英国代写论文:短期经营的潮店

英国代写论文:短期经营的潮店

零售商已经意识到传统的营销方式已经不能满足消费者的需求。松树和吉尔摩(1999)和理查兹(2001)认为,许多消费者不仅寻求购买商品和服务,但也希望参与的经验。这是由“享乐消费”(赫希曼,Holbrook,1982)中指出,消费者应该有一个多感官、幻想和情感体验。这是一个互动的关系平台,积极购物者的多感官参与,使顾客满意持续买入力度(Castaldo和Mauri,2008)。消费者文化开始改变,因为消费者开始对本地商品更有价值,有能力与生产商或制造商面对面交谈。因此,零售商试图通过这些临时商店格式与消费者建立面对面的互动关系和信任关系。spena等人(2010)状态弹出窗口提供一个互动的环境中,消费者可以有积极的对话。弹出零售需要一个营销环境是高度体验的创作,重点推广一个品牌或产品线,在短时间内有效期,通常在较小的场地,培养更多的面对面的对话与品牌的代表,这是最重要的一个因素吸引人的经验(基姆等,2010)。

不同于传统的存储格式,弹出窗口可以是事件驱动(Shanahan,2005)。它为顾客提供与个人有关的生活方式体验,如音乐会或体育赛事。在弹出的感觉的环境让消费者沉浸在难忘的经历和经营的公司提出了这种情感上的参与可以帮助零售商和品牌忠诚度与客户建立长期合作关系的强度(Prahalad和ramasway,2004)。

英国代写论文:短期经营的潮店

Retailers have realized that traditional marketing approaches no longer satisfy consumers’ needs. Pine and Gilmore (1999) and Richards (2001) argue that many consumers are not only seeking to purchase goods and services but also expect engaging experiences. This is supported by the concept ‘hedonic consumption’ (Hirschman and Holbrook, 1982) which notes that consumers should have a multi-sensory, fantasy and emotive experience. It is an interactive and relational platform and active shopper’s multi-sensory engagement, which leaves the shopper pleasured in continuous buying efforts (Castaldo and Mauri, 2008). The consumer culture has started to change as customers are beginning to put greater value on local goods with the ability to talk to producers or manufacturers face-to-face. Therefore, retailers have tried to build face-to-face interactions and trust relationships with the consumer through these temporary shop formats.  Spena et al (2010) states Pop-Ups provide an interactive environment in which consumers can have active dialogue. Pop-up retail entails creation of a marketing environment that is highly experiential, focused on promoting a brand or product line, available for a short time period, and generally in smaller venues that foster more face-to-face dialogue with brand representatives, which is a top factor attracting people to the experience (Kim et al, 2010).

Unlike the traditional store format, Pop-Ups can be event-driven (Shanahan, 2005). It offers shopper with personally relevant lifestyle experiences, such as concerts or sporting events. The sensory environment in the Pop-Ups allow consumer to become immersed and engaged within the memorable experience proposed by the firm and this kind of emotional engagement helps retailer to build long term relationship with customer and strength brand loyalty (Prahalad and Ramasway, 2004).

 

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