略论新兴媒体的“活动”营销

本文讨论的新兴媒体具备三个特征: 一、资历新。指创办于我国媒体创业风潮陡起的20世纪末至今,吸引了部分风险资金,依托于某一官方媒体或具备举办媒体资格的官方机构成立的媒体。这里不包括各种诞生于20世纪80年代末90年代初的各种市场化媒体。 二、领域新。指这些媒体涉及的内容主要为财经、管理、时尚、汽车、服装、白领生活等我国市场经济中蓬勃发展的领域,受众细分程度较高。

A New Evaluation Algorithm for the Influence of User in Social Network

Online social networks have gradually permeated into every aspect of people's life.As a research hotspot in social network, user influence is of theoretical and practical significant for information transmission, optimization and integration. A prominent application is a viral marketing campaign which aims to use a small number of targeted infl uence users to initiate cascades of infl uence that create a global increase in product adoption. In this paper, we analyze mainly evaluation methods of user infl uence based on IDM evaluation model, Page Rank evaluation model, use behavior model and some other popular influence evaluation models in currently social network. And then, we extract the core idea of these models to build our influence evaluation model from two aspects, relationship and activity. Finally, the proposed approach was validated on real world datasets,and the result of experiments shows that our method is both effective and stable.

Analysis on the Transformation of Marketing Strategy and the Countermeasures under the Network Economic Times

In this paper, we theoretically analyze the transformation of marketing strategy and the countermeasures under the network economic times. Network marketing is based on the network technology, including the whole process of marketing activities as a new form of marketing. In this paper, we analyze the issue from the listed perspectives. （1） Ultra space-and-time. The traditional marketing has very strong boundedness to the region, and this boundedness displays, the specifi c transaction can only be closed in the specific region, if the enterprise wants to expand the market share, only then establishes the retailing organization. （2） Interactivity. Network as a media, with the one-on-one interaction, this feature allows companies to basic communicate with consumers, and strengthen consumer participation, to determine the product form, function and the price. （3） The symmetry of information. Consumers can fi nd all kinds of that related products on the Internet information, there are plenty of time to judge the various products and prices. Companies will also be released in a timely manner on the Internet the company’s latest product information. Under this basis, we propose the new idea on the network marketing development direction that will help to build up the more efficient marketing system.

The Usage of Instagram as a Marketing Tool

The developments in information and communication technologies everyday and the effects of globalization have led to many changes in most of the fields including marketing communications. Today, businesses are struggling to survive intensely, to be able to be heard in a global competitive environment, and to keep their market share to the forefront. In this sense, the businesses that have taken into consideration that the current developments have caused great changes in the consumers, also added social media which they use very intensely in order to reach the consumers in the period that the traditional methods have lost importance, to their marketing mix as an important brand communication medium. Social media makes it necessary to go out of tradition in marketing activities. In the social media economy, consumers are at the forefront, and the structures that carry on their activities in interaction with the consumer are gaining importance. Facebook, Twitter, and Youtube are among the most frequently used social networks in our country, but in recent times Instagram is another platform that has recently attracted the attention of companies. The study examined the comparison of traditional marketing and social media marketing. The study also examined the importance of using images and the usage of Instagram as a marketing tool.

Strategy research of enterprises to cope with marketing environment changes

Enterprise is economic cell of society. Enterprise marketing activities are conducted under certain social conditions, which have countless ties with all aspects of society. In order to achieve the established marketing objectives, firms must carefully analyze and research marketing environment and strive to make company＇ s marketing plan and decisions adapt to the changing market environment, avoiding and overcoming the risks of environment changes, in the end to ensure an invincible position in the fierce market competition and constantly changing environment.

Change of Customer Concept in Marketing Activities

Marketing concept refers to the guiding ideology of correctly dealing with the interest relationship among enterprise, customers and society and also the fundamental standard for behaviors in the process of an enterprise to carry out all marketing activities in a certain period of time, production and business technology, and market environmental conditions. In this paper, the change of customer concept in marketing activities is mainly discussed. Therefore, this paper is of certain practical and guiding significance.

Analysis of Marketing Strategy Based on The Consumer Behavior under the New Situation

Consumers are the source of enterprise profits and the center of enterprise marketing activities. The study of consumption pattern has strategic significance on enterprise business activities. In terms of the enormous consumption market as China in particular, the study of its consumption pattern is particularly significant. Through the periodic classification of Chinese economic pattern, this thesis extracts the main consumption pattern characteristics of different stages. Through the exploration of the consumption pattern, it analyzes the development rule of consumption pattern and seeks the intrinsic relationship between consumption pattern and enterprise marketing. On this basis, it proposes suggestions of enterprise marketing counternaeasures that adapt to consumption pattern and contribute to enterprise development.

Evaluating Benefits of Sport Mega-Events on the Host Cities＂ Effects of the 34th America＇s Cup on Naples

Sport tourism events refer to sport activities with potential to attract tourists, media, athletes, and other sporting officials, with the primary purpose for travel being participating in or viewing sport. Sport mega-events, such as America＇s Cup, have been recognized as a strong component of tourism, and are becoming an integral and major part of tourism development and marketing strategies. As a catalyst for change, sport mega-events can accelerate the host city economic, political, and social development. This paper focuses on the case of the 34th America＇s Cup for Naples. In order to evaluate the benefits of this event on the city, the authors first propose a general framework of main benefits that sport mega-events may bring to host cities, and subsequently, the authors applied this framework to the Naples case.

Financial Valuation of Segment-Specific Marketing Activities and Market Segment Development

By applying methods of investment appraisal, this paper offers a financial approach for determining the optimal level of segment-specific marketing activities and market development under the conditions of imperfect markets and uncertainty. Within the scope of marketing planning and controlling, the model is suited to optimizing an enterprise＇s market activities and taking interdependencies between market segments, production, and investments into account. Applying duality theory of linear programming allows for identifying the income determinants and deriving formulas for a correct valuation by using （corrected） net present values （NPVs）. Under certain conditions, they can also be used to easily evaluate and financially interpret the effects of parameter changes. The author uses sensitivity analysis to support these findings and to obtain more information on the effects of these determinants.

Web content analysis of agricultural cooperatives located in Turkey

After the appearance of the globalization process post of 1980＇s, world has becaming a big village, that had been brought many important outcomes related with cooperatives which are aimed to emit the capital to the base. These conditions have been forced the movement to adopt themselves to this process vitally. As of year 2007, there are 26 several types of cooperatives with 90.086 unit cooperatives which have total number of 8,561.618 partners that are all dependent to Turkish cooperative association as well as Ministry of Industry and Commerce. In this study, the web sites of Turkish agricultural cooperatives were examined in terms of their contents. Also, it is tried to find out the sufficiency level of their electronic marketing activities. Within the context of this study, web sites of 5 agricultural cooperatives are examined in terms of their design.

On the Marketing Mode of Agility in the Marketing Management of Enterprises

Enterprise competition tends to be a topic of much significance in society with gradual development, especially when there exist hundreds and thousands of production and business activities of the establishment in current world. The enterprise must attach much importance to market so as to be in superiority and satisfy the needs of the broad masses of customers. This thesis shall propose the marketing mode of agility in marketing for many establishments hence the increase in competitiveness of enterprises and existence in the whole society.