Role of Science and Technology Institutions in Limited Catch-up

Chapter 4 analyzes China’s semiconductor industry from the sectoral systems of innovation perspective. The industry remained limited in terms of catch-up in market shares and technology. The chapter explains the reasons for the limited catch-up in terms of the characteristics of the technology regime of the industry. In the semiconductor industry, innovations are frequent and technologies are highly cumulative, which places the latecomer in a disadvantageous position in terms of entry possibility. Furthermore, the market for standard integrated circuit chips is not segmented but highly integrated, which implies no low-end niche market for latecomers to enter first. Therefore, latecomer firms encounter difficulty in seizing a market opportunity through differentiated marketing. The situation worsens with the continued increase of the required investment and shortening of life cycles. Furthermore, the existing practice of Western countries restricting the transfer of core technologies to Communist countries, such as China, amplifies the difficulties faced by Chinese firms.

Improving enterprise’s competitiveness on the basis of combined ABC/XYZ and cluster analyses of the commodity nomenclature

Subject. This article examines the relationship between marketing activities and the development of entrepreneurial structures in Russia. Objectives. The article aims to develop a methodological approach that helps optimize the product nomenclature and develop differentiated marketing strategies for managing sales in different segments. Methods. For the study, I used the methods of ABC/XYZ and cluster analyses. Results. The article offers a methodological approach to the analysis of the nomenclature of goods, tested on the data of one of the business structures of the Crimean wine industry. It identifies goods nomenclature clusters that have similar dynamic characteristics for changes in sales volumes and demand predictability, and provides recommendations for increasing sales, margins, and improving enterprise competitiveness. Conclusions. The developed methodological approach can be considered as an element of information and methodological support for the enterprise competitiveness management system.

ANALISIS PENGARUH STRATEGI PEMASARAN TERHADAP PENJUALAN ANYAMAN BIDAI KERAJINAN TANGAN MASYARAKAT DESA JAGOI KECAMATAN JAGOI BABANG KABUPATEN BENGKAYANG

Penelitian ini terlaksana melalui proses wawancara dengan pemilik usaha kerajinan anyaman bidai di desa Jagoi Kecamatan Jagoi Babang, Kabupaten Bengkayang, karena produk kerajinan tangan anyaman bidai ini memiliki kualitas yang baik sehingga menarik untuk dikaji dan merupakan salah satu ciri khas produk kerajinan di Kabupaten Bengkayang. Tujuan dari penelitian ini adalah (1) Untuk mengetahui pengaruh strategi pemasaran terhadap penjualan anyaman bidai Desa Jagoi Kecamatan Jagoi Babang Kabupaten Bengkayang, (2) Untuk mengetahui apa saja kendala penjualan yang dihadapi oleh pengrajin Anyaman Bidai Desa Jagoi Kecamatan Jagoi Babang Kabupaten Bengkayang. Subjek penelitian yang diambil yaitu tempat usaha kerajinan anyaman bidai di desa Jagoi. Metode pengumpulan data yang digunakan adalah metode dokumentasi, metode kuesioner, dan metode wawancara. Hasil penelitian menunjukkan bahwa F hitung sebesar 1.822 dengan signifikansi sebesar 0,018 karena signifikansi < alpha (0.05) maka H0 ditolak: artinya terdapat pengaruh yang signifikan antara strategi pemasaran terhadap penjualan anyaman bidai. Strategi pemasaran berpengaruh sangat kuat dan dominan terhadap penjualan dengan angka sebesar 3.466 dengan signifikansi sebesar 0.018, artinya bahwa ada pengaruh secara signifikan antara strategi pemasaran dengan penjualan. Karena koefisien korelasi nilainya positif, maka berarti strategi pemasaran berpengaruh positif dan signifikan terhadap penjualan. Jadi dalam kasus ini dapat disimpulkan bahwa strategi pemasaran berpengaruh positif terhadap penjualan hasil kerajinan anyaman bidai. Kata Kunci: Strategi Pemasaran (undifferentiated marketing, differentiated marketing, concentrated marketing) dan Penjualan

