The on-going changes--as both opportunities and threats--push companies to look for competitive advantages and differentiation from competitors by making the best use of certain strategic levers; they are mainly repre...The on-going changes--as both opportunities and threats--push companies to look for competitive advantages and differentiation from competitors by making the best use of certain strategic levers; they are mainly represented by intangible resources （as harder to imitate） such as trade marks, brands, intellectual properties, ethics, and social values. Values in particular become more relevant if taking into consideration the company as a set of ＂human beings＂; companies must be more integrated with its reference society and need to communicate with both external and internal audience covering different expectations, needs and cultures. In this sense, the traditional communication may be now defined as ＂integrated communication＂. Accordingly, ethical principles and corporate social responsibility values are fundamental drivers of this integrated communication policies and are more and more reflected into the company＇s mission. The aim of the present paper is to analyze--at both a quality and an empirical level--the effectiveness of ethics and corporate social responsibility values as drivers for integrated communication. A sample of Italian listed food and beverage companies has been considered to establish if and how ethical principles and sharing corporate values have been built and implemented during the last years; the expected results are to demonstrate the link between literature and empirical evidence concerning effectiveness of integrated communication and its impact on company＇s financial results and--in particular--on value creation for shareholders. Eventually, the study results show that there might be huge benefits in using an integrated communication; talking to people in a coherent way and sharing values constantly make firms achieve best results.展开更多
The paper study improved K-means algorithm and establish indicators to classify customers according to RFM model. Experimental results show that, the new algorithm has good convergence and stability, it has better tha...The paper study improved K-means algorithm and establish indicators to classify customers according to RFM model. Experimental results show that, the new algorithm has good convergence and stability, it has better than single use of FKP algorithms for clustering. Finally the paper study the application of clustering in customer segmentation of mobile communication enterprise. It discusses the basic theory, customer segmentation methods and steps, the customer segmentation model based on consumption behavior psychology, and the segmentation model is successfully applied to the process of marketing decision support.展开更多
The main objective of this research was to study the pattern and suggestion in ICT usage of tourism business in Chiang Mai. One hundred ninety questionnaires, referred from ICT usage pattern in organization which was ...The main objective of this research was to study the pattern and suggestion in ICT usage of tourism business in Chiang Mai. One hundred ninety questionnaires, referred from ICT usage pattern in organization which was divided into three sections： office work, communication/contacts and public relation/advertising, were gathered from tourism business in four districts in Chiang Mai. Results showed that of the tourism business only 54.7% have their own websites. Using ICT for public relations and advertisement purpose, hotel/accommodation was the highest users with majority as 29.3%; followed by tour operator with majority as 26.3%; transportation and souvenir was the lowest number of users with minority as 50.0% and 25.0%. For communication purpose hotel/accommodation business and tour operator business were high users with majority as 56.1% and 43.4% followed by restaurant business as moderate user with majority as 50.0%; and transportation business as the lowest user with minority as 31.1%. The paper suggested to owners of tourism businesses the following： （1） training on ICT application; （2） setting up center of tourism information; （3） low cost of intemet requirement from small tourism business because they lack technical person on ICT usage. Both the local and national governments should have important roles in supporting the small and medium tourism enterprises by providing good public facilities, technical expertise and easy information access.展开更多
文摘The on-going changes--as both opportunities and threats--push companies to look for competitive advantages and differentiation from competitors by making the best use of certain strategic levers; they are mainly represented by intangible resources （as harder to imitate） such as trade marks, brands, intellectual properties, ethics, and social values. Values in particular become more relevant if taking into consideration the company as a set of ＂human beings＂; companies must be more integrated with its reference society and need to communicate with both external and internal audience covering different expectations, needs and cultures. In this sense, the traditional communication may be now defined as ＂integrated communication＂. Accordingly, ethical principles and corporate social responsibility values are fundamental drivers of this integrated communication policies and are more and more reflected into the company＇s mission. The aim of the present paper is to analyze--at both a quality and an empirical level--the effectiveness of ethics and corporate social responsibility values as drivers for integrated communication. A sample of Italian listed food and beverage companies has been considered to establish if and how ethical principles and sharing corporate values have been built and implemented during the last years; the expected results are to demonstrate the link between literature and empirical evidence concerning effectiveness of integrated communication and its impact on company＇s financial results and--in particular--on value creation for shareholders. Eventually, the study results show that there might be huge benefits in using an integrated communication; talking to people in a coherent way and sharing values constantly make firms achieve best results.
文摘The paper study improved K-means algorithm and establish indicators to classify customers according to RFM model. Experimental results show that, the new algorithm has good convergence and stability, it has better than single use of FKP algorithms for clustering. Finally the paper study the application of clustering in customer segmentation of mobile communication enterprise. It discusses the basic theory, customer segmentation methods and steps, the customer segmentation model based on consumption behavior psychology, and the segmentation model is successfully applied to the process of marketing decision support.
文摘The main objective of this research was to study the pattern and suggestion in ICT usage of tourism business in Chiang Mai. One hundred ninety questionnaires, referred from ICT usage pattern in organization which was divided into three sections： office work, communication/contacts and public relation/advertising, were gathered from tourism business in four districts in Chiang Mai. Results showed that of the tourism business only 54.7% have their own websites. Using ICT for public relations and advertisement purpose, hotel/accommodation was the highest users with majority as 29.3%; followed by tour operator with majority as 26.3%; transportation and souvenir was the lowest number of users with minority as 50.0% and 25.0%. For communication purpose hotel/accommodation business and tour operator business were high users with majority as 56.1% and 43.4% followed by restaurant business as moderate user with majority as 50.0%; and transportation business as the lowest user with minority as 31.1%. The paper suggested to owners of tourism businesses the following： （1） training on ICT application; （2） setting up center of tourism information; （3） low cost of intemet requirement from small tourism business because they lack technical person on ICT usage. Both the local and national governments should have important roles in supporting the small and medium tourism enterprises by providing good public facilities, technical expertise and easy information access.
