is needed to segment the customer by finding their behavioral patterns. The customer behaviors and their purchasing patterns are used to generate profit for the company. Customer segmentation is the process of grouping customers based on commonalities. Developing an efficient AI-based customer segmentation to improve digital marketing growth is a challenging task. In this paper, an unsupervised deep learning model called a Self-organizing map with an Improved social spider optimization approach has been used for efficient customer segmentation. The customer data are analyzed by a feature engineering process using a swarm intelligence model called Modified social spider optimization to select the behavioral features of the customer. Then, the customers are clustered using Self Organizing neural network (SONN). Based on the clusters, the customers are classified using the Deep neural network (DNN) model. The experimental results prove the performance of the proposed model with high clustering and segmentation capability to improve the business profit in marketing. 相似文献
6.
Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives
Mobile advertising is an increasingly popular marketing channel since it can present advertising in a personalized manner. This study examines the development of customer product loyalty through mobile advertising by considering the drivers from affective and cognitive perspectives. An Expectation Confirmation Model (ECM), as defined for repurchase intention, is proposed as a theoretical basis for the relationship structure of related research variables. An Elaboration Likelihood Model (ELM) identifies affective and cognitive concerns for defining the drivers of consumer behavior. Involvement and interactivity confirmation arise as affective and cognitive concerns in this context. This research model also indicates a particular mediating role of perceived usefulness and customer satisfaction from the two drivers for developing customer product loyalty. Empirical analysis shows that both affective and cognitive perspectives, i.e., involvement and interactivity, are important drivers to motivate customer product loyalty. The findings can help practitioners design more effective approaches for mobile advertising. 相似文献
7.
通过虚拟顾客参与平台（Virtual Customer Environments, VCE）来吸引顾客参与创新、利用顾客大数据、创建顾客中心型组织成为企业的重要策略，但VCE的运行机制并未得到理论界的足够重视。本文以VCE功能为主线，将VCE分为信息展示、需求收集和深度互动三个子平台。基于刺激-机体-反应模型，分析每个子平台的运行机制。具体而言，IT环境和市场环境的发展构成VCE的运行基础，企业和顾客之间的交互关系构成VCE的运行动因，企业吸引行为和顾客参与行为构成VCE的运行过程。进一步运用内容分析法，本文检验了中国500强企业网站中VCE子平台的运行，实证研究结果支持理论模型所提出的运行机制。但同时也发现，大多数中国500强企业尚未充分构建需求收集和深度互动这两个子平台，表现为在实际运行中未能有效吸引顾客参与。本研究不仅推动了VCE理论的发展，对顾客参与理论进行了拓展，并且有助于指导企业完善VCE平台的构建，从信息技术的角度塑造顾客导向型组织，提升创新绩效。 相似文献
8.
《Information processing & management》2016,52(6):1142-1160
Increasing use of the Internet gives consumers an evolving medium for the purchase of products and services and this use means that the determinants for online consumers’ purchasing behaviors are more important. Recommendation systems are decision aids that analyze a customer's prior online purchasing behavior and current product information to find matches for the customer's preferences. Some studies have also shown that sellers can use specifically designed techniques to alter consumer behavior. This study proposes a rough set based association rule approach for customer preference analysis that is developed from analytic hierarchy process (AHP) ordinal data scale processing. The proposed analysis approach generates rough set attribute functions, association rules and their modification mechanism. It also determines patterns and rules for e-commerce platforms and product category recommendations and it determines possible behavioral changes for online consumers. 相似文献
9.
Whilst our knowledge of Customer Relationship Management (CRM) systems continues to evolve, there is still much to learn. This paper offers some relatively rare insights on the use of CRM systems and the strategic impact on the processes of intermediation and disintermediation in order to improve customer service. This research was conducted from April 2007 to 2008 using an interpretative case study approach. The case involved working with a leading international insurance company (given the pseudonym of INSG) and some of their intermediary customer service agents. The research highlights some design characteristics and philosophical insights regarding CRM system approaches and also offers some useful practical insights on the impact of CRM in changes to the deployment of some intermediaries, leading to a process of disintermediation, in order to improve customer service. In summary, some theoretical and practical implications are highlighted and discussed. 相似文献
10.
