现代消费体验下的连锁超市自有品牌形象提升

Enhancement of Chain Supermarket’s Private Brand Image under Modern Consumption Experience

中文关键词: 品牌形象  自有品牌  消费体验  连锁超市  策略

英文关键词: brand image  private brand  consumption experience  chain supermarket  strategy

中文摘要:

      目的 基于消费者需求、运用体验思维提升连锁超市自有品牌形象，促进“兴龙广缘”企业发展。方法 通过梳理连锁超市自有品牌形象体验触点，剖析现代消费体验需求下的品牌体验与传播范式更新作为指导，对实践案例“兴龙广缘”自有品牌进行痛点分析，提出现代消费场域下品牌形象提升策略。结论 连锁超市自有品牌发展需要贯通设计思维、产品思维与体验思维，关注当下消费需求:在品牌视觉语言层面上，从单一的品牌标识印记到系统的品牌符号体系;在产品层面上进行多层级档次区分，以此辐射现代消费群体多层次需求;在品牌触发路径层面上进行线下店铺内多感官体验传播，线上多渠道数字化升级，从传统的口碑式传播到互动体验营销，以此提升品牌形象与竞争力，助力我国连锁超市市场发展。

英文摘要:

      Based on consumer needs and using experience thinking, this paper aims to discuss methods to enhance the private brand image of chain supermarket, and promote the development of Ugrant enterprise. By teasing out the experience points of the chain supermarket’s private brand image, taking the analysis of brand experience and communication paradigm update under the needs of modern consumption experience as a guide, this paper analyzes the pain points of the practical case Ugrant’s private brand and proposes the strategy to enhance the brand image under the modern consumption field. The development of the chain supermarket’s private brand needs to integrate design thinking, product thinking and experience thinking, and pay attention to current consumer needs. At the level of brand visual language, from a single brand logo imprint to a systematic brand symbol system; At the product level, multi-level classification should be carried out to radiate the multi-level needs of modern consumer groups; At the level of brand trigger path, multi-sensory experience communication should be carried out in offline stores, as well as online multi-channel digital upgrade, from traditional word-of-mouth communication to interactive experience marketing, so as to enhance brand image and competitiveness, and boost the development of China’s chain supermarket market.