案例编号:
CN_2018XXXTYDZSW_2631
案例名称:
每周一花的小幸福:“花点时间”创造顾客价值的喜与忧
译名:
Small Happiness with a Flower Every Week: ReFlower\'s joy and sorrow in creating customer value
译者:
Li Dongxian, Yang Bo, Chen Wenjing
中文关键词:
花点时间、消费升级、营销策略、鲜花电商
英文关键词:
ReFlower, upgrade consumption, marketing policy, flower e-commerce
中文摘要:
在消费升级大趋势下,鲜花正由传统的礼品消费向日常消费过度,作为一家通过微信公众号向客户提供按周、月、季、年预定并配送主题鲜花服务的电商,“花点时间”准确的定位,以新媒体为载体的高效市场推广为其赢得了创业的开门红;然而,随着越来越多企业参与其中,产品的高度同质化、恶性低价竞争、线下实体店的逆袭等,使“花点时间”面临众多的两难选择。营销战略和策略该如何调整才能在未来的发展中走得更好, 是“花点时间”不得不考虑认真思考的现实问题。
英文摘要:
In the trend of consumption upgrading, flowers are shifting from traditional gift consumption to daily consumption. As an electric business that provides customers with weekly, monthly, quarterly, and annually flower ordering and themed flower delivery services for customers through the WeChat public account, ReFlower had a good start with accurate positioning and efficient marketing with new media as its carrier. However, as more and more enterprises get involved, ReFlower faces a lot of difficult choices due to the high homogeneity of the products, the vicious low price competition, and the counterattack of the offline physical stores. How to adjust the marketing strategy and policy in order to develop better in the future is a practical problem that ReFlower must consider seriously.
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