Audience segmentation to improve targeting of conservation interventions for hunters

Audience segmentation could help improve the effectiveness of conservation interventions. Marketers use audience segmentation to define the target audience of a campaign. The technique involves subdividing a general population into groups that share similar profiles, such as sociodemographic or behavioral characteristics. Interventions are then designed to target the group or groups of interest. We explored the potential of audience segmentation for use in defining conservation target groups with a case study of hunters in Liberia. Using 2 data sets describing households (n = 476) and hunters (n = 205), we applied a clustering method in which infinite binomial mixture models group hunters and households according to livelihood and behavior variables and a simple method to define target groups based on hunting impact (hunting households and high-impact hunters). Clusters of hunters and households differed in their experiences with confiscation of catch at roadblocks and participation in livelihood-support programs, indicating that these interventions operate unevenly across subsets of the population. By contrast, the simple method masked these insights because profiles of hunting households and high-impact hunters were similar to those of the general population. Clustering results could be used to guide the development of livelihood and regulatory interventions. For example, a commonly promoted agricultural activity, cocoa farming, was practiced by only 2% (out of 87) of the largest hunter cluster of nonlocal gun hunters but was prevalent among local trappers, suggesting that assistance aimed at cocoa farmers is less appropriate for the former group. Our results support the use of audience segmentation across multiple variables to improve targeted intervention designs in conservation.     

Reach and messages of the world's largest ivory burn

Recent increases in ivory poaching have depressed African elephant populations. Successful enforcement has led to ivory stockpiling. Stockpile destruction is becoming increasingly popular, and most destruction has occurred in the last 5 years. Ivory destruction is intended to send a strong message against ivory consumption, both in promoting a taboo on ivory use and catalyzing policy change. However, there has been no effort to establish the distribution and extent of media reporting on ivory destruction events globally. We analyzed media coverage of the largest ivory destruction event in history (Kenya, 30 April 2016) across 11 nation states connected to ivory trade. We used an online‐media crawling tool to search online media outlets and subjected 5 of the largest print newspapers (by circulation) in 5 nations of interest to content analysis. Most online news on the ivory burn came from the United States (81% of 1944 articles), whereas most of the print news articles came from Kenya (61% of 157 articles). Eighty‐six to 97% of all online articles reported the burn as a positive conservation action, whereas 4–50% discussed ivory burning as having a negative impact on elephant conservation. Most articles discussed law enforcement and trade bans as effective for elephant conservation. There was more relative search interest globally in the 2016 Kenyan ivory burn than any other burn in 5 years. Ours is the first attempt to track the reach of media coverage relative to an ivory burn and provides a case study in tracking the effects of a conservation‐marketing event.     

Characterizing efforts to reduce consumer demand for wildlife products

The unsustainable trade in wildlife is a key threat to Earth's biodiversity. Efforts to mitigate this threat have traditionally focused on regulation and enforcement, and there is a growing interest in campaigns to reduce consumer demand for wildlife products. We aimed to characterize these behavior-change campaigns and the evidence of their impacts. We searched peer-reviewed and grey literature repositories and over 200 institutional websites to retrieve information on demand-reduction campaigns. We found 236 campaigns, mainly in the grey literature. Since the 1970s, the number of campaigns increased, although for over 15% a start date could not be found. Asia was the primary focus, although at the national level the United States was where most campaigns took place. Campaigns most often focused on a single species of mammal; other vertebrates groups, with the exception of sharks, received limited attention. Many campaigns focused on broad themes, such as the wildlife trade in general or seafood. Thirty-seven percent of campaigns reported some information on their inputs, 98% on strategies, 70% on outputs, 37% on outcomes (i.e., changes in the target audience), and 9% on impacts (i.e., biological changes or threat reduction). Information on outcomes and impacts was largely anecdotal or based on research designs that are at a high risk of bias, such as pre- and postcampaign comparisons. It was unclear whether demand-reduction campaigns had direct behavioral or biological impacts. The lack of robust impact evaluation made it difficult to draw insights to inform future efforts, a crucial part of effectively addressing complex issues, such as the wildlife trade. If demand-reduction campaigns are to become a cornerstone of the efforts to mitigate the unsustainable trade in wildlife, conservationists need to adopt more rigorous impact evaluation and a more collaborative approach that fosters the sharing of data and insights.     