社会资本对KIBS中小企业客户知识获取和创新绩效的影响研究 总被引：1，自引：0，他引：1
以浙江软件业中小企业为样本,就社会资本对KIBS中小企业客户知识获取和创新绩效的影响作用进行实证分析。研究发现:社会资本的结构和认知维度对KIBS中小企业关于客户的知识获取有显著正向影响;社会资本的关系维度对KIBS中小企业客户拥有的知识获取有显著正向影响;两类客户知识获取对KIBS中小企业创新绩效均有显著正向影响。因此,KIBS中小企业应从搭建客户知识获取平台、营造客户-企业信任环境及消除客户-企业沟通障碍等方面入手,以有效获取客户知识并提升创新绩效。 相似文献
11.
研发项目是涉及顾客需求、产品功能和部件、团队等多知识领域的复杂系统,与大数据技术相关的知识图谱方法可以更加客观全面地展示、分析不同领域间的关联,为此,本文提出新产品开发(NPD)知识图谱,并将其与依赖结构矩阵(DSM)等方法相结合,以识别研发项目中多领域间的相互依赖关系。首先,本文建立依据NPD知识图谱测度顾客需求优先序的模型,并采用DSM和质量功能展开(QFD)方法,建立由“需求-功能”QFD关联推导功能间依赖关系强度的模型。然后,采用“功能-产品”多领域矩阵(MDM)推导部件间的依赖关系强度。最后,对DSM进行聚类,为提高聚类算法的稳定性,采用改进的信息熵,建立了改进的基于信息熵的两阶段DSM聚类模型,算例分析表明,该方法可明显降低类间的协调复杂性并提高算法的稳定性。 相似文献
12.
Nicoletta Corrocher 《Research Policy》2006,35(4):533-544
This paper examines the determinants of adoption of Internet banking among Italian retail banks. In particular it aims at investigating the nature of Internet banking in relation to traditional banking activity. In doing so, the paper analyses the role of firm-specific and market-specific characteristics in affecting the decision to provide financial services via the Internet. The empirical analysis indicates that the adoption of Internet banking depends upon the characteristics of traditional banking activities, particularly in terms of existing networks of distribution and existing customers. First, banks with high branching intensity adopt more slowly than banks with a few branches in place. Second, adoption is negatively affected by the existence of a large customer base, once we control for assets. An important consequence of this is that the provision of financial services over the Internet is a strategy directed more at attracting new customers than at strengthening the relationship with existing ones. 相似文献
13.
INO是一个以互联网为介质、信息丰富、无缝、快捷、跨边界的收集、传播和响应市场信息的过程。它给企业带来目标营销计划的有效执行、顾客服务的改善、营销成本的降低等方面的直接利益，进而间接地提高企业总体经营绩效。因此渴望通过卓越的营销活动提高经营绩效的企业应该执行INO过程。 相似文献
14.
互联网思维在学术期刊经营发展中应用的思考 总被引：1，自引：1，他引：0
【目的】寻找适合学术期刊市场化改革的思维理念,以促进学术期刊经营发展。【方法】 在挖掘互联网思维本质的基础上,从市场化运作的角度分析如何在学术期刊工作流程中应用互联网思维。【结果】互联网思维的本质是以用户为中心,最大化甚至超额地满足用户的需求,同时将用户所需要承担的成本降到最低直至免费。采用学术期刊市场化运作时,在选题策划、编辑加工、出版传播、增值服务各环节都应该围绕互联网思维的本质及其衍生出来的特征思考解决问题。【结论】互联网思维可以作为学术期刊市场化改革的思维理念,应充分理解互联网思维本质,并将其应用到学术期刊工作的整个流程中,从而促进期刊的经营发展。 相似文献
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16.
