跨境电子商务企业品牌故事传播效果评价指标构建及实证研究
摘要：本文旨在构建跨境电子商务企业品牌故事传播效果评价指标体系，并通过实证研究验证其可行性。首先，通过文献综述和专家访谈，确定了品牌故事传播效果评价指标体系的构成要素，包括品牌知名度、品牌认同度、品牌忠诚度、品牌口碑、品牌影响力和品牌价值。然后，通过问卷调查和数据分析，验证了该指标体系的可行性和有效性。研究结果表明，跨境电子商务企业品牌故事传播效果评价指标体系能够全面、客观地评价品牌故事传播效果，为企业制定品牌传播策略提供了科学依据。
关键词：跨境电子商务；品牌故事；传播效果；评价指标
Abstract: This paper aims to construct a evaluation index system for the brand story dissemination effect of cross-border e-commerce enterprises, and verify its feasibility through empirical research. Firstly, through literature review and expert interviews, the constituent elements of the evaluation index system for brand story dissemination effect were determined, including brand awareness, brand identity, brand loyalty, brand reputation, brand influence and brand value. Then, through questionnaire survey and data analysis, the feasibility and effectiveness of the index system were verified. The results show that the evaluation index system for brand story dissemination effect of cross-border e-commerce enterprises can comprehensively and objectively evaluate the brand story dissemination effect, and provide scientific basis for enterprises to formulate brand communication strategies.
Keywords: cross-border e-commerce; brand story; dissemination effect; evaluation index
跨境电子商务企业品牌故事传播效果评价指标构建及实证研究
