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互联网App品牌定位演化及沟通策略--网易有道案例研究
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作者 于春玲 张硕 +1 位作者 李泽群 鲍晨波 《营销科学学报》 2022年第2期102-118,共17页
根据目标顾客的变化调整品牌定位对于企业的可持续发展至关重要。工具类互联网产品(互联网App)的发展呈现明显的阶段性,从提供免费工具(以获取流量)到成为平台,工具类互联网产品的内涵发生了清晰的变化。探究互联网App的成长阶段和各阶... 根据目标顾客的变化调整品牌定位对于企业的可持续发展至关重要。工具类互联网产品(互联网App)的发展呈现明显的阶段性,从提供免费工具(以获取流量)到成为平台,工具类互联网产品的内涵发生了清晰的变化。探究互联网App的成长阶段和各阶段的品牌定位策略,可以帮助我们理解互联网App品牌的定位的演化特点,为企业主动调整该类产品的品牌定位,实现产品的可持续发展提供启发。同时,探究诞生并发展于社交媒体情境的互联网App品牌如何运用沟通策略建立品牌定位,为提升企业运用社交媒体的效率提供有益参考。本文以网易有道为研究对象,对其在2007-2020年期间的品牌管理实践进行案例研究。研究发现:(1)企业应视产品的不同发展阶段主动调整互联网App品牌定位:初创期、发展期和延展期分别适合采用功能型、象征型和情感型定位,对应地针对核心顾客、外围顾客和广泛顾客建立符合品牌阶段目标的品牌形象,实现“工具-内容/社区-平台”的发展路径。(2)社交媒体情境下的沟通策略应充分服务于品牌阶段目标,据此规划各阶段的沟通目标选择沟通媒介和评估沟通效果。企业尤其需要熟悉并善于利用自有媒体和免费媒体,营造高效低成本的全场景沉浸式沟通环境,实现品牌定位目标。这些研究发现对互联网App通过主动调整品牌定位实现长期发展,及提升社交媒体沟通效率有借鉴意义。 展开更多
关键词 互联网App 品牌定位演化 沟通策略 案例研究
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石膏和砂岩试样损伤破裂及声发射时空演化规律研究 被引量:15
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作者 陈栋 王恩元 +1 位作者 李楠 王笑然 《煤炭学报》 EI CAS CSCD 北大核心 2018年第7期1902-1909,共8页
通过对石膏和砂岩试样进行单轴压缩声发射试验,获取两种试样破裂全过程中的载荷-轴向变形曲线及声发射参数,观察试样破裂失稳情况,分析破裂过程中的声发射时空演化规律和波形的多重分形特征。研究结果表明:砂岩试样的单轴抗压强度是石... 通过对石膏和砂岩试样进行单轴压缩声发射试验,获取两种试样破裂全过程中的载荷-轴向变形曲线及声发射参数,观察试样破裂失稳情况,分析破裂过程中的声发射时空演化规律和波形的多重分形特征。研究结果表明:砂岩试样的单轴抗压强度是石膏试样的7倍多;由于岩性的变化,石膏和砂岩试样的破裂宏观形态由"X"型变化到倒"Y"型;两种试样声发射脉冲计数与应力变化规律比较一致,但是砂岩试样脉冲计数的最大值远远大于石膏试样;两种试样三维空间定位点分布与各自破裂宏观形态是一致的,但出现的时间以及分布位置是不同的;二者破裂过程中的波形都具有多重分形特征,破裂时的多重分形谱宽Δf(α)小于破裂前的Δf(α),破裂前的Δf(α)小于破裂后的Δf(α),砂岩试样各阶段的Δf(α)都小于石膏试样对应各阶段的Δf(α)。表明两种试样在破裂时的能量大于破裂前,破裂前的能量大于破裂后,而且石膏在各个阶段的能量小于砂岩对应各阶段的能量。通过对比分析,更加深入了解石膏冲击破裂的规律。石膏和砂岩一样会发生冲击破裂,只是冲击破裂形式不同,而且在同等条件下,石膏破裂产生的能量小于砂岩,为石膏矿冲击地压的防治打下了理论基础。 展开更多
关键词 岩石力学 破裂形态 声发射脉冲计数 定位演化 多重分形 FFT 最高频
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Experimental studies on pillar failure characteristics based on acoustic emission location technique 被引量:11
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作者 徐帅 刘建坡 +3 位作者 徐世达 魏炯 黄文柏 东龙宾 《Transactions of Nonferrous Metals Society of China》 SCIE EI CAS CSCD 2012年第11期2792-2798,共7页
Acoustic emission (AE) technique is a useful tool for investigating rock damage mechanism, and is used to study the temporal-spatial evolution process of microcracks during the similar pillar material experiment. A ... Acoustic emission (AE) technique is a useful tool for investigating rock damage mechanism, and is used to study the temporal-spatial evolution process of microcracks during the similar pillar material experiment. A combined AE location algorithm was developed based on the Least square algorithm and Geiger location algorithm. The pencil break test results show that the location precision can meet the demand of microcrack monitoring. The 3D location of AE events can directly reflect the process of initiation, propagation and evolutionary of microcracks. During the loading process, stress is much likely concentrated on the area between pillar and roof of the specimen, where belongs to danger zone of macroscopic failure. When rock reaches its plastic deformation stage, AE events begin to decrease, which indicates that AE quiet period can be seen as precursor characteristic of rock failure. 展开更多
