【正文】 rise shall adopt. This article uses the multimethod to study the phase of consumer’s experiences after their impulse buying. We are trying to investigate, when the impulse buying occurred, how the result of the impulse buying influenced the consumer’s buying impulsiveness and normative evaluations of the next impulse buying decision. The finding shows that, when the negative result goes to some extent, the next impulsive buying would be influenced very much. And ulteriorly, we find there is much deferent trait between the male and female consumers as well as among the consumers who have different buying impulsiveness trait. As one of general buying behaviors, impulse buying is affected by many factors. Researchers had paid attention to the effect of mood on impulsive buying, but they did not study the process of introducing the mood selfregulation motivation and browsing,the article expounded the course through which negative mood influenced the impulse buying ,considering the impossible factors during the course at the same time,and the hypotheses were verified by empirical method. Theoretical and managerial implications, as well as future research directions were also provided. Consideration set including a set of brands that a consumer will actively consider and evaluate during his buying process. Only those brands in consideration set can be bought ultimately by consumers . Consideration set has been an important research field of Western scholars for about forty years, While our domestic scholars carried through little research on this topic .This paper will test the influence of productharm crisis and its responsing process on consumer consideration set using data from a filed experiment carried out in shanghai. Customers are likely to view the services as a bundle of attributes, which may differ in their contribution from the service evaluation and choice. In this article, we study the attributes of inpatients satisfaction. By using factor analysis and multiple linear regression, we found (1) the attributes which affect inpatients’ satisfaction include medical quality, the understanding and munication with hospital staff, environment, waiting time and additional service. (2) medical quality is the most important aspect. The second is understanding and munication. The other three attributes are not so import.Building a model of customer decisionmaking behaviour to the international education industry for understanding the characteristics of this kind of decisionmaking behaviour. The results indict that the model as cultural value—motivation—intent to study abroad gives us a good way to understand the students who intent to study abroad. The financial barriers and psychological problem will moderate the relationship between motivations and intention to study abroad. Under the current petition environment, building good relationship with high value customers is an important way for enterprises to gain petitive advantage. An approach to cluster customers and analyze their characteristics is put forward in this paper. The basic analysis process of the method consists three stages. Firstly, through querying transaction records and analyzing transaction cost, each customer’s total profit contribution to enterprise can be gained, and it is used to measure the customer value. Secondly, the kmeans clustering method is used to partition customers into different clusters by their value. Lastly, a decision tree is built to reflect customer characteristics with different customer value, and help the management to develop right customer strategy.This article expands the concept of brand in theory, gives the relation and harmony theory model of enterprise innovation petence and the petitive petence of brand, and studies the multiplier effect theories of enterprise39。從營銷學角度提出的地理品牌的概念，通過實證研究歸納出地理品牌的共享模式，指出了在共享地理品牌情形下無法產生市場份額超過10%企業(yè)品牌的真正原因，彌補了地理品牌共享情形下企業(yè)品牌趨同的影響因素研究的不足。研究結果顯示，消費者品牌忠誠的主導品牌感知價值存在區(qū)域差距。交易成本分析（TCA）方法，探討了在產業(yè)生命周期變動條件下，企業(yè)營銷渠道治理形式的判斷與選擇規(guī)則，并指出了其主要的決定因素是資產專用性程度、環(huán)境不確定性和交易頻率。同時，男女消費者以及具有不同購買沖動特質的消費者在這種影響上，表現(xiàn)出了較大的差異性。最后，總結了本文的研究結果在學術和應用方面的啟示，并提出未來的研究方向。顧客傾向于將服務看成為一系列的屬性，而這些屬性在顧客對于服務的評價和選擇上有著不同的貢獻和影響。在當前的競爭環(huán)境下，與高價值客戶建立良好穩(wěn)定的關系，已經(jīng)成為企業(yè)獲得競爭優(yōu)勢的必然選擇。基于營銷渠道行為理論和關系營銷理論，通過假設檢驗，探討了在中國的營銷渠道中關系營銷導向對企業(yè)營銷渠道行為的影響。證明了產品、價格策略匹配所實現(xiàn)的市場細分及其性質；并說明產品、。將信息顯示原理的模型運用于市場細分，探討壟斷企業(yè)在初次交易中如何根據(jù)客戶的效用分布設計可供客戶選擇的營銷組合策略，并根據(jù)客戶消費行為的自我選擇推斷客戶的信息類型。企業(yè)創(chuàng)新能力是企業(yè)內在的潛在能力，品牌競爭力是企業(yè)產品占領市場的能力，它們是分別發(fā)生于企業(yè)的內部及外部的活動，但以企業(yè)本身為紐帶相互聯(lián)系、相互作用。建立國際型教育產業(yè)的客戶決策行為范式，目的是認識該產業(yè)目標客戶群的決策特征。在西方學者的消費者行為研究中，考慮集是一個重要概念，相關的研究已有約四十年的歷史，而國內學者對這一領域的研究較為缺乏。雖然研究人員注意到了心情對沖動性購買的影響，但卻沒有深入地研究其影響的具體過程。文采用情景投射加普通問卷的多樣化研究方法探討了沖動性購買的后果所帶來的影響。同時發(fā)現(xiàn)，不同品牌感知價值對品牌忠誠的貢獻存在品類差異。通過宏觀和微觀兩個視角，在實證的基礎上研究中國不同區(qū)域市場中驅動消費者品牌忠誠的主導因素差異。這兩種方式都不恰當。Marketing Management: Millennium Edition (10th Edition)[M]Economic Journal．Prentice , 204216哈爾濱商業(yè)大學畢業(yè)論文致 謝 附錄一 During the operation of Global brand strategy, most of the MNCs are in a dilemma of Standardization and Localization. They sometimes are bigoted to standardization, sometimes are in deep love with pletely localization. Neither of them is right. The authors take the case of Global brand strategy of Motorola (China) Electronics Ltd. for example and carry out an empirical study of sixty global panies operating in Chinese market. According to the shaping condition, strategy advantages, operating mode, management system of global brands and a series of problems of operation of global brand strategy of MNCs, the authors innovatively develop the strategic model of Global Standard Brand Strategy and Localization Management for MNCs. The concept of geographical brand from the angle of marketing, and points out the real reason why there is no more than 10% sale of market enterprise brands are produced by inducing the mutual model of geographical brand through demonstrative research and make up the shortage of the research on influencing factors of the assimilation o