【作者】 张丹；

【导师】 李欣人；

【作者基本信息】 山东大学 ， 传播学， 2017， 硕士

【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。更多还原

【Abstract】 Currently,the retail industry is undergoing omnichannel retailing transformation.Traditional retailers try to open up the online business under the impact of e-commerce,and emphasize the role of physical experience.The development of online retailers is slowing down,and intent to enter the physical market.For enterprises,physical channels and digital channels are both important ways to contact consumers.They began to integrate a variety of channels to carry out retail business and spread brand informations.This paper mainly adopts qualitative research methods to discuss how enterprises implement brand communication innovation and administration during the omnichannel retailing transformation.The three core characteristics of the omnichannel retailing are channel integration,consumer sovereignty and data management.Channel integration refers to the integration of physical channels and digital channels to carry out retail activities.Integration of a variety of channels can improve efficiency,break barriers among channels,and provide consumers with a consistently seamless experience.The enhancement of consumer sovereignty means that retail industry is gradually going into the consumer centric era.Consumers are increasingly involved in retail activities:to design personalized products according to their own preferences,to communicate with the enterprise through a variety of channels,to publish views on the product,to participate in brand promotion activities,and to bargain with enterprise by various means.Data management refers to consumers’ and supply chain’s data management.Data management helps enterprises to improve operational efficiency,and develop operational strategies.Omnichannel retailing transformation is mainly driven by technological change and omnichannel consumers.The development of technology gives birth to new shopping channels and information channels,and enables enterprises to multi-channel control.Omnichannel consumers move freely between the real world and the virtual world.They come into contact with brand information through a variety of channels,making shopping decisions.Retailers need to establish brand contact points according to the consumer omnichannel behavior.The process of retail is mainly the exchange of information between consumers and enterprises,and communication activities relate to information flow,so omnichannel retail bear on brand communication behavior.Consumers’ perceptions of the product and its price,the contact with different channels,and the experience of the promotion activities form their impression of the brand.Therefore,enterprises need to control the brand image from four aspects:product,place,promotion and price.In order to cope with the omnichannel transformation of retail channels,establishing a good brand image,enterprises also need to establish an omnichannel brand management organization,build an omnichannel platform,manage each brand contact point.Finally,enterprises need to establish quantitative evaluation criteria to evaluate the effect of the omnichannel brand communication.更多还原