联系我们

论文查询结果	返回搜索

论文编号：	14654
作者编号：	2120223662
上传时间：	2024/6/5 17:10:07
中文题目：	仓储式会员制超市整合营销传播对顾客价值共创影响研究
英文题目：	Research on the Impact of Integrated Marketing Communication on Customer Value Co-creation in Warehouse style Membership Supermarkets
指导老师：	申光龍
中文关键字：	整合营销传播；仓储式会员制超市；品牌资产；顾客价值共创
英文关键字：	Integrated marketing communication; Warehouse style membership supermarket; Brand assets; Customer value co creation
中文摘要：	整合营销传播自20世纪80年代兴起以来，其定义、范式、衡量评估方法和应用在各领域均有长足发展，特别是得益于碎片化的市场和媒体、技术进步、企业与消费者的营销关系等变化，整合营销传播越来越受到各行业营销人员的重视，整合营销传播的理论和实践的发展也越来越丰富。本研究旨在探索整合营销传播在深化顾客关系和品牌建设方面的作用，进一步完善整合营销传播理论模型。 中国零售业正在经历一场变革性的演变，近年来受到疫情等因素的影响，企业端和消费者端数字化快速发展、电子商务体系不断健全，以及消费者的消费观念受到教育水平、社会文化等因素的影响产生重大转变，消费者开始对于生活品质、服务质量的提出了更高的要求。在这些背景下，仓储式会员制超市已成为一种显着趋势，促进了零售行业的洗牌。以Costco、山姆等全球巨头为例，仓储式会员制超市的营销有效地融合了传统渠道和数字渠道，通过独特的战略定位，聚焦高价值客户，为会员提供个性化、优质体验化的服务。得益于强大的供应链和数字生态系统，为会员提供无缝的线上线下购物体验，并通过大宗商品的进货降低价格。仓储式会员制超市的多渠道营销模式使得其在近年来成为零售行业发展的新风口，因此，本研究选择仓储式会员制超市为研究对象，旨在探究仓储式会员制超市整合营销传播的优势所在。 营销传播的最终目的之一是品牌，仓储式会员制超市通过整合营销传播使得在所有营销渠道和接触点的信息传递一致，为消费者创造了统一且全面的品牌体验，这种整合营销传播一致性有助于强化品牌的身份、价值观和承诺，使品牌在繁多的零售市场中更容易被识别和记住。当消费者通过各种媒介（无论是数字广告、社交媒体、公共关系还是店内体验）遇到连贯的品牌故事时，他们对品牌的理解和欣赏就会加深，从而产生更强烈的品牌联想。消费者者对于品牌的信任和忠诚度，也鼓励他们积极参与共同创造活动，例如提供反馈、分享产品体验以及为新产品或服务贡献想法。因此，本研究在调查仓储式会员制超市的整合营销传播活动时，将重点研究其对品牌资产、顾客价值共创的作用。 本研究旨在探讨整合营销传播对顾客价值共创的影响，及品牌资产的中介效应。通过对仓储式会员制超市的实证研究，我们发现整合营销传播对顾客价值共创具有显著影响，并且品牌资产起到了中介作用。具体来说，整合营销传播可以通过提高品牌形象、品牌联想、品牌知名度和感知质量促进顾客价值共创的实现。 最后，本研究为零售行业的转型与升级企业提出了三点管理与实践建议：加强整合营销传播策略的制定和实施、加强品牌资产建设和注重顾客参与度与体验。这些建议可以帮助零售企业提高顾客满意度和忠诚度，促进顾客价值共创的实现，从而增强企业的竞争力和长期稳定发展。
英文摘要：	Since the rise of integrated marketing communication in the 1980s, its definition, paradigm, measurement and evaluation methods, and applications have made significant progress in various fields, especially due to the fragmented market and media, technological progress, and changes in the marketing relationship between enterprises and consumers. Integrated marketing communication has received increasing attention from marketers in various industries, and the development of the theory and practice of integrated marketing communication is also becoming increasingly rich. This study aims to explore the role of integrated marketing communication in deepening customer relationships and brand building, and further improve the theoretical model of integrated marketing communication. The retail industry in China is undergoing a revolutionary evolution. In recent years, influenced by factors such as the epidemic, the digitalization of enterprise and consumer ends has developed rapidly, the e-commerce system has been continuously improved, and consumer consumption concepts have undergone significant changes due to factors such as education level and social culture. Consumers have begun to demand higher quality of life and service. In these contexts, warehouse style membership supermarkets have become a significant trend, promoting the reshuffle of the retail industry. Taking global giants such as Costco and Sam's as examples, the marketing of warehouse style membership supermarkets effectively integrates traditional and digital channels, focuses on high-value customers through unique strategic positioning, and provides personalized and high-quality experiential services for members. Thanks to a strong supply chain and digital ecosystem, we provide members with a seamless online and offline shopping experience, and lower prices through the purchase of bulk commodities. The multi-channel marketing model of warehouse membership supermarkets has become a new trend in the retail industry in recent years. Therefore, this study chooses warehouse membership supermarkets as the research object, aiming to explore the advantages of integrated marketing communication in warehouse membership supermarkets. One of the ultimate goals of marketing communication is brand. Warehouse style membership supermarkets integrate marketing communication to ensure consistent information transmission across all marketing channels and touchpoints, creating a unified and comprehensive brand experience for consumers. This consistency in integrated marketing communication helps to strengthen the brand's identity, values, and commitment, making it easier to identify and remember the brand in the diverse retail market. When consumers encounter coherent brand stories through various media (whether it is digital advertising, social media, public relations, or in store experiences), their understanding and appreciation of the brand will deepen, leading to stronger brand associations. The trust and loyalty of consumers towards the brand also encourage them to actively participate in co creation activities, such as providing feedback, sharing product experiences, and contributing ideas to new products or services. Therefore, when investigating the integrated marketing and communication activities of warehouse style membership supermarkets, this study will focus on studying their role in co creating brand assets and customer value. This study aims to explore the impact of integrated marketing communication on customer value co creation and the mediating effect of brand assets. Through empirical research on warehouse style membership supermarkets, we found that integrated marketing communication has a significant impact on customer value co creation, and brand assets play a mediating role. Specifically, integrated marketing communication can promote the realization of customer value co creation by improving brand image, brand association, brand awareness, and perceived quality. Finally, this study proposes three management and practical suggestions for the transformation and upgrading of the retail industry: strengthening the formulation and implementation of integrated marketing communication strategies, strengthening brand asset construction, and emphasizing customer participation and experience. These suggestions can help retail enterprises improve customer satisfaction and loyalty, promote the realization of customer value co creation, and thereby enhance the competitiveness and long-term stable development of the enterprise.
查看全文：	预览  下载(下载需要进行登录)