微营销时代的品牌营销决策指标测评构建及实证研究

The Construction and Empirical Research of Brand Marketing Decision Index Evaluation in Micro-Marketing Era

摘要: 微营销是传统营销与现代网络营销的结合体，通过传统方式与互联网思维实现营销的新突破。本文在总结相关研究的基础上构建了微营销时代背景下品牌营销决策指标体系。指标体系包含认知指标、感受指标、行为指标三个核心维度，并细分为6个二级指标和11个三级指标。同时本文以洗护品牌(哈罗闪、施巴、洁喜诺)作为研究对象进行实证分析。研究结果对微营销品牌决策具有重要参考价值。

Abstract: Micro marketing is a combination of traditional marketing and modern online marketing. It achieves a new breakthrough in marketing through traditional methods and Internet thinking. Based on the summary of relevant research, this paper builds a brand marketing decision index system in the context of micro-marketing era. The index system includes three core dimensions: cognitive index, feeling index, and behavior index, and is subdivided into 6 secondary indexes and 11 tertiary indexes. Meanwhile, wash and care brands (Hello Flash, Shiba, Jiexinuo) were taken as research objects for empirical analysis. The research results have important reference value for micro-marketing brand decision-making.