基于营销价值链的林产品营销体系研究
|
摘要
林业产业发展不仅要依靠宏观的政策扶植和制度保障,更需要微观主体(林业企业)的活力推动产业转型和可持续发展。目前我国森林资源稀缺,相对而言,林业企业的资源利用效率低下,林产品市场营销手段落后,产品附加值低,产品结构不合理,社会供需矛盾大。提高林产品营销水平有利于发挥市场配置资源的作用,以市场需求为导向,提升林产品附加价值,完善产品供给,加速产品流转,提高企业盈利能力和林木资源的利用效率。本研究基于我国林产品市场营销的调查,构建了较为完整的林产品营销体系,指导林业企业系统地开展营销工作,以提升我国林产品的市场营销水平。
本文首先分析我国林产品市场的特点,设计评价指标体系和调查问卷,对我国林产品生产企业的营销活动开展调查,评价企业市场营销能力,分析我国林产品市场营销现存的问题,指出转变营销观念和开展体系化营销是提高我国林产品营销水平的关键。
其次,本文提出了营销价值链理论,构建了基于营销价值链的林产品营销体系。该体系包含由营销价值链耦合的五个子系统,价值路径是：价值发现、价值创造、价值传递、客户关系价值增值和价值沟通。本文详细地研究和论证了林产品营销体系五个子系统的运行机理。第一,林产品市场研究：通过市场调查与预测发现顾客价值,构建了林产品顾客价值分析模型,建立了林产品市场营销信息系统；第二,林产品价值创造：通过分析林产品的价值层次提出林产品价值创造的途径,以及通过品牌、创新和价格管理等方面实现林产品价值的增值；第三,林产品营销渠道体系：依托营销渠道进行林产品交易,实现林产品的价值传递,本文提出了林产品营销渠道体系的构建方法；第四,林产品客户关系价值管理：论证客户关系价值计量方法和驱动因素,提出林产品顾客关系价值增值途径和管理办法；第五,林产品整合营销传播：提出林产品价值沟通的战略,论证林产品整合营销传播的整合维度,构建了林产品整合营销传播模型。
最后,从微观、中观和宏观三个层面构建了林产品市场营销的保障体系。企业微观层面提出：构建以营销为导向的组织机构,建设营销专业人才队伍,再造企业市场营销业务流程；行业中观层面提出：发挥行业协会的管理作用,规范市场行为,发挥信息平台的作用为企业提供行业信息咨询,为林产品营销提供传播平台,促进对外贸易；宏观层面提出：深化林业改革,构建林产品特色产业集群,加快建设我国林产品认证体系,优化我国林产品创新体系。
本研究创新地提出营销价值链理论,构建了营销价值链耦合的林产品营销体系,是市场营销理论研究的新范式。将体系化营销的方法论应用于林产品加工企业的营销实践中,有助于提高林产品的营销效率,提高林业企业的盈利能力和林木资源的利用效率,激发林产品加工企业的巨大潜力,对促进林业产业的发展具有重要的意义。
The development of forestry industry not only depends on the macro-policy support and institutional guarantee, but also needs micro-units' (Forestry Enterprises) vitality to promote the industrial restructuring and sustainable development. Currently, China's forest resources are scarce, relatively speaking, forestry enterprises utilize forest resources inefficiently, forest products marketing methods are backward, products' value addition is low, the structure of products is irrational, and the contradiction between supply and demand is serious. Improving the forest products marketing skills will help to allocate the forest resources oriented by market demand, enhance the forest products value addition, improve the forest products supply, accelerate the forest products transaction, and increase forestry enterprises'profitability and efficiency of forest resources'utilization. This research was based on a survey of forest products marketing, built a forest products marketing system to guide forestry enterprise to carry out marketing efforts, and enhance the level of forest products marketing.
First of all, this dissertation investigated and analyzed the characteristics of China's forest products market. The author designed evaluation index system and questionnaire to investigate forest products manufacturing enterprises'marketing activities, appraised their marketing abilities, analyzed the existing problems of forest products marketing, and pointed out that changing the marketing concepts and carrying out the systematical marketing were the ways to increase forest products marketing level.
Secondly, this dissertation proposed the Marketing Value Chain theory, designed the forest products marketing system based on the Marketing Value Chain. The marketing system consists of five sub-systems:the forest products market research, the forest products'value creation, the forest products marketing channel system, the forest products'customer relationship value management, and the forest products integrated marketing communication. The five sub-systems were coupled by the Marketing Value Chain, the routes of value are: value discovery, value creation, value delivery, customer value transform, and value communication. This dissertation studied and demonstrated the five sub-systems of the forest products marketing system. First, the forest products market researche:the purpose of market research is to find out the customer value based on customer demands. This dissertation constructed the analysis model of forest products customer value, and established the forest products marketing information system; second, the forest products value creation:pointed out the way of value creation based on the value hierarchy of forest products and added value by brand, innovation and pricing management; third, the forest products marketing channel system: the character of forest products transaction is to deliver value through the forest products marketing channel. The author designed the forest products marketing channel system; fourth, the forest products'customer relationship value management:the dissertation proposed measurement methods of forest products customer relationship value, analyzed the driving factors to increase the customer relationship value, and figured out the approaches to add customer relationship value and methods of customer relationship management; fifth, the forest products integrated marketing communication:the dissertation brought forward the integrated marketing communication strategies, demonstrated the integrated dimensions of IMC, and constructed the forest products integrated marketing communication model.
Finally, the dissertation built the forest products marketing guarantee system from the micro, industrial and macro level. The Micro enterprises'level proposed:building the marketing-oriented organization, constructing the professional marketing team, and reengineering marketing business processes; the industrial level proposed:giving play the management role of industry associations in regulating the market behaviors, strengthening industry self-controlling, playing the role of information platform for enterprises to provide trade information consulting, providing forest products communication platform, and promoting foreign trade; the macro level proposed:deepening the forestry industry reform, building special forest industrial clusters, accelerating the construction of forest product certification system, and optimizing the forest products innovation system.