Human interpretation of images during image annotation is complicated, but most existing interactive image annotation systems are generally operated based on social tagging, while ignoring that tags are insufficient to convey image semantics. Hence, it is critical to study the nature of image annotation behaviors and process. This study investigated annotation tactics, transitions, strategies and their efficiency during the image annotation process. A total of 90 participants were recruited to annotate nine pictures in three emotional dimensions with three interactive annotation methods. Data collected from annotation logs and verbal protocols were analyzed by applying both qualitative and quantitative methods. The findings of this study show that the cognitive process of human interpretation of images is rather complex, which reveals a probable bias in research involving image relevance feedback. Participants preferred applying scroll bar (Scr) and image comparison (Cim) tactics comparing with rating tactic (Val), and they did fewer fine tuning activities, which reflects the influence of perceptual level and users’ cognitive load during image annotation. Annotation tactic transition analysis showed that Cim was more likely to be adopted at the beginning of each phase, and the most remarkable transition was from Cim to Scr. By applying sequence analysis, the authors found 10 most commonly used sequences representing four types of annotation strategies, including Single tactic strategy, Tactic combination strategy, Fix mode strategy and Shift mode strategy. Furthermore, two patterns, “quarter decreasing” and “transition cost,” were identified based on time data, and both multiple tactics (e.g., the combination of Cim and Scr) and fine tuning activities were recognized as efficient tactic applications. Annotation patterns found in this study suggest more research needs to be done considering the need for multi-interactive methods and their influence. The findings of this study generated detailed and useful guidance for the interactive design in image annotation systems, including recommending efficient tactic applications in different phases, highlighting the most frequently applied tactics and transitions, and avoiding unnecessary transitions. 相似文献
17.
随着数字化技术的蓬勃发展,越来越多的企业运用社交媒体吸引顾客参与企业社会责任,虚拟企业社会责任共创已成为企业履行社会责任的重要形式。本研究以顾客心理授权（选择权、知情权、影响力）为中介变量,探讨企业社会责任感知（利益感知、情感感知、期望一致性）对参与意愿的作用机理,并由实证分析得出利益感知通过选择权、知情权、影响力对参与意愿有显著正向影响;情感感知通过选择权、知情权对参与意愿有显著正向影响;期望一致性通过选择权、知情权、影响力对参与意愿有显著正向影响;企业声誉在利益感知与选择权、知情权中起到正向调节的作用;企业声誉仅在情感感知与选择权中起到正向调节的作用;企业声誉在期望一致性与选择权、知情权、影响力中起到正向调节的作用。本研究拓展了顾客心理授权理论的应用范围,进一步探索了企业社会责任感知到参与意愿的“黑箱”,并为虚拟企业社会责任共创的有效开展提供了重要启示。 相似文献
18.
基于顾客资产的顾客份额价值研究 总被引：1，自引：0，他引：1
顾客终身价值概念的提出对于保持顾客、提高顾客购买价值意义重大,但可适用性有待于进一步验证,顾客份额价值概念对于企业实践操作更具有适用性。顾客份额价值包括顾客忠诚的期间价值、人气价值、持续购买价值、口碑价值、顾客为企业创造的品牌价值和企业可持续发展价值。为此,企业必须加强分众情感管理、老顾客的分级管理及建立荣誉顾客和老顾客分红制度等。 相似文献
19.
将平衡记分卡系统应用到建筑企业绩效评价中,分析影响建筑企业绩效的财务、顾客、内部经营过程、学习与成长四个方面的绩效考核指标及其之间的因果关系,设计出建筑企业绩效评价的平衡记分卡地图。 相似文献
20.
Recent years have been characterized by the ubiquitous use of social networks as a mean of self and social identity, which offers new opportunities for qualitative and quantitative research in social sciences. The dynamics of interactions on social platforms such as Twitter promote the development of social movements around hashtags, such as #MeToo. According to previous research, this movement has set the beginning of an era. The present study aims to determine the key indicators of social identity in the #MeToo movement in Twitter using textual analysis and sentiment analysis of user-generated content. To this end, we use a cognitive pragmatics point of view to study a corpus of 31.305 tweets. Using the methodological approaches of corpus linguistics (CL) and discourse analysis (DA), we identify keywords, topics, frequency, and n-grams or collocations to understand the social identity of the #MeToo movement. The key indicators of the social identity in the #MeToo Era are validated using association statistical measures of Log-Likelihood and Mutual Information (MI). Our results reveal the polarization of sentiments where UGC is associated with both negative and positive topics. The social identity is particularly strongly correlated with women and the workplace. Finally, regardless the industry or area, these results present a holistic approach to the social identity of #MeToo. 相似文献