Strategic Planning of Marketing Communications in the Digital Age: An Empirical Study of Small and Medium Freight Transport Companies

Small and medium transport companies play an important role in creating jobs and wealth of economy.Being related with the consumption of other products,transport companies should build marketing communication strategies.However,strategic planning of marketing communication might have specific challenges in this industry as recent innovations in the field of marketing communication(chatbots,groups in social networks,etc.)gain a considerable appreciation.Prior research has almost neglected specificity of marketing communication challenges faced by small and medium transport companies.Thus,the present research explored strategic planning of marketing communications in aforementioned industry.A qualitative research approach was adopted in order to collect information about peculiarities of strategic planning of marketing communication in transport industry.Interviews with marketing managers showed that their knowledge in the field of strategic planning of marketing communications is insufficient.Gaps in the stages of market analysis,mission statement,and measurement were identified.The lack of compatibility between mission statements and measures used for the evaluation of marketing communication results let authors to conclude that transport companies should pay more attention in ensuring the integration of marketing communication.

Development of a Novel Integrated Web-Based System for Advertisement Service

This paper presents the design and implementation of a web-based application for an advertising system. There are many places in our country where billboard advertising has not become popular yet. Also, there are many companies that don’t prefer to promote their services or products through billboards for not having a proper advertising system. There is also no such platform where vehicles can be used for advertisement purposes. While researching on these issues, there was found no connecting bridge between the vendors and the customers, which is one of the main reasons for not utilizing the billboards properly and kept them empty. To solve the mentioned problem, we came up with an idea to develop a website to allow the vendors to showcase their empty billboards and vehicles which can be used for advertising purposes and it allows the customer to choose any of the available billboards/vehicles for advertising without hassle. The main purpose of this research work is to create a web-based common platform for companies who want to rent advertising space on billboards and on the walls of vehicles, and also for the owners of the billboards and vehicles. The main contribution of this paper is to develop an online web application for companies who want to rent empty space on billboards and the walls of vehicles. In order to maintain the advertising system, the admin of the website has made appropriate rules and regulations which will fulfill the demands of the vendors and customers. Here, the system has discussed all the details, such as the connection between the vendors and customers, the efficiency of the website, transaction method, etc. The proposed web application developed in this paper has been tested and it is found to be user-friendly and very efficient.

Market Share Model of Price and Advertising Combined Game in Duopoly

The marketing share model of price and advertising in a duopoly market was studied in this paper. Market response curves of price and advertising were presented to calculate the reasonable range based on the market forecast results. The interaction effect of price and advertising was considered,and the game theory was applied to a two-stage price and advertising competition which involved the market share model. A marketing decision support system (MDSS) was developed and simulation data was provided to give the solutions. The operation results show that the leading enterprise makes higher price,spends more on advertising,and earns more profit,while the small-scale enterprise has to lower the price,spend less on advertising,and has slightly higher profit rate. The system is shown to be adaptable to a wide variety of realistic situations.

Cause-related Marketing Strategy in Supply Chain Considering Quality Differentiation

Cause-related marketing(CRM),as an organic combination of marketing and corporate social responsibility(CSR),has been widely used in the supply chain.However,the existing literature rarely studies the CRM strategy the in the supply chain.This paper explores the pricing decisions and CRM strategy of supply chain members by examining a supply chain system consisting of a manufacturer and a retailer,where the manufacturer produces two quality differentiated products.By developing a Stackelberg model for three scenarios,including the No CRM strategy,CRM strategy for the high-quality product,and CRM strategy for the low-quality product,this paper finds that the CRM strategy will result in higher wholesale and sales prices for the cause-related product.In addition,consumers’pro-sociality and the degree of product quality differentiation are critical to the manufacturer’s choice of CRM strategy.When the quality difference differs significantly,the manufacturer should implement CRM for the high-quality product in a market with low consumer pro-sociality and for the low-quality product in a market with high consumer pro-sociality;when the product quality difference is slight,the manufacturer should choose to implement CRM for the low-quality product regardless of consumer’s pro-sociality.Furthermore,the model is extended to that the retailer implements the CRM strategy and a retailer-led supply chain.The results indicate that CRM strategy in the supply chain is not influenced by the implementing entity or the supply chain leader.

