Cause-related Marketing Strategy in Supply Chain Considering Quality Differentiation

Cause-related marketing(CRM),as an organic combination of marketing and corporate social responsibility(CSR),has been widely used in the supply chain.However,the existing literature rarely studies the CRM strategy the in the supply chain.This paper explores the pricing decisions and CRM strategy of supply chain members by examining a supply chain system consisting of a manufacturer and a retailer,where the manufacturer produces two quality differentiated products.By developing a Stackelberg model for three scenarios,including the No CRM strategy,CRM strategy for the high-quality product,and CRM strategy for the low-quality product,this paper finds that the CRM strategy will result in higher wholesale and sales prices for the cause-related product.In addition,consumers’pro-sociality and the degree of product quality differentiation are critical to the manufacturer’s choice of CRM strategy.When the quality difference differs significantly,the manufacturer should implement CRM for the high-quality product in a market with low consumer pro-sociality and for the low-quality product in a market with high consumer pro-sociality;when the product quality difference is slight,the manufacturer should choose to implement CRM for the low-quality product regardless of consumer’s pro-sociality.Furthermore,the model is extended to that the retailer implements the CRM strategy and a retailer-led supply chain.The results indicate that CRM strategy in the supply chain is not influenced by the implementing entity or the supply chain leader.

Impact of Sharing Marketing on Marketing Willingness of Employees in Internet Decoration Industry

With the development of information technology,sharing marketing,as an innovative marketing method,plays an important role in promoting the marketing willingness and enthusiasm of employees in the Internet decoration industry.Based on the data obtained from the ques-tionnaire survey,this paper makes an empirical analysis of the impact of the economic value,social value,perceived ease of use,perceived convenience,enabling conditions and subjective norms of sharing marketing on the marketing willingness of employees in the Internet decoration industry.The results showed that the questionnaire had good internal consistency and construct validity.Through empirical analysis,it can be found that the economic value,social value,perceived ease of use,perceived convenience,enabling conditions and subjective norms of sharing marketing have a significant positive impact on employees'marketing willingness.

The Chinese Consumers’Service Quality Satisfaction Differences of Cruise Tourism and Precision Marketing Strategy

The paper selected Chinese Cruise Line as the case study. Having based on the survey data of Chinese cruise tourism consumers, the factor analysis method, one-way analysis of variances method, cluster analysis method, and other quantitative and qualitative methods were taken to analyze Chinese consumers’ satisfaction differences of cruise tourism service quality with different segmentation markets and clusters markets, and the reasons of satisfaction differences were also explored. Then precision marketing strategy of Chinese cruise tourism with different segmentation markets and clusters markets from the supply-side reform perspective was discussed. The purpose of current research was to provide suggestions of precision management and precision marketing of Chinese cruise tourism for relevant enterprises and government departments.

Aviation Safety and Data Mining in Marketing Dimension

The aviation industry is a sector that is developing, changing and growing every day in terms of technological and legal framework. There are generally three factors that enable airlines to hold on to the market. These factors are safety, service quality and price. Airline companies can analyze the customers in the market with a focus on price and quality and develop a business model according to their expectations. For example, business class and economy class passenger expectations are different from each other, so the service and price to be offered to them will be different. However, all customers have one common expectation and that is safety. No matter how high quality the service is or how cheap the price is, no one wants to fly with an airline or plane that is not safe. From an airline company’s point of view, an accident or breakdown of one of the company’s aircraft can cause irreparable image loss and financial damage. If we look at past examples, we see that there are many airline companies or maintenance organizations that could not recover after an accident and went bankrupt. Safety is an indispensable factor. Therefore, there is a unit in the sector called the safety management system (SMS), which collects data by taking a proactive and reactive approach. The way and purpose of the safety management system is to take a proactive approach to recognize and prevent unsafe situations before they cause accidents or breakdowns, or to take a reactive approach to find the causes of accidents and breakdowns that have occurred as a result of certain factors and to take the necessary measures to prevent the same situations from happening again in the sector. The field of data mining, which is necessary to predict the future behavior of customers in the field of marketing, is an area that marketing also values. In this study, data mining studies to ensure safety in the aviation industry and the security of customer information in marketing will be emphasized, firstly, the concept and importance of data mining will be mentioned.

