市场营销-粉丝经济视角下（Olay）玉兰油的营销策略及模式研究论文VIP免费

摘 要在我国网络技术的迅猛发展下，社会网络媒体得到了大量的开发。新浪微博、百度贴吧、微信等社会化交流平台时刻影响着人们的生活。互联网在当今社会中的利用日趋普遍，互联移动端的孕育给企业代来各种商机，种种经济模式层见叠出，而在社交媒体的推动下，“粉丝经济”的新概念相继诞生。这些现象让企业开始重视并投入资源发展社会化媒体，而如何将商品系统地导入企业的营销策略，让部分“粉丝”自愿转化为企业的消费人群、品牌代言人或意见来源就成为重要的课题。为了探究利用“粉丝经济”社会化营销的影响。本文通过查阅研究，了解当下“粉丝经济”的内涵以及现状，利用文献探讨及案例分析了解 OLAY 玉兰油旗下产品的营销现状，不仅透过传统广告方式，更加入明星代言人于社会化媒体上分享使用现况，寻找 “粉丝”所能带来的潜在经济效益，探寻企业的营销奥秘。并运用分析对 OLAY 玉兰油的营销策略进行分析整理后提出建议，对提高其在同类产品中的市场竞争力产生一定作用。关键词：“粉丝经济”；营销策略；经济模式；OLAY； AbstractWith the rapid development of network technology in China, social network media has been extensively developed. Social communication platforms such as sina weibo, baidu post bar and WeChat are constantly influencing people's lives. The use of the Internet is becoming more and more common in today's society. The Internet mobile terminal has given rise to various business opportunities for enterprises, and various economic models have emerged. With the promotion of social media, the new concept of "fan economy" has been born one after another. These phenomena make enterprises begin to pay attention to and invest resources in the development of social media, and how to systematically introduce products into the marketing strategies of enterprises, so that some "fans" can voluntarily be transformed into consumer groups, brand spokespersons or sources of opinions of enterprises has become an important topic. In order to explore the influence of "fan economy" soci...