顾客双重价值需求与零售营销变革——新经济社会学视角

Consumers' Demand for Dual Values and Retail Marketing Innovation from New Economic Sociology Perspective

中文关键词:  零售营销  顾客经济价值  顾客社会价值  技术创新  新经济社会学

英文关键词:retail marketing  customer economic value  customer social value  technology innovation  new economic sociology

中文摘要:

      传统零售强调购买的性价比对顾客的意义,即以顾客经济价值为核心设计营销策略。新经济社会学则认为社会个体的经济行动是嵌入在具体的社会结构和互动情境之中,且动态调整的。由于技术创新的推动,特别是互联网的普及和社交媒体的崛起,彻底突破了零售营销和顾客社交的时空限制,顾客社会价值需求随之凸显,并深刻影响了以顾客经济价值为核心的营销策略,从而推动了零售营销的持续变革。原子化的经济人通过获得嵌入性、弱连接和品牌内容化所包含的各种顾客社会价值成为经济社会人,这一过程不仅为零售营销聚集了顾客流量,也使营销过程由传统的线性结构转为环网状结构。

英文摘要:

      Traditional retail emphasizes on the significance of performance-price ratio to customers, i.e. taking customer's economic value as the core to design marketing strategies. New economic sociology holds that the economic actions of individuals are embedded in specific social structures and interaction contexts, and dynamically adjusted. Due to the promotion of technology innovation, especially with the popularity of the Internet and the rise of social media, the constraints of time and space in retail marketing and customer social networking have been thoroughly broken through. Customers' demand for social value has been highlighted, which consequently has a profound impact on marketing strategies centered on customer economic value. Thereby, it promotes the continuous reform in retail marketing. The atomized economic person becomes an economic social person by acquiring the embeddedness, weak ties and branded content with various customer social values contained therein. This process not only gathers the customer flow for retail marketing but also transforms the retail process from the traditional linear structure to the ring network structure. 