基于消费行为的绿色家具品牌传播路径  

作　　者：许安娇[1] 

机构地区：[1]中南林业科技大学家具与艺术设计学院

出　　处：《企业经济》2017年第7期36-40,共5页Enterprise Economy

基　　金：湖南省教育厅科学研究课题"新媒介环境下的家具品牌传播研究"(项目编号:13C1136);中南林业科技大学国家社科预研项目"‘互联网+’时代中国绿色的家具品牌传播策略研究"(项目编号:2016YY008)

摘　　要：本文基于消费者消费行为,结合EBM消费决策过程模型,探讨了绿色家具品牌传播策略:在消费者购前阶段,应采取产品绿色属性可追溯策略、产品制作直播式策略、公关策略、网络销售平台构建策略等,来提升绿色家具品牌绿色属性的认知度;在购买阶段,应利用专业的导购服务和稳定合理的价格策略来积累绿色家具品牌绿色属性的美誉度;在购后阶段,应通过完善的售后服务策略、消费者信息反馈沟通策略及废旧家具的回收再利用策略等,来培育绿色家具品牌绿色属性的忠诚度。基于消费行为的策略进行绿色家具品牌传播,应贯彻"惜物"理念,达到影响消费者消费行为的目的,倡导绿色环保可持续性生态发展的生活方式。Based on consumer behavior, combined with EBM consumption decision process model, this paper discusses the brand communication strategy of green furniture： in the consumer pre-purchase stage, we should adopt the product green proper- ty traceability strategy, product production direct broadcasting strategy, public relations strategy and network sales platform construction strategy to enhance the awareness of green furniture brand green attributes; in the purchase stage, we should use professional guide service and stable and reasonable price strategy to accumulate the reputation of green furniture brand green attributes; in the post-purchase stage, we should apply the perfect after-sales service strategy, consumer in- formation feedback communication strategy and the recycling strategy of waste furniture to cultivate the loyalty of green furniture brand green attributes. It puts forward to spread green furniture brand based on consumer behavior, implement the ＂cherishing＂ concept to influence consumer behavior and advocate the green environmental lifestyle for sustainable e- cological development.

关 键 词：消费行为 绿色家具 品牌传播 策略 

分 类 号：F274[经济管理—企业管理]