The research presented marketing value chain theory, and established the forest products marketing system, which was a new paradigm of marketing research. Applying this forest products marketing system methodologies into enterprises'marketing practice, will help to improve the efficiency of forest products marketing, inspire the great potential of forest products manufacturing enterprises, and be of significance for promoting the forestry industry development.
本文首先分析我国林产品市场的特点,设计评价指标体系和调查问卷,对我国林产品生产企业的营销活动开展调查,评价企业市场营销能力,分析我国林产品市场营销现存的问题,指出转变营销观念和开展体系化营销是提高我国林产品营销水平的关键。
其次,本文提出了营销价值链理论,构建了基于营销价值链的林产品营销体系。该体系包含由营销价值链耦合的五个子系统,价值路径是：价值发现、价值创造、价值传递、客户关系价值增值和价值沟通。本文详细地研究和论证了林产品营销体系五个子系统的运行机理。第一,林产品市场研究：通过市场调查与预测发现顾客价值,构建了林产品顾客价值分析模型,建立了林产品市场营销信息系统；第二,林产品价值创造：通过分析林产品的价值层次提出林产品价值创造的途径,以及通过品牌、创新和价格管理等方面实现林产品价值的增值；第三,林产品营销渠道体系：依托营销渠道进行林产品交易,实现林产品的价值传递,本文提出了林产品营销渠道体系的构建方法；第四,林产品客户关系价值管理：论证客户关系价值计量方法和驱动因素,提出林产品顾客关系价值增值途径和管理办法；第五,林产品整合营销传播：提出林产品价值沟通的战略,论证林产品整合营销传播的整合维度,构建了林产品整合营销传播模型。
最后,从微观、中观和宏观三个层面构建了林产品市场营销的保障体系。企业微观层面提出：构建以营销为导向的组织机构,建设营销专业人才队伍,再造企业市场营销业务流程；行业中观层面提出：发挥行业协会的管理作用,规范市场行为,发挥信息平台的作用为企业提供行业信息咨询,为林产品营销提供传播平台,促进对外贸易；宏观层面提出：深化林业改革,构建林产品特色产业集群,加快建设我国林产品认证体系,优化我国林产品创新体系。
本研究创新地提出营销价值链理论,构建了营销价值链耦合的林产品营销体系,是市场营销理论研究的新范式。将体系化营销的方法论应用于林产品加工企业的营销实践中,有助于提高林产品的营销效率,提高林业企业的盈利能力和林木资源的利用效率,激发林产品加工企业的巨大潜力,对促进林业产业的发展具有重要的意义。
The development of forestry industry not only depends on the macro-policy support and institutional guarantee, but also needs micro-units' (Forestry Enterprises) vitality to promote the industrial restructuring and sustainable development. Currently, China's forest resources are scarce, relatively speaking, forestry enterprises utilize forest resources inefficiently, forest products marketing methods are backward, products' value addition is low, the structure of products is irrational, and the contradiction between supply and demand is serious. Improving the forest products marketing skills will help to allocate the forest resources oriented by market demand, enhance the forest products value addition, improve the forest products supply, accelerate the forest products transaction, and increase forestry enterprises'profitability and efficiency of forest resources'utilization. This research was based on a survey of forest products marketing, built a forest products marketing system to guide forestry enterprise to carry out marketing efforts, and enhance the level of forest products marketing.
First of all, this dissertation investigated and analyzed the characteristics of China's forest products market. The author designed evaluation index system and questionnaire to investigate forest products manufacturing enterprises'marketing activities, appraised their marketing abilities, analyzed the existing problems of forest products marketing, and pointed out that changing the marketing concepts and carrying out the systematical marketing were the ways to increase forest products marketing level.
Secondly, this dissertation proposed the Marketing Value Chain theory, designed the forest products marketing system based on the Marketing Value Chain. The marketing system consists of five sub-systems:the forest products market research, the forest products'value creation, the forest products marketing channel system, the forest products'customer relationship value management, and the forest products integrated marketing communication. The five sub-systems were coupled by the Marketing Value Chain, the routes of value are: value discovery, value creation, value delivery, customer value transform, and value communication. This dissertation studied and demonstrated the five sub-systems of the forest products marketing system. First, the forest products market researche:the purpose of market research is to find out the customer value based on customer demands. This dissertation constructed the analysis model of forest products customer value, and established the forest products marketing information system; second, the forest products value creation:pointed out the way of value creation based on the value hierarchy of forest products and added value by brand, innovation and pricing management; third, the forest products marketing channel system: the character of forest products transaction is to deliver value through the forest products marketing channel. The author designed the forest products marketing channel system; fourth, the forest products'customer relationship value management:the dissertation proposed measurement methods of forest products customer relationship value, analyzed the driving factors to increase the customer relationship value, and figured out the approaches to add customer relationship value and methods of customer relationship management; fifth, the forest products integrated marketing communication:the dissertation brought forward the integrated marketing communication strategies, demonstrated the integrated dimensions of IMC, and constructed the forest products integrated marketing communication model.
Finally, the dissertation built the forest products marketing guarantee system from the micro, industrial and macro level. The Micro enterprises'level proposed:building the marketing-oriented organization, constructing the professional marketing team, and reengineering marketing business processes; the industrial level proposed:giving play the management role of industry associations in regulating the market behaviors, strengthening industry self-controlling, playing the role of information platform for enterprises to provide trade information consulting, providing forest products communication platform, and promoting foreign trade; the macro level proposed:deepening the forestry industry reform, building special forest industrial clusters, accelerating the construction of forest product certification system, and optimizing the forest products innovation system.
The research presented marketing value chain theory, and established the forest products marketing system, which was a new paradigm of marketing research. Applying this forest products marketing system methodologies into enterprises'marketing practice, will help to improve the efficiency of forest products marketing, inspire the great potential of forest products manufacturing enterprises, and be of significance for promoting the forestry industry development.
引文
[1]杨加猛,张智光.基于供需协同视角的林业产业链延伸与拓展[J].商业研究,2010(02)：36-40
[2]耿玉德.现代林业企业管理学[M].东北林业大学出版社,2003：245-257.
