In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective ...In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.展开更多
Aiming at discovering target customers,this article establishes the value assessment system for government& corporate customers according to the level,stability and accessibility of customer value.With 137 custome...Aiming at discovering target customers,this article establishes the value assessment system for government& corporate customers according to the level,stability and accessibility of customer value.With 137 customers as samples,it builds the government & corporate customer value assessment system through analytic hierarchy process(AHP) and identifies target government &corpora te customers by indicator optimization,model fitting and cluster analysis.All these achievements help accurate identification of high-value government and corporate customers and optimization of resource allocation for customer service.展开更多
The measurement of customer assets value has become a significant task in the field of marketing. Although a series of achievements have been formed, the deeper research is still needed in the following aspects： how ...The measurement of customer assets value has become a significant task in the field of marketing. Although a series of achievements have been formed, the deeper research is still needed in the following aspects： how to build parameter estimation model of various variables based on the interaction among customer assets elements and how to get the scientific and available measured data. In order to solve these problems, this paper, based on the characteristics of customer relationship in Business to Business （B to B） enterprise and the analysis of the variable factors in the interactive models will systematically and practically use the seemingly unrelated regression method to construct three main parameters estimation models in the customer assets measurement model, and prove the feasibility of the model through a case study. Research results show that measurement model system constructed by this method solves the problem of interaction and germination among parameters influencing factors. At the same time, factors concentration simplifies data sources to ensure the reliability and objectivity of the data, and thus improve the accuracy and feasibility of the estimation of customer assets value.展开更多
The focus of the article is on the contribution of the perspective of supply chain management （SCM） to the explanation of internationalization processes. The empirical study is based on case studies of 20 small- and...The focus of the article is on the contribution of the perspective of supply chain management （SCM） to the explanation of internationalization processes. The empirical study is based on case studies of 20 small- and medium-sized enterprises （SMEs） with international activities from China, India, New Zealand, and Singapore. All chosen firms were founded after 1980 in order to capture retrospectively the whole globalization process of each firm. All sample firms operate their supply chains （SCs） on the basis of information and communications technology （ICT）. Depending on size, strategy, business model, industry, and mindset of the managers, firms use ICT on a range from integrating individual functional areas to integrating the whole SC through enterprise resource planning （ERP） and customer relationship management （CRM） systems.展开更多
How to mobilize the enthusiasm of employees working in human resources management has always been the core issue. Employee engagement is a positive mental state of employers; it can be used to measure affective, cogni...How to mobilize the enthusiasm of employees working in human resources management has always been the core issue. Employee engagement is a positive mental state of employers; it can be used to measure affective, cognitive and behavioral aspects of the organization and work involvement, which embodies the people-oriented management thinking. Employee engagement has a positive and predictive effect on business performance, customer satisfaction, and employee well-being. Employee engagement directly affects individual behavior and business performance, and thus it determines the competitiveness of enterprises. This paper first discusses the academic definition of employee engagement, and then bases on the relevant theoretical models to analyze employee engagement mechanisms and factors influencing decisions, and finally proposes enterprises to enhance employee engagement of specific measures.展开更多
文摘In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.
基金The work presented in this study is supported by the National Natural Science Foundation of China （Grant No.71372046）. As the authors of this paper, we＇d like to express our sincere gratitude to China enterprise research center, Tsinghua University. Since without the inspiring academic atmosphere, we could hardly come up with the creativity of this study. Besides, we also appreciate the cooperation of our subjects who were all students of our university.
文摘Aiming at discovering target customers,this article establishes the value assessment system for government& corporate customers according to the level,stability and accessibility of customer value.With 137 customers as samples,it builds the government & corporate customer value assessment system through analytic hierarchy process(AHP) and identifies target government &corpora te customers by indicator optimization,model fitting and cluster analysis.All these achievements help accurate identification of high-value government and corporate customers and optimization of resource allocation for customer service.
文摘The measurement of customer assets value has become a significant task in the field of marketing. Although a series of achievements have been formed, the deeper research is still needed in the following aspects： how to build parameter estimation model of various variables based on the interaction among customer assets elements and how to get the scientific and available measured data. In order to solve these problems, this paper, based on the characteristics of customer relationship in Business to Business （B to B） enterprise and the analysis of the variable factors in the interactive models will systematically and practically use the seemingly unrelated regression method to construct three main parameters estimation models in the customer assets measurement model, and prove the feasibility of the model through a case study. Research results show that measurement model system constructed by this method solves the problem of interaction and germination among parameters influencing factors. At the same time, factors concentration simplifies data sources to ensure the reliability and objectivity of the data, and thus improve the accuracy and feasibility of the estimation of customer assets value.
文摘The focus of the article is on the contribution of the perspective of supply chain management （SCM） to the explanation of internationalization processes. The empirical study is based on case studies of 20 small- and medium-sized enterprises （SMEs） with international activities from China, India, New Zealand, and Singapore. All chosen firms were founded after 1980 in order to capture retrospectively the whole globalization process of each firm. All sample firms operate their supply chains （SCs） on the basis of information and communications technology （ICT）. Depending on size, strategy, business model, industry, and mindset of the managers, firms use ICT on a range from integrating individual functional areas to integrating the whole SC through enterprise resource planning （ERP） and customer relationship management （CRM） systems.
文摘How to mobilize the enthusiasm of employees working in human resources management has always been the core issue. Employee engagement is a positive mental state of employers; it can be used to measure affective, cognitive and behavioral aspects of the organization and work involvement, which embodies the people-oriented management thinking. Employee engagement has a positive and predictive effect on business performance, customer satisfaction, and employee well-being. Employee engagement directly affects individual behavior and business performance, and thus it determines the competitiveness of enterprises. This paper first discusses the academic definition of employee engagement, and then bases on the relevant theoretical models to analyze employee engagement mechanisms and factors influencing decisions, and finally proposes enterprises to enhance employee engagement of specific measures.
