2007中国市场营销研究中心国际营销学术交流峰会征文活动获奖论文集，这些论文由来自国内著名高校的学者及教师撰写，对目前我国市场营销的前沿及热点问题进行了积极深刻的思考和探讨， 对市场营销相关专业的研究人员有较大的指导意义。研究工作者、高等院校教师、企业高层管理者、博士/硕士研究生

前 言 中国市场营销研究中心（MARKETING RESEARCH CENTER OF CHINA，MRCC）成立于2006年6月，是在美国、英国、香港等国家和地区著名营销学教授倡议下，由中国人民大学郭国庆教授牵头组建的非营利性专业学术机构。MRCC宗旨是为中国营销学人创造更多的学术机会，搭建更好的研究平台，推动市场营销学者的学术交流与合作，促进市场营销理论与实践的创新与发展。 为了进一步推动国内外市场营销学者的学术交流与合作，促进市场营销理论与实践的创新与发展，由中国市场营销研究中心和杭州电子科技大学主办、香港浸会大学协办、杭州电子科技大学管理学院承办的“MRCC 2007国际营销学术交流峰会”于2007年6月16～17日在杭州成功召开。此次会议的主题是“全球化背景下的营销研究与实践”。来自英国、美国、澳大利亚、瑞典、新加坡、香港等国家和地区的著名营销学教授及北京大学、中国人民大学、复旦大学、浙江大学、南京大学、武汉大学、上海交通大学、西安交通大学、南开大学等国内高校的著名学者出席会议并发表演讲，中国科学院研究生院、大连理工大学、华中科技大学、中国政法大学、天津师范大学、中国海洋大学等五十多所国内高校的营销学教授、青年教师、在读博士研究生参会。此次会议必将在中国营销学界产生积极重大的影响。 本次峰会还开展了会议论文征集和评选活动，倡导广大营销学专家学者和企业实践者从多个角度来探讨、研究市场营销理论与实践发展的前景、困惑与对策。截止到2007年5月1日，组委会共收到来自国内外营销学者的会议论文共计268篇；5月15日至5月25日，中心聘请北京大学、清华大学和中国人民大学的专家对论文进行了初评，共筛选出入围论文82篇；5月25日至5月31日，中心组织香港城市大学、香港浸会大学和中国人民大学的营销学教授组成专家组对入围论文进行了严格评审，评选出优秀论文30篇。 这本会议论文集中收录的论文涵盖了品牌战略、渠道管理、定价策略、消费者行为等市场营销学热点研究领域，还对城市营销、网络营销、服务营销等一些营销前沿课题进行了积极深入的探讨。论文作者既有国内外著名的营销学者，也有来自各高校的精英营销学教师，其科学的精神、严密的论证、深厚的理论基础、丰富的实践经验着实令人赞赏。他们对全球化背景下市场营销学研究的发展、市场营销实践的现状进行了深入的剖析和解读，并提出很多极具创新性、建设性的观点。可以说，这本论文集凝聚着营销学者们的心血，汇集了中国营销学界的研究精华。 令人感到幸运的是，这本论文集的编纂工作过程中得到了国内外学术界同行和社会各界朋友的大力支持和积极参与，他们是：英国牛津大学库纳尔·巴苏教授，美国莱斯大学李海洋教授，加拿大滑铁卢大学范广哲博士，香港理工大学陆定光教授，香港城市大学张秀兰博士，香港岭南大学经济学院张轶凡博士，武汉大学甘碧群教授、汪涛教授、黄静教授，北京大学符国群教授、江明华教授，复旦大学陆雄文教授、范秀成教授，华中科技大学景奉杰教授，南开大学白长虹教授，大连理工大学董大海教授，南京大学王永贵教授，上海交通大学黄沛教授，西安交通大学刘益教授，中国农业大学陆娟教授，浙江大学范晓屏教授，中国社会科学院研究生院副院长李进峰教授，中国政法大学商学院院长孙选中教授，天津师范大学管理学院院长韦福祥教授，天津商业大学国际教育学院院长寇小萱教授，天津财经大学工商管理研究中心主任罗永泰教授，北京第二外国语学院旅游发展研究院院长殷敏教授，湖南农业大学商学院院长周发明教授，山东工商学院工商管理学院院长梁启华教授，中原工学院经济管理学院院长李雄诒教授，中国海洋大学管理学院副院长崔迅教授，南京信息工程大学经济管理学院副院长贾创雄教授，南华大学经济管理学院副院长聂绍芳教授，江西财经大学国际经济与贸易学院副院长张曦凤教授，南京财经大学国际经贸学院副院长汪素芹教授，南京信息工程大学经济管理学院副院长陈继华教授，江西农业大学经济贸易学院副院长郭锦墉教授，中国计量学院管理分院副院长熊明华教授，山西农业大学经济贸易学院副院长高玉香教授。在此我们一并表示由衷的感谢！另外，我们还要特别感谢为此次会议的筹备而忙碌的所有同仁。他们为此次峰会做了近一年的准备工作，其中大部分工作都是他们在工作、学习之余，牺牲自己的休息时间完成的。 尽管在论文集编纂过程中，我们始终保持着细致小心，但迫于时间，限于水平，疏漏谬误恐再所难免。肯请读者多多谅解，并及时给予批评指正。 郭国庆　陈洁光　王核成　钱明辉 2007年6月2日 PREFACE As a non-for-profit academic institute, Marketing Research Center of China ( MRCC）was founded in June 2006, aspired by the proposition of marketing scholars from China, USA, Great Britain, Hong Kong and other countries and areas. The Chairman of MRCC is Professor Guoqing Guo, Renmin University of China. The mission of MRCC is to provide more academic opportunities, to form better research platform, to accelerate exchange and cooperation among marketing scholars from domestic and oversea, and to promote the innovation and development on marketing theory and practice. Marketing Research Center of China (MRCC) successfully hosted 2007 MRCC International Symposium on Marketing with the co-host of Hong Kong Baptist University and Hangzhou Dianzi University. The symposium provided a platform on which experts from academia and practitioner exchange critical insights on marketing, and facilitated the cooperation among China’s scholars and overseas scholars. The theme of the symposium is “Marketing Research and Practice in Globalization Era”. Many glorious marketing great-minds from oversea, e.g., Great Britain, United States, Australia, Sweden, Singapore and other countries gave their cordial and insightful