[3]孙顶强,尹润生.林产品市场模型文献综述[J].林业经济,2006(11)：74-80
[4]Adams, D.M. Forest product prices and national forest timber supply in the Douglas-fir region. Forest Science,1974 (20):243-259
[5]James Tuner. The effects of domestic environmental policies on patterns of world trade: an empirical test[R]. Kyklos,1990,43:191-209.
[6]Buongiorno, J., N.H.H Svanqvist. Forestry sector development planning:a model for Indonesia[J].Agricultural systems,1981(7) 113～135.
[7]Sedjo, R.A.,K.S. Lyon. The long-Term Adequacy of World Timber Supply Resource for the future[R]. Washington DC.,1990
[8]Lloyd C., Irland. Assessing Socioeconomic Impacts of Climate Change on US Forests, Wood-Product Markets, and Forest Recreation [J]. Bioscience,2001(9)
[9]Brian Belcher, Manuel R. An International Comparison of Cases of Forest Product Development:Overview, Description and Data Requirements[R],2001
[10]Sarah M. Greene, A. L. Hammett, Shashi Kant. Non-Timber Forest Products Marketing Systems and Market Players in Southwest Virginia:Crafts, Medicinal and Herbal, and Specialty Wood Products. Journal of Sustainable Forestry, Vol.11(3) 2000
[11]舒文博译.欧洲经济委员会木材委员会2009—2010年林产品市场报告[J].中国人造板,2010(1)：32-33
[12]Toshiaki Owari, Yoshihide Sawanobori. Analysis of the certified forest products market in Japan. European Journal of Wood and Wood Products,2004(11):113-120,
[13]Alan Pierce, Patricia Shanley, Sarah Laird. Certification of Non-timber Forest Products: Limitations and Implications of a Market-based Conservation tool [A]. International Conference on Rural Livelihoods, Forests and Biodiversity, Germany,2003:19-23
[14]Juslin.H, Hansen E.. Strategic Marketing in the Global Forest Industry[R]. Corvallis Oregon,2002.
[15]Haarla A.. Product Differentiation:Does it Provide Competitive Advantage for a Printing Paper Company? [D]. Helsinki University, Helsinki, Finland,2003.
[16]Van Home, C., Frayet, Poulin, D..Knowledge Management in the Forest Products Industry:the Role of Centers of Expertise [J]. Computers and Electronics in Agriculture, 2005
[17]Constance Van Home, Jean-Marc Frayret, Diane Poulin. Creating Value with Innovation:From Centre of Expertise to the Forest Products Industry[R]. Universite Laval, Quebec, Canada,2005
[18]高建中,孟全省,刘卫斌等.林业市场营销活动特殊性分析[J].中国林业企业,2000(6)：6-8
[19]鲍甫成,熊满珍.我国木材及林产品供需平衡研究[J].林产工业,2005(4)
[20]李福生.中国林产品加工业价值链升级研究[D].中国林业科学研究院,2009
[21]曹华.林工贸一体化价值链体系寻踪[J].中国林业产业,2008(09)
[22]张春霞.木材市场营销与管理[M].中国林业出版社,1991
[23]范德林.林业企业市场营销的对策和建议[J].林业机械与木工设备,2009(6)：56-58
[24]李禾.林产品市场营销决策支持系统[D].东北林业大学硕士学位论文,2002
[25]王燕.电子商务为林产品销售带来的机遇和挑战[J].内蒙古林业科技,2002(4)
[26]王昕.强化林产品营销网络化的几点思考[J].内蒙古统计,2008
[27]郭仲明,高胜红.论林产品开发策略的运用[J].林业勘查设计,2007(2)
[28]程瑞英.论技术创新成果转化[J].中国林业教育,2001(1)：49-52
[29]车成森.林产品及其分类[J].森林采运科学,1993(6)：58-61.
[30]朱永杰,刘俊昌.中国加入WTO后的林业对外政策问题研究[J].中国林业出版社,2004(6)：
[31]朱玉杰,胡建伟,马继东.林产品结构调整方案的研究[J].森林工程,2002(6)：24-25
[32]王海燕.发展中国家与发展中的营销体系[J].国际贸易问题,1988(5)：42-47.
[33]白小明.体系化营销：企业营销新模式[J].商场现代化,2006(11)：98-100.
[34]文冰,赵璟.社区林业经济理论与实践[M].中国林业出版社,2008.
[35]Pride & Ferrell.Marketing Concepts and Strategies (sixth Edition) [M], Houghton Mifflin Company,1989
[36]Philip kotler.Marketing Management (tenth edition) [M] Prentice-Hall Incl,2000.
[37]梅清豪.市场营销学原理[M].电子工业出版社,2009
[38]科特勒(美).科特勒营销新论[M].中信出版社,2002
[39]迈克尔·波特著；孙小悦译.竞争优势[M].北京：华夏出版社,1997
[40]靳共元.再论“增值与增殖”[A].中国《资本论》研究会第十二次学术研讨会暨第七次会员代表大会论文集[C],2004.
[41]Kogut, B. Designing global strategies:comparative and competitive value-added chains [J]. Sloan Management Review,1985,26(4):15-28.
[42]James C. Anderson, Jams A. Narus. Business Market Management: Understanding, Creating and Delivering Value [M]. Prentice Hall Published,1998.
[43]菲利普.科特勒.营销管理[M].上海人民出版社,2006：24-25.
[44]Zeithmal, Valarie A. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence [J]. Journal of Marketing,1988 (7):2-22.
[45]Woldruff R B. Customer Value:The Next Sources for Competitive Advantage[R]. Academy of Marketing Science Journal Greenvale,1997.
[46]Vriens Macro, Frenket Ter Hofstede. Linking Attributes, Benefits, and Consumer Values. [J] Marketing Research,2000(fall):5-10.
[47]Weingand, Darlene E. Customer Service Excellence:A Concise Guide for Librarians[R]. Chicago:ALA,1997.
