跨文化感官品牌的服务场景策略选择

发布时间：2018-02-23 23:51

  本文关键词： 感官品牌 跨文化运营 服务场景 感官印记　出处：《对外经贸实务》2017年12期 　论文类型：期刊论文

【摘要】：国际化品牌的跨文化沟通面对诸多发展机遇,感官品牌能够带给消费者全面的感官和情感体验,具有跨文化沟通的潜能。发挥服务场景在感官品牌跨文化传播中的作用,会触发消费者的感官知觉并建立感官品牌定位。事实案例表明,感官品牌的服务场景策略体现在物理维度、社会维度、社会象征维度和自然维度的服务场景设计,有助于塑造跨文化品牌的感官印记并提升服务关系质量。
[Abstract]:The cross-cultural communication of international brands faces many development opportunities. Sensory brands can bring consumers a comprehensive sensory and emotional experience and have the potential of cross-cultural communication. The service scene plays a role in the cross-cultural communication of sensory brands. The case study shows that the service scene strategy of sensory brand is embodied in the design of service scene in physical dimension, social dimension, social symbolism dimension and natural dimension. It helps to shape the sensory impression of cross-cultural brand and improve the quality of service relationship.
【作者单位】： 天津财经大学;
【基金】：天津市哲学社会科学研究规划项目(TJGL16-005Q)的阶段性成果
【分类号】：F273.2
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本文编号：1528095