新消费时代的品牌营销新升维  

Rising Dimension of the Brand Marketing in the New Consumption Era

作　　者：肖离离[1] 金晗[1] XIAO Li-li;JIN Han(Guangdong AIB Polytechnic,Guangzhou Guangdong 510507)

机构地区：[1]广东农工商职业技术学院,广东广州510507

出　　处：《天津商务职业学院学报》2021年第3期60-64,共5页Journal of Tianjin College of Commerce

摘　　要：互联网环境下,新技术浪潮、新生活方式催生了新的消费需求、消费理念,我国居民消费呈现出整体消费升级、消费圈层化、Z世代消费个性化、悦已化等特征。为应对市场变化,企业应积极关注新消费时代消费者需求的变化,通过大数据分析及成熟的供应链生产出更加符合消费者需求的产品,提升产品与消费场景的匹配度。提高品牌内涵,从品质、服务、功能等方面打造完整的产品、营销、服务的差异化闭环。通过线上线下全渠道营销、塑造企业品牌人格化、打造品牌自身营销圈层实现品牌升级、多维度发展。Under the Internet environment,the wave of new technologies and new lifestyle have spawned new consumption demand and consumption concept.Chinese resident consumption presents the characteristics of overall consumption upgrading,consumption circle,personalized consumption at Gen Z and characteristics of self satisfaction.In order to cope with market changes,enterprises should actively pay attention to the changes of consumer demand in the new consumption era,make products that more meet the needs of consumers through big data analysis and mature supply chain,and improve the matching degree between products and consumption scenarios.Creating a complete closed loop of products,marketing and services with differentiation depends on improving the brand connotation from the aspects of quality,service and function.Brand upgrading and multi-dimensional development through online and offline omni-channel marketing will shape enterprise brand personification,and build the marketing circle for the brand.

关 键 词：新消费 品牌升级 营销升维 

分 类 号：F274[经济管理—企业管理] F272.3[经济管理—国民经济]