[48]Shaw, R., Stone, M..Database Marketing [M].Gower London,1988.
[49]Robert Dwyer. Customer Lifetime Valuation to Support Marketing Decision [J]. Journal of Direct Marketing,1989(2):73-81.
[50]Angus Jenkinson. Valuing Your Customers from Quality Information to Quality Relationship through Database Marketing. Biddies Ltd.,1995:326-338.
[51]Frederick Reichheld. The loyalty-Based Management [J].Harvard Business Review, 1993 (4):64-73.
[52]Berger,P. D.,&Nasr,N. I.. Customer lifetime value:marketing models and applications [J]. Journal of Interactive Marketing,1998(12):17-30
[53]Woodruff, R.B..Customer Value:The Next Source or Competitive Advantage [J]. Journal of the Academy of Marketing Science,1997,25 (2):139-153.
[54]Jon Anton. The past, present and future of Customer access centers [J] International Journal of Service Industry Management,2000,11(2):120-130.
[55]艾略特,艾登伯格.4R营销(第二版).企业管理出版社,2006.
[56]Weingand, Darlene E.. Customer Service Excellence:A Concise Guide for Librarians[R]. Chicago ALA,1997.
[57]Wilson DT, S.Jantrania.Understanding the Value of Relationship [J]. Asia-Australia Marketing Journal,1994 (1)
[58]Vriens Macro, Frenket Ter Hofstede. Linking Attributes, Benefits, and Consumer Values [J]. Marketing Research,2000:5-10
[59]黄嘉涛,陈春花,陈永清.西方顾客价值概念评述与思考[J].华南理工大学学报(社会科学版),2006(12)：62-84
[60]张洪吉.再造顾客价值空间[M].中国经济出版社,2007
[61]马玉波,陈荣秋.价值创造领域内的产品服务价值的内涵研究[J].价值工程,2003(3)
[62]杨路明,巫宁.客户关系管理理论与实务[M].北京：电子工业出版社,2004
[63]Don Peppers, Martha Rogers, etc. Is your Company Ready for one to one Marketing [J] Harvard Business Review,1999,(January-February):151-160.
[64]卫军英.整合营销传播观念与方法[M].浙江大学出版社,2005
[65]孙峰.基于顾客价值的整合营销传播模型构建研究[D].山东大学硕士论文,2005
[66]舒尔茨.整合营销传播[M].内蒙古人民出版社,1999
[67]卫军英.关系创造价值-整合营销传播理论向度[M].中国传媒大学出版社,2006
[68]菲利普科特勒,凯文莱恩.营销管理(12版)[M].上海人民出版社,2006
[69]舒尔茨.全球整合营销传播[M].中国财政经济出版社,2004
[70]汤姆.邓肯,桑德拉.莫里亚蒂.品牌至尊[M].华夏出版社,2000
[71]Duncan, T., Moriarty, S..A Communication-Based Marketing Model for Managing Relationships [J]. Journal of Marketing,1998:1-13.
[72]申光龙.整合营销传播战略管理[M].中国物资出版社,2001
[73]高运锋.整合营销传播(IMC)概念及实践特征探析[J].商业研究,2007(7)：9-99
[74]王燕茹.企业整合营销传播的理论与实践[J].江南大学学报(人文社会科学版),2006(8)：61-64
[75]陈水合.我国林产品市场开始回暖[J].中国人造板,2010(05)
[76]耿玉德,吴微.中国林产品贸易现状、问题及对策研究[J].黑龙江对外经贸,2007(02)
[77]耿玉德.林业产业化研究[D].东北林业大学博士学位论文,2002
[78]耿玉德.现代林业企业管理学[M].东北林业大学出版社,2003：245-257
[79]Porter, M.. What is strategy? [J]. Harvard Business Review.1996(11),61-78.
[80]赵安学.企业营销链研究[D].四川大学,2004
[81]章旭军.基于价值链视角的差异化营销战略研究[J].中小企业管理与科技,2009(8)
[82]和君营销,程绍珊.协同营销—构建纵向协同的营销价值链.中国营销传播网,2006.08.31
[83]邝慧恒.逆境求生的管理之道—营销价值链.全球品牌网,2009.3.20
[84]宋伟.体系化营销：告别单点突破的时代[J].宁波经济,2006(6)
[85]白小明.体系化营销：企业营销新模式[J].商场现代化2006(33)
[86]文冰,赵璟.社区林业经济理论与实践[M].中国林业出版社,2008
[87]田志龙.市场研究—基本方法、应用与案例[M].华中理工大学出版社,1993
[88]姜东民,赵尘.林业企业客户关系管理系统的设计[J].森林工程,2003(1)：20-21
[89]VorhiesDW, Morgan N A. Benchmarking Marketing Capabilities for Sustainable Competitive Advantage [J]. Journal of Marketing,2005,69 (1):80-94.
[90]Kenichi Ohmane. Getting Back to Strategy[J].Harvard Business Review,1998
[91]马歇尔,廉运杰.经济学原理[M].华夏出版社,2005
[92]Sweeney, C. Jillian, Soutar, N. Geoffrey. Consumer Perceived Value: The Development of a Multiple Item Scale [J]. Journal of Retailing,2001,77 (2): 203-220
[93]郭俊伟.基于市场细分的顾客价值分析[J].北京工业职业技术学院学报,2007(4)：124-129
[94]Wendell, R.Smith. Product Differentiation and Market Segmentation as Alternative Marketing Strategies [J].Journal of Marketing,1956(7):3-8.
