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 proc...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.展开更多
As a result of a large number of food scandals, societal interest in transparency in the food sector has grown considerably. Hence, the creation of transparency in the production process has been the focus of recent l...As a result of a large number of food scandals, societal interest in transparency in the food sector has grown considerably. Hence, the creation of transparency in the production process has been the focus of recent legislation. In addition to tracking and tracing, one finds in the public discussion an increasing number of demands for further information on such issues as food safety, animal and environmental protection and the sustainability of food production processes. However, it has not yet been sufficiently clarified which information about the production process--and thus which level of transparency--is actually desired or can actually be processed by consumers at the point of sale. In order to analyze this topic from the viewpoint of consumers, a large-scale empirical study has been conducted. This research uses an adaptive conjoint analysis to determine what transparency expectations consumers have with regards to information on packaged pork. Initial results show a very heterogeneous demand for information. Furthermore, consumers＇ demand for more information sometimes does not match their actual benefit profiles. The results provide insight into consumers＇ information needs and their willingness to pay for greater transparency; they also have interesting implications for meat processors＇ product development strategies.展开更多
文摘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.
文摘As a result of a large number of food scandals, societal interest in transparency in the food sector has grown considerably. Hence, the creation of transparency in the production process has been the focus of recent legislation. In addition to tracking and tracing, one finds in the public discussion an increasing number of demands for further information on such issues as food safety, animal and environmental protection and the sustainability of food production processes. However, it has not yet been sufficiently clarified which information about the production process--and thus which level of transparency--is actually desired or can actually be processed by consumers at the point of sale. In order to analyze this topic from the viewpoint of consumers, a large-scale empirical study has been conducted. This research uses an adaptive conjoint analysis to determine what transparency expectations consumers have with regards to information on packaged pork. Initial results show a very heterogeneous demand for information. Furthermore, consumers＇ demand for more information sometimes does not match their actual benefit profiles. The results provide insight into consumers＇ information needs and their willingness to pay for greater transparency; they also have interesting implications for meat processors＇ product development strategies.
