从IMC看电子商务对跨国企业营销的作用

随着全球一体化进程的加快和信息技术的高速发展,跨国企业越来越多的使用电子商务技术进行全球市场营销,而信息内容和渠道的多元化把市场营销带入了整合营销传播时代,营销重点从产品转向顾客。

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.

Marketing Communications in Global Society

As a result of computer invention, especially the internet, changes have occurred in all walks of life in the global era including the marketing communication strategies which are inseparable parts of marketing and business. This intensifies the role of marketing communication in achieving business goals. Furthermore, the established and successful philosophy, strategy, technique, and theories of marketing communication in the past are now outdated and unfit for achieving wanted business goals in this information technology era. Besides, information technology inventions have changed people＇s lifestyle especially the global consumer attitude which is responsible for the commotion in today＇s implementation of global marketing communications strategies. This paper examines the implementation of ideas that are considered responsive to the changes of conditions in the past three decades and the future which are completely different with the past development and implementations. This paper illustrates the changes that have occurred in the implementation of integrated marketing communications studies. This paper supports the assumption that integrated marketing communications is considered the business strategy that is able to overcome the present and future global market era challenges

Brand Marketing in an era of big data

In the digital age, people＇ s lifestyles and ways of thinking are in a series of changes, this change also makes it a big shift in consumer attitudes. It gives consumers a broader perspective, while also improving the self-consciousness of consumers. These effects will no longer fully believe in traditional consumer marketing ＂bombing＂ the dissemination and indoctrination, they are more inclined to be questioned brands and products, and they can express their views on the basis that affects other people. In this era of environment, if businesses and vendors for their view is indifferent attitude, they will lose a lot of attention to the crowd, and also it makes the influence of the traditional marketing model spread greatly reduced.

＂Why Do They Drink？＂ Alcohol Uses and Opinions Towards Alcohol Marketing Communication Messages of Thai Teens

Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.

TV column packaging design analysis

Nowadays, as the increasing marketization of dissemination medium, the competition between the dissemination medium gets hot up. The social television has now entered a new period in which the central task is to compete. ＂Brand＂ ＂marketing strategies becomes more important. Brand columns are important. It is to the television channel what product to enterprise. Famous-brand column brings famous-brand column and social benefit. As well as building and maintaining a good brand column needs high quality program content and high standard program form. As well as exquisite column decoration, thereby, TV column packaging became essential.

A contention-based efficient-information perception algorithm (CEiPA) for vehicular ad hoc networks

The problem of information dissemination is researched for vehicular ad-hoc networks （VANET） in this paper, and a contention-based effficient-information perception algorithm （CEiPA） is proposed. The idea of CEiPA is that beacons are delivered over VANET with limited lifetime and efficient information. CEiPA consists of two phases. The first one is initialization phase, during which the count timers Tcyce and Tlocal are set to start beacon delivery while Tcycle is also used to monitor and restart beaconing. The second one is beacon delivery phase. An elaborate distance function is employed to set contention delay for beacons of each vehicle. In this way beacons will be sent in order, which decreases the collision of beacons. Simulation results show that CEiPA enables each beacon to carry more efficient information and spread them over more vehicles with lower network overhead than the periodic beacon scheme. CEiPA is also flexible and scalable because the efficient information threshold it employs is a balance among the freshness of information, network overhead and perception area of a vehicle.