Innovation and Development Trends in ASEAN Marketing Models in the Digital Age

The digital wave is reshaping the global economic landscape with unprecedented force,especially in the dynamic and promising ASEAN region.Southeast Asia,a multicultural gathering place composed of ten countries,is experiencing profound changes due to the digital revolution,and its marketing model is also displaying new vitality.With soaring internet penetration,widespread use of smartphones,and the booming rise of social media,ASEAN markets have become at the forefront of global digital marketing innovation.This transformation is not only about the application of technology but also involves a comprehensive shift in thinking,consumer behavior,and business strategy.The purpose of this paper is to explore in depth how ASEAN marketing models are innovating in this era and to identify future trends,with a view to providing insights for companies to help them remain competitive in the rapidly changing market.

Analysis of Service Marketing Strategies in the Senior Study Travel Tour Market

Senior study travel,as an emerging form of tourism,combines the dual characteristics of educational learning and leisure travel.It not only meets the elderly’s desire for spiritual and cultural life and self-fulfillment but also promotes the construction of a healthy aging society.This study comprehensively uses methods such as literature analysis,interviews,and case studies to analyze the current status and existing problems of the senior study travel market.Based on the 7Ps service marketing model,it explores service marketing strategies for the senior study travel market,aiming to provide reference and guidance for related tourism enterprises to supply more attractive senior study travel services.

From Inside Out:Internal Marketing as an Engine for Service Promotion-A Secondary Publication

Focusing on“from inside out”means understanding that the driving force behind a successful service promotion campaign lies in a deep connection with the internal team,turning it into the engine that propels a positive brand perception.The University of Panama faces challenges in the effective implementation of strategies involving its internal staff,impacting the coherence and strength of its promotional messages.The research aimed to determine internal marketing strategies as an engine for service promotion at the Central Campus and CRUSAM.The applied study was descriptive,non-experimental field research,and cross-sectional.The sample consisted of 80 individuals using a quota sampling method to measure and quantify the expression of a construct or variable that is not directly observable.A selfadministered questionnaire was used to collect information,measuring variables in their various dimensions.Content validity of the questionnaire was ensured through the evaluation of three experts,and the reliability of the Likert-type instrument was assessed using Cronbach’s α coefficient,which was found to be very high(0.918).The results led to the conclusion that establishing internal marketing strategies is necessary for the transformation and innovation process in the university through service promotion.

The Impact of Short Media Videos on Urban Tourism Marketing:Taking Zibo and Xi'an as Examples

In the era of new media,short videos as an innovative means of communication have led to significant changes in the promotion strategies of tourist cities.The prosperity of the tourism industry has a significant driving effect on local economic growth,and marketing strategies are the key to the progress of the tourism industry.Through efficient marketing methods,the visibility of tourist attractions and cities can be significantly improved,thereby attracting more tourists and injecting new vitality into the local tourism industry and the overall economy.At present,with the rapid development of short video platforms such as TikTok and the sharp increase in the number of users,short video marketing has gradually received widespread attention from industry professionals and the general public.Some cities have achieved good results in tourism marketing implemented with the help of short video platforms,prompting more cities to use short videos for marketing activities.However,short videos also negatively impact urban tourism marketing,reducing the appeal of TikTok marketing to audiences.Therefore,this article conducts in-depth research on the impact of short video media on urban tourism marketing,elaborates on the advantages,analyzes the impact,proposes strategies for the application,and hopes to provide a reference for cities to use short videos for tourism marketing.