keynote speeches around given topics of the symposium. Local scholars from Peking University, Renmin University of China, Fudan University, Zhejiang University, Nanjing University, Wuhan University, Shanghai Jiaotong University, Southwest Jiaotong Universtiy, Nankai University and other prestigious Chinese Universities also gave inspiring keynote speeches. We’re also happy to see that professors, lecturers and graduated students from over 50 universities, such as Graduate School of Chinese Academy of Sciences, Dalian University of Technology, Huazhong University of Science and Technology, China University of Political Science and Law, Tianjin Nomal University, Ocean University of China, take part in this symposium. The symposium is for sure to trigger great improvement of marketing in China. We honorably announce that there are 268 papers submitted to this symposium from international and domestic marketing scholars and researchers before the deadline, May 15, 2007. From May 15 to 20, 2007, MRCC panel with the members from Peking University, Tsinghua University and Renmin University of China, conducted strict review to evaluate the papers. 82 papers out of 268 papers were reserved after first round of review. In the next ten days, professors from City University of Hong Kong, Hong Kong Baptist University and Renmin University of China reviewed the 82 papers strictly and selected 30 outstanding papers after the second round of review. Papers in this proceeding cover the field of brand strategy, channel management, pricing policy, consumer behavior and other hot topics in marketing. We also expect this proceeding has its contribution in propelling papers on city marketing, internet marketing, service marketing and other cutting-edge topics in the domain. The refinement in conceivability, abundance in proof, solid theoretical background and even rich practitioner experience of the authors can be found through these diversified papers. The authors analyzed elaborately the development of marketing under globalization environment. Meanwhile, they proposed many innovative and constructive viewpoints which may enlighten the follow-ups. We can thus proudly claim that the proceeding can be viewed as part of fruits of contemporary marketing study in China. Fortunately, many friends from academia contributed to a lot to the compiling work for proceeding. They are: Prof. Kunal Basu Oxford University Prof. Haiyang Li Rice University Prof. Guangzhe Fan University of Waterloo Prof. Sherriff T. K. Luk The Hong Kong Polytechnic University Prof. Fanny S. L. Cheung City University of Hong Kong Prof. Yifan Zhang Ling Nan University Prof. Biqun Gan Wuhan University Prof. Guoqun Fu Peking University Prof. Minghua Jiang Peking University Prof. Xiongwen Lu Fudan University Prof. Xiucheng Fan Fudan University Prof. Tao Wang Wuhan University Prof. Jing Huang Wuhan University Prof. Fengjie Jing Huazhong University of Science and Technology Prof. Changhong Bai Nankai University Prof. Dahai Dong Dalian University of Technology Prof. Wang Yonggui Nanjing University Prof. Huang Pei Shanghai Jiao Tong University Prof. Liu Yi Xi’an Jiaotong University Prof. Juan Lu China Agricultural University Prof. Xiaoping Fan