本文關(guān)鍵詞： 全渠道零售 品牌傳播 全渠道消費(fèi)者 SoLoMo消費(fèi)群 協(xié)同創(chuàng)造　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,零售行業(yè)正在經(jīng)歷全渠道轉(zhuǎn)型。傳統(tǒng)零售商在電子商務(wù)的沖擊下嘗試開拓在線業(yè)務(wù),同時(shí)強(qiáng)調(diào)實(shí)體零售店的體驗(yàn)作用。在線零售商發(fā)展趨緩,意圖打入實(shí)體市場(chǎng)。對(duì)于企業(yè)而言,線上(online)渠道和線下(offline)渠道都是接觸消費(fèi)者的重要路徑,他們開始融合多種渠道開展零售業(yè)務(wù)并進(jìn)行品牌傳播。論文主要采用定性研究方法,論述全渠道零售轉(zhuǎn)型背景下,企業(yè)的品牌傳播創(chuàng)新和管理措施。全渠道零售的三大核心特點(diǎn)是渠道整合合、消費(fèi)者主權(quán)增強(qiáng)和數(shù)據(jù)化管理。渠道整合是指企業(yè)整合多種線上線下渠道開展零售活動(dòng)。融合多種渠道可以提高效率,打破各渠道之間的壁壘,向消費(fèi)者提供一致、無(wú)縫、舒適的體驗(yàn)。消費(fèi)者主權(quán)增強(qiáng)意味著零售業(yè)逐漸進(jìn)入以消費(fèi)者為中心的時(shí)代,消費(fèi)者越來(lái)越多地參與零售活動(dòng):他們根據(jù)自己的喜好設(shè)計(jì)個(gè)性化的產(chǎn)品,通過多種渠道與企業(yè)溝通、發(fā)表對(duì)產(chǎn)品的看法,參與品牌的促銷活動(dòng),并通過多種手段與企業(yè)議價(jià)。數(shù)據(jù)化管理是指利用數(shù)據(jù)對(duì)消費(fèi)者、供應(yīng)鏈等方面進(jìn)行針對(duì)性的管理。數(shù)據(jù)化管理有助于企業(yè)增強(qiáng)運(yùn)營(yíng)效率,制定運(yùn)營(yíng)策略。全渠道零售轉(zhuǎn)型主要受到技術(shù)變革和全渠道消費(fèi)者兩個(gè)因素的驅(qū)動(dòng)。技術(shù)的發(fā)展催生了新的購(gòu)物渠道和信息渠道,也使企業(yè)能夠?qū)Χ喾N渠道進(jìn)行有效控制。全渠道消費(fèi)者在實(shí)體世界和數(shù)字世界之間自由移動(dòng)。他們通過多種不同的渠道接觸品牌信息、進(jìn)行購(gòu)物決策。企業(yè)需要根據(jù)全渠道消費(fèi)者的行為習(xí)慣建立品牌接觸點(diǎn)。由于全渠道零售過程主要是消費(fèi)者和企業(yè)之間的信息交換及處理,并且傳播活動(dòng)與信息流動(dòng)有關(guān),所以全渠道零售的多個(gè)方面涉及品牌傳播行為。消費(fèi)者對(duì)產(chǎn)品及其價(jià)格的感知、與不同渠道的接觸、對(duì)促銷活動(dòng)的體驗(yàn)等整合起來(lái)形成他們對(duì)品牌的印象。因此,企業(yè)需要從產(chǎn)品、渠道、促銷、價(jià)格四個(gè)方面入手塑造并維護(hù)其品牌形象。為應(yīng)對(duì)全渠道零售轉(zhuǎn)型、塑造良好的品牌形象,企業(yè)還需要建立全渠道品牌傳播管理組織,搭建全渠道平臺(tái),管理全渠道品牌接觸點(diǎn),并建立量化標(biāo)準(zhǔn)評(píng)估傳播效果。
[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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;G206

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