欧债危机下煤炭企业市场营销渠道分析

随着欧债危机的蔓延,我国煤炭企业市场效益也受到一定程度的影响。当前企业需要不断改变营销模式,拓展营销渠道,完善市场营销机制,才能提升企业的营销水平,为可持续发展奠定坚实的基础。煤炭企业在发展过程中受到国内市场和国际市场的双重影响,需要采取科学的营销策略,降低企业的营销成本,提升企业的市场经营水平,才能够帮助企业摆脱危机,实现经济效益增长。     

Using a Systematic Approach to Select Flagship Species for Bird Conservation

Conservation marketing campaigns that focus on flagship species play a vital role in biological diversity conservation because they raise funds and change people's behavior. However, most flagship species are selected without considering the target audience of the campaign, which can hamper the campaign's effectiveness. To address this problem, we used a systematic and stakeholder‐driven approach to select flagship species for a conservation campaign in the Serra do Urubu in northeastern Brazil. We based our techniques on environmental economic and marketing methods. We used choice experiments to examine the species attributes that drive preference and latent‐class models to segment respondents into groups by preferences and socioeconomic characteristics. We used respondent preferences and information on bird species inhabiting the Serra do Urubu to calculate a flagship species suitability score. We also asked respondents to indicate their favorite species from a set list to enable comparison between methods. The species’ traits that drove audience preference were geographic distribution, population size, visibility, attractiveness, and survival in captivity. However, the importance of these factors differed among groups and groups differed in their views on whether species with small populations and the ability to survive in captivity should be prioritized. The popularity rankings of species differed between approaches, a result that was probably related to the different ways in which the 2 methods measured preference. Our new approach is a transparent and evidence‐based method that can be used to refine the way stakeholders are engaged in the design of conservation marketing campaigns.     

村镇污水治理的市场化理论与模式

村镇污水治理属于农村环境保护的基础设施建设,需要巨额资金的投入,单靠政府财政补助很难进行。因此,建立村镇污水治理市场,引入投融资机制,就成为政府的必然选择。运用新公共管理理论,把村镇污水治理分为供给与生产两个过程,政府通过公共决策和监管保障供给,生产则实行市场化,以解决村镇污水治理的资金来源,提升运营和资金使用效率。结合中国的具体实际,探讨了适宜于中国村镇污水治理的供排水一体化、管理合同和DBO三种市场化模式。     

高尔夫俱乐部零售营销模式研究

虽然高尔夫运动在我国起步较晚，但是近几年发展迅猛。就高尔夫在我国的营销模式进行了分析，总结了传统的营销模式，分析了当前我国高尔夫俱乐部营销存在的三大误区，即注重硬件设施忽视企业文化，注重单一产品忽视资源整合，注重销售工作忽视市场推广；提出了零售营销模式，以期为高尔夫俱乐部发展提供可行性建议。     

电厂烟道烟气流动计算仿真及流量均衡研究

神华准格尔能源有限责任公司煤矸石发电厂二期2×330 MW机组锅炉尾部烟道在布置上存在很多烟道弯段、分支结构部件及内部支撑件,从而导致尾部烟道系统阻力较大,布袋除尘器入口烟气存在不均衡现象,生产能耗指标较高。利用数值模拟方法对上述烟道建立了计算模型,从烟道形状参数、流体参数的角度出发,研究了该烟道内压力场的分布及烟气进出口流量的均衡性。以上研究为减小尾部烟道阻力、改善流场品质、增加尾部烟道流场均匀性、减少积灰、减少异常振动和噪声等问题奠定理论基础。     

技改项目劳动安全卫生评价方法与问题

介绍了天津钢管有限责任公司技术改造项目劳动安全卫生评价的做法与收获，并对评价过程中存在的问题及解决方法进行了探讨。     

高等职业教育领域中市场营销理念引入和应用研究

目前我国高等职业教育面临着严峻的就业压力,教育部提出要以就业为导向进行高等职业教育改革。高等职业教育要面向市场,就应该以市场机制来调节和引导,运用市场规律来发展,把市场营销观念引入到高等职业教育中来。高等职业教育实施单位必须以市场需求为中心,充分运用市场机制,转变思想,树立市场营销观念,才能保证正确确定目标市场的需要和欲望,并且比竞争对手更有效地让渡目标市场所期望的价值,形成核心竞争力,真正解决就业问题。