摘要
基于品牌价值共创理论,探究商超自有品牌在数字化时代的运营模式和形象重塑,促进商超自有品牌的发展。文章结合swot分析法对当前商超自有品牌优劣势进行梳理,把握商超自有品牌在数字化时代的价值导向;从自有品牌价值三层次出发,结合品牌价值共创理论,梳理商超自有品牌的数字触点,洞察消费者的数字化需求,构建数字化时代自有品牌的价值共创模型及创造路径。
Based on the theory of brand value co-creation,this paper explores the operation mode and image reshaping of the supermarket's own brand in the digital era,and promotes the development of the supermarket's own brand.Combined with the SWOT analysis method,the advantages and disadvantages of the current supermarket's own brands are sorted out,and the value orientation of the supermarket's own brands in the digital era is grasped;Starting from the three levels of self-owned brand value,combined with the theory of brand value co-creation,we sort out the digital touch points of supermarket's own brands,gain insight into the digital needs of consumers,and build a value co-creation model and creation path of self-owned brands in the digital era.
作者
郭绮涵
何妍
司亚丽
刘维尚
Guo Qihan;He Yan;Si Yali;Liu Weishang(College of Art and Design,Wuhan University of Technology,Wuhan 430070,China;School of Municipal Engineering,Chongqing Vocational and Technical College of Water Conservancy and Electric Power,Chongqing 402160,China;College of Art and Design,Yanshan University,Qinhuangdao 066000,China)
基金
2022-2023年度河北雄安新区哲学社会科学研究课题资助项目(XASK20222402)阶段性成果。
关键词
数字化
商超自有品牌
价值共创
品牌重塑
digitization
supermarket private brands
value co-creation
rebranding
