With the development of more than 40 years of the reform and opening-up policy, China's service economy has made historic progress. The GDP of China's tertiary industry's contribution rate to the national economy is more than 50%. Thus, China is marching into the service economy era, and the development direction of China's service economy is gradually changing from high-speed development to high-quality development. With it, the service marketing theory is constantly evolving, and profound changes take place in the background of The Times. This paper aims to review and map the research streamline, provide future insights into service marketing in China in the past 30 years, and depict a panorama of service marketing research in China by applying statistical analysis and literature analysis tool CiteSpace. It shows the critical areas of service marketing research institutions and the leading network of cooperation between scholars. Furthermore, we extract the essential research topics and reveal the main direction by establishing the "creation—delivery—improvement" service value chain.

Based on the perspective of Chinese marketing scholars, this paper answers three questions about how to tell a good China story through case study (1) What is a good China marketing story through case study? To put it simply, marketing scholars describe China's marketing phenomenon and explore the law of China's marketing development through the method of case study, so as to realize the mission or goal of solving China's marketing problems and contributing to the world's marketing new knowledge. (2) Why do case studies tell China's story well? There are four reasons for this: the subjects of case studies are good for telling true and complete management stories; Case studies, by their nature, are suitable for telling interesting and credible management stories; From the type of case study, it is suitable to tell a rich and different management story; (3) How to tell a good marketing story in China through case studies? The right decisions need to be made in the following four aspects: clarify whether the mission of research is to serve China or to influence the world; Determine the topic of research is to solve the problem of China or to pursue the frontier of international theory; Whether the research object selected is the sample within China or the global sample; These questions are of great significance for Chinese scholars to fulfill their mission of serving China and influencing the world.

Luxurious brands consumption in China is featured by clear conspicuous purposes. This research investigated the phenomenon from the indigenous perspective of social face consciousness. Drawing on Ho’s (1976) framework of gaining versus losing face dynamics, the authors broke down the construct of face consciousness into two dimensions of “desire to gain face” and “fear of losing face”, and developed measurement scales for them. The two scales were then used to examine their effect on conspicuous luxurious brand consumption behavior and found both of them had unique contribution in explaining why Chinese consumers buy luxurious brands.

This paper examines the influence of the gig economy on a monopoly's optimal product line design. We consider a service monopoly facing demand uncertainty, trade-offs between advantages and disadvantages of the gig economy and suggest an optimal product line design. We find that under the gig economy optimal employment strategies can be categorized as Pure Flexibility, Mixed Flexibility and No Flexibility according to the relative working efficiency and the unit labor cost in the gig economy. Furthermore, the optimal service level depends on the final demand realization and the relative efficient cost of flexible hiring. When the final demand realization is good or the relative efficient cost of flexible hirng is low, the gig economy will drive up service levels. If the final demand realization is bad and the relative efficient cost of flexible hirng is high, the gig economy will drive down service levels. Finally, the firm invests more in human resources under the gig economy, but it may drive down consumer surplus and social welfare.

As the historical retrospect of the nearly 30 years' activities of China Marketing Association of University, this paper describes some major activities and achievements of CMAU in three stages: 9 years of arduous pioneering, 10 years of vigorous development and 11 years of secretariat in Beijing. To reflect the reality, the documentary mainly makes references to annual brief report of CMAU. What’s more, this paper evaluates three former presidents’ work and contribution based on what author observes and interviews in the thirty times to participate in the preparatory meeting and the annual meeting of CMAU.

This paper carries out a research by content analysis on 247 academic papers published in the Journal of Marketing during the year of 2005-2009, with a purpose to describe the subjects, methods and scholars of Western marketing research. The findings are as following: the main subjects that Western marketing research focuses on are consumer behavior, products, brands, marketing general management, industrial marketing, advertising and promotion, services marketing, and network marketing, Among which research on the general marketing management, products, brands, industrial marketing, network marketing have an escalating trend, and adverse on the prices and marketing channels, and the subjects on consumer behavior and services marketing remain to be the focus of marketing research. As for research methods of marketing, quantitative research keeps dominated and are used in such marketing research domain as brand, product and personal selling, the experimental method has been more widely used to study consumer behaviors, prices, advertising and promotion, the qualitative research and mixed research are seldom used, the former is used in industrial marketing, general marketing management, and the latter focus on the subject of marketing theory and philosophy. In addition, there exists a diversified form of cooperation among marketing scholars, which includes scholars’ cooperation in a university, among different universities, between university and business and among different counties.

