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Modern Marketing

ISSN Print: 2160-7362

ISSN Online: 2160-7370

Website: http://www.hanspub.org/journal/mom

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服务机器人属性、任务类型对消费者使用意愿的影响研究
The Impact of Service Robot Attributes and Task Types on Consumer Usage Intentions

张宁, 孙明贵

虚拟数字人博主语言风格与消费者购买意愿
Virtual Influencers’ Language Style and Consumer Purchase Intentions

马思雨, 孙明贵

品牌拟人化类型与消费者孤独感及其交互效应对品牌钟爱的影响
The Influence of Brand Anthropomorphism Types, Consumer Loneliness and Their Interaction Effect on Brand Love

翟宁馨, 李宏

关于新型玉石“桫椤玉”购买意愿与购买动机研究
Research on the Purchase Intention and Motivation of the New Jade “Suale Jade”

陆欣明, 郭真, 许润泽, 曾睿杰

低线城市HPV疫苗营销策略建议
Suggestions on Marketing Strategies for HPV Vaccines in Low Tier Cities

李雪峰

品牌延伸方向与品牌延伸架构对消费者品牌态度的影响：基于拥有者视角的思考
The Influence of Brand Extension Direction and Brand Extension Architecture on Consumer Brand Attitude: A Perspective Based on Ownership Effect

于君英, 黄书亚

准社会交往视角下Vlogger人际吸引力对消费者购买意愿的影响研究
A Study on the Impact of Vlogger Interpersonal Attraction on Consumer Purchase Intention from the Perspective of Parasocial Interaction

李金花, 董平军

虚拟混搭试装对线上销售的影响研究
The Impact of Virtual Mix-and-Match Trial on Online Sales

宋晓燕, 杨帅

基于技术接受模型的人工智能绘画平台功能特征对用户付费意愿的影响研究
Research on the Impact of Functional Features of Artificial Intelligence Painting Platform Based on Technology Acceptance Model on User’s Willing to Pay

倪悦恒, 潘瑾

直播间话题与色调对购买意愿的交互效应
Interactive Effects of Live Streaming Topic and Tone on Purchase Intentions

于君英, 汪紫洁

自媒体手段在星级酒店营销的应用与优化研究——以厦门华尔道夫酒店为例
Research on Application and Optimization of Self-Media Means in Star-Rated Hotel Marketing—Taking the Waldorf Astoria Xiamen as an Example

谢慧欣, 韩存新

生成式AI技术对用户产消行为意向的影响研究
The Impact of Generative AI Technology on Users’ Intentions for Production and Consumption Behaviors

丛明哲, 沈蕾

基于消费者行为理论的电商直播线上消费的影响因素研究
Study on the Influencing Factors of Online Consumption in E-Commerce Live Streaming Based on Consumer Behavior Theory

郭玉莉, 鲁薇

眼镜行业老字号品牌创新策略研究——以茂昌眼镜为例
Research on Innovation Strategies for Time-Honored Brands in the Eyewear Industry —A Case Study of Maochang Glasses

刘云霞, 倪海郡

双渠道供应链制造商分销策略研究与分析
Research and Analysis on the Distribution Strategy of Manufacturers in Dual-Channel Supply Chain

陈智

虚位营销对消费者产品评价的影响——以感知稀缺性为中介
The Impact of Phantom Marketing on Consumer Product Evaluation—Mediated by Perceived Scarcity

王艺涵, 刘东胜

在线评论的格式多样性和社会性对消费者购买意向的影响
The Impact of Format Diversity and Sociability of Online Reviews on Consumer Purchase Intentions

王贝贝, 陈梅梅

转发还是私藏？身份认同对分享意愿的影响
Forward or Keep It Private? The Impact of Identity on Willingness to Share

杭怡婷, 刘东胜

跨界产品整合度对品牌联合评价的影响研究
Study on the Influence of Cross-Border Product Integration Degree on Co-Branding Evaluation

李雪

C2M模式供应链最优定价与渠道选择策略研究——以果蔬类农产品为例
Research on Optimal Pricing and Channel Selection Strategies of Supply Chain in C2M Model—Taking Fruit and Vegetable Agricultural Products as an Example

王敏捷, 徐樨, 黄瀛, 郦林涛, 刘心怡

乡村振兴背景下农产品营销策略探析——以锦溪村非遗羊尾笋为例
Analysis of Agricultural Product Marketing Strategies under the Background of Rural Revitalization—Taking the Intangible Cultural Heritage of Yangwei Bamboo Shoots in Jinxi Village as an Example

陈诗璐, 徐科技

企业劣势地位感知对消费者购买意愿的影响
The Impact of Perceived Firm Disadvantage on Consumer Purchase Intention

李先春, 林俊, 李若辰

时间标志对消费者感性决策方式及享乐消费偏好影响的研究
A Study on the Influence of Temporal Landmarks on Consumers’ Experiential Decision-Making Style and Hedonic Consumption Preference

石博群, 刘东胜

医药行业市场营销策略优化——以真奥药业集团为例
Optimization of Marketing Strategies in the Pharmaceutical Industry—A Case Study of Zhen’ao Pharmaceutical Group

石阳

商业银行数字化营销的探索与困境突破
Exploration and Breakthroughs in Digital Marketing for Commercial Banks

