社会化媒体营销驱动下的线上线下双向融合零售模式对奢侈品牌资产的影响:一个理论模型的提出  

Impact of Online and Offline Integration Retail Model Driven by Social Media Marketing upon Luxury Brand Assets:A Theoretical Model to be Proposed

作　　者：卢晓[1] 

机构地区：[1]复旦大学管理学院,上海200433

出　　处：《北京工商大学学报（社会科学版）》2014年第3期33-38,共6页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家社会科学基金青年项目"奢侈品牌运作和管理研究"(11CGL033)

摘　　要：在互联网和电子商务迅速发展的今天,社会化媒体驱动下线上线下双向融合商业模式的建立是奢侈品牌发展的方向。这一融合为消费者提供了更加丰富和多样化的体验创造了价值,品牌资产也因此受到了这一新零售模式的影响。文章提出了社会化媒体营销驱动下线上线下零售模式影响奢侈品牌资产的四面体模型。该模型适用于以品牌为核心建立起商业模式的企业,特别是高端品牌和奢侈品牌。Today, with the Internet and E-commerce rapidly developing, the establishment of business model--online and offline integration driven by social media marketing--is the developing direction of the luxury brands. Such integration provides the rich and diversified experience for the consumers and creates the value. Therefore, brand asset is impacted by the new retail model. This paper proposes a tetrahedron model that online and offline retail model driven by social media marketing has an impact on luxury brand asset. The model can be applied to an enterprise with the brand as the core to establish a business model, especially high-end brands and luxury brands.

关 键 词：社会化媒体营销 线上线下零售 品牌资产 奢侈品牌 

分 类 号：F724.2[经济管理—产业经济]