Innovative Research on Enterprise Marketing Strategies under the Background of New Media

Marketing is one of the comprehensive development strategies for production-oriented and service-oriented enterprises, and it is also an effective path to increase income and revenue for enterprises. By operating and selling the main products, services, cultural concepts, and many more of the enterprise in a market-oriented manner. We aim to deepen the impression of the enterprise among consumers, enhance its market influence, and seek more opportunities for cooperation and development for the enterprise. However, with increasingly fierce market competition, traditional marketing models are no longer able to maximize their effectiveness. This article firstly analyzes the positive impact of new media background on enterprise marketing in expanding the scope of information release, improving marketing targeting, and creating new marketing platforms. Secondly, it explores the problems faced by enterprises in the current marketing process, such as outdated ideological concepts, insufficient team building, and rigid marketing content. Finally, strategies such as updating marketing concepts, strengthening team building, and innovating marketing content were proposed to provide some reference and inspiration for enterprises to smoothly promote marketing work under the background of new media.

Augmented Reality Marketing:Breakthroughs and Opportunities

The impact of augmented reality(AR)technology on consumer behavior has increasingly attracted academic attention.While early research has provided valuable insights,many challenges remain.This article reviews recent studies,analyzing AR’s technical features,marketing concepts,and action mechanisms from a consumer perspective.By refining existing frameworks and introducing a new model based on situation awareness theory,the paper offers a deeper exploration of AR marketing.Finally,it proposes directions for future research in this emerging field.

Marketing Strategies for Reading Promotion Activities in Academic Libraries:A Case Study of the University of Shanghai for Science and Technology

In the contemporary digital age,traditional reading habits have been compromised by digital media,a situation that has forced academic libraries to adopt proactive marketing approaches to promote reading among students and faculty.This article investigates the implementation of marketing strategies in promoting reading activities within academic libraries,taking the University of Shanghai for Science and Technology as a case study.The paper explores various marketing strategies employed by academic libraries,including market segmentation,utilization of new media platforms,and the creation of personalized content for readers.Drawing from an extensive literature review and real-world examples,the study establishes a framework for marketing reading promotion activities tailored to academic libraries.These findings underscore how effective marketing strategies can enhance user participation,expand library influence,and optimize resource utilization.

Marketing Strategy Analysis of Migu Video App Based on 4I Theory

With the increasing maturity of 5G technology and the comprehensive development of video apps on the Internet,the landscape of video app downloads shows that Migu Video lags behind giants like iQiyi,Tencent Video,Youku,and Mango TV.However,during the Tokyo Olympics and the Beijing Winter Olympics,Migu Video’s focus on sports coverage and commentary led to increased public use and app downloads.This study analyzes the marketing status and strategy of the Migu Video App.It conducts a detailed analysis using the 4I theory-interest,interaction,individuality,and initiative-and proposes a brand marketing strategy tailored for Migu Video.This aims to provide insights into the marketing strategies of other mobile Internet companies.

Analysis of Innovative Paths for Enterprise Marketing Management Development Strategy under the Background of New Media

From the perspective of enterprise marketing strategy planning,innovative research should be conducted based on the current trends in new media.The findings should be applied to practical activities within enterprises to achieve innovation in marketing strategy decision-making in the new media environment.Enterprises should adopt advanced communication transmission technologies and big data processing capabilities to effectively leverage the hidden value and promotional planning advantages of network media platforms.This approach can enhance customer loyalty and increase demand for new products.Enterprises should integrate into the continuously evolving new media landscape,explore their potential business characteristics,and innovate promotional methods.By effectively combining product information with digital media content,companies can ultimately achieve significant increases in corporate interests.

Research on Construction of Pharmacovigilance System for Marketing Authorization Holders in China

Objective To provide suggestions for helping marketing authorization holders(MAHs)to develop an effective and compliant pharmacovigilance system.Methods The construction strategies of pharmacovigilance system of the multinational pharmaceutical companies were analyzed based on the requirements of regulations and laws.Results and Conclusion There are some gaps between local and multinational pharmaceutical companies in the construction of pharmacovigilance system.We can learn from the experience of multinational pharmaceutical companies to improve the pharmacovigilance system,which includes building a sound pharmacovigilance organizational structure,establishing a series of operational system files and cultivating professional talents.MAHs of China should improve the structure of enterprise pharmacovigilance system.Besides,members of Drug Safety Committee should be department managers with higher position so that they can fulfil the responsibilities of risk assessment.If MAHs possess a large variety and quantity of products,a Drug Safety Committee should be established to ensure the timely discovery of risks.In addition,MAHs should pay attention to the implementation of related regulations and laws on pharmacovigilance and establish compliant,effective and operatable files combing with the actual operation of pharmacovigilance system.Finally,MAHs should introduce and train pharmacovigilance talents,and hire pharmacovigilance experts as consultants to solve the problem of talent shortage.

