移动互联网时代下中国品牌的机遇、挑战与对策  

The Opportunities, Challenges and Strategies of Chinese Brands in the Mobile Internet Era

作　　者：温韬[1] 

机构地区：[1]大连大学经济管理学院,辽宁大连116622

出　　处：《当代经济管理》2015年第8期26-29,共4页Contemporary Economic Management

基　　金：辽宁省教育厅科学技术研究项目(L2013486)

摘　　要：就中国的品牌而言,移动互联网时代是一个机遇和挑战并存的时代。在这个变革的时代下,中国的品牌将面对传播成本变得更加低廉、客户服务变得更加精准、口碑传播变得更加迅速、创意活动变得更加重要、线上线下变得更加紧密等难得的机遇,同时将遭遇大品牌的颠覆性创新变得困难、负面的指纹信息让品牌随时崩盘、媒体的分众化让品牌的影响力大打折扣、社群的力量让用户的意见不可小觑、纯粹的实体店的生存将越发艰难等严峻的挑战。基于此,中国的品牌应采取用正确的价值观指导品牌的所有行为、用移动互联网的思维改进实体店的服务流程、用创意的活动成就品牌的口碑传播、用协同的观点整合线上线下渠道等品牌营销策略。The mobile Internet era means both opportunity and challenge to Chinese brands. In this transforming era, Chinese brands will face five opportunities： cheaper costs, more accurate customer service, more rapid word-of-mouth, more vital creative activities and more close online and offline. Chinese brands will also face five challenges： more difficult disruptive innovation of big brands, brands collapse due to negative fingerprint information, weakened brand influence due to media customization, unignorable customers＇ opinion due to the increasing power of social communities and tougher survival condition for pure physical stores. On the basis of the above analysis, Chinese brands should take four brand marketing strategies： using the correct values to guide all acts of the brands, improving the service process of physical stores through mobile Internet thinking, achieving brand reputation by creative activities, integrating online and offline channels through collaborative view.

关 键 词：移动互联网时代 中国品牌 品牌指纹 口碑传播 分众化 O2O 

分 类 号：F713.5[经济管理—市场营销]