基于EBM模型的绿色家具品牌传播策略

发布时间：2018-04-16 06:51

本文选题：EBM模型 + 绿色家具　；参考：《林产工业》2017年05期

【摘要】：基于EBM模型,绿色家具品牌要契合消费行为特征,结合品牌传播采取的策略主要有:立足产品本身,采取产品绿色属性可追溯策略提高品牌的差异性,引导需求确认;通过强调品牌的生态可持续性发展等公关策略提高品牌的相关度,加强需求确认;通过网络销售平台、产品制作直播等广告营销策略提升品牌绿色属性的认知度,影响购前评估;利用专业导购服务、稳定合理的价格、完善的售后服务、消费者信息反馈、废旧家具回收再利用等服务策略提升品牌的尊重度,培育忠诚度。
[Abstract]:Based on the EBM model, the green furniture brand should fit the characteristics of consumer behavior, and the strategies adopted in combination with brand communication are as follows: based on the product itself, the green attribute of the product can be traced back to improve the brand difference and guide the demand confirmation;By emphasizing the ecological sustainable development of the brand and other public relations strategies to improve the relevance of the brand, strengthen the need to confirm; through the network sales platform, product production and live broadcast advertising marketing strategies to enhance brand green attribute awareness,Influence pre-purchase evaluation; use professional purchasing guidance service, stable and reasonable price, perfect after-sales service, consumer information feedback, recycling of used furniture and other service strategies to enhance brand respect and foster loyalty.
【作者单位】：中南林业科技大学;
【基金】：湖南省教育厅科学研究课题“新媒介环境下的家具品牌传播研究”(项目编号:13C1136) 中南林业科技大学国家社科预研项目“‘互联网+'时代中国绿色的家具品牌传播策略研究”(项目编号:2016YY008)
【分类号】：G202

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