[95]聂志红.消费者价值创造结构解析[J].消费导刊,2008(10)
[96]Wilson DT., S. Jantrania.Understanding the Value of a Relationship [J]. Asia-Australia Marketing Journal,1994 (1):55-66
[97]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001(2)：51-55
[98]冯春安.商品价值新论[J].中央财经大学学报,2002(8)
[99]集成材一种可提高材料利用率的家具用材[OL].www.szfa.com,2006-01-05
[100]刘虹,李焯章.论技术领先战略[J].技术经济,2004(11)
[101]地板无尘安装—提升行业地板服务水平[OL].http://cn.made-in-china.com,2011-2-6
[102]侯先荣,彭新育.创新管理探骊[M].华南理工大学出版社,2007,6
[103]Darroch, J.,McNaughton, R.. Examining the Link between Knowledge Management Practices and Types of Innovation [J]. Journal of Intellectual Capital,2002
[104]张晓林,吴育华.创新价值链及其有效运作的机制分析[J].大连理工大学学报(社会科学版),2005(9)：23-26
[105]红石林业局经济效益再创新高[OL].吉林省林业网,2011-01-04
[106]刘德禄.产品品牌的价值研究[J].集团经济研究,2006
[107]妮明.认识品牌文化[M].东方企业文化2009-05；
[108]张仁德,王昭凤.企业理论[M].高等教育出版社,2003：25-26
[109]科斯.社会成本问题财产权利与制度变迁-产权学派与新制度学派译文集[M].上海三联书店,1994
[110]Williamson.O.E.. Transaction Cost Economies[M].New York Free Press,1995
[111]周发明.构建新型农产品营销体系的研究[D].湖北农业大学博士论文,2007
[112]Hyunseok Hwang, Taesoo Jung, Euiho Suh. An LTV model and Customer Segmentation Based on Customer Value: A Case Study on the Wireless Telecommunication Industry [J]. Expert Systems with Applications,2004(26):181-188
[113]杨文杰.基于客户终生价值的精确细分研究及其在电信行业的实证研究[D].上海交通大学,2008
[114]赵敏祥,张大亮.客户关系价值分析模型与应用[J].浙江工业大学学报(社会科学版),2004(6)：201-205
[115]Cardozo, Richard N. An Experimental Study of Consumer Effort, Expectation and satisfaction[J], Journal of Marketing Research,1965
[116]霍映宝.CSI模型构建及其参数的GME的综合估计研究[D].南京理工大学,2004
[117]徐碚著.顾客满意战略的理论与实践[M].华中科技大学出版社,2007
[118]Fornell, Claes. A National Customer Satisfaction Barometer:The Swedish Experience [J]. Journal of Marketing,1992,56(January):6-21.
[119]OliverR.L. Measurement and Evaluation of Satisfaction Professes in Retailing Setting [J].Jounal of Retailing,1981(2),25-48
[120]刘文波,陈荣秋.基于顾客参与的顾客感知价值管理策略研究[J].武汉科技大学学报(社会科学版),2009(2)：49-54
[121]Jon Anton. The past, present and future of Customer access centers [J]. International Journal of Service Industry Management,2000,11(2):120-130.
[122]杨路明,巫宁.客户关系管理理论与实务[M].北京：电子工业出版社,2004
[123]Don Peppers, Martha Rogers, etc. Is your Company Ready for One to One Marketing [J]. Harvard Business Review,1999, (1-2):151-160.
[124]菲利普.科特勒著.梅汝河,梅清豪等译.营销管理(新千年版)[M].北京：中国人民大学出版社,2001
[125]Wayland, Robert E.,Cole,Paul M. Customer Connections:New Strategies for Growth[R].Harvard Business School Press Books,1997(1)
[126]周洁如.客户关系管理的经济学意义及其理论依据[J].上海管理科学,2002(6)：51-52
[127]周洁如.客户关系管理与价值创造[M].上海交通大学出版社,2006.11
[128]徐碚著.顾客满意战略的理论与实践[M].华中科技大学出版社,2007.4.
[129]Michael R. Solomon. Consumer Behavior [M]. 人民大学出版社,2005
[130]Richard E Petty. Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement [J]. Journal of consumer Research,1982(3)
[131]高运锋.整合营销传播(IMC)概念及实践特征探析[J].商业研究,2007(7)：96-99
[132]申光龙,曲飞宇,商锐.基于整合营销传播战略的企业组织重构模式研究[J].管理科学,2004(5)
[133]舒尔兹,田纳本,劳特朋.整合营销传播[M].内蒙古人民出版社,1999
[134]Jeri Moore, Esther Thorson. Strategic Planning for Integrated Marketing Communications Program:An Approach to Moving From Chaotic Toward Systematic, 1996
[135]Chris Fill. Essentially a Matter of Consistency:Integrated Marketing Communications [J]. The Marketing Review,2001,(1)
[136]赵昌平,凌定成,王方华.企业核心营销流程的界定及意义[J].企业经济,2001(4)：75-76
[137]沈国华.发挥行业协会作用促进林业产业发展[J].绿色中国,2004(10)
[138]高雪峰,宋维明.关于加强林业行业协会建设的几点思考[J].林业经济,2010(02)
[139]张士峰.以龙头企业为依托促进林业产业集群和谐发展[J].中国人造板,2010(2)：12-13
[140]湖北石首年林产品加工产值近15亿元[OL].中华地板网,2010-12-29
[141]张惠.浅析建立林产品贸易森林认证体系的重要性[J].现代经济,2009(5)
[142]田明华,赵景培,刘丹丹.影响世界林产品贸易的几个重要问题[A].中国林业技术经济理论与实践[C],2008
[143]胡吉明.创新型国家的信息服务体制与信息保障体系构建[J].国家情报工作,2010(3)：10-13
[144]李福生.我国林产品加工业技术创新体系[J].林业经济研究,2009(8)
[145]朱杭,莫燕,周晓林.技术中介提升创新价值链效益的机理分析[J].科技进步与对策,2006(9)：43-45
[146]侯方淼,宋维明,臧奇.中国木质林产品对外贸易条件的分析与思考[J].北京林业大学学报(社会科学版),2009(12)：68-73
[147]孙殿义.政府在国家科技创新体系中的作用—德国创新体系建设对我国的若干启示[J].政策与管理研究,2010(2)：191-194
[148]李福生,李智勇,谢和生等.国外林产品加工业价值链升级研究概况及启示[J].世界林业研究,2009(10)：22-26
[2]耿玉德.现代林业企业管理学[M].东北林业大学出版社,2003：245-257.
