论文部分内容阅读
根据普华永道2017年全球全零售调查显示,各品牌和零售商正改善电商体验模式,它们不再将电子商务看成单纯的交易环境,而是融入社交互动和内容营销。同时,在创造线上及线下无缝式客户体验的过程中,数据分析和全渠道技术的使用也愈发成熟。内容驱动:“网红式”意见领袖有优势以内容驱动的客户体验,必将成为中国电子商务市场的主要推动力。普华永道研究表明,29%的中国消费者使用社交媒体搜索意见领袖及名人推崇的品牌产品,这一比例在全球仅为13%。
According to PricewaterhouseCoopers’ 2017 Global Retail Survey, brands and retailers are improving the e-commerce experience paradigm. Instead of seeing e-commerce as a purely transactional environment, they integrate into social interaction and content marketing. At the same time, the use of data analysis and omni-channel technology is also becoming more mature in creating seamless customer experiences both online and offline. Content Driven: “Red Net ” Advantages of Opinion Leaders Content-driven customer experience will surely become the main driver of China’s e-commerce market. PricewaterhouseCoopers research shows that 29% of Chinese consumers use social media to search opinion leaders and celebrity-branded products, only 13% of the world’s total.