Analysis of Marketing Innovation Under the New Retail Mode-Taking “Luckin coffee” as an Example

With the rise of high-end technologies such as artificial intelligence and big data, many new consumption patterns are constantly emerging, from offline retail to online e-commerce and then to a New Retail mode combining online e-commerce, offline and logistics. The New Retail mode not only brings a strong impact to the traditional retail industry, but also provides many enterprises with new operation and marketing ideas. The research object selected by the author is Luckin coffee, a representative enterprise of the New Retail mode, by analyzing the operation mode of “online APP+ offline store + logistics” used by Luckin coffee and the marketing method implemented under this mode, the innovation of Luckin coffee’s marketing method is concluded, including Viral social fission marketing, Innovation of service process, Big data differentiated marketing, Novel scene positioning, Omni-channel retail, which can provide some ideas such as Social fission, Big data prediction, differentiated marketing, Fully integrated channels and so on for other traditional retail enterprises to reform and new Retail enterprises to formulate marketing strategies.

Methods of Segmentation and Positioning in the Product Market with Access to a New Foreign Market

Entering a new foreign market has always remained an urgent problem. The interrelation of the internal and external commodity market is an important condition for the successful development of the economy of any country. Foreign experience shows that various strategic approaches are used for this purpose. The basic basis of the strategic approach is the systematic coverage of the product market, which includes undifferentiated marketing, differentiated marketing and concentrated marketing. Below we will consider in more detail the above strategic approaches to coverage of the product market. In particular, it is considered when an enterprise refuses features and explores the entire market from the position of a single approach. Differentiated marketing tactics are not about identifying a single need, but a general one. These include the formation of a product and a marketing program that will be useful to a significant number of consumers. A distinctive feature of differentiated marketing is that the company operates in a number of market segments and forms a distinctive offer for them. This approach is based on offering different products to the market in order to increase sales and penetrate deeper into the development of product market segments. Finally, concentrated marketing provides an opportunity for businesses to discover an additional opportunity that is more attractive from a resource constraint perspective. It is manifested by the concentration of efforts on a small share of a large commodity market.

BNI Marketing Strategy for Credit Cards in Dealing Global Competition in State Bank Indonesia (Persero) Tbk Banda Aceh Branch Office

This study aims to analyze the marketing strategy of BNI Credit Cards in the face of global competition at PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. This study uses a qualitative approach with a descriptive type where the type of data used is secondary data sourced from various reports and documentation from PT. Bank Negara Indonesia (Persero) Tbk Banda Aceh Branch Office. The results of this study indicate that in marketing BNI Banda Aceh Branch credit cards a strategy that can be used is a marketing strategy that differentiates the market (Differentiated marketing), which is to determine the target market segmentation in accordance with the target types of credit card products that are in accordance with the segmentation. The Banda Aceh BNI branch also uses a concentrated marketing strategy such as the marketing of BNI-Unsyiah affinity Credit Cards which is focused on alumni of Syiah Kuala University throughout Indonesia. Besides that, another strategy used by the Banda Aceh BNI branch in marketing BNI Credit Cards is by issuing pre aproval credit cards, where certain customers in accordance with applicable regulations are directly proposed to issue credit cards on behalf of these customers, if the customer agrees for card issuance, the card can be activated immediately. Furthermore, BNI provides the convenience of non-cash transactions through the YAP (Your All Payment) application as a payment tool for (cashless) and without showing the debit card or credit card (Cardless) through a smartphone. This YAP application is an advantage owned by BNI and the first in Indonesia.

