数字时代中小微外贸企业品牌的渠道创新策略研究——基于服务主导逻辑视角

Research on Strategy for Brand Channel Innovation of Micro,Small and Medium-sized Foreign Trade Enterprises in the Digital Era--From the Perspective of Service-Dominant Logic

近几年,中小微外贸企业进出口规模占比愈加增大,民营企业主力作用逐渐增强。但中小微外贸企业传统的品牌体系建设观点和建设思路已难以适应数字时代消费者新型的生产生活方式及消费行为习惯,因此亟需对中小微外贸企业开展符合新时期数字时代特色的品牌创新渠道探索。本研究先从品牌建设的需求侧和供给侧出发,刻画数字时代消费者对品牌的需求和中小微外贸企业品牌的渠道现状,以作为本研究铺垫逻辑起点;再引入案例结合服务主导逻辑理论分析渠道创新经验,最后为发展中小微企业品牌创新渠道提出建议,以供参考。本研究将助力中小微企业精准利用渠道,以低成本实现品牌个性化推广,定向触达目标客户,增强品牌认知与信任,扩大品牌影响力与竞争力。

In recent years,the proportion of import and export scale of small,medium,and micro-enterprises(SMEs)in foreign trade has significantly increased,with private enterprises playing an increasingly pivotal role.However,traditional perspectives and approaches to brand system construction among SMEs in foreign trade have struggled to align with the novel lifestyles and consumption behaviors of digital-era consumers.Consequently,there is an urgent need to explore innovative branding channels tailored to the characteristics of the new digital era for these SMEs.This study commences by examining the demand side for branding and the current channel status of SMEs'brands in the digital age,from both the demand and supply perspectives,serving as the logical starting point.Subsequently,it incorporates case studies and applies service-dominant logic theory to analyze channel innovation experiences.Finally,recommendations are proffered for developing innovative branding channels for SMEs,offering valuable insights.This research aims to empower SMEs to leverage channels precisely,achieving cost-eff ective personalized brand promotion,targeted outreach to customers,enhanced brand recognition and trust,and ultimately,expanded brand influence and competitiveness.