摘要
在互联网时代,跨境电商成为"互联网+贸易"的新模式,为传统外贸产业和制造业带来新的机遇。近年来跨境电商迅猛发展,但国际化程度、市场定位水平和品牌创新能力都比较低,客户对品牌的满意度与忠诚度不高。文章梳理了跨境电商品牌化的相关研究,以品牌识别和品牌形象为中间变量,构建了跨境电商消费者品牌偏好的影响机理模型并展开实证研究,提出了增强消费者对跨境电商品牌偏好的建议。
In the Internet age, cross-border e-commerce has become a new model of ＂Internet ＋ trade＂, bringing new opportunities for traditional foreign trade industries and manufacturing industries. In recent years, cross-border e-commerce has developed rapidly, but the degree of internationalization, market positioning, brand innovation ability are relatively low, and customer satisfaction and loyalty to the brand are not high. The article reviewed related research on cross-border e-commerce branding. Based on brand identification and brand image as intermediate variables, the paper constructed an influencing mechanism model of cross-border e-commerce brand preferences and conducted empirical research, and brand preference to cross-border e-commerce. put forward the suggestion of enhancing consumer＇s
作者
张晓东
何攀
ZHANG Xiao-dong;HE Pan(School of Economics and Management,Ningbo University of Technology,Ningbo 315211,Zhejiang,China;Business School of Ningbo University,Ningbo 315211,Zhejiang,China)
出处
《消费经济》
北大核心
2018年第4期82-89,25,共9页
Consumer Economics
基金
浙江省高校重大人文社科项目攻关计划项目(2016QN049)
浙江省自然科学基金(Y16G020046)
中国物流学会面上课题(2017CSLKT3-060)
关键词
跨境电商
品牌偏好
品牌识别
品牌形象
Cross-border E-commerce
Brand Preference
Brand Recognition
Brand Image