Relevance of Marketing Strategies for Gas Stations in China - An Analysis Using SPSS

This study aims to find out the relevance of marketing strategies for gas stations in China.According to IBISWorld,the companies holding the largest market shares in China’s gas station industry include China Petrochemical Corporation,China National Petroleum Corporation,Sinochem Corporation,China National Offshore Oil Corporation,and BP(China)Holdings Limited.Marketing has changed over the past several years.Similarly,gas station marketing is all about more customers,greater sales,and higher profits.Technology provides many different marketing tools to see more fresh faces at the door,increase repeat sales,and improve profits.Word-of-mouth advertising should be encouraged,especially when contests are being held.The prizes from these contests may include car essentials,free coffee,free car wash,or coupons to be used at convenience stores.Customers who have won these contests would surely go around advertising the particular gas station,ultimately bringing in more customers.Other than that,managers can boost the sales volume through radio promotions as well.This study also aims to give future businessmen and women some ideas on how to deal with different kinds of strategies when it comes to marketing,especially in China in hope to cater and prove to the people of China the possibility of promoting businesses,such as the oil industry.

Chinese Advertising Agencies Compete with Foreign Rivalsfor China's Market

AnofficialwiththeChineseAdvertisingAssociationsaidinaninterviewthatthegreatestchallengefacingadvertisinginChinaistheglobalbusinessoftheinternationaladvertisingmultinationals.Itwasthe1980sthatadvertisingmultinationalsenteredChina.WiththeopeningofChina...

Study on Development Trend of Mobile Phone Advertisement

This paper first analyzes the development status of mobile phone advertisement in China,and then introduces the features and advantages of mobile phone advertisement,and finally it analyzes the development trend of mobile phone advertisement in new era.

新媒体背景下饲料产品的广告宣传策略

数字技术改变了人们的生活、学习和工作方式。其中,新媒体展现了个性化、实时性、受众面广、交互性强、内容丰富多样等特点,备受年轻用户的青睐。面对新媒体的海量用户群体,越来越多的企业选择在新媒体中开展广告宣传,饲料企业也不例外。从作用来看,新媒体广告宣传不仅能丰富宣传渠道,降低运营成本,而且能提高饲料产品的知名度。为此,饲料企业要借助新媒体的影响力,不断完善饲料产品的广告宣传策略,从而为饲料产品的促销及饲料企业的可持续发展奠定基础。

基于客户感知价值的润滑油广告促销作用分析

润滑油广告的促销作用机理,对广告的设计、投放媒体、投放时机选择有着重要的现实指导意义。润滑油广告是基于润滑油产品与服务市场营销的需要,通过一定形式的媒体,公开而广泛地向消费者传递信息的宣传手段。润滑油顾客感知价值的测量维度包括品牌价值、社会价值和情感价值。在润滑油广告对顾客感知价值驱动的经典模型基础上,分析了润滑油广告驱动感知利得和感知成本的成因。润滑油广告旨在与顾客在质量、服务和顾客关系上进行持续不断的信息沟通,建立信任关系,最终实现顾客满意的效果。润滑油广告能够减少顾客在体力和精力上的感知成本,从而增加顾客感知价值。从润滑油广告的中介效果、顾客反应的非线性、顾客反应过程三方面得出结论,润滑油广告对顾客感知价值有驱动作用,企业的广告活动能提升顾客感知利得价值,降低顾客感知成本。

基于UTAUT模型修正的微信朋友圈信息流广告接受度实证研究

本文从解决微信朋友圈信息流广告接受度的现实困境出发,基于UTAUT模型进行修正构建了微信朋友圈信息流广告接受度SEM结构方程模型,重点研究影响微信朋友圈信息流广告的关键性因素及其相互关系。结果表明,绩效期望、付出期望、促成条件、社群影响、广告表现对微信朋友圈信息流广告接受度呈正相关,广告奖励对微信朋友圈信息流广告的接受意愿并不相关,微信使用用户的年龄越大,收入越高,对广告接受意愿越强。