关键词 rock damage mechanism pillar specimen failure characteristics temporal-spatial evolution microracks acousticemission location algorithm quiet period
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bPermian, Lopingian, strontium isotopic ratio, conodont zone, marine carbonate, stable isotope chemostratigraphy
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作者 YE FaCheng LIU XinChun +10 位作者 WANG Wei CHEN XiaoZheng LIU Jing SHEN ShuZhong WANG WenQian WANG XiangDong WANG Yue CAO ChangQun ZHENG QuanFeng ZHANG Hua ZHANG YiChun 《Science China Earth Sciences》 SCIE EI CAS CSCD 2015年第11期1951-1959,共9页
The Lopingian is one of the fastest rising periods of seawater strontium isotopic ratios (^87Sr/^86Sr) in earth history, and its mechanisms and increasing rates of the ^87Sr/^86Sr evolution were still disputed widel... The Lopingian is one of the fastest rising periods of seawater strontium isotopic ratios (^87Sr/^86Sr) in earth history, and its mechanisms and increasing rates of the ^87Sr/^86Sr evolution were still disputed widely. These disputations among researchers were caused mainly by timeframe selection (sections' thickness or data of radiometric ages), and different stratigraphic boundaries and un-upmost dated ages. This paper examined published ^87Sr/^86Sr data of the Lopingian, and projected them on timescales based on evolutionary and age constrained conodonts fossils. ^87Sr/^86Sr evolution vs fossil constraining timescales was re-established in this period. This research suggests: (1) ^87Sr/^86Sr excursion projects on fossil zones can truly support ^87Sr/^86Sr evolutionary pattern in the period; (2) ^87Sr/^86Sr evolution provides a new approach for stratigraphic research of marine carbonate sections in lieu of biostratigraphic data; (3) ^87Sr/^86Sr stratigraphy works on marine carbonate sections of different sedimentation rates even between different basins; (4) the ^875r/^86Sr data and its shift was dependent on samples materials and chemical treatment methods; (5) the increasing rate of marine water ^875r/^86Sr in the Late Permian is suggested as 5.4× 10^-5/Ma or slightly lower; (6) sedimentation age and its ^875r/^86Sr of the Lopingian marine carbonate suggested as: Dpro=259-(Rs- 0.70695)/5.4×10^-5 (Ma). 展开更多
关键词 PERMIAN LOPINGIAN strontium isotopic ratio conodont zone marine carbonate stable isotope chemostratigraphy
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