[3]孙顶强,尹润生.林产品市场模型文献综述[J].林业经济,2006(11)：74-80
[4]Adams, D.M. Forest product prices and national forest timber supply in the Douglas-fir region. Forest Science,1974 (20):243-259
[5]James Tuner. The effects of domestic environmental policies on patterns of world trade: an empirical test[R]. Kyklos,1990,43:191-209.
[6]Buongiorno, J., N.H.H Svanqvist. Forestry sector development planning:a model for Indonesia[J].Agricultural systems,1981(7) 113～135.
[7]Sedjo, R.A.,K.S. Lyon. The long-Term Adequacy of World Timber Supply Resource for the future[R]. Washington DC.,1990
[8]Lloyd C., Irland. Assessing Socioeconomic Impacts of Climate Change on US Forests, Wood-Product Markets, and Forest Recreation [J]. Bioscience,2001(9)
[9]Brian Belcher, Manuel R. An International Comparison of Cases of Forest Product Development:Overview, Description and Data Requirements[R],2001
[10]Sarah M. Greene, A. L. Hammett, Shashi Kant. Non-Timber Forest Products Marketing Systems and Market Players in Southwest Virginia:Crafts, Medicinal and Herbal, and Specialty Wood Products. Journal of Sustainable Forestry, Vol.11(3) 2000
[11]舒文博译.欧洲经济委员会木材委员会2009—2010年林产品市场报告[J].中国人造板,2010(1)：32-33
[12]Toshiaki Owari, Yoshihide Sawanobori. Analysis of the certified forest products market in Japan. European Journal of Wood and Wood Products,2004(11):113-120,
[13]Alan Pierce, Patricia Shanley, Sarah Laird. Certification of Non-timber Forest Products: Limitations and Implications of a Market-based Conservation tool [A]. International Conference on Rural Livelihoods, Forests and Biodiversity, Germany,2003:19-23
[14]Juslin.H, Hansen E.. Strategic Marketing in the Global Forest Industry[R]. Corvallis Oregon,2002.
[15]Haarla A.. Product Differentiation:Does it Provide Competitive Advantage for a Printing Paper Company? [D]. Helsinki University, Helsinki, Finland,2003.
[16]Van Home, C., Frayet, Poulin, D..Knowledge Management in the Forest Products Industry:the Role of Centers of Expertise [J]. Computers and Electronics in Agriculture, 2005
[17]Constance Van Home, Jean-Marc Frayret, Diane Poulin. Creating Value with Innovation:From Centre of Expertise to the Forest Products Industry[R]. Universite Laval, Quebec, Canada,2005
[18]高建中,孟全省,刘卫斌等.林业市场营销活动特殊性分析[J].中国林业企业,2000(6)：6-8
[19]鲍甫成,熊满珍.我国木材及林产品供需平衡研究[J].林产工业,2005(4)
[20]李福生.中国林产品加工业价值链升级研究[D].中国林业科学研究院,2009
[21]曹华.林工贸一体化价值链体系寻踪[J].中国林业产业,2008(09)
[22]张春霞.木材市场营销与管理[M].中国林业出版社,1991
[23]范德林.林业企业市场营销的对策和建议[J].林业机械与木工设备,2009(6)：56-58
[24]李禾.林产品市场营销决策支持系统[D].东北林业大学硕士学位论文,2002
[25]王燕.电子商务为林产品销售带来的机遇和挑战[J].内蒙古林业科技,2002(4)
[26]王昕.强化林产品营销网络化的几点思考[J].内蒙古统计,2008
[27]郭仲明,高胜红.论林产品开发策略的运用[J].林业勘查设计,2007(2)
[28]程瑞英.论技术创新成果转化[J].中国林业教育,2001(1)：49-52
[29]车成森.林产品及其分类[J].森林采运科学,1993(6)：58-61.
[30]朱永杰,刘俊昌.中国加入WTO后的林业对外政策问题研究[J].中国林业出版社,2004(6)：
[31]朱玉杰,胡建伟,马继东.林产品结构调整方案的研究[J].森林工程,2002(6)：24-25
[32]王海燕.发展中国家与发展中的营销体系[J].国际贸易问题,1988(5)：42-47.
[33]白小明.体系化营销：企业营销新模式[J].商场现代化,2006(11)：98-100.
[34]文冰,赵璟.社区林业经济理论与实践[M].中国林业出版社,2008.
[35]Pride & Ferrell.Marketing Concepts and Strategies (sixth Edition) [M], Houghton Mifflin Company,1989
[36]Philip kotler.Marketing Management (tenth edition) [M] Prentice-Hall Incl,2000.
[37]梅清豪.市场营销学原理[M].电子工业出版社,2009
[38]科特勒(美).科特勒营销新论[M].中信出版社,2002
[39]迈克尔·波特著；孙小悦译.竞争优势[M].北京：华夏出版社,1997
[40]靳共元.再论“增值与增殖”[A].中国《资本论》研究会第十二次学术研讨会暨第七次会员代表大会论文集[C],2004.
[41]Kogut, B. Designing global strategies:comparative and competitive value-added chains [J]. Sloan Management Review,1985,26(4):15-28.
[42]James C. Anderson, Jams A. Narus. Business Market Management: Understanding, Creating and Delivering Value [M]. Prentice Hall Published,1998.
[43]菲利普.科特勒.营销管理[M].上海人民出版社,2006：24-25.
[44]Zeithmal, Valarie A. Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence [J]. Journal of Marketing,1988 (7):2-22.
[45]Woldruff R B. Customer Value:The Next Sources for Competitive Advantage[R]. Academy of Marketing Science Journal Greenvale,1997.
[46]Vriens Macro, Frenket Ter Hofstede. Linking Attributes, Benefits, and Consumer Values. [J] Marketing Research,2000(fall):5-10.
[47]Weingand, Darlene E. Customer Service Excellence:A Concise Guide for Librarians[R]. Chicago:ALA,1997.
