本文關鍵詞： 感官品牌 跨文化運營 服務場景 感官印記　出處：《對外經貿實務》2017年12期 　論文類型：期刊論文

【摘要】：國際化品牌的跨文化溝通面對諸多發(fā)展機遇,感官品牌能夠帶給消費者全面的感官和情感體驗,具有跨文化溝通的潛能。發(fā)揮服務場景在感官品牌跨文化傳播中的作用,會觸發(fā)消費者的感官知覺并建立感官品牌定位。事實案例表明,感官品牌的服務場景策略體現在物理維度、社會維度、社會象征維度和自然維度的服務場景設計,有助于塑造跨文化品牌的感官印記并提升服務關系質量。
[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.
【作者單位】： 天津財經大學;
【基金】：天津市哲學社會科學研究規(guī)劃項目(TJGL16-005Q)的階段性成果
【分類號】：F273.2
，

本文編號：1528095