产品与赠品的契合度对不确定赠品促销的影响

 互联网技术的发展使不确定促销的实施变得更加有效和实用，但是已有研究或者聚焦于不确定性的消极作用，或者聚焦于不确定性的积极作用。为了掌握不确定促销的本质，构建一个影响消费者不确定促销评价的关键变量间关系的模型，重点刻画产品属性、赠品形式和产品与赠品间的契合度。        研究产品属性与赠品形式的交互作用对促销评价的影响，特别是基于产品与赠品间的契合度分析高一致不确定赠品和低一致不确定赠品对促销评价的影响，验证消费者的感知价值作为产品属性与赠品形式的交互作用对促销评价影响的中介变量。        采用情景实验的方式，通过两个2×3组间实验验证研究假设。自变量为产品属性和赠品形式，因变量为促销评价，实验1设计为产品属性(实用性vs.享乐性)与赠品形式(高契合赠品A vs. 高契合赠品B vs. 高一致不确定赠品)的2×3组间设计。实验2设计为产品属性(实用性vs.享乐性)与赠品形式(高契合赠品vs.低契合赠品vs.低一致不确定赠品)的2×3组间设计。        研究结果表明，高一致不确定赠品的情况下，享乐性产品的高一致不确定赠品的促销评价好于高契合赠品的促销评价，实用性产品的高一致不确定赠品与高契合赠品的促销评价没有显著性差异。低一致不确定赠品的情况下，实用性产品的高契合赠品的促销评价好于低一致不确定赠品的促销评价，享乐性产品的高契合赠品与低一致不确定赠品的促销评价没有显著性差异。        从产品属性和契合度的角度，协调了不确定促销冲突的论点，进一步揭示了不确定赠品和确定性赠品在赠品促销中的适用场景，丰富了赠品促销的应用范围。     

Marketing as an Investment in Shareholder Value

We present resource‐based and capability‐based arguments of marketing investment intensity to offer a strategic view of marketing as an investment in shareholder value. We find that marketing investment intensity has a U‐shaped quadratic effect on shareholder value creation (Tobin's q) that calls for marketing investment to be protected and increased, not surrendered. We show how marketing investments interact with investments in R&D, human capital and operations to reveal how strategic co‐investments can alter the shareholder value of marketing. Finally, we show how competitive intensity and failings in the firm's investment productivity (its ability to convert investment expenditure into sales) point to malaise in the firm's own strategic architecture as a fault for perceived poor returns from marketing investments. Our findings suggest that marketing investment should not be scapegoated when its contributions to shareholder value are not as expected. When invested in strategically and in combination with other investments, marketing can unlock exciting improvements in shareholder value.     

Multi-neighborhood based iterated tabu search for routing and wavelength assignment problem

The routing and wavelength assignment problem (RWA) has shown to be NP-hard if the wavelength continuity constraint and the objective of minimizing the number of wavelengths are considered. This paper introduces a multi-neighborhood based iterated tabu search algorithm (MN-ITS), which consists of three neighborhoods with a unified incremental evaluation method, to solve the min-RWA problem. The proposed MN-ITS algorithm is tested on a set of widely studied real world instances as well as a set of challenging random ones in the literature. Comparison with other reference algorithms shows that the MN-ITS algorithm is able to improve five best upper bounds obtained by other competitive reference algorithms in the literature. This paper also presents an analysis to show the significance of the unified incremental evaluation technique and the combination of multiple neighborhoods.     

Load-Oriented Order Release (LOOR) revisited: bringing it back to the state of the art

In the workload control literature, the Load-Oriented Order Release (LOOR) approach has been neglected since its robustness was questioned at the end of the 1990s. This paper revisits LOOR and evaluates whether its performance can be improved in two ways. First, an intermediate pull release mechanism is added to avoid starvation between periodic release events. This mechanism was recently shown to be effective at improving the performance of a state-of-the-art release method known as LUMS COR. Second, an integer linear programming model is used to manage the trade-off between the timing and load balancing functions of order release. The two refinements are assessed using simulations of different shop configurations, which allow us to evaluate robustness. Results demonstrate that the refinements contribute to improving the performance of LOOR such that it can even outperform LUMS COR. Perhaps counter-intuitively, putting more emphasis on load balancing than on the urgency of individual orders is shown to lead to a lower percentage of tardy orders. Overall, the improvements mean that concerns about LOOR’s robustness are no longer valid – it now appears suitable for a wide range of shops found in practice.     