Zhejiang University Prof. Jinfeng Li Nanjing University Prof. Xuanzhong Shun China University of Political Science and Law Prof. Fuxiang Wei Tianjin Nomal University Prof. Xiaoxuan Kou Tianjin university of commerce Prof. Yongtai Luo Tianjin University of Finance & Economics Prof. Min Yin Beijing International Studies University Prof. Faming Zhou Hunan Agriculture University Prof. Qihua Liang Shangdong Institute of Business and Technology Prof. Xiongyi Li Zhongyuan University of Technology Prof. Xun Chui Ocean University of China Prof. Chuangxiong Jia Nankai University Prof. Shaofang Nie University of South China Prof. Xifeng Zhang Jiangxi University of Finance & Economics Prof. Jinyong Guo Jiangxi Agriculture University Prof. Minghua Xiong China Jiliang University Prof. Yuxiang Gao Shangxi Agriculture University We would like to extend a sincere respect and hearty appreciation to the above for their cordial assistance for the symposium, and even for their contribution to marketing research in China! We also owe our thanks to our fellow peers who made their extra-hour work on the preparation of the symposium for almost one year. Although we try hard to make it leave nothing to be desired, there may still remain some insufficiencies in the proceeding due to the limited time. We thus sincerely welcome critics and corrections from readers. Guoqing Guo, Allan K. K. Chan, Hecheng Wang, Minghui Qian June 2, 2007

A Discussion on the Meaning of Product Image from the Angle of Cognitive Psychology Chunhe Zhang Fang Fang A Preliminary Analysis on Brand Innovation of Wuhan Snack Hanlin Chen Han Yan A Research into Marketing Strategy for International Trade of Agricultural Products of China Yuxiang Gao Yingsheng Zong A Research on the Nature of Marketing Harmony Chunchang Xie A Study of the Copyright Managerial Strategies of Information Products Based on Moore’s Chasm Theory Hong Zhao Sha Zhang Dongsheng Liang A Study on International Marketing Strategy of Chinese Brand Zhonghe Han Xiucheng Fan A Study on Supermarkets’ Marketing Strategies of Stimulating Purchase Motives of Customers Tian Yu A Tentative Study on Marketing Innovation in Investment and Financing Channels of China’s Current Film Industry Zhou Kai About Tourism Developmental Strategy and Town Planning of Three Gorges Reservoir Wei Yi Guohua Zhou Analyses of the Implement of the Customer Relationship Management in Chinese Commercial Banks and Countermeasure Xiaojun Wang Analysis on Strategies of Government Traveling Marketing Promotion Jiefang Wang An Analysis on the Management of Enterprises’ Marketing Channel Relationship——According to Chinese Household Appliances Circulation Enterprises Shanna Meng Xuanzhong Sun Xiaoqing Chai An Empirical Study on the Relationship between Market Orientation and small and medium-sized enterprises’ performance Liang Shuai Apply Double- Factors Theory to Motivation on Industry Marketing Channel Ming Luo Lei Huang Jin Deng Brand Building Approach to China’s Apparel Industry Hongmei Xi Chinese Agriculture Marketing：Problems and Solutions Yanbin Qi Core Advantage of the Marketing Innovation ——Innovative Talents Yanru Wang Riya Shu Clusters Brand Evolution: Routes，Internal Conditions and its Dynamical