主管：中国科学院
主办：中国优选法统筹法与经济数学研究会
　　　中国科学院科技战略咨询研究院
中国管理科学

中国管理科学 ›› 2018, Vol. 26 ›› Issue (11): 176-185.doi: 10.16381/j.cnki.issn1003-207x.2018.11.018

• 论文 • 上一篇    下一篇

特色品牌海外渠道与消费群体研究:基于顾客体验和口碑传播的双重视角

周钟1,2, 熊焰1, 仲勇3   

  1. 1. 上海应用技术大学经济与管理学院, 上海 201418;
    2. 上海应用技术大学企业战略管理协同创新中心, 上海 201418;
    3. 华东理工大学商学院, 上海 200237
  • 收稿日期:2016-04-08 修回日期:2017-12-28 出版日期:2018-11-20 发布日期:2019-01-23
  • 通讯作者: 周钟(1986-),男(汉族),浙江余姚人,上海应用技术大学经济与管理学院讲师,管理学博士,研究方向:跨国品牌管理和消费者行为、技术创新管理与科技政策等,E-mail:zhouzhong3275@163.com. E-mail:zhouzhong3275@163.com
  • 基金资助:

    国家自然科学基金资助项目（71501130，71673190）；国家社会科学基金项目（18BKS165）；上海教委085工程国际创意中心建设资助项目（GJCY20140401）

Research on Overseas Channels and Consumer Groups of Featured Brands: Based on Dual Perspective of Customer Experience and Oral Spreading

ZHOU Zhong1,2, XIONG Yan1, ZHONG Yong3   

  1. 1. School of Economics and Management, Shanghai Institute of Technology, Shanghai 201418, China;
    2. Center of Enterprise Strategic Management & Collaborative Innovation, Shanghai Institute of Technology, Shanghai 201418, China;
    3. School of Business, East China University of Science and Technology, Shanghai 200237, China
  • Received:2016-04-08 Revised:2017-12-28 Online:2018-11-20 Published:2019-01-23

PDF (PC)

331

摘要： 特色品牌的海外市场拓展依赖优质的顾客体验和高效的口碑传播，有限的海外市场资源条件下，如何选择品牌介入的渠道和目标顾客尤为关键。基于消费者购买行为和口碑传播理论，本文通过构建具有小世界特征的海外特定区域消费者网络，探讨了考虑渠道顾客体验的特色品牌购买意愿，分析了消费者个体间品牌口碑传播的影响因素与过程机制。使用Matlab建模与仿真方法，多情景设计的模拟实验结果显示，消费群体间口碑影响的差异程度越明显，特色品牌的口碑传播速度显著变缓、潜在消费者数量大幅减少，不同类别销售渠道在推动品牌口碑传播和吸引目标消费群体两个方面的作用呈分化趋势，此时应围绕具有影响力、联结紧密的消费者群体开展针对性营销。在消费者群体间差异显著的海外市场，设立实体直营渠道能迅速提升购买意愿，但在消费者规模较大且居住分散区域，尤其是规模少数群体占主导影响力时，适时借助网络渠道在消费者覆盖方面的优势，有助于发展更多具有较高购买意愿的潜在消费者。该研究对指导特色品牌的海外市场拓展，特别是面对海外多元消费群体的复杂社会背景，在初始消费群体选择和销售渠道设计方面具有理论支持与实践指导价值。

关键词: 特色品牌, 海外渠道, 消费群体, 顾客体验, 口碑传播

Abstract: Featured brands relies on high quality customer experience and efficient oral spreading when entering overseas markets. With limited market resources and budget, how to choose the channels and target customers is particularly critical. Based on the consumer behavior theory and the theory of word of mouth, a consumer network characterized by the small-world of particular overseas region is constructed. The consumer intention of purchasing featured brands is further discussed by considering customer experience of sales channels. The impact factors and process mechanisms of the brands' oral spreading between consumer individuals are also analyzed. Using the modeling and simulation approach with the Matlab software, the results of the designed multiple scenarios analysis show that, the higher degree of difference between consumer groups, the obviously slower speed of the featured brands' oral spreading, and the markedly less amount of potential consumers. The performance of varied sales channels show differentiation trends on the brands reputation spreading and the attraction to the target consumers. In response, targeted marketing strategies are suggested to be developed to attract the tight connected consumer groups with influence power. In overseas market with significant difference between consumer groups, the direct traditional channel can help enhance their purchase intention rapidly. But to regional markets of large-scale consumers living discretely while a minority of groups have dominated influence, it helps develop more potential consumers that having high purchase intention by taking the advantage of network channels on consumer coverage. This research can provide theoretical support and practice guiding on consumer groups selection and sales channel design for featured brands entering overseas markets, specially under the complex social background of overseas multiple consumer groups.

Key words: featured brands, overseas sales channels, consumer group, customer experience, oral spreading

中图分类号: