全渠道零售转型背景下企业品牌传播创新研究

发布时间：2018-02-28 05:14

本文关键词： 全渠道零售品牌传播全渠道消费者 SoLoMo消费群协同创造　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,零售行业正在经历全渠道转型。传统零售商在电子商务的冲击下尝试开拓在线业务,同时强调实体零售店的体验作用。在线零售商发展趋缓,意图打入实体市场。对于企业而言,线上(online)渠道和线下(offline)渠道都是接触消费者的重要路径,他们开始融合多种渠道开展零售业务并进行品牌传播。论文主要采用定性研究方法,论述全渠道零售转型背景下,企业的品牌传播创新和管理措施。全渠道零售的三大核心特点是渠道整合合、消费者主权增强和数据化管理。渠道整合是指企业整合多种线上线下渠道开展零售活动。融合多种渠道可以提高效率,打破各渠道之间的壁垒,向消费者提供一致、无缝、舒适的体验。消费者主权增强意味着零售业逐渐进入以消费者为中心的时代,消费者越来越多地参与零售活动:他们根据自己的喜好设计个性化的产品,通过多种渠道与企业沟通、发表对产品的看法,参与品牌的促销活动,并通过多种手段与企业议价。数据化管理是指利用数据对消费者、供应链等方面进行针对性的管理。数据化管理有助于企业增强运营效率,制定运营策略。全渠道零售转型主要受到技术变革和全渠道消费者两个因素的驱动。技术的发展催生了新的购物渠道和信息渠道,也使企业能够对多种渠道进行有效控制。全渠道消费者在实体世界和数字世界之间自由移动。他们通过多种不同的渠道接触品牌信息、进行购物决策。企业需要根据全渠道消费者的行为习惯建立品牌接触点。由于全渠道零售过程主要是消费者和企业之间的信息交换及处理,并且传播活动与信息流动有关,所以全渠道零售的多个方面涉及品牌传播行为。消费者对产品及其价格的感知、与不同渠道的接触、对促销活动的体验等整合起来形成他们对品牌的印象。因此,企业需要从产品、渠道、促销、价格四个方面入手塑造并维护其品牌形象。为应对全渠道零售转型、塑造良好的品牌形象,企业还需要建立全渠道品牌传播管理组织,搭建全渠道平台,管理全渠道品牌接触点,并建立量化标准评估传播效果。
[Abstract]:At present, the retail industry is undergoing a full-channel transformation. Under the impact of e-commerce, traditional retailers are trying to expand their online business while emphasizing the experiential role of physical retail stores. For enterprises, both online and offline channels are important ways to reach consumers, they begin to integrate multiple channels to develop retail business and carry out brand communication. This paper discusses the innovation and management measures of brand communication in enterprises under the background of the transformation of full-channel retailing. The three core characteristics of full-channel retail are channel integration and integration. Channel integration means that enterprises integrate multiple online and offline channels to carry out retail activities. The integration of multiple channels can improve efficiency, break down barriers between channels, and provide consistency and seamless to consumers. Comfortable experience. Increased consumer sovereignty means retail is moving into a consumer-centred era, with consumers increasingly involved in retail activities: they design personalized products according to their preferences. Communicate with enterprises through a variety of channels, express their views on products, participate in brand promotion activities, and negotiate prices with enterprises through various means. Supply chain and other aspects of targeted management. Data management helps enterprises to enhance operational efficiency, Making operational strategy. The transformation of full-channel retailing is driven by two factors: technological change and all-channel consumers. The development of technology has given birth to new shopping channels and information channels. It also enables businesses to effectively control multiple channels. All channel consumers move freely between the physical world and the digital world. They have access to brand information through a variety of different channels. Making shopping decisions. Enterprises need to establish brand contact points according to the behavior habits of consumers in all channels. Because the whole channel retail process is mainly about information exchange and processing between consumers and enterprises, and communication activities are related to the flow of information. So many aspects of full-channel retailing involve brand communication behavior. Consumers' perception of the product and its price, contact with different channels, experience of promotional activities, etc. are integrated to form their impression of the brand. Enterprises need to build and maintain their brand image from four aspects: product, channel, promotion and price. Build the whole channel platform, manage the brand contact point, and establish the quantitative standard to evaluate the communication effect.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;G206

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