Mechanism Weikun Yao Meihua Zhou Xiufang Cheng Exploration of Building Educational Culture in Marketing Education Yong Wu Jiantao Cai Fabricated Prosecuting：the Way of Mid-Small Enterprise How to Succeed in Information Years Fang Chen Hongguang He Factors Research of Customer Loyalty in B2C E-Commerce Hong Li Hong Qi Game Analysis Between Manufacturer and Broker Based on the Channel Morals Chao Zhou Xiantao Liu Inviting Outside Investment: Technologies and Innovations Bo Sun Management of Marketing Contributors to the Realization of Corporate Profit Lichun Qian Marketing Strategy Research of Technique Standards Minghua Xiong ODM Strategy under International Division and Cooperation Zhongqun Sun PCA-SVM-based Comprehensive Evaluation for Customer Relationship Management System of Power Supply Enterprise Wei Sun Shan Li Product Information Diffusion and Advertisement Investment Effect Analysis Ya Sheng Yanbin Jiang Hongxia Xue Relationship Bonding Tactics of E-Tailor：Construct， Research Propositions and Theoretical Models Ruixue Zhang Dahai Dong Ningjun Hu Regional Brand Strategy Based on Industrial Cluster of Middle- Small Enterprise in Heilongjiang Yanjun Lei XiaoPing Xu Research on Customer Satisfaction Strategy Based on Customer Benefit from Buying Kai Li Research on the Stability of Agricultural Products Channel Relationship based on“Farmers-Dominant Enterprises” Xiaofei Zhao Chongguang Li Review of the Appraisal of Brand Competitiveness Researches in China Wei Sun Tao Chen Road of the Food Enterprise Green Marketing Guochun Chen Service Marketing and Crisis Management Lingchang Wang Liang Shuai Services Marketing Create Customer Value Yan Shao Lixia Yan Study on Corporate Customer Relationship from a Culture Respective Wenjin Xiao Study of Self-identity and Social-identity for Credit Card Consumption—Competitions between Co-Branded Card and Affinity Card Bing Zhao Studying the State of Competition of Retailing in China based on the Theory of Hyper-competition Yurong Zeng Yang Liu Study on the Present Situation and Development of Henan City Brand Marketing Zhuanqing Chen Talk some Innovative Points that the Harmonious Society sets up the Marketing Morals System Guihua Zhang The Comparative Study of Brand Management of Tourism Destination at Home and Abroad Shuhua Yin The Product Characteristics Fit for Online Shopping： A University Survey Zhengdan Liu The Research of Marketing Innovation Based on Service Profit Chain Guohua Zhou Yongqin Feng Hui Zhang Zhihe Zhang The Research of the Market Resources Conformity，Development and Value Innovation——TIANJIN TEDA’s Road of Growth Shutong Wu Yongtai Luo The Relationship Between Insurance Varieties Structure and Consumers Satisfaction Index Chengyi Pu Xiaojun Pan The Safety Problem of Network Marketing and the Treasures Wei Sun The Theoretical Review of Customer Satisfaction Su Yanlin Two-dimensional Bar Code and its Application in Sales Management Deming Zhu The 5R Model for Shoe Industry’s Response to European Trade Barriers in Wenzhou Xiumei Li The Brand Health Measurement of the Famous Mobile Phone Brands in China Market Wei Le Shubin Ye The Brief Analysis on Marketing Strategy for Tourism Source Development in XiangXi Jihong Wang