摘要
网红电商品牌的出现使传统的以"物"为中心的品牌要素理论面临急需拓展的挑战。研究以"人"为核心的网红电商品牌的要素和模型能够进一步发展品牌要素理论,并为网红电商行业品牌化提供理论参考。文章在分析网红电商的商业模式进而理解网红电商品牌概念的基础上,识别网红电商品牌的构成要素及要素间的二元关系,基于解释结构模型建立网红电商品牌要素层级结构模型。网红电商品牌由以网红魅力为深层要素,以导购能力、选品能力和议价能力为间接要素,以互动能力为直接要素的三层结构构成。
The emergence of internet influencer e-commerce brand makes the traditional"thing"centered brand element theory face the challenge of urgent expansion.Research on the elements and model of internet influencer e-commerce brand with"people"as the core can further develop the theory of brand elements,and provide theoretical reference for the branding of internet influencer e-commerce industry.On the basis of analyzing the business model of internet influencer e-commerce and understanding the concept of internet influencer e-commerce brand,this paper identifies the constituent elements of internet influencer e-commerce brand and the binary relationship between them,and establishes the hierarchical structure model of internet influencer e-commerce brand elements based on the interpretive structure model.The brand of internet influencer e-commerce consists of three layers:the charm of internet influencer as the deep element,the ability of shopping guide,product selection and bargaining power as the indirect element,and the ability of interaction as the direct element.
作者
许炎
武忠
Xu Yan;Wu Zhong(School of Economics&Management,Southeast University,Nanjing,Jiangsu,211189)
出处
《市场周刊》
2021年第7期76-78,共3页
Market Weekly
基金
江苏高校哲学社会科学重点项目“电子商务平台企业客户体验的测度与管理研究”(项目编号:2017ZDIXM016)。
关键词
网红电商品牌
构成要素
解释结构模型
online influencer brand
constituent elements
structural model interpretation
