社会化媒体营销对奢侈品的影响分析研究 公共管理专业VIP专享VIP免费

Abstract:WiththedevelopmentofnetworkplatforminChina,thereisasharpincreaseinthenumberofusersofsocialmediasuchasMicroblogandWeChat,whoserapiddevelopmentcreatenewmarketingtacticsforthepromotionofproducts.Duetozerocostofadvertisingandthemaximumaudience,socialmediamarketinghasbecomeanimportantwayofpromotionwhichcannotbeneglected.Themarketingofluxuriousproductsshouldkeepupwiththedevelopmentofsocialmedia.Enterprisesaresupposedtoprovideinformationofproductstoattracttheattentionofpossiblebuyers,strengthenitsbrandingmarketingandpublicstrategies,andhighlighttheexcellenceoftheproducts.Thepaperfocusesonthecharacteristicsofsocialmedia,theinfluencesofsocialmediamarketingonconsumersofluxuriousproducts,themarketingofthebrandingofluxuriousproducts,andthegeneralsituationsofsocialmediamarketing.Basedonacasestudyofacertainluxuriousproduct,theauthoranalyzestheinfluenceofsocialmediamarketingonthebrandingofluxuriousproducts,andprovidesitsadvantagesanddisadvantagesforreaders’reference.Keywords:socialmedia,marketing,luxuriousproducts摘要：随着中国网络平台的发展，社会化媒体如微博和微信用户数量激增，它们的迅速发展为企业开展品牌传播与推广创造了新的营销方式。社会化媒体营销因其零广告成本和最大受众而在产品营销中不可忽略。奢侈品的营销需紧紧跟随社会化媒体的发展，在社会化媒体平台上提供客户关注的内容，强化其品牌营销，公关策略，并在网络用户中突出产品品牌与众不同的卓越之处。本文通过研究社会化媒体的特征，社会化媒体营销对消费者的影响，社会化媒体的用户及其特点，奢侈品在社会化媒体营销的状况，以及社会化媒体营销对奢侈品品牌营销的影响，以某奢侈品在社会化媒体上的营销案例为基础，分析社会化媒体营销对奢侈品品牌营销的影响，并提出这种营销方式的优势和劣势供读者参考。关键词：社会化媒体营销奢侈品CONTENTSIIntroduction................................................................................................................................1IILiteratureReview……………………………………………..…..…………………………12.1ThedefinitionofLuxuriousProducts………………………………………….……………………….12.2TheCharacteristicsofConsumersofLuxuriousProducts......................................................................12.3TheDefinitionAndCharacteristicsofSocialMediaMarketing………………………………………..22.4TheInfluencesofSocialMediaMarketingonConsumersofLuxuriousProducts…………………….3IIITheGeneralSituationsofSocialMediaMarketingAndtheBrandingofLuxuriousProducts.......................................................................................................................................33.1TheCharacteristicsofSocialMediaMarketing………………………………………………………..33.1.1TheCharacteristicsofMicroblogAndItsUsers……………………………………..………….33.1.2TheCharacteristicsofWeChatAndItsUsers……………………………………………………43.2TheGeneralSituationsoftheBrandingofLuxuriousProducts………………………………………...53.3TheMarketingoftheBrandingofLuxuriousProducts…………………………………………………5IVACaseStudyofTheInfluenceofSocialMediaMarketingontheBrandingofLuxuriousProducts…………………………………………………………………………….64.1TheSocialMediaMarketingActivityBackground………………………….…………………………64.2TheSocialMediaMarketingActivityStrategies…………………………………….…………………74.3TheEffectsoftheSocialMediaMarketingActivityonConsumers……………………………………...