STRATEGI PEMASARAN BNI KARTU KREDIT DALAM MENGHADAPI PERSAINGAN GLOBAL PADA PT. BANK NEGARA INDONESIA (PERSERO) Tbk KANTOR CABANG BANDA ACEH

Penelitian ini bertujuan adalah untuk menganalisis strategi pemasaran BNI Kartu Kredit dalam menghadapi persaingan global pada PT. Bank Negara Indonesia (Persero) Tbk Kantor Cabang Banda Aceh. Penelitian ini menggunakan pendekatan kualitatif dengan jenis deskriptif dimana jenis data yang digunakan adalah data sekunder yang bersumber dari berbagai laporan dan dokumentasi dari PT. Bank Negara Indonesia (Persero) Tbk Kantor Cabang Banda Aceh. Hasil penelitian ini menunjukkan bahwa dalam memasarkan kartu kredit BNI Cabang Banda Aceh strategi yang dapat digunakan adalah strategi pemasaran yang membeda-bedakan pasar (Differentiated marketing) yaitu menentukan segmentasi pasar yang akan dituju sesuai dengan target jenis produk kartu kredit yang dimiliki sesuai dengan segmentasinya. BNI Cabang Banda Aceh juga menggunakan strategi pemasaran yang terkonsentrasi (Concentrated Marketing) seperti pemasaran Kartu Kredit affinity BNI-Unsyiah yang difokuskan kepada alumni Universitas Syiah Kuala yang ada diseluruh Indonesia. Disamping itu strategi lain yang digunakan oleh BNI Cabang Banda Aceh dalam memasarkan BNI Kartu Kredit yaitu dengan cara menerbitkan kartu kredit pre aproval, dimana terhadap nasabah-nasabah tertentu sesuai dengan ketentuan yang berlaku langsung diusulkan untuk diterbitkan kartu kredit atas nama nasabah tersebut, apabila nasabah menyetujui atas penerbitan kartu tersebut langsung dapat dilakukan aktivasi kartu. Selanjutnya BNI memberikan kemudahan bertransaksi non tunai melalui aplikasi YAP (Your All Payment) sebagai alat pembayaran untuk (cashless) dan tanpa menunjukkan kartu debit atau kartu kreditnya (Cardless) melalui smartphone. Aplikasi YAP ini merupakan keunggulan yang dimiliki oleh BNI dan pertama di Indonesia.

Customer’s loyalty and trial intentions within the retailer: the moderating role of variety-seeking tendency

Purpose The purpose of this paper is to introduce the concept of customer’s value to the retailer (CVR) from a marketing perspective. CVR is a broad concept that has two components: loyalty intentions to the retailer and intentions to try new products or brands that the retailer offers. This study proposes a theoretical model and considers the effect of three sources of CVR in consumer goods retailing: customer’s perceived functional service value, customer’s perceived private label brand (PLB) equity and customer’s perceived relationship value. The effects of the proposed antecedents are applied to two groups of customers: variety-seeking and non-variety-seeking consumers. Design/methodology/approach The questionnaire surveys were administered to customers of five retail firms with a nationwide presence in Spain (Carrefour, Auchan, Eroski, Mercadona, and El Corte Inglés). A total of 742 valid questionnaires was obtained. Findings The results show that the key differences between variety seekers (VS) and non-variety seekers (NVS) are imposed by PLB equity, which has a stronger relationship to both components of CVR for VS than for NVS. Relationship value has a stronger relationship to intention to try new products or brands for NVS than for VS. Finally, functional service value has a stronger relationship to intention to try new products or brands for VS than for NVS. Practical implications The results obtained for both groups have significant implications for segmentation and management of differentiated marketing strategies based on consumers’ characteristics (variety-seeking tendency). Originality/value This study establishes a new concept and measurement of CVR as determined by the customer him/herself. The paper provides a comprehensive analysis of how the relative importance of service, PLBs and relationships affect CVR. Finally, despite the fact that contemporary consumers tend to seek variety, the variety-seeking profile has not been used to date as a moderating variable in studies of CVR.