奢侈品服装品牌的微信营销策略研究

发布时间：2018-03-10 13:14

本文选题：奢侈品服装品牌　切入点：微信营销　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：据统计,2016年微信月活跃用户人数已经达到7.62亿。微信已经改变了人们日常的生活方式,从获取信息的渠道、消费行为习惯、阅读方式等,并为企业开辟了一种颠覆性的营销模式。论文选择以当下主流移动营销平台—微信和国际奢侈品牌巴宝莉、路易威登、香奈儿、阿玛尼为例,对奢侈品服装品牌的微信营销策略进行分析研究,分析了互动营销,客户体验、定制化服务、口碑传播、线上线下整合营销等微信公众平台的新营销模式。总结出微信营销必须以用户为中心,开发能够吸引和反映消费者价值观的产品和服务。论文还以4C营销理论为基础,结合新媒体最新理论,从品牌定位、品牌沟通、客户关系管理三个方面就奢侈品牌微信营销策略的影响进行分析,并为奢侈品牌微信互动营销提出了相应的策略性建议。
[Abstract]:According to statistics, in 2016, the number of people in WeChat MAU reached 762 million. WeChat has changed people's daily way of life, from access to information, consumer behavior habits, reading style, etc. The thesis takes the mainstream mobile marketing platform-WeChat and international luxury brands Burberry, Louis Vuitton, Chanel and Armani as examples. This paper analyzes the WeChat marketing strategy of luxury clothing brand, analyzes the interactive marketing, customer experience, customized service, word of mouth dissemination, The new marketing model of WeChat public platform, such as online and offline integrated marketing, summarizes that WeChat marketing must be user-centered, and develop products and services that can attract and reflect the values of consumers. The thesis also bases on 4C marketing theory. Combined with the latest theory of new media, this paper analyzes the influence of WeChat marketing strategy on luxury brand WeChat from three aspects of brand positioning, brand communication and customer relationship management, and puts forward corresponding strategic suggestions for the interactive marketing of luxury brand WeChat.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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