跨境电商感官营销模式研究  

Research on Sensory Marketing Model of Cross-Border E-Commerce

作　　者：郑荷芬[1] Zheng Hefen(Zhejiang Mechanical and Electrical Vocational and Technical College,Hangzhou,Zhejiang 310053)

机构地区：[1]浙江机电职业技术学院,浙江杭州310053

出　　处：《江苏商论》2020年第11期22-26,共5页Jiangsu Commercial Forum

基　　金：浙江省高等教育“十三五”第一批教学改革研究项目《跨境电商背景下高职新型外贸人才培养体系构建与实践》(项目负责人:郑荷芬,项目编号:jg20180617,立项时间:2018年11月)的阶段研究成果。

摘　　要：近年来,随着我国电子商务的日益发展,跨境电商零售出口市场的竞争也越来越激烈。面对日渐严峻的跨境形势,跨境卖家如何破局?本文基于以往感官营销的研究成果并结合跨境电商业态自身的特点,探讨跨境电商卖家如何构建感官营销方案、应用感官营销策略实现自己的目标。In recent years,with the increasing development of my country's e-commerce,the cross-border e-commerce retail export market has become increasingly competitive.Faced with the increasingly severe cross-border situation,how do cross-border sellers break the situation?Based on the previous research results of sensory marketing and combined with the characteristics of cross-border e-commerce,this article discusses how cross-border e-commerce sellers construct sensory marketing programs and apply sensory marketing strategies to achieve their goals.

关 键 词：跨境电商 感官营销 五感 感觉 

分 类 号：F740[经济管理—国际贸易]