An Inter—organizational Perspective on Marketing Channels Governance： The Influence of the Institutional Environment

GUO Yi

Marketing Strategy

18Analysis on the Marketing Strategy of Affordable HotelsWU Bi-yeXU Bi-fang

20The Brand Creation of Food in the Context of Food SafetyXU Jun-yi

23The Construction of Performance Evaluation System of Experiential MarketingGENG Ling WANG Dan

25Study on the Marketing Strategy of Zirconium OxychlorideGUO Shu-jun

28The Influence Factors of Female Travels and the Marketing StrategyZHAO-shuXIANG Ying

30The O2O Model： New Concept of Big Network Marketing in Post-E-Commerce AgeDAI Yun

32Study on the Marketing Strategy of Vip.comME Zhi-dan

34The Influence Factors of Online Tangible CommoditiesWU Feng

36The Marketing of Yaolin Scenic Wonderland： Problems and CountermeasuresHUANGPU Yi-chengXIANG Ying

38The Emergence of RTB and Its ImpactsXU Xiao-fei

40The Consumer Psychology in the New Era of Online ShoppingLIU Zhen-nan

Marketing Management

42The CRM Development and Application in Automotive Marketing EnterprisesZHANG Jia-rui

45The Service Marketing Model of China's Car Rental Company Based on Customer Value Theory

LI Yao-dongMA Qing-mei

48Study on Corporate Marketing Management： Problems and SolutionsHE Qiu-ying

50The Problems and Countermeasures of Recruitment in Existing Corporate Management

LU Guan-ruCHEN Xu-dongCHEN Hong-jiaCHEN Wen-hua

52The Conversion Path from Impossibility of Execution to BankruptcyCHEN Ze-xinZHANG Long

54Study on Temporary Payment Management in Colleges and UniversitiesLUO Jie

56How to Promote the Scientific Management of Research Records on Preventive MedicineMA Rong

58Study on College Teachers' Performance Improvement Based on Implicit Incentive： from the Cluster PerspectiveLIANG Su and TANG Ji-ping

Market Research

61The Investigation and Analysis of Juvenile Consumer Demand for Quality and Price Combination of Sports

Products in ChinaCAI Xiang-yuLIU Zhi-qiangZHAO Jiang-hong

63College Students' Consumption Behaviors at Different Stages of Love AffairsGENG LingPENG Ting-ting

66The Follow-up Investigation into Nursing Students' Mental Health Symptoms SONG Yan-song

68Investigation Reports of 2014 Management Graduates' Employment Intentions and Expectations-A Case Study of Management School of Hebei United UniversityZHANG Bin

70Survey of Typical Individual， Private and Other Typical Non-Public Enterprises LI Yi-ming

72The Construction of Advertising Platforms Inside and Outside the CampusLIU Wei-chaoQU Run-feng

Regional Marketing

74The Consumer Behavior and Marketing Strategy of Cigarette in Shaoyang

Cigarette Consumer Behavior Research Group

83Study on the Marketing of High-star Hotels in Hangzhou： Conditions and Countermeasures

ZHENG Jing-jingCHEN Ya-ting

85The Marketing Strategy of Ship Supporting Industry ProductsHUANG Zhi-hengMO Dong-ming

88The Contribution Rate of Higher Education to Economic Growth in Zhejiang ProvinceXIONG Qing-ru

Financial Marketing

90The Service Evaluation System of Property Insurance AgencyLIU Kun

92The Accounting Profit Manipulation in Assets Impairment Based on Capital Maintenance Concept

LUO LanLYU DuoLI Ying-yi

95Thinking on Promoting the Private Debt Financing of SMEsJIANG Yan

97Literature Review of Studies on Small Business Accounting System in ChinaGAO Yang

99The Personal Business in China's Commercial Banks： Problems and CountermeasuresFENG Hong-fei

101Building Performance Statistics Supported by Quality and ServiceSHEN Yu-kun

103The Internal Control Strategy for Corporate AccountingYAN Shu

105Analysis of the Accounting Measurement of Self-created Commercial ReputationZENG Xiao-qing

107Study on Corporate Governance and Audit Quality of Listed CompaniesYANG Xiao-muBAI Shu-rui

110The Importance of Tax Accounting and Its ProspectsWU Zhe

112The Auditing Strategies for Corporate Financial Frauds

SANG Qian-yunZHOU YuCHEN XuWANG Hai-shen

Culture and Marketing

114The Construction of the Learning Environment for Marketing Major CoursesGAO Jian-jun

117Study on Marketing Ethics Education in the Classroom PracticeSUN Ping

121Thinking on the Psychological Quality Training of CounselorsCONG Qian.

123The Construction and Innovation Development of "Safe Campus" in China's Colleges and Universities

XIE Bing-chen

125Analysis of the CET in Private Medical Colleges and the Teaching

ZHANG Mei-diJIANG Wei-zhiWANG Shuang

127College Students' Employment Psychology： Problems and SolutionsLIU Ying

Theoretical Research

129A Review of Award Winners for Nobel Prize for EconomicsZHU An-yuanZHU Jing-shu

141Study on the Key to Success of Public Hospital ReformJI Xian-pu

143Study on the Nature and Division of Compensation for DeathYU Shu-yuan2014.2112014.2中国市场2014年第5期（总第768期）本刊特稿本刊特稿

GUO Yi：An Inter-organizational Perspective on Marketing Channels Governance：The Influence of the Institutional EnvironmentAn Inter-organizational Perspective on

Marketing Channels Governance：

The Influence of the Institutional

Environment