基于消费行为的绿色家具品牌传播路径

发布时间：2018-02-20 23:38

本文关键词： 消费行为绿色家具品牌传播策略　出处：《企业经济》2017年07期 　论文类型：期刊论文

【摘要】：本文基于消费者消费行为,结合EBM消费决策过程模型,探讨了绿色家具品牌传播策略:在消费者购前阶段,应采取产品绿色属性可追溯策略、产品制作直播式策略、公关策略、网络销售平台构建策略等,来提升绿色家具品牌绿色属性的认知度;在购买阶段,应利用专业的导购服务和稳定合理的价格策略来积累绿色家具品牌绿色属性的美誉度;在购后阶段,应通过完善的售后服务策略、消费者信息反馈沟通策略及废旧家具的回收再利用策略等,来培育绿色家具品牌绿色属性的忠诚度。基于消费行为的策略进行绿色家具品牌传播,应贯彻"惜物"理念,达到影响消费者消费行为的目的,倡导绿色环保可持续性生态发展的生活方式。
[Abstract]:Based on consumer consumption behavior and EBM consumption decision-making process model, this paper discusses the communication strategy of green furniture brand: the green attribute traceability strategy, direct production strategy and public relations strategy should be adopted in the pre-purchase stage of consumers. In order to enhance the recognition of green furniture brand green attribute, we should make use of professional purchasing guidance service and stable and reasonable price strategy to accumulate the reputation of green furniture brand green attribute. In the post-purchase stage, we should adopt perfect after-sales service strategy, consumer information feedback communication strategy and recycling strategy of used furniture, etc. To cultivate the loyalty of green property of green furniture brand. Based on the strategy of consumption behavior, green furniture brand communication should carry out the concept of "cherish things" and reach the purpose of influencing consumer's consumption behavior. Advocate the life style of green environmental protection sustainable ecological development.
【作者单位】：中南林业科技大学家具与艺术设计学院;
【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】：F426.88;F713.55;G206

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