[48]Shaw, R., Stone, M..Database Marketing [M].Gower London,1988.
[49]Robert Dwyer. Customer Lifetime Valuation to Support Marketing Decision [J]. Journal of Direct Marketing,1989(2):73-81.
[50]Angus Jenkinson. Valuing Your Customers from Quality Information to Quality Relationship through Database Marketing. Biddies Ltd.,1995:326-338.
[51]Frederick Reichheld. The loyalty-Based Management [J].Harvard Business Review, 1993 (4):64-73.
[52]Berger,P. D.,&Nasr,N. I.. Customer lifetime value:marketing models and applications [J]. Journal of Interactive Marketing,1998(12):17-30
[53]Woodruff, R.B..Customer Value:The Next Source or Competitive Advantage [J]. Journal of the Academy of Marketing Science,1997,25 (2):139-153.
[54]Jon Anton. The past, present and future of Customer access centers [J] International Journal of Service Industry Management,2000,11(2):120-130.
[55]艾略特,艾登伯格.4R营销(第二版).企业管理出版社,2006.
[56]Weingand, Darlene E.. Customer Service Excellence:A Concise Guide for Librarians[R]. Chicago ALA,1997.
[57]Wilson DT, S.Jantrania.Understanding the Value of Relationship [J]. Asia-Australia Marketing Journal,1994 (1)
[58]Vriens Macro, Frenket Ter Hofstede. Linking Attributes, Benefits, and Consumer Values [J]. Marketing Research,2000:5-10
[59]黄嘉涛,陈春花,陈永清.西方顾客价值概念评述与思考[J].华南理工大学学报(社会科学版),2006(12)：62-84
[60]张洪吉.再造顾客价值空间[M].中国经济出版社,2007
[61]马玉波,陈荣秋.价值创造领域内的产品服务价值的内涵研究[J].价值工程,2003(3)
[62]杨路明,巫宁.客户关系管理理论与实务[M].北京：电子工业出版社,2004
[63]Don Peppers, Martha Rogers, etc. Is your Company Ready for one to one Marketing [J] Harvard Business Review,1999,(January-February):151-160.
[64]卫军英.整合营销传播观念与方法[M].浙江大学出版社,2005
[65]孙峰.基于顾客价值的整合营销传播模型构建研究[D].山东大学硕士论文,2005
[66]舒尔茨.整合营销传播[M].内蒙古人民出版社,1999
[67]卫军英.关系创造价值-整合营销传播理论向度[M].中国传媒大学出版社,2006
[68]菲利普科特勒,凯文莱恩.营销管理(12版)[M].上海人民出版社,2006
[69]舒尔茨.全球整合营销传播[M].中国财政经济出版社,2004
[70]汤姆.邓肯,桑德拉.莫里亚蒂.品牌至尊[M].华夏出版社,2000
[71]Duncan, T., Moriarty, S..A Communication-Based Marketing Model for Managing Relationships [J]. Journal of Marketing,1998:1-13.
[72]申光龙.整合营销传播战略管理[M].中国物资出版社,2001
[73]高运锋.整合营销传播(IMC)概念及实践特征探析[J].商业研究,2007(7)：9-99
[74]王燕茹.企业整合营销传播的理论与实践[J].江南大学学报(人文社会科学版),2006(8)：61-64
[75]陈水合.我国林产品市场开始回暖[J].中国人造板,2010(05)
[76]耿玉德,吴微.中国林产品贸易现状、问题及对策研究[J].黑龙江对外经贸,2007(02)
[77]耿玉德.林业产业化研究[D].东北林业大学博士学位论文,2002
[78]耿玉德.现代林业企业管理学[M].东北林业大学出版社,2003：245-257
[79]Porter, M.. What is strategy? [J]. Harvard Business Review.1996(11),61-78.
[80]赵安学.企业营销链研究[D].四川大学,2004
[81]章旭军.基于价值链视角的差异化营销战略研究[J].中小企业管理与科技,2009(8)
[82]和君营销,程绍珊.协同营销—构建纵向协同的营销价值链.中国营销传播网,2006.08.31
[83]邝慧恒.逆境求生的管理之道—营销价值链.全球品牌网,2009.3.20
[84]宋伟.体系化营销：告别单点突破的时代[J].宁波经济,2006(6)
[85]白小明.体系化营销：企业营销新模式[J].商场现代化2006(33)
[86]文冰,赵璟.社区林业经济理论与实践[M].中国林业出版社,2008
[87]田志龙.市场研究—基本方法、应用与案例[M].华中理工大学出版社,1993
[88]姜东民,赵尘.林业企业客户关系管理系统的设计[J].森林工程,2003(1)：20-21
[89]VorhiesDW, Morgan N A. Benchmarking Marketing Capabilities for Sustainable Competitive Advantage [J]. Journal of Marketing,2005,69 (1):80-94.
[90]Kenichi Ohmane. Getting Back to Strategy[J].Harvard Business Review,1998
[91]马歇尔,廉运杰.经济学原理[M].华夏出版社,2005
[92]Sweeney, C. Jillian, Soutar, N. Geoffrey. Consumer Perceived Value: The Development of a Multiple Item Scale [J]. Journal of Retailing,2001,77 (2): 203-220
[93]郭俊伟.基于市场细分的顾客价值分析[J].北京工业职业技术学院学报,2007(4)：124-129
[94]Wendell, R.Smith. Product Differentiation and Market Segmentation as Alternative Marketing Strategies [J].Journal of Marketing,1956(7):3-8.
