网络原创品牌的品牌忠诚驱动因素分析——基于女装品牌裂帛的案例研究

随着传统品牌不断触网,网络原创品牌的竞争环境正在发生变化。如何在现有网络品牌认知的基础上提升客户的品牌忠诚度、获取品牌溢价是网络原创品牌所必须解决的问题。本文针对网络原创品牌发展现状,基于品牌资产理论、网络媒体及消费者特征,以裂帛为例分析了网络原创品牌忠诚的驱动因素:产品、服务、利益、情感、互动沟通,并对网络原创品牌的发展提出了对策建议。

With traditional brands constantly engaged in e-commerce, the competitive environment of network original brands is chang- ing. How to enhance the customer loyalty and gain brand premium on the basis of the existing network brand awareness is the problem that must be addressed by the network original brands. To address the current situation of network original brands, based on the theory of brand equity, online media and consumer characteristics, this paper conducts a case study of Liebo to analyze the driving factors of network original brand loyalty like products, services, benefits, emotion and interactive com- munications, and then proposes the strategies and recommendations on the development of network original brands.