The increasing brand crisis draws attention of theorists and managers in terms of how to response it. Existing crisis researches aim at image repair theory and the crisis communication theory, but for many real crisis phenomenons these theories are still unable to make a satisfactory explanation. Based on social interaction to investigate the effects of brand crisis restoration, this study, focusing on the irrational behavior of consumers in the brand crisis repair, discusses the interaction ritual restoration effects of brand crisis and repair mechanism. What’s most important, the paper argues brand crisis restoration is a way of interaction ritual chain. Using experiments, the research shows two main results. Firstly, different interaction ritual has different effect. When under inability brand crisis consumers prefer compensation more than apology, while the difference of the emotional energy to repair crisis is of no significant difference; Under dishonest brand crisis, consumers focus on both enterprise's restore behavior and enterprise's emotional energy, the ritual of high emotional energy apology is optimal for crisis reparation. Secondly, the main factor about why different ritual has different effect is the value perception produced by rituals. In conclusion, this research provides a new perspective about the restoration of brand crisis, which enriches the theory of brand crisis restoration and previous research about crisis. Besides the theoretical contributions, practical implications are discussed.

It has been found that the ad location will affect the effectiveness of advertising, but the existing researches did not dig into how individual’s cognitive style influencing his ads reading habit. In this paper, field-dependence and field-independence are introduced in advertising research, which stands for cognitive styles in terms of psychology. Using eye tracking technology, it records eye movement of 37 college students with normal vision when they browse different locations of ads on the web. The results indicate that: for all the subjects, there is significant difference on fixation duration and fixation counts in advertisements of different location. And interaction effect is found between ad location and cognitive style. With different fixation duration and counts, it also affects recognition results. Other than theoretical contribution, this study can also enlighten web advertisers in making advertising strategy.

Based on the restraint and influence of social norms on consumer behavior, this article gives the definition of consumer normative rationality, and considers that normative rationality influences the process of decision-making in purchasing. The results demonstrate that: 1) ten social norms are summarized through content analysis, the ten social norms are ten dimensions of the denotation of consumer normative rationality; 2) the partial contents of connotation of consumer normative rationality including seventeen kinds of normative values are summarized through literature reviewing. And scholars focused on the influences of normative values on consumer behavior; 3) this paper points out the denotation of consumer normative rationality influence consumer behavior through the connotation of consumer normative rationality.Our results can help understand the main social norms and the impact of relevant normative values on consumer behavior in the transformation process of China.

In social interactions, luxury goods usually work as signal revealing the users’ status. In a market with both authentic luxury and counterfeit goods, how the authenticity of luxury goods is perceived by others is an important issue not only for consumers, but also for producers and the whole society as well. Previous studies more focus on the luxury (or counterfeit) user, who sends out luxury information, to study the motivation of luxury consumption. However, how other consumers recode and interpret the luxury information gets inconsiderable less attention, this issue deciding whether and how the luxury goods user’s social motivation can come true. This article aims to explore how the information of luxury goods is interpreted by other consumers and then become influential. The authors find out that the perception of authenticity of luxury goods is a complicated process in which place scheme, character scheme, incident scheme and product scheme can all influence customers’ perception. Through exploratory and empirical study, this paper formed a theoretical model to explain customers’ perception of authenticity of luxury goods.

There exist studies that focus on the possible negative emotion (depression for instance) brought by mere concentration on out-of-stock. Or others solely study on the attractive effect induced by phantom alternative. What effect, positive or negative, will out-of-stock alternative impact on the purchase intention of similar alternative is still without a definite conclusion. This paper holds that there is not a certain positive or negative effect on the similar alternative purchase intention. Also, a dual mediation pathway model and relevant moderator of such influence mechanism are proposed. Our research shows that when offered the out-of-stock alternative, consumers seem to experience the stronger emotion of perceived scarcity and psychological reactance compared with no information offered. The effects of out-of-stock message on consumers’ similar alternative purchase intention mediated by scarcity and psychological reactance separately are opposite (positive versus negative). In addition, the negative effect mediated by psychological reactance is moderated by the occupation levels of cognitive resource. Psychological reactance is a moderated mediator. Whereas, the positive mediating effect of perceived scarcity is not affected.

Based on the psychological compensation mechanism of consumer behavior, the current research examines how social comparison in ability domain influences people’s conspicuous consumption, and explores the possible interventions. Past research regarded conspicuous consumption as a way of signaling social-economic status, which often derived from wealth comparison. Our research proposes that besides wealth comparison, comparison in consumption unrelated domains would also lead to conspicuous consumption. In this mechanism, conspicuous consumption is a way to compensate for the self threat resulted from upward comparison. 2 studies were conducted to confirm our hypothesis. Study 1 indicates that consumers are more likely to spend on conspicuous items after comparing their own academic performance to those better counterparts. Study 2 replicates the result of study 1 using a more general conspicuous consumption measure. Furthermore, we found that the impact of ability comparison on conspicuous consumption diminished if people engaged in a prior self affirmation.

The digitalization has brought big changes to the economic society, namely, virtualization of market players, digitization of factors of production, dynamization of the production process and platformization of market organizations. These four features of digitalization have further reconstructed the real management world, resulting in disruptive changes of internal and external relationships between organizations, and the underlying logics of production and operation. The nature of marketing is to answer how to solve the interactive relationship between the supplier and the consumer in the best way to realize the value co-creation. Obviously, digital technology is disrupting the traditional interactive relationship, which greatly weakens the effectiveness of the 4P and 4C marketing matrix. Therefore, we are intended to put forward the 4I (Interaction, Interest, Interface, Iteration) framework to reconstruct the marketing matrix in the age of digital intelligence. Finally, we offer some future topics of marketing strategy research and the new development direction of the discipline.

Through our research based on survival model, we identify two major factors that significantly influence our decision making on product elimination, as well as their impact mechanisms. These two factors are, namely, the changing rate of sales in the early stage and the average sales in pre-elimination stage. Specifically speaking, the higher these figures are, the less likely it is for products to be eliminated, which also means the longer these product may survive. The results of our research also demonstrate that brands with different market shares serving as a moderator in this model are impacted by different factors. Different from our stereotyped understanding, results of our research show that products with lower market share actually survive longer (than those with larger market share), which can be explained by substitution effect. Overall, findings of our research have laid a theoretical foundation for companies' decision making on product elimination.

The current research examined how posted pictures of online consumer reviews (consumer picture vs. product picture vs. no picture) influenced consumers’ product evaluation. Results showed that consumer pictures enhanced product evaluation. Study 1 testified that persuasive effect was the mechanism behind the main effect. Study 2 showed that for problem-solving product, consumer pictures increased product evaluation significantly; for enhancing product, there was no significant difference of product evaluation for consumer picture, product picture and no picture. Results of Study 3 showed that for unfamiliar brand, consumer pictures significantly enhanced product evaluation; for highly familiar brand, there was no significant difference for three experimental conditions. The present research used persuasive effect to examine the mechanism behind the interaction effects.

This study investigates linguistic features in aspects of phonetic, orthographic, semantic, syntactic and rhetoric of 2,600 Chinese brands of 22 different categories of products, and finds that by selecting and polishing linguistic components, Chinese brand name basically implements the brand naming requirements of being short, simple, and distinctive, designating the products or service category and suggesting key attributes and producing inference about key benefits. Based on investigates, this study concludes some trends in Chinese branding. Finally some issue of brand naming study is discussed.

As a new participative pricing mechanism, PWYW pricing delegates the whole price determination to consumers. Previous empirical research has showed that PWYW pricing increases sellers’ profits, even when consumers can self-determine the price, which conflicts with the basic assumption of economic man in traditional economics. Thus, some other drivers must play a role when the PWYW price is determined. Based on social preference theory, we study the influences of altruism, fairness, reciprocity, sense of guilt and price consciousness on consumers willingness to pay under PWYW pricing mechanism, the study show that reciprocity, fairness and price consciousness have a positive impact on consumer’s willingness to pay, besides, these impacts are moderated by the way of transactions.

Consumers’ willingness to pay is an important part of the market research. Taking organic food for example, this paper analyzed and compared the main data acquisition methods of consumers’ willingness to pay, such as contingent valuation method, choice experiment, conjoint analysis and experimental auctions and the main data processing approaches such as discrete choice model and Tobit model. And then the paper investigated the main factors affecting the consumers’ willingness to pay and did a systematic summary. In the end, the future research emphasis was presented based on the evaluation and analysis of the existing relative research.