Research on the Digital Transformation of the Whole Industry Chain of Guangdong Supply and Marketing Cooperative

Guangdong Supply and Marketing Cooperative serves as an important institution for the“Three Rural Areas”in the Guangdong-Hong Kong-Macao Greater Bay Area.Its digital transformation and optimization serve as powerful supports for rural revitalization.This paper systematically reviews the main practices and effectiveness of the digital transformation within the Guangdong Supply and Marketing Cooperative.It also analyzes the current development dilemmas faced in the construction of digital supply and marketing.Additionally,it proposes targeted solutions,including building a big data resource base,optimizing the digital supply and marketing cloud platform,developing digital publictype agricultural social service applications,establishing a new model of rural e-commerce,enhancing the traceability management system for agricultural products,and strengthening the construction of the digital human resources system.These proposals aim to further promote the strategy for revitalizing the countryside.

Small Ruminant Production and Marketing Practices in Harawa, Somali Region, Ethiopia

Small ruminant production is an essential component of agricultural activity for smallholder farmers. The aim of this study was to assess small ruminant production and marketing practices in the Harawa district of Somali Region, Ethiopia. For the study 90 households owning small ruminant were selected from three different towns of Harawa district. Information on sheep and goat ownership patterns, production objectives, and management and production constraints were collected from 90 households using semi structured questionnaires. The available feed resources are grass species, crop aftermath and legumes species are the common ones. The average family size was 5.78 ± 0.235 persons per household. Crop-livestock farming was the commonly used farming system with (62.75%) extensive and (27.25%) semi-intensive production system. The mean total land holding was 6.08 ± 0.24 ha per HH and was significantly (P < 0.05) varied across production systems. On average, the sample households owned 46.32 ± 1.22 sheep, 38.28 ± 1.40 goat, 4.85 ± 0.43 cattle, 4.15 ± 0.54 camel, 2.18 ± 0.19 donkey and 0.53 ± 0.20 poultry. The finding shows most of the respondents kept sheep and goats for insurance as ranked first. Feed shortage was ranked first as the main constraint hindering sheep and shortage of veterinary service, drought, disease, water shortage and poor infrastructure were the other major constraints of sheep and goat production in the study area. The major production and marketing constraints in small ruminant production in the area are disease and parasite (cadho), feed and grazing land shortage, low productivity, poor veterinary service and poor of infrastructure. Therefore, it is important to use modern production systems with improved technology in the area and improve traditional system through feed supplementation and better health care. As well as improving marketing efficiency through appropriate policy and provision of information is important.

Design of a Social Marketing Plan on Salt Reduction for the Control and Treatment of Noncommunicable Diseases in Costa Rica

High blood pressure and other non-communicable diseases associated with excessive salt/sodium consumption represent a major challenge to the health of the world’s population. Consumption is a human behavior that is usually influenced by significant factors, internal and external to people. The design of a national social marketing intervention is described. The whole process was developed by a national interdisciplinary team over the course of a decade (2011-2022). Its purpose is to promote changes in this behavior, through gradual reduction of salt/sodium consumption in the target populations of Costa Rica, for the prevention and control of associated diseases. The process includes four phases: research, situation analysis, creation of a proposal for the social marketing strategy, and implementation and evaluation. Last phase was not developed by the research team. The main inputs used to design this intervention were the data generated in three qualitative researchers carried out by the national work team and the social marketing regional plan for salt consumption reduction in Latin America. By analyzing these research data, marketing mix components were determined for designing the intervention. The marketing strategy is promotional and is based on encouraging a natural diet with less sodium using natural seasonings and adding less discretional salt and industrialized products high in sodium, in the preparation of food and dishes. The primary key audience is the mother of the school-aged child, and the secondary is the adult caregivers of this child. It is expected that in the short term, health promoters from different government and non-state sectors will contribute to the implementation of the national social marketing plan, to achieve, in the medium or long term, a consumption that approaches five grams of salt per person per day. This plan is a country initiative to position the value of a natural diet with less sodium and to contribute to the prevention and treatment of HT and NCD associated diseases.