[95]聂志红.消费者价值创造结构解析[J].消费导刊,2008(10)
[96]Wilson DT., S. Jantrania.Understanding the Value of a Relationship [J]. Asia-Australia Marketing Journal,1994 (1):55-66
[97]白长虹.西方的顾客价值研究及其实践启示[J].南开管理评论,2001(2)：51-55
[98]冯春安.商品价值新论[J].中央财经大学学报,2002(8)
[99]集成材一种可提高材料利用率的家具用材[OL].www.szfa.com,2006-01-05
[100]刘虹,李焯章.论技术领先战略[J].技术经济,2004(11)
[101]地板无尘安装—提升行业地板服务水平[OL].http://cn.made-in-china.com,2011-2-6
[102]侯先荣,彭新育.创新管理探骊[M].华南理工大学出版社,2007,6
[103]Darroch, J.,McNaughton, R.. Examining the Link between Knowledge Management Practices and Types of Innovation [J]. Journal of Intellectual Capital,2002
[104]张晓林,吴育华.创新价值链及其有效运作的机制分析[J].大连理工大学学报(社会科学版),2005(9)：23-26
[105]红石林业局经济效益再创新高[OL].吉林省林业网,2011-01-04
[106]刘德禄.产品品牌的价值研究[J].集团经济研究,2006
[107]妮明.认识品牌文化[M].东方企业文化2009-05；
[108]张仁德,王昭凤.企业理论[M].高等教育出版社,2003：25-26
[109]科斯.社会成本问题财产权利与制度变迁-产权学派与新制度学派译文集[M].上海三联书店,1994
[110]Williamson.O.E.. Transaction Cost Economies[M].New York Free Press,1995
[111]周发明.构建新型农产品营销体系的研究[D].湖北农业大学博士论文,2007
[112]Hyunseok Hwang, Taesoo Jung, Euiho Suh. An LTV model and Customer Segmentation Based on Customer Value: A Case Study on the Wireless Telecommunication Industry [J]. Expert Systems with Applications,2004(26):181-188
[113]杨文杰.基于客户终生价值的精确细分研究及其在电信行业的实证研究[D].上海交通大学,2008
[114]赵敏祥,张大亮.客户关系价值分析模型与应用[J].浙江工业大学学报(社会科学版),2004(6)：201-205
[115]Cardozo, Richard N. An Experimental Study of Consumer Effort, Expectation and satisfaction[J], Journal of Marketing Research,1965
[116]霍映宝.CSI模型构建及其参数的GME的综合估计研究[D].南京理工大学,2004
[117]徐碚著.顾客满意战略的理论与实践[M].华中科技大学出版社,2007
[118]Fornell, Claes. A National Customer Satisfaction Barometer:The Swedish Experience [J]. Journal of Marketing,1992,56(January):6-21.
[119]OliverR.L. Measurement and Evaluation of Satisfaction Professes in Retailing Setting [J].Jounal of Retailing,1981(2),25-48
[120]刘文波,陈荣秋.基于顾客参与的顾客感知价值管理策略研究[J].武汉科技大学学报(社会科学版),2009(2)：49-54
[121]Jon Anton. The past, present and future of Customer access centers [J]. International Journal of Service Industry Management,2000,11(2):120-130.
[122]杨路明,巫宁.客户关系管理理论与实务[M].北京：电子工业出版社,2004
[123]Don Peppers, Martha Rogers, etc. Is your Company Ready for One to One Marketing [J]. Harvard Business Review,1999, (1-2):151-160.
[124]菲利普.科特勒著.梅汝河,梅清豪等译.营销管理(新千年版)[M].北京：中国人民大学出版社,2001
[125]Wayland, Robert E.,Cole,Paul M. Customer Connections:New Strategies for Growth[R].Harvard Business School Press Books,1997(1)
[126]周洁如.客户关系管理的经济学意义及其理论依据[J].上海管理科学,2002(6)：51-52
[127]周洁如.客户关系管理与价值创造[M].上海交通大学出版社,2006.11
[128]徐碚著.顾客满意战略的理论与实践[M].华中科技大学出版社,2007.4.
[129]Michael R. Solomon. Consumer Behavior [M]. 人民大学出版社,2005
[130]Richard E Petty. Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement [J]. Journal of consumer Research,1982(3)
[131]高运锋.整合营销传播(IMC)概念及实践特征探析[J].商业研究,2007(7)：96-99
[132]申光龙,曲飞宇,商锐.基于整合营销传播战略的企业组织重构模式研究[J].管理科学,2004(5)
[133]舒尔兹,田纳本,劳特朋.整合营销传播[M].内蒙古人民出版社,1999
[134]Jeri Moore, Esther Thorson. Strategic Planning for Integrated Marketing Communications Program:An Approach to Moving From Chaotic Toward Systematic, 1996
[135]Chris Fill. Essentially a Matter of Consistency:Integrated Marketing Communications [J]. The Marketing Review,2001,(1)
[136]赵昌平,凌定成,王方华.企业核心营销流程的界定及意义[J].企业经济,2001(4)：75-76
[137]沈国华.发挥行业协会作用促进林业产业发展[J].绿色中国,2004(10)
[138]高雪峰,宋维明.关于加强林业行业协会建设的几点思考[J].林业经济,2010(02)
[139]张士峰.以龙头企业为依托促进林业产业集群和谐发展[J].中国人造板,2010(2)：12-13
[140]湖北石首年林产品加工产值近15亿元[OL].中华地板网,2010-12-29
[141]张惠.浅析建立林产品贸易森林认证体系的重要性[J].现代经济,2009(5)
[142]田明华,赵景培,刘丹丹.影响世界林产品贸易的几个重要问题[A].中国林业技术经济理论与实践[C],2008
[143]胡吉明.创新型国家的信息服务体制与信息保障体系构建[J].国家情报工作,2010(3)：10-13
[144]李福生.我国林产品加工业技术创新体系[J].林业经济研究,2009(8)
[145]朱杭,莫燕,周晓林.技术中介提升创新价值链效益的机理分析[J].科技进步与对策,2006(9)：43-45
[146]侯方淼,宋维明,臧奇.中国木质林产品对外贸易条件的分析与思考[J].北京林业大学学报(社会科学版),2009(12)：68-73
[147]孙殿义.政府在国家科技创新体系中的作用—德国创新体系建设对我国的若干启示[J].政策与管理研究,2010(2)：191-194
[148]李福生,李智勇,谢和生等.国外林产品加工业价值链升级研究概况及启示[J].世界林业研究,2009(10)：22-26
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |