2007年第3  中英文摘要
国际商业技术 INTERNATIONAL BUSINESS & TECHNOLOGY

 

历届世博会对现代服务业的影响分析 ....10

The Analysis on the Impact of the Previous World Expoes on Modern Services

摘要:诸多案例和大量数据表明,世博会在筹备、运营和后续3个阶段对举办城市的现代服务业都将产生既深又广的积极影响。
Abstract: Quite a few cases and a rich data show that the prepairation, operation and following-up stages will exert positive impact on the modern services of the host city deeply and widely.
关键词:世博会 现代服务业 影响分析
 Keywords: World Expo, modern services, impact analysis

 

 

上海世博会标志产品特许经营 :品牌的力量
— 来自北京奥运会的启示
....15

The Franchise of the Symbolic Products of Shanghai World Expo: The Power of Brand- The Inspiration from Beijing Olympic Games

摘要:标志产品的特许经营,历来是盛大赛事和博览会的一项重要商业运作内容。北京奥运会在这方面已取得不俗的业绩,上海世博会要从中得到启示,着力提高标志品牌的知晓度和沟通能力。
Abstract: Historically, the franchise of the symbolic products is an important part of the commercial activity during the grand sports event and the exposition. The Shanghai World Expo should learn the successful experience from the Beijing Olympic Games so as to enhance the popularity and the ability of communication of the symbolic products.
关键词:上海世博会 北京奥运会 标志产品特许经营 品牌授权
Keywords: Shanghai World Expo, Beijing Olympic Games, franchise of the symbolic products, brand authorizing

 

大阪世博会参观者行为分析与思考*....20

The Analysis and Thinking of the Visitors? Behavior in the Osaka World Expo

摘要:根据大阪世博会参观者调查报告,分析了参观者行为的5个特征:即兴参观者占相当比重;参观者在世博园区平均逗留6小时~7小时;观众实际参观展馆的时间比重为1/3强;外国展馆和娱乐活动深受欢迎;不同参观团体存在需求差异等。进而,对2010年举办上海世博会提出了若干建议。
Abstract: According to the survey on the visitors in the Osaka World Expo, this paper analyzes the five characteristics of visitors' behavior, that is, the considerable proportion of the impromptu visitors, the average 6 to 7 hours that the visitors stayed in the park, the 1/3 time weight for visiting the popularity of the foreign exhibition and the entertainment, the different demand of different visitors. Thus the author puts forward some suggestions on the Shanghai World Expo 2010.
关键词:世博会 参观者行为 特征分析 对策 建议
Keywords: World Expo, visitors'behavior, characteristics analysis, countermeasure , suggestion

 

上海世博会需求管理模式浅析....24

The Analysis on the Demand Managing Mode of Shanghai World Expo

摘要:在分析上海世博会目标受众的基础上,提出了运用需求管理模式,调节需求水平,改变供应能力,以提供最优质服务、获得最佳效益的建议。
Abstract: Based on analyzing the target visitors of Shanghai World Expo, the author suggests that it is an effective way to apply the demand managing mode to regulate the demand level and change the supply capacity so as to provide the best service and gain the highest profit.
关键词:上海世博会 需求管理
Keyword: Shanghai World Expo, demand managing

 

喜看“琼花”添新意
—访扬州京华城全生活广场总策划师沈庆京先生 ....28

Innovation from Qiong Flower
-The Interview with Mr.Sheen Ching Jing, Chief Strategist of Yangzhou Core Pacific City Living Mall

摘要:介绍了Living Mall概念的由来和涵义,道出了选中扬州建设大陆第一座“京华城”的缘由,也揭示了进一步推进和拓展这座“全生活广场”的创意。
Abstract: The interview introduces the concept of Living Mall, and the location choosing and the further development of Yangzhou Core Pacific Living Mall.
关键词:全生活广场 扬州京华城 战略举措
Keywords: Living Mall, Yangzhou Core Pacific Living City, strategic measures


 

名人代言广告的八大风险管理 ....32
Eight Issues on the Risk Management of Inviting Celebrities as the Products' Spokesmen

摘要:请名人代言广告,颇为风行。应该看到,其中也颇有风险,应当注意防范。
Abstract: Although it's popular now to invite celebrities as the products' spokesmen, the corporation should avoid from the risks of it.
关键词:名人代言广告 风险 管理
Keywords: celebrities as the products' spokesmen, risk, management

 

 

今年上海“五一”黄金周 市场销售创历史新高....42
The Sales Volume of Shanghai Reaches Historical High in this May’s Golden Week

摘要:介绍了上海“五一”黄金周消费市场的概况、特点,分析了其主要成因,提出了应该关注的问题。
Abstract: The report introduces the general information and the characte-ristics of the consumer market during this May抯 Golden Week in Shanghai, analyzing the reasons and putting forth the suggesions as well.
关键词:“五一”黄金周 消费市场 概况 特点
Keywords: Golden Week in May, consumer market, general information, characteristics

 

 

农村居民消费决策特征与零售商战略﹡....46
The Consumer Decision-Making Features in Rural Areas and the Retailers' Strategy

摘要:消费决策特征既是农村居民的消费现实,又是零售商经营所依据的外部环境。调查表明,安徽农村消费者消费决策多维化的特征,对当前大规模连锁零售的经营模式提出了挑战。
Abstract: The consumer decision-making features are not only the fact of the rural consumers, but also the exterior environment that the retailers rely on. The research shows that the diversification of the consumer decision-making in rural areas of Anhui has been a challenge currently to the large-scaled chain retailing.
关键词:消费者决策特征 安徽农村 连锁商业 零售营销
Keywords: consumer decision-making features , rural areas of Anhui, chain business, retail marketing

 

 

全国性连锁零售企业的管理模式 ....50

The Managing Modes of National Chain Retailers

摘要:经过自身经历实践,结合对其他企业的观察、研究,对全国性连锁零售企业常用的两种管理模式作了分析,进而提出了比较适合中国市场特色的第三种管理模式,以及区域总经理的角色定位。
Abstract: According to the practice and the investigation and research on other corporations, the author analyzes on the two managing modes of national chain retailers. Furthermore, the article provides a third mode that is suitable for the Chinese market, and the role of the regional GM as well.
关键词:全国性连锁零售企业 管理模式 区域总经理
Keywords: national chain retailer, managing mode, regional GM

 

 

顺应大势 问鼎中原 —从事商业地产开发的一些体会 ....53

Dominate the Chinese Market in Keeping with the Times —The Experience from Commercial Real Estate Developing

摘要:一个投入商业地产开发领域不久的生产型企业集团,之所以能下大决心投入一个地处中原腹地的特大项目,在于能够认清形势,选准项目;又能从实际出发,择定攻略。
Abstract: The reason for a production-oriented enterprise, which is engaged in commercial real estate developing not long before, to invest on a super-large project in Mid-China is to understand the situation, choose the suitable project and the strategy on the basis of reality.
关键词:商业地产 开发 选址 中部崛起
Keywords: commercial real estate, developing, location selecting, booming in Mid-China

 

 

零售商店内数字媒体系统的有效利用  ....56

The Efficient Usage of the In-Store Digital Media System

摘要:日本零售业的几大巨头,都是依靠综合超市在流通革命中发展壮大的,综合超市至今仍是日本零售业的主力业态。但是,泡沫经济使得综合超市的改革半途而废,今天,综合超市又重新举起改革的旗帜,勾划自身的复兴大计。
Abstract: The growth and expansion of the Japanese retail giants all rely on their general supermarkets, which is the principal format up to now. Although the reform of the general supermarkets was given up halfway due to the bubble economy, now it has been recovered for its revival.
关键词:日本 综合超市 V改革 委托经营 强强联手
Keywords: Japan, general supermarket, V reform, commission operation, alliance among the giants

 

 

卖法与卖点 的完美结合
——论迪斯尼的经营模式 ....
58

Marketing and Attraction -The Managing Mode of Disney

摘要:创意、品牌与合作三大要素构成了迪斯尼的经营模式,而创意是卖点,品牌与合作是卖法。正是卖点与卖法的完美结合,创造了一个世界卡通王国与全球商界奇迹的迪斯尼模式。
Abstract: The managing mode of Disney consists of creation, brand and cooperation. Creation is the attraction while brand and cooperation is the way of marketing. It is the perfect combination of the two elements that creats the Disney mode of both an international cartoon kingdom and a world-wide business miracle.
关键词:迪斯尼 卖点 卖法 创意 品牌
Keywords: Disney, attraction, marketing, creation, brand

 

 

外资商业进入中国市场的 成功之道  ....62

The Key for Foreign-Owned Business to Entering the Chinese Market

摘要:从十多年参与转让、并购的实践,深切认识到:外资商业要进入中国市场并取得发展,很重要的一条,就是一切要从中国的实际出发,然后在此基础上,走向精致化服务。
Abstract: Based on the participation in transfer and merger over ten years, the author summarizes the key for the foreign-owned business to entering into the Chinese market and developing successfully is to accord with the reality of China, then providing services thoughtfully and considerately.
关键词:外资商业 中国市场 精致化服务
keywords: foreign-owned business, Chinese market, considerate service

 

企业家抑郁情绪的化解  ....66

How to Dissolve the Depression of the Entrepreneur

摘要:市场经济的激烈竞争及个人心理等外源、内源诸多因素,使企业家容易产生心理疲劳以致情绪抑郁。化解抑郁情绪,要从10个方面着手。
Abstract: Due to the exterior and innor factors, such as the furious competition from the market economy and the personal mental state, the entrepreneurs are subject to be psychologically tired which will result the depressed emotion. There are ten methods to dissolve it.
关键词:企业家 心理疲劳 抑郁情绪 化解途径
Keywords: entrepreneur, mental tiredness, depressed emotion, dissolving methods

 

 

成长中的日本药妆店业态  ....70

The Growing Format of Drugstore in Japan

摘要:药妆店是一个正在成长轨道上的新兴业态,最近正应对一些新的挑战。可以期待,与之类似的业态也将在中国市场出现。
Abstract: Drugstore is a growing format which is facing new challenges now. It is predicable that the similar format will appear in China.
关键词:日本 商业业态 药妆店 改正药事法 兼并与合作
Keywords: Japan, commercial format, drugstore, pharmacists law correction, merger and cooperation

 


 

《国际商业技术》理事会
Members of the Journal Council