直播营销视角下传统零售企业自有品牌的营销策略创新研究

Research on the Innovation of Private Brands’Marketing Strategies of Traditional Retail Enterprises from the Perspective of Live-broadcasting Marketing

近年来,伴随消费升级,各行各业已认识到培养自有品牌的重要价值,传统零售企业入局自有品牌,可以更好地摆脱经营困境,获取价格竞争优势。打造自有品牌重在市场推广力,新消费场景下,越来越多的消费者在网上了解自有品牌,直播作为一种网上营销模式所激发出的强烈消费体验,更容易使消费者对品牌产生价值感知和认可,建立起品牌信任。从营销策略创新出发,传统零售企业要充分认识到直播作为营销新范式对打造自有品牌的引领作用,围绕直播效能设计出整体的营销框架。面对营销思维滞后、实力基础薄弱、模式选择不精准和直播内容同质化的困境,传统零售企业要避免直播误区;从战略角度出发,企业应发挥直播对自有品牌建设的积极作用,立足于系统规划打造自有品牌的直播营销体系,以差异化和内容丰富化确立自有品牌的竞争优势。

In recent years,with consumption upgrading,industries have recognized the important value of cultivating private brands,and traditional retailers entering into private brands can better get rid of operational difficulties and gain price competition advantages.Creating private brands focuses on marketing power.Under the new consumption scenario,more and more consumers learn about private brands online,and the strong consumption experience inspired by live-broadcasting as an online marketing model makes it easier for consumers to perceive and recognize the value of the brands,and establish brand trust.From the innovation of the marketing strategies,traditional retail enterprises should fully recognize the leading role of live-broadcasting as a new marketing paradigm for building private brands,and design an overall marketing framework in terms of live-broadcasting effectiveness.Facing the dilemmas of lagging marketing thinking patterns,weak strength foundation,imprecise model selection and homogenization of live-broadcasting content,traditional retail enterprises should avoid the misunderstanding of live-broadcasting,play a positive role of livebroadcasting in the construction of their brands from a strategic point of view,build a live-broadcasting marketing system based on a systematic plan to create their brands and establish their brands’competitive advantages with diff erentiated and rich content.