Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Faculty of Business | en_US |
| dc.creator | 彭鵬 | - |
| dc.creator | Peng, Peng | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/13336 | - |
| dc.language | Chinese | en_US |
| dc.publisher | Hong Kong Polytechnic University | en_US |
| dc.rights | All rights reserved | en_US |
| dc.title | 新零售體驗店對品牌商銷售及品牌傳播的影響 | en_US |
| dcterms.abstract | 随着互联网、大数据、物联网等信息技术的迅速发展，传统零售及电子商务的发展也经历了多渠道阶段和跨渠道阶段，逐渐进入了全渠道融合的 “新零售” 时代。在零售行业全渠道融合的过程中，新零售体验店承担了重要的角色。 “新零售模式” 在中国电商及零售行业的迅速发展已经成为 “现象级” 事件。但新零售情境下，零售体验店对品牌商销售及品牌传播的影响，仍然缺乏第一手实证数据的研究。本文以 “全渠道营销 ” 理论为视角，认为全渠道营销是商家对可用渠道和客户接触点进行协同管理，以增强客户体验和提高绩效为目的。本文一方面从品牌商角度，探讨全渠道营销下新零售体验店的开设如何改变传统实体店与线上商城的融合，并进一步研究这种融合对品牌商营销绩效影响，为全渠道营销理论提供可靠的实证研究数据；另一方面从消费者行为出发，研究新零售对个体消费行为的影响，进一步拓宽全渠道零售理论的外延。 | en_US |
| dcterms.abstract | 通过文献阅读、专家访谈、问卷调查等研究方法，本文提取了零售模式下的关键指标，探索新零售体验店的开设与消费体验、渠道融合效果、品牌影响、竞争能力和消费者消费意愿之间的关系。最终，本研究通过问卷调查收集到有效数据量726份，研究发现，相比于传统零售店，新零售体验店使品牌商的渠道融合效果、品牌影响、竞争能力明显增强，消费者的消费意愿明显提升。并且，消费体验在新零售体验店和四个因变量之间起到部分中介作用。本研究第一次实证检验了新零售体验店对渠道融合效果、品牌影响、消费意愿、竞争能力的影响，并识别了新零售体验店的三个特征，分别是全渠道融合、全方位体验和大数据分析，以及识别了新零售体验店的渠道融合与传统渠道融合的区别。 | en_US |
| dcterms.alternative | Influence of new retail experience stores on brand sales and brand communication | en_US |
| dcterms.extent | 150 pages : illustrations | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2019 | en_US |
| dcterms.educationalLevel | D.Mgt. | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.LCSH | Internet marketing | en_US |
| dcterms.LCSH | Branding (Marketing) | en_US |
| dcterms.LCSH | Communication in marketing | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.accessRights | restricted access | en_US |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7940.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.42 MB | Adobe PDF | View/Open |
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