关于关键意见领袖营销模式的研究——以雅诗兰黛为例

北京理工大学珠海学院 2020 届本科生毕业论文Research on KOL Marketing Mode ——Taking Estee Lauder as an ExampleResearch on KOL Marketing Mode ——Taking Estee Lauder as an ExampleAbstractIn the era of self-media in the 21st century, more and more people are willing to use the social media to share their own experience and pay attention to social hot issues and tide. In this process, a group of influential people appear. They are called KOL. And their appearance drives the development of KOL marketing mode in the Chinese market.This paper mainly focuses on the two questions of “what is KOL marketing mode” and “how brands successfully use KOL marketing mode”. In the meantime, this paper explores the severe challenges of KOL marketing mode. Through the analysis of Estee Lauder’s success, this paper finally concludes that the brands need to launch KOL by combining all aspects and self-construction should be considered. And brands which use KOL marketing mode had better pay attention to the challenges of KOL marketing mode in order to solve them directly.I北京理工大学珠海学院 2020 届本科生毕业论文Keywords: social media, marketing mode, KOL, Estee Lauder关于关键意见领袖营销模式的研究——以雅诗兰黛为例摘 要在 21 世纪的自媒体时代，越来越多的人愿意利用社交媒体分享自己的经验，关注社会热点问题和潮流。在这个过程中，出现了一批具有影响力的人，他们被称为 KOL。他们的出现带动了关键意见领袖营销模式在中国的发展。本文主要围绕“什么是关键意见领袖营销模式”和“品牌如何成功地使用关键意见领袖营销模式”这两个问题展开。与此同时对关键意见领袖营销模式在当下所面临的挑战进行了研究。通过对雅诗兰黛成功案例的分析，在文章的最后得出结论：品牌需要结合各个方面来投放关键意见领袖，并且要注重品牌自身建设。品牌在运用关键意见领袖营销模式时还要关注该营销模式所面临的挑战以便能直接解决这些问题。 关键词：社交媒体；营销模式；关...