文献信息
文献标题：City image towards tourist attraction (case in Solo, Central Java) examining city image of solo as tourist attraction（城市形象对旅游吸引力的影响（以中爪哇省梭罗市为例））
文献作者：T Wiyana，T S Putranto，A Zulkarnain，R N Kusdiana
文献出处：《Iop Conference Series: Earth and Environmental Scie》, 2018, 126(1):012200
字数统计：英文 2252 单词，11870 字符；中文 3505 汉字
外文文献
City image towards tourist attraction (case in Solo, Central
Java) examining city image of solo as tourist attraction
Abstract Affective and cognitive image are two main factors that influence destination in Solo. The purpose of this research is to examine the two main factors of Solo towards tourist attraction. The research method is quantitative. Data collected from observation and survey. A total of 113 respondents obtained from accidental sampling method. The results indicate based on cognitive and affective image. Cognitive consists of culture, batik, city tagline, and community. While, affective consists of tradition, culinary, purposes, climate, and welcoming. The findings show that image has weak correlation towards tourist attraction of Solo. It means most of the tourists are not influenced by city image when they choose Solo as one of their travel destination. The differences between primary and minor image are also examined. Research implication is directed for local government to pursue continuous
improvement particularly for the branding of Solo.
Keywords: city image, affective, cognitive, tourism, destination.
1.Introduction
The city of Solo increasingly shows its existence as a tourist destination. By carrying the slogan "Solo, the Spirit of Java," the city of Solo formed its image as a cultural tourism city. The number of tourist enthusiasm to visit Solo proves the success of Government in implementing the policy of tourism development. From the last ten years, the performance of the Solo City Government in developing tourism has revealed results. The number of tourists visiting Solo City is increasing consistently. Based on data obtained by Strategic Area Management on Tourism Offices 2016, by 2014 the number of Solo tourists averagely 4.1 million, for 2015 up to 4.2 million and in 2016 increased to become 4.4 million visitors.
There have been many efforts that have been done to develop tourist assets owned to be able to boost tourist visits, as well as improvements to tourism facilities, the optimization of historic buildings and cultural activities as tourism assets, and performance optimization of various departments to coordinate each other in building tourism in the city Solo.
One of the main factors in tourist destination is the image that provides the level of satisfaction that requires the manager to develop a representative and appropriate city branding to encourage tourist to visit the destination. Tourism is a sector that stimulates economic growth derived from the income received from the arrival of tourist to the tourist destination.
Local cultural events featured in attracting a tourist visit must also have power in the life of the community. Taylor states creative events are useful to boost and get attention from visitors. As an industry sector that offers fantasies and feeds upon the imagination, belief, expectation and of people’s imagery, which in turn are reflected
in consumer goods and experiences. How then that power can become energy for the growth and development of tourism city of Solo. One thing that will never be abandoned is the spirit of Solo as a cultural interaction event that is the concept of the Solo cultural city. The cultural interaction event will always be the spirit of the ideal form search process.
The purpose of this research is; (1)To analyze the influence of city image on the motivation of tourist visits to Solo.(2)To describe the impact of city image on the increasing trend of tourist visits in Solo. (3) To explain the effect of City Image variables on the attraction of destinations in the city of Solo.
2.Literature Review
2.1.City Image
Kotler and Getner state destination image as a total of view and impresses of a customer about the location. All of the information regarding the tourism object is constructed by such variables as product description, physical appearance, economic and political contextual, history, and civilizations.
According to Bigne et.al, destination image reflects as an important point in post consumption to behavior intention. Prayag and Ryan argue that three main factors in the formation of destination image are place attachment, overall satisfaction, and revisit intention. In the tourism sector, research related to the destination image is needed because it is an important element in terms of tourist visits. Cultural tourism has developed its offer based on cultural amenities, and museum facilities reflect local wisdom, religious and historical relations. Seddighi and Theocharous states that destination image as known to influence visitor awareness, repurchase intention and to select the destination.
Key factor importance element: The concept of image has a guideline that the tourist destination image is the result of the combination, cognitive-affective aspects
of the destination image, structural elements, place brand, cultural events and selected cultural event brand.
The cognitive image is the first stage of a person’s judgment of an object. It confirmed that the cognitive was formed earlier than the affective component. Also the cognitive component is a consumer feedback of their knowledge of an object. The cognitive image contains a set of ideas about a tourist destination.
The affective image will occur after ideas and knowledge about tourist destinations in the cognitive process. Affective aspect was judge from the feeling of tourists in assessing tourist destinations. In this case, the aspect in the form of affective image associated with feelings after visiting the tourist area in the city of Solo and the emotions of tourists from personal experience that can affect the motivation to visit tourists.
According to Klenosky, before tourist deciding to choose destinations, a person will have a more positive affective image of the tourist destination when the emotions evoked by the place coincide with their functional aspects. Lorenzini et.al., state,This offers an opportunity to develop differentiation in place brands, cultivating the image of the locations in which events take place.