Improved upper bound for the degenerate and star chromatic numbers of graphs

Let \(G=G(V,E)\) be a graph. A proper coloring of G is a function \(f:V\rightarrow N\) such that \(f(x)\ne f(y)\) for every edge \(xy\in E\). A proper coloring of a graph G such that for every \(k\ge 1\), the union of any k color classes induces a \((k-1)\)-degenerate subgraph is called a degenerate coloring; a proper coloring of a graph with no two-colored \(P_{4}\) is called a star coloring. If a coloring is both degenerate and star, then we call it a degenerate star coloring of graph. The corresponding chromatic number is denoted as \(\chi _{sd}(G)\). In this paper, we employ entropy compression method to obtain a new upper bound \(\chi _{sd}(G)\le \lceil \frac{19}{6}\Delta ^{\frac{3}{2}}+5\Delta \rceil \) for general graph G.     

The thickness of the complete multipartite graphs and the join of graphs

The thickness of a graph is the minimum number of planar spanning subgraphs into which the graph can be decomposed. It is known for relatively few classes of graphs, compared to other topological invariants, e.g., genus and crossing number. For the complete bipartite graphs, Beineke et al. (Proc Camb Philos Soc 60:1–5, 1964) gave the answer for most graphs in this family in 1964. In this paper, we derive formulas and bounds for the thickness of some complete k-partite graphs. And some properties for the thickness for the join of two graphs are also obtained.     

虚拟社区知识共享主体对首购意愿的作用机理研究

虚拟社区知识共享的匿名性和互动性特征使知识共享过程中共享主体的影响尤其显著.以有过虚拟社区知识共享经历的消费者为样本,探讨虚拟社区知识共享对消费者首购意愿的作用机理,分析知识共享主体特征对消费者感知风险的影响以及消费者感知风险对消费者首购意愿的作用;通过在网上论坛发放电子问卷、滚雪球和街头拦截的形式回收有效问卷366份,采用多元线性回归和层次线性回归对假设进行检验.研究结果表明,共享主体的特征可以划分为发送者专业能力、关系强度和发送者社区地位3个维度,这3个维度通过感知风险正向影响首购意愿,产品涉入度对共享主体与感知风险的负向关系产生显著的正向调节作用.该结论为企业在虚拟社区进行有效的口碑营销及危机公关提供决策支持.     

基于UHF-EGARCH模型的股指期货市场实证研究

利用沪深300股指期货高频数据研究其日内效应和波动性特征.将高频数据所特有的价格持续期引入到GARCH模型中,并考虑到收益率序列波动的非对称性,建立UHFEGARCH模型,分别选取1分钟、10秒钟、1秒钟采集频率的数据进行实证,采用线性样条函数剔除日内效应影响,进一步研究短期波动性,并画出相应的非对称冲击曲线.研究结果表明,基于3种采集频率数据的绝对收益率和价格持续期呈现明显的周末效应和日内效应,绝对收益率的日内效应基本上呈W型,价格持续期的日内效应有U型、L型、W型和倒U型4种形态并存,并不是某种单一的形态;短期波动性具有明显的集聚性和非对称效应,其中坏消息的影响强于好消息的影响.     

股权众筹投融资方的最优策略分析

分析了股权众筹融资方和投资方的最优策略.依据股权众筹的流程,构建了股权众筹过程中投融资方利益博弈的3阶段模型,并在同时满足融资方与投资方预期收益最大化的条件下,求解了相应的最优化问题并给出了投融资方最优策略的解析式.研究结果表明,在参数满足一定条件时,股权众筹投融资方均存在最优策略,且最优策略受边际收益、项目成功概率、预期回报率等因素的影响.