白晶莹

基于消费数据的元素组合分析赋能产品研发——以冰淇淋产品为例
Element Combinatorial Analysis Based on Consumption Data Empowers Product Development—A Case Study on Ice Cream Products

司伟平

触觉替代效应：网络营销中替代触觉对消费者产品评价的影响研究
Haptic Substitution Effect: A Study on the Effect of Vicarious Touch on Consumer Product Evaluation in Network Marketing

刘东胜, 孙培蒙

乡村产业振兴背景下传统食品营销组合策略研究——以山东高密Y品牌蜜枣为例
Research on the Traditional Food Marketing Combination Strategy under the Background of Rural Industry Revitalization—Taking Shandong High-Density Y Brand Jujube as an Example

王晓凤, 孙国嫄

服装品牌社群体验对消费者重复购买意愿的影响
The Impact of Clothing Brand Community Experience on Consumers’ Willingness to Repeat Purchase

周秋子, 刘春红

河北航空客运市场运营环境与营销策略优化研究
Research on the Operating Environment and Marketing Strategy Optimization of Passenger Transportation Market of Hebei Airlines

杨光, 张盼, 刘美思, 沈和江

高校线下二手交易平台构建路径分析——以铜陵学院为例
Analysis of the Construction Path of Offline Second-Hand Trading Platform in Colleges and Universities—Taking Tongling University as an Example

程荟

传统梅文化元素在梅见品牌包装设计中的应用
The Application of Traditional Plum Blossom Culture Elements in the Packaging Design of the Meijian Brand

舒波

传统民俗在当下的商业价值与文化逻辑
The Commercial Value and Cultural Logic of Traditional Folk Customs at Present

刘荣

品牌个性对电子口碑的影响研究：与品牌至爱、消费者个性、品牌经验分享的内在联系
Research on the Influence of Brand Personality on E-Word-of-Mouth: The Internal Relationship with Brand Love, Consumer Personality and Brand Experience Sharing

何昊旸, 胡淳

“行走的GDP”泰勒·斯威夫特：数字时代的音乐营销大师与经济增长典范
The Concept of “Walking GDP” Exemplified by Taylor Swift: A Paradigm of Music Marketing in the Digital Age and a Model of Economic Growth

张雨青

多名人代言背景下组合契合度对感知品牌定位清晰度的影响——准社会关系的中介作用
The Effect of Portfolio Fit on Perceived Brand Positioning Clarity in the Context of Multiple Celebrity Endorsements—Mediating Role of Parasocial Relationalships

刘东胜, 何徐颖

在线冲动性购买对消费者决策逆转的影响路径探究
Study on the Impact of Online Impulsive Buying on the Reversal of Consumer Decisions

李心迪, 陈亚荣

文化振兴背景下的中国企业营销转型研究
Research on Marketing Transformation of Chinese Enterprises in the Context of Cultural Revitalization

保冠华, 陈渤森

数字时代民族村寨旅游品牌传播策略浅析
Analysis of the Brand Communication Strategy of Ethnic Village Tourism in the Digital Era

李策

电商时代下茶产业发展探究
Exploration on the Development of Tea Industry in the Era of E-Commerce

胡晓婷, 高蕾蕾

膳食纤维类食品的认知对于消费意愿的影响
The Effect of Perceptions of Dietary Fibre-Based Foods on Consumption Intentions

薛陆鸿睿, 赵思琪, 杨杜凯, 王睿婷, 周治强, 夏晓峰

工业4.0时代泰国数字营销战略研究——基于消费者行为角度
Research on Thailand’s Digital Marketing Strategy in the Age of Industry 4.0—Based on the Perspective of Consumer Behavior

陈可丽

戏剧类非遗旅游体验的影响因素研究——以昆曲为例
Factors Influencing the Tourism Experience of Intangible Cultural Heritage of Drama—Taking Kunqu Opera as an Example

周芸

基于体验视角的品牌仪式的实现路径：王阳明知行合一的阐释与应用
Formation Path of Brand Ritual Based on Experience Perspective: The Interpretation and Application of Wang Yangming’s Theory of Unity of Knowledge and Practice

马湘临

“十四五”时期广东轮胎产业发展面临挑战、机遇及对策研究
Research on Challenges, Opportunities and Countermeasures for the Development of Tire Industry in Guangdong during the 14th Five-Year Plan Period

李生英, 王磊

顾客感知价值视角下电商平台个性化推荐系统优化研究
Research on the Optimization of Personalized Recommendation System of E-Commerce Platform from the Perspective of Customer Perceived Value

郭耀天

基于大数据分析的服装电商精准营销策略
Precision Marketing Strategy of Clothing E-Commerce Based on Big Data Analysis

陈小燕, 张有中

中国跨境电商企业营销策略研究——以考拉海购为例
Research on Marketing Strategy of Chinese Cross-Border E-Commerce Enterprises—Based on Koala Shopping

徐昂, 梅燕

互联网+时代下“花西子”品牌营销策略分析
Analysis of “Florasis” Brand Marketing Strategy in the Internet+ Era

薛瑞婵, 苏丽丽, 薛继锋

新零售模式下烟草行业全产业链数据采集与集成方法研究
Under the New Retail Model Research on the Data Collection and Integration Method of the Whole Industry Chain of the Tobacco Industry

李中华, 刘亚龙, 杜预, 周家贤, 郭梁, 蒲雪松

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