消费者注意力与企业营销创新——基于宝岛眼镜的纵向单案例研究

Consumer Attention and Marketing Innovation: A Longitudinal Case Study of Formosa Optical

中文关键词:  消费者注意力  营销创新  数字营销  数字化转型  消费者黏性

英文关键词:consumer attention  marketing innovation  digital marketing  digital transformation  consumer stickiness

中文摘要:

      数字技术的发展对传统企业的营销模式产生了重大冲击,如何在数字化情景下通过营销创新提高获客效率,成为企业关注的核心问题。基于注意力资源视角,对宝岛眼镜营销转型历程进行了案例研究。研究发现:(1)数字工具应用和企业—消费者交互增强使得企业对消费者注意力资源的获取和利用成为可能,并使注意力资源成为企业营销创新中的重要资源；(2)企业—消费者交互过程可以细分为“弱交互”和“强交互”两个阶段,其中企业通过弱交互环节获得消费者注意力,通过强交互环节进一步增加客户黏性。因此,企业在进行营销创新时,必须由产品运营转向用户运营,重视流量在数字时代企业经营中的作用；同时,加强数字工具应用,强化与消费者的互动,将短期流量转化为黏性客户,提高客户留存率和复购率。 

英文摘要:

      The development of digital technology has had a great impact on the marketing models of traditional enterprises. How to improve the efficiency of customer acquisition by marketing innovation in the digital environment has become the main issue of enterprises’ concern. Based on the perspective of attention resources, a case study is conducted on the marketing transformation of Formosa Optical in this paper, and the findings are as follows. (1) The application of digital tools and the enhancement of enterprise-consumer interaction make it possible for enterprises to acquire and utilize consumer attention, and make attention resources an important resource in enterprise marketing innovation; (2) the enterprise-consumer interaction progress can be subdivided into two stages:“weak interaction” and “strong interaction”, in which enterprises obtain consumer attention by weak interaction and further increase customer stickiness by strong interaction. Therefore, when carrying out marketing innovation, enterprises must shift from product operation to user operation and pay attention to the role of net flow in business operation in the digital age. At the same time, enterprises should increase the application of digital tools and strengthen the interaction with consumers, so as to convert short-term net flow into customer stickiness and improve customer retention and repurchase rates. 