Tiếp thị dịch vụ rượu vang, đồng sáng tạo giá trị và sự tham gia: các vấn đề nghiên cứu

Emerald - Tập 21 Số 4 - Trang 339-353 - 2009
Linda D. Hollebeek1, Roderick J. Brodie1
1University of Auckland Business School, Auckland, New Zealand

Tóm tắt

Mục đíchMục đích của bài báo này là phát triển một mô hình khái niệm nhằm nghiên cứu các kênh rượu vang với mức độ định hướng dịch vụ khác nhau, và các tác động đến thương hiệu dựa trên sự tham gia của người tiêu dùng và các thuộc tính đồng sáng tạo giá trị. Ví dụ, các kênh đặc trưng bởi mức độ cung cấp dịch vụ tổ chức tương đối thấp bao gồm bán lẻ siêu thị, trong khi mức độ định hướng dịch vụ cao hơn được tìm thấy trong các kênh như nhà hàng và du lịch rượu vang. Mô hình này do đó cung cấp một khung phân tích cho thương hiệu rượu vang qua các kênh phân phối có mức độ định hướng dịch vụ khác nhau.Thiết kế/Phương pháp/tiếp cậnBài báo đề xuất một lượt xem tài liệu tập trung vào việc cung cấp dịch vụ trong tiếp thị rượu vang, sự tham gia và nhu cầu của người tiêu dùng, đồng sáng tạo giá trị và thương hiệu.Kết quảMột mô hình khái niệm tích hợp và các vấn đề nghiên cứu liên quan được rút ra từ việc xem xét tài liệu liên quan.Ý nghĩa nghiên cứuBài báo cung cấp một chương trình nghiên cứu cho việc xây dựng thương hiệu rượu vang dựa trên sự tham gia qua các kênh tiếp thị truyền thống, có định hướng ngoài (ví dụ: bán lẻ siêu thị) và các lĩnh vực dịch vụ tiếp thị rượu vang mới nổi, có tính tương tác/quan hệ hơn (ví dụ: chủ nhà hàng, du lịch).Tính độc đáo/Giá trịBài báo cung cấp sự hiểu biết sâu sắc hơn về tiếp thị rượu vang trong các hình thức kênh dịch vụ rượu vang đang phát triển.

Từ khóa


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