基于电商客户体验的美妆品牌建设研究

发布时间：2018-04-18 17:00

本文选题：电商美妆 + 客户体验　；参考：《浙江工业大学》2016年硕士论文

【摘要】：随着电子商务的发展日趋成熟,越来越多的品牌和企业都加入了电商的行列,使电商的竞争环境发生了巨大的变化,平台红利减少,购买者忠诚度下降,潜在竞争者闯入,品牌力透支,严峻的态势让电商平台上的品牌感受到了竞争的压力。电商时代客户体验的重要性是大家所公认的,但是如何让客户体验和品牌建设有效地关联起来,行之有效的实操方法到底有哪些,是品牌方和电商运营者们一直在探索的问题。论文首先从美妆电商的运营实战出发,重新梳理电商平台上消费者客户体验的行为过程和心理诉求;并从品牌资产有效运用和持续增值的角度,寻找客户体验和品牌建设之间的关系;然后,运用体验式营销的思维,来设计美妆电商的客户体验如何有效落地;最终,提出可操作的整合营销策略,来协同达成客户体验、品牌建设与销售业绩的运营目标。研究认为,在客户体验和品牌建设之间,可以通过基于顾客体验的品牌资产建立起一种深度的互动联系:品牌资产中对于感知质量和品牌联想的诉求,为客户体验设计提供了方向和内容;而基于消费者洞察的客户体验需求,又能反向提升了品牌资产中品牌忠诚度和品牌知名度。只有当客户体验和品牌建设之间建立了良性的互动关系,才能使品牌力得以持续的增长。本文的研究结论将对电商平台上的美妆品牌,在客户体验设计和品牌建设实操方面起到一定的启示作用。
[Abstract]:With the development of e-commerce, more and more brands and enterprises have joined the ranks of e-commerce. The competitive environment of e-commerce has changed greatly, the platform dividend has decreased, the loyalty of buyers has declined, and potential competitors have entered.Brand overdraft, the grim situation of e-commerce platform on the brand felt the pressure of competition.The importance of customer experience in the era of e-commerce is recognized, but how to make customer experience and brand building effectively related, and what effective practical methods, is the brand side and e-commerce operators have been exploring the problem.Firstly, from the point of view of the actual operation of cosmetic e-commerce, this paper reorganizes the behavior process and psychological demands of consumer experience on e-commerce platform, and from the perspective of effective use and continuous appreciation of brand equity,Look for the relationship between customer experience and brand building; then, use experiential marketing thinking to design how to effectively land the customer experience of beauty e-commerce; finally, put forward an operational integrated marketing strategy to achieve customer experience,Brand building and sales performance of the operational objectives.The research suggests that the relationship between customer experience and brand building can be established through brand equity based on customer experience: the demand for perceived quality and brand association in brand equity.It provides direction and content for customer experience design, and customer experience demand based on consumer insight can improve brand loyalty and brand popularity in brand equity.Only when the relationship between customer experience and brand building is established, the brand strength can continue to grow.The conclusion of this paper will be helpful to the design of customer experience and brand building on ecommerce platform.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.72;F724.6

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