广告伦理中“公平”原则的流变——以营销策略驱动和数字技术革新为背景

作为广告伦理中的核心伦理价值,公平原则以利益分配和人际关系调节为基本内核,以真实、尊重、透明等为具体内容,直接指涉了参与广告活动的两大行为主体——组织开展广告活动的发布者和具备道德行动能力的消费者,凸显了深刻的理论价值和广泛的实用价值。在营销策略转换和数字技术革新的双重驱动下,广告伦理中的核心公平话题不断切换,从真实信息告知到说服情节博弈再到平等关系营销和价值共创,最后转向对数据隐私和营销披露的探索。在公平原则的演化过程中,广告发布者和消费者之间力量博弈和关系建构的底层逻辑得以凸显,消费者的道德主体地位也逐渐显明。二者只有公平地参与广告活动,得当所得地获取利益价值,并承担相应道德责任,方可实现广告活动的道德良善目标。

A Comparative Study on the Translation of Automotive Marketing Texts Based on an Automotive English Corpus

This study aims to construct an automotive English corpus to comprehensively compare the differences between English automotive marketing texts and their Chinese translations.The objective is to reveal challenges and opportunities in cultural and contextual translation.The research holds significant importance for understanding the impact of cross-cultural communication in the automotive market and providing more effective translation strategies for multinational automotive manufacturers.Through corpus analysis,focusing on common marketing phrases and text features,employing both quantitative and qualitative analysis methods,and examining the accuracy,naturalness,and cultural adaptability of translated texts,we delve into the similarities and differences in conveying automotive information between the two languages.The study finds that expressive and emotional expressions commonly used in English automotive contexts may encounter challenges in Chinese translations due to language and cultural differences.This necessitates the adoption of more flexible translation strategies.Additionally,Chinese translations tend to emphasize the practicality and safety of products more than their English counterparts,placing a greater emphasis on technical and functional descriptions.The primary conclusion of this research is that the translation of automotive marketing texts requires heightened cross-cultural sensitivity and an understanding of the target audience.When translating automotive advertisements and promotions,translators should consider consumer expectations and cultural values in different contexts to ensure the effectiveness and adaptability of the translation.Furthermore,the formulation of more flexible translation strategies,integrating local culture and market demands,will contribute to enhancing the image and influence of automotive brands in the international market.Through this study,we provide deeper insights for automotive manufacturers,assisting them in leveraging the power of language for successful global market penetration.

瑞幸咖啡品牌联名的营销策略分析

如今,品牌联名已成为各行业品牌竞相采用的主流营销方式,瑞幸咖啡作为其中的典型代表,自2022年起,便与众多热门IP及知名品牌展开跨界合作。通过精心策划的联名活动,频频出现联名爆款,品牌发展蒸蒸日上。从品牌联名的价值、联名对象的选择、联名活动的策略三个角度来看,瑞幸咖啡的品牌联名往往具有加大产品吸引力,提升销量、快速获得关注度,增加曝光、契合受众偏好,加深捆绑、品牌优势结合,弥补弱点四大价值;选择联名对象时一般会从粉丝基础好,具有流量加持、联名首发,神秘感足、反差或契合,吸引力大这四个方面进行考量;联名活动的策略通常是在预热环节透露线索预热联名,积累受众期待值、联名活动中产品有多重属性加持,促进销售和传播、联名后续宣传中会注重与消费者互动,增强联名记忆。

论近代教科书广告的“言”与“意”

近代教科书的广告语言颇具宣传技巧,具有鲜明的文体特征和语体特征。从横向上看,它将详细铺陈和简练表达相结合,善于运用对比、夸张、排比等修辞手法。从纵向上看,随着时代的发展以及语体的变迁,广告语言出现了从文言向白话的转向。教科书广告的主要目的是促进书局的宣传和销售,因此,也体现了凸显价格优势和权威认证、兼顾经济效益与社会效益的营销策略。从更为宏观的层面来看,教科书广告语言还蕴含着与时代思潮息息相关的“言外之意”,能够从中窥探到与近代社会思想变革、文化转型的互动。近代教科书广告不仅是商业宣传、市场营销的工具和手段,更是社会变革、文化转型、语言变迁的见证者和参与者。