Baloglu and McCleary state that the process of forming tourist destination images and has proposed a model that takes into account two relevant determinants: stimulus factors, or functional variables, which can be directly detected and / or measured (information sources); subjective factors, which refers to the incidentally observed psychological characteristics such as values and personality.
The important aspect of the destination image is an attitudinal construct consisting of the personal value of knowledge beliefs, feelings, and total impressions about an object. A person perception about a place is formed by one’s sum of beliefs, ideas, and impressions. As a result, the destination image creates the perception and representation of a place.
2.2.Motivation to Visit
The success factor in the development of tourism in an area depends on the ability of planners to integrate both sides in a balanced way into a tourism development plan. Martín, et.,al explained that tourists with a high level of motivation to travel, but with a low level of situational involvement of the destination itself –quiet retain a positive image: they are willing to give a positive news of the destination to others but not to re-visit. Different with visitors with an overall high level of participation– psychological and situational – have a positive image: they will be pleased to recommend the location to others and re-visit the experience on the other time.
Baloglue and Erickson stated that while many global visitors may prefer to change between destinations, some do have the potential to re-visit a tourist location. Besides, discovering tourists’ revisit motivation has proven useful in forecasting actual revisitation. Huang et.,al have convinced the connection between re-visit motivation and desire to visit the same location. Suggest that re-visit motivation has not been made a central point of the examination, resulting in the supposed arrangement being less-specific in the context of re- visitation.
Factors affecting the demand for international tourism include the choice of the attraction of tourist destinations and other factors of the tourism industry. This attribute of tourist attraction is often used as an indicator in determining the quality of tourism.
Swarbrooke and Horner, suggest that, the tourist buys an overall experience rather than a defined product. The experience has several clear phases: (1) The anticipation phase, before the trip commences, (2) The consumption phase during the trip, (3) The memory phase after the trip has ended.
3.Methodology
The location of this research conducted in Solo City, Central Java with local tourist object of the period of May-July 2017. The research design use used survey method. The variables used in this study consist of City Image (X) and Destination (Y). Population and sample in this research are local tourists who visited in Solo as much as 113 respondents. Data processing in this study, use software to process data, SPSS (Statistical Product and Service Solutions) 16.0.
Table 1. Research Instruments
Variable
Dimension Indicators
City image
The image of a tourist destination is based on consumer’s rationality and emotionally, and as the result of the combination of two main components or dimensions.
Motivation of Visit
Tourism products that many consumers consider when deciding to travel (purchase tourism products) one of which is the decision to choose a destination is the attraction of the tourist destination to be visited.
Cognitive
Attractiveness
Tourism Tagline
Culture Batik
Local Community Tradition Welcoming Culinary
Destination Object Weather
Local Event Entrance Fee Accommodation Culture Culinary Experience
4.Research Finding
The variable assessed by the respondent is the city image.
Table 2. Distribution Frequency of Statement - City Image
Solo “The Spirit of Java”.
Cultural City.
Variable
Statement
%1 %2 %3 %4 %5 Total City I know the tourism tagline of 0,00% 50,44% 13,27% 32,74% 3,54%
100%
Image
The Solo city is known as a 0,00%
0,00%
10,62% 45,13% 44,25% 100%
than other cities.
traditional Solo’s culinary.
the Keraton as a tradition.
courtesy to the guests.
ethnic element of Keraton.
Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category Agree and Strongly Agree. This assessment shows that respondents know the City Image of Solo and become the motivation of the visit. The information explained through the visualization on table 3 below:
Table 3. Distribution of Frequency of Statement - Motivation of Visit
motivation to visit the city culture is one of the
is a consideration to stay in
Solo city
Many culinary places are typical as of the attraction of tourists.
0,00% 0,00% 4,42% 63,72% 31,86% 100%
Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category Agree and Strongly Agree. One of consideration to travel to Solo is the cheap price mark on the entrance signs. Tourist who have been to Solo has a willingness to re-visit the city. A various accommodation become a consideration to stay in Solo. Based on the results of the assessment conducted by the respondents, the tendency for each statement is in the category
Solo’s Batik is very special 0,00% 0,00%
5,31% 32,74% 61,95% 100%
Many food court offers special 0,00% 0,00%
4,42%
37,17% 58,41% 100%
People of Solo are very friendly towards the 0,00% tourists.
0,00% 15,93% 59,29% 24,78% 100% The people of Solo still visit 0,00% 0,88%
15,93% 44,25% 38,94% 100% Local people are polite and 0,00% 0,00%
11,50% 50,44% 38,05% 100%
Tourism objects have the 26,55% 44,25%
14,16% 9,73%
5,31%
100%
The weather is quite hot. 0,00% 0,00%
4,42%
57,52% 38,05% 100%
Variable Statement
%1 %2 %3 %4 %5 Total
Cultural events become a
0,00%
of Solo.
