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1.
《Sport Management Review》2020,23(5):824-837
The purpose of this study was to explore nostalgia’s effect on MiLB spectators’ psychological, emotional, and behavioral responses. Mobile encephalography (EEG) headsets were used to monitor attendees’ neurological responses that may be indicative of nostalgia, while an ecological momentary assessment (EMA) permitted the capturing of spectators’ self-reported nostalgic levels. This approach allowed participants’ mental scores to be analyzed in relationship to their nostalgic occurrences. Brainwave frequencies emblematic of inward attention and arousal were significantly related with the number of instances spectators reported feeling nostalgic, which denote mental dispositions prevalent among attendees more prone to nostalgia. Moreover, PROCESS macro regression highlighted nostalgia’s ability to influence spectators’ behavioral intentions. Results also revealed environmental stimuli originating from sight, sound, and sociability to be especially prominent in triggering nostalgia. Overall, the study’s findings reveal unique characteristics present in baseball that render both immediate and enduring effects.  相似文献   
2.
Industry advocates argue that by tailoring services and commercial solicitations to match media users’ personal interests, data-driven marketing benefits both consumers and businesses. This article shows, however, that advertisers and marketers who are taking up ideas and techniques from behavioral economics tell their clients a very different story about the aims and use of digital marketing and consumer surveillance. Listening in on this discourse demonstrates that some digital marketers conceptualize their own practices as forms of social control, appropriating concepts from behavioral economics to identify consumers’ cognitive and affective biases and target their vulnerabilities. Behavioral economics recognizes that economic decisions are not simply dictated by rational self-interest; rather, such choices depend on cognitive heuristics and habits, and can be manipulated through the design of “choice architecture.” This article discusses implications of the behavioral turn in data-driven marketing for critical advertising scholars, public advocates, and regulators.  相似文献   
3.
在文献研究的基础上,通过对主导研究范式与人类学研究范式的比较,来探索中国本土营销研究的未来发展路向。当前营销研究所采用的主导研究范式是实证研究范式,基于数据调查与分析,试图运用计量模型来揭示营销现象中的变量关系;而人类学研究范式则关注营销现象中的各种“田野”,运用定性研究方法,采用多元的思路来阐释其中蕴含的意义。两种方法各有其优点与缺点,但从与中国文化的对接角度来看,至少在本土研究的初期,中国营销学人应借鉴人类学的研究范式,尤其是人文主义范式,深植在丰富的本土营销实践沃土中去构建稳固的理论基础,由此扎实推进中国本土营销科学的理论建设与实践工作。  相似文献   
4.
How can universities build ongoing, committed relationships with students, able to withstand the financial and emotional challenges of studying in higher education? The research proposes that students’ ongoing attachment to their university, based on positive feelings towards the university, is an important aspect of the student experience. This ongoing attachment is conceptualised here as students’ affective commitment towards their institution. Using an online survey-method and a research sample comprising undergraduate students studying in the UK, this research identifies three factors which drive students’ affective commitment towards their institution. These factors include students’ affective commitment towards academics and students’ calculative commitment towards the institution; factors which draw from the relational literature. A third factor, commitment balance, was developed within this research. Commitment balance occurs when a student’s commitment to their university is perceived to be reciprocated by the university’s commitment to the student. The study found that commitment balance was the most important driver of students’ ongoing attachment to their institution. The paper proposes that commitment balance is a key idea to consider within relational studies generally, but has a particular relevance in the higher education context for understanding the student experience. Commitment balance reflects the pulse of reciprocity which energises relational exchanges between students and institution. The findings of this research reinforce how critically important it is for universities and academics to build relationships with students. The desired outcome is to enhance the student experience, create positive attachment between students and university and ultimately improve student retention.  相似文献   
5.
Abstract

How does a small community college library, without marketing experience or budget, advocate for its value to a campus community and its administrators? We did so by creating an engaging, bright, and easy-to-read “pocket-graphic.” In this column, we reflect on the process of shaping a multi-use product out of a mountain of data. Through research in design practices, field observations of popular information tools, and an uncomfortable step into braggadocio, we learned to articulate the successes of our library. Our “pocket-graphic” told our story, yes – but it also provoked surprise, questions (“you really have all that?”) and delight in the lesser known successes (“you really DO all that!”). In the process, we connected our students more deeply to helpful services and resources, faculty to supportive instruction, and positively changed the tone of conversation with all our stakeholders. By turning data points into selling points, we found insights and a focus that moved our own development forward, helping ourselves to define improved priorities for advancing our critical role in student success.  相似文献   
6.
This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.  相似文献   
7.
体验式营销策略的实施为图书馆的阅读推广服务创新提供了新思路。体验式营销策略在图书馆阅读推广中具有重要意义,通过直播阅读体验、创设情境体验、拓展多元空间体验等方式促进服务多样化、品牌化,满足读者对图书馆功能多元化的需求,增强阅读体验感,创造阅读新价值。  相似文献   
8.
现代信息技术与商业深度融合改变了社会生活方式和商业模式,也对高职市场营销专业提出了挑战。新商科要求市场营销专业以行业学院为依托,将市场营销专业定位于复合性人才,以现代信息技术为基础优化课程体系,重新构建以学习为中心的教学模式和实践育人体系,为本地区输送符合新经济发展需要的具有应用能力、应变能力的复合型人才。  相似文献   
9.
This study integrates acculturation and person–environment fit theories to investigate the role of student–university value alignment in international student cross-cultural adjustment to host universities in Victoria, Australia. The study used a mixed methods design with the quantitative data collected from a student survey and the qualitative data generated from interviews with university staff. Structural equation modelling and thematic analysis were employed to analyse the quantitative and qualitative data respectively. The results of the study indicated that international students who possess similar values to their host university, adjust better, both psychologically and socially into the university environment as well as feel satisfaction with their host university. The study also confirmed the mediating role of international student social adjustment in the relationship between student–university value fit and student overall satisfaction with their host university. The findings highlight the key role of international student–university value alignment in contributing to the success of students’ cross-cultural adjustment to the new cultural environment they experience. Therefore, universities should constantly communicate and deliver on their values during both the promotional stage of international student recruitment and the student journey with the university.  相似文献   
10.
关于博物馆通过协同发展应对挑战的本项研究,将以当前博物馆面对的全球化趋势为切入点,并对“全球博物馆社区”这个概念进行解释。在此基础上,提出支持博物馆协同发展的7P营销策略:Promotion(推广),People(人),Product(产品),Process(过程),Politics(政治),Place(地方),Price & Accessibility(价格与可行性)。  相似文献   
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