论文部分内容阅读
面对着日趋理性的消费、不断上涨的成本以及日益成熟的电商,品牌的实体渠道运营迎来挑战。服装上市公司年报数据也显示,提高终端盈利能力的服装企业才能获得更大发展空间。提高终端效率,导购是生力军。导购,从字面理解是“引导采购”。实际上,导购的身份远不止是卖东西的,更是市场调研员、品牌代言人和顾客满意度维护者,小小的导购背后构筑的是一个大营销概念。消费者如何评价身边的导购?不同品类与定位的品牌形成怎样的导购风格?
In the face of increasingly rational consumption, rising costs and the growing maturity of the e-commerce, brand physical channel operations ushered in the challenge. Clothing listed companies annual report data also shows that the terminal to improve the profitability of garment enterprises to get more room for development. Improve terminal efficiency, shopping guide is a new force. Shopping guide, literally “guide purchase”. In fact, the identity of shopping guide is much more than selling things, but also the market researcher, brand ambassador and customer satisfaction maintainer, built behind a small shopping guide is a big marketing concept. How consumers evaluate the shopping guide around? Different brands and brands to create what kind of shopping guide style?