知识就是力量?说服知识理论在数字营销情景中的应用现状、问题与挑战

说服知识体现了消费者抵御不必要的说服,批判性加工说服信息的能力,在说服和影响以隐蔽性、娱乐性和沉浸性为特征的数字营销时代,说服知识发挥了“探测器”和“盾牌”的重要作用。说服知识理论也提供了一个营销者和消费者之间进行平等博弈的市场游戏视角,扩展了“说服”可研究的空间。这篇文章使用CiteSpace软件对说服知识理论的研究与应用趋势进行探究,在此基础上总结了说服知识激活的整合模型并指出了说服知识理论的研究问题与挑战及未来的发展方向。

Investigation for Smartfood’s Market Ability Based on Regression Analysis

Product Development at Smartfood is considering adding a new low-carbohydrate food product labeled K-Pack to their product line.Hence,the company needs to estimate the product’s profit potential and choose the best marketing strategy.In order to investigate the different factors’impact on sales,we establish a multiple regression model.In our model,we consider selling price,advertisement payment,and selling location as independent variables and the sale is a dependent variable.Based on the empirical test,we found that the sales of the product increase as the selling price and the ads investment increase,and locations near bakery sections lead to higher sales.We also found that the final profits increase as the selling price and the ads investment increase.As a result of the analysis made with the model,we provide the company with a full-scale estimation of sales and suggestions on their marketing strategy:higher price,higher advertisement payment,and selling locations near the stores’bakery sections.Compared with the original prediction made by the company’s staff,the methods followed are more accurate and provide suggestions more specifically.

消费者绿色偏好、大数据定向广告与手机绿色营销策略演化

消费者绿色偏好影响日益凸显、大数据定向广告(BDTA)合理有效的引入成为手机制造商、零售商绿色营销策略决择面临的新问题。针对考虑消费者绿色偏好的BDTA作用及其对手机制造商、零售商绿色营销策略的影响,建立涉及BDTA的手机制造商、零售商绿色营销策略演化博弈模型,揭示消费者绿色偏好、BDTA引入对手机制造商、零售商绿色营销策略的影响规律,并构建相应的多Agent仿真模型,利用Netlogo平台进行有效性检验,并进一步设计情景对照试验,分析BDTA引入对博弈双方营销策略的影响。研究发现:①考虑消费者绿色偏好,引入BDTA,制造商、零售商绿色营销期望收益增加,且双方绿色营销动力增强;②消费者绿色偏好度、BDTA投入强度影响制造商、零售商绿色营销策略演化均衡状态。③当消费者绿色偏好度高于某阀值,制造商BDTA成本分摊系数提高,绿色营销是制造商、零售商的演化稳定策略;当消费者绿色偏好度低于某阀值,制造商BDTA成本分摊系数提高,非绿色营销是制造商、零售商的演化稳定策略。④考虑消费者绿色偏好,当库存销售成本改善系数、已知信息消费者衰减系数下降,绿色营销是制造商、零售商的演化稳定策略。

反不正当竞争法视阈下屏蔽视频广告行为的正当性之辩

互联网行业屏蔽视频广告引发的不正当竞争纠纷近年来备受关注,尤其是互联网不正当竞争行为认定的构成要素和适用场景颇具争议。2022年11月22日公布的《中华人民共和国反不正当竞争法(修订草案征求意见稿)》试图将无正当理由拦截、屏蔽网络产品或者服务内容、页面的行为认定为新型不正当竞争行为,但屏蔽视频广告行为的违法性认定还远未达成共识。“劳动专有权”自然法思想赋予了视频网站排他性的独占权,破坏了反不正当竞争法体系的稳定。在对屏蔽广告行为进行正当性考量时,司法实践中存在抛却合同条款下的权利义务和忽视衡平视频网站、用户、屏蔽方三方利益的倾向。结构视频广告的“免费视频服务+增值广告业务”商业模式,甄别不同单边市场存在的竞争冲突,加强合同双方合意机制的约束,能够有效纾解此类案件中的行业发展与用户便利冲突。