0,00% 5,31% 41,59% 53,10% 100%
The original and diverse 0,00%
motivations to visit Solo. 0,00%
21,24%
36,28%
42,48% 100%
Motivation One of the considerations of traveling to the city of 0,00% Solo is the affordable price
of attractions fee entrance.
0,00% 13,27% 49,56% 37,17% 100% of Visi t Tourists who have visited, 0,00% will do re-visit.
0,00% 10,62% 43,36% 46,02% 100%
The varied accommodation 0,00%
0,00%
18,75%
58,93%
22,32% 100%
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E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.doczj.com/doc/e714347798.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
市场营销策略 1 市场细分和目标市场策略 具有需求，具有购买能力并愿意花销的个体或组织构成了市场。然而，在大多数市场中，购买者的需求不一致。因此，对整个市场采用单一的营销计划可能不会成功。一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。 市场细分使公司能更加有效地利用其营销资源。而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。 确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。 2 产品定位 管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。 市场营销人员可以从各种定位策略中加以选择。有时，他们决定对某一特定产品采用一种以上的策略。以下是几种主要的定位策略： 2.1与竞争者相关的定位 对一些产品来说，最佳的定位是直接针对竞争对手。该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。 2.2 与产品类别和属性相关的定位 有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系（或相区别）。一些公司尽力将其产品定位在期望的类别中，如“美国制造”。用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。因此，一家名为Boston Preparatory的规模不大的运动服制造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。 2.3 通过价格和质量定位 某些生产者和零售商因其高质量和高价格而闻名。在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。折扣店Target Kmart则是定位于该策略的反面。我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。 “品牌”一词是个综合性的概念，它包含其他更狭义的理解。品牌即一个名称和（或）标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。 品牌名称由能够发音的单词、字母和(或)数字组成。品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。Crest、Coors、Gillette都是品牌名称。AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant（罐装冷冻菜蔬产品）和Arm&Hammer（面包苏打）既是品牌名称又是品牌标志。 商标是销售者已经采用并且受到法律保护的品牌。商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)
DESIGNING PRICING STRATEGIES All for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers. Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees. Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, and companies around the globe, connecting sellers and buyers as never before. Web sites like https://www.doczj.com/doc/e714347798.html, and https://www.doczj.com/doc/e714347798.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.doczj.com/doc/e714347798.html, and https://www.doczj.com/doc/e714347798.html, make it easy for buyers and sellers to negotiate prices on thousands of items. At the same time, new tech- nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices. 1 In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ?exible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised often
外文翻译 原文 Marketing Material Source：Marketing Management Author：Philip Kotler Marketing Channels To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). The marketer uses distribution channels to display or deliver the physical product or service to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings. Supply Chain Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for women’s purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
原文 Changing Channels In The Automotive Industry: The Future of Automotive Marketing and Distribution Who will be the winners and losers in the revolution that is radically reshaping the marketing, distribution and selling of automobiles? Will the vehicle manufacturers and their franchised-dealer networks be able to overcome years of inertia and complacency to pioneer and execute new concepts that will strengthen and extend the value of their brands? Or will nimbler, more imaginative retailers or software companies get there first? The transformation of the business of selling cars and trucks is happening before our eyes at an incredible pace -- promising to change forever an industry that has long been noted for its high costs, poor service and extremely unpleasant selling process. Auto manufacturers have competed fiercely among themselves to drive out cost and meet consumer needs for cheaper and better cars and trucks. Now the survivors face new threats from outside the industry that might thwart their renewed interest in building strong, lasting relationships with their customers. Entrepreneurs have dissected the cost-value equation and come up with new retail concepts. Their stories have been persuasive enough to attract hundreds of millions of dollars in public equity investment and persuade dozens of fiercely independent car dealers to sell out. Internet technology has lowered entry barriers for other entrepreneurs with new ideas about helping customers find, evaluate and buy new vehicles. These patterns are consistent with revolutions in other consumer durables markets that effectively transferred market power from manufacturers to retailers. Consumers are the only clear winners in this battle. While we are not sure which vehicle manufacturers will survive, we are confident that winning will require a better understanding of the life-cycle value equations of both cars and buyers, and the development of innovative strategies to capture that value. FORCES OF CHANGE From the days of Henry Ford's production line, the automobile industry has been based on a "supply-push" philosophy -- a strong bias toward "filling the factories" to cover high fixed costs. Dealer networks were created as logical extensions of the "supply-push" model. The networks were designed to hold inventory, leverage private capital (without threatening the manufacturers' control) and service and support what was then a less reliable and more maintenance-intensive product. Those networks generally were built around entrepreneurs focused on a defined geographic area, selling one or at most two brands. Despite its longevity, the traditional dealer channel leaves many people unhappy.