电子商务环境下畜产品品牌策略
Brand Strategy of Animal Products under the Environment of E-commerce
严红梅1
作者信息
- 1. 延边大学农学院农林经济管理系，吉林延吉133002
- 折叠
摘要
从消费者的理性认知角度和情感角度分析了电子商务环境下畜产品销售企业的品牌策略。从消费者的理性认知角度，由于畜产品和网络的特性，在网上购买畜产品的消费者所能感知的购买风险比传统环境下更大，因此畜产品企业通过建立畜产品品牌的信任，减少消费者感知的购买风险尤为关键；从消费者情感的角度，畜产品企业通过获得消费者对畜产品品牌的认同和对品牌的满意，使消费者持续喜欢企业的畜产品品牌，增加消费者对畜产品品牌的忠诚度。
Abstract
Brand strategy of animal products marketing company under the environment of e-commerce was analyzed from the aspects of emo-tion and rational cognition of consumers.From the aspect of rational cognition of consumers, the risk of purchasing animal products on the inter-net was greater than the traditional environment due to the characteristics of internet and animal products .Therefore, it is particularly critical for animal products enterprises to reduce the perceived risk of consumers through establishing brand trust of animal products .From the aspect of con-sumers’ emotion, animal products enterprises made consumers continue to like their animal products brands through obtaining consumers ’ animal products brand identity and brand satisfaction, and enhanced consumers’ brand loyalty.
关键词
电子商务环境/品牌信任/品牌认同/品牌满意Key words
Environment of e-commerce/Brand trust/Brand identity/Brand satisfaction引用本文复制引用
出版年
2016
国家科技期刊平台
NSTL
万方数据