Sustainable Marketing at the Heart of Cosmetics Companies:Myth or Reality?

Cosmetic companies are trying to include more sustainability in their strategies. But, showing commitment is always a challenge for them. This work consists in showing the degree of commitment of cosmetic companies in their marketing practices. The qualitative study carried out aims to determine the level of their commitment in terms of sustainability, based on 10 websites of “sustainable” cosmetics companies that sell their products online, and on defining sustainability criteria for each variable of the marketing mix. The results indicate that the majority of the companies analyzed are aware of the importance of sustainability and have taken measures to have a positive impact on the economy, society and the environment. The companies have made considerable efforts in “product” and “communication” strategies, but additional improvements can be envisaged for “price” and “distribution” strategies.

A Review on Sustainable Product Design, Marketing Strategies and Conscious Consumption of Bamboo Lifestyle Products

Conscious consumption is a trend that is here to stay since consumers are becoming more aware of their purchasing decision and its impact on their health & environment. To sustain in the market on the move towards sustainability and meet the demands, companies need to re-examine their footprints and incorporate green practices in their products and organization. Using eco-friendly material & processes is one of the remedies to come up with this, and bamboo is one of the most versatile, green and renewable natural resources on planet earth. Traditionally bamboo has been exploited to a large extent but cutting-edge options available for bamboo are still limited and have a scope of indulging fully in the lifestyle of people in India. The global market size of bamboo was valued at UED 53.28 billion in 2020, and it is expected to grow at compound annual growth rate of 5.7% from 2022 to 2028. There is increasing demand for sustainable construction, and furniture and handicraft products also have considerable weightage. Manny brands and craft clusters of bamboo are realizing and promoting this green quotient of bamboo to the market to attract the eco-conscious audience and trying to cope up with the advancement of sustainability, like certifications of being a green organisation. Despite the exceptional qualities of bamboo, it is considered as a marginalized material due to low production rate, high competition with the non-eco-friendly or cheaper alternatives, aesthetics and marketing gaps. There is a gap between willingness to purchase and an actual purchase when it comes to the sustainable products and marketing plays a major role in conversions. The main purpose of the research is to study and understand the product, craft, design, production processes and marketing practices of bamboo lifestyle products and how conscious consumption patterns influence the bamboo products and the industry in relevance to the sustainability. Exploratory research method was applied with the literature survey and reviewing of the research papers from the peer reviewed journals. They were classified and reviewed based on the areas relevant to the bamboo products. The research outcome revealed the research gaps and the results were discussed and presented with the perspectives of product design, conscious consumption and marketing strategies in relevant to the sustainability of bamboo lifestyle products.

Marketing Model Analysis of Fashion Communication Based on the Visual Analysis of Neutrosophic Systems

In order to Improvement the Neutrosophic sets as effective tools to deal with uncertain and inconsistent information.The research takes method-ology of combined single-valued neutrosophic rough set and multi-scale deci-sion systems.This paper proposes the optimal scale selection and reduction algorithms based on multi-scale single-valued neutrosophic dominance rough set model.User requirements were analyzed using KJ method to construct a hierarchical model.According to the statistics of representative studies from China and the West,we found that,on the one hand,classical theory has been expanded and supplemented in fashion culture communication and market-ing.The topics are more micro-diverse,and the research methods are inspired by other disciplines;on the other hand,Chinese practice and Chinese cultural perspective need to fill the gap.The fashion content in the new fashion,however,needs to broaden its boundaries,and in addition to integrating with cultural theory and sociology,it needs to be integrated with fashion products,including product design,visual communication,image design and so on.Aesthetic communication needs to be taken into account as an important connotation,with visual communication and the communication of images as important research elements.On the whole,this research abroad inspires the development of domestic fashion culture communication and marketing research.