高端品牌在圈层中的营销与传播

发布时间：2018-01-06 07:18

本文关键词：高端品牌在圈层中的营销与传播　出处：《首都经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：本研究主要站在当下比较流行的精准营销传播方式角度,来阐明高端产品的小众市场化操作手法为写作目的。通过对目前圈层经济发展状况、人文环境、互联网新技术时代新载体、高端消费人群结构及消费心理进行分析,进而对高端产品如何在圈层人群中的传播推广模式进行研究。主要运用的研究方法有观察法、案例研究法、比较法、经验总结法、定性分析法。研究成果比较突出实用性,基本总结为:(1)在经济新常态下,高端产品的销量尤其是奢侈品的销量在大幅下滑。而传统营销的渠道成本随着这几年商业地产的价格快速攀升,居高不下,各类精众媒体的传播成本也逐年上升,带来了商家企业的运营开支加大。如果没有营销传播策略的调整,对企业后期发展会形成禁锢和掣肘,圈层营销恰是针对高端品牌推广的捷径。(2)圈层营销传播有效加强了高端消费群的消费粘度,对高端消费品牌的市场走向、品牌美誉度提升带来了很大帮助。(3)圈层营销传播可以借助网络化的传播工具,搜集高端消费者的消费倾向资料,建立大数据系统,准确定位开发更迎合市场的高端消费品。(4)创新设计的圈层场所内的传播设备,对高端品牌在小众人群中传播起到终端到达的作用,为品牌在现场的互动传播锦上添花。(5)发现并维护好圈层,与意见领袖型的高端受众建立良好的沟通,是品牌从一个圈层拓展到多个圈层的法宝。由于高端品牌的圈层营销传播在我国发展不久,还没有大量的数据采集和可查文献,因此本文所采用的分析案例及分析逻辑,是建立在本人针对高端品牌在圈层营销传播行业内多年实操的基础上,因此更为偏重应用性,而理论性稍弱。本论文应用价值主要体现在:(1)通过W层化的研究,发掘圈层内高端消费目标受众,高端品牌推广更有针对性;(2)对高端品牌在圈层内如何进行活动推广后,进行数据化营销有应用价值;(3)对新的圈层建立维护,高端产品目标消费群的市场培育,有一定指导意义。
[Abstract]:This research mainly stands in the current more popular angle of accurate marketing communication mode to clarify the niche market-oriented operation of high-end products for the purpose of writing. Through the current economic development of the circle the humanistic environment. The new era of Internet technology carrier, high-end consumer structure and consumer psychology are analyzed. The main research methods are observation method, case study method, comparative method, experience summary method. Qualitative analysis method. The research results are more prominent practical, the basic summary is: 1) under the new normal state of economy. Sales of high-end products, especially luxury goods, are falling sharply, and the cost of traditional marketing channels has remained high as commercial property prices have risen rapidly in recent years. The communication cost of all kinds of fine mass media is also rising year by year, which brings the operating expenses of the business enterprise to increase. If there is no adjustment of marketing communication strategy, the later development of the enterprise will be restrained and restricted. Ring marketing is a shortcut to the promotion of high-end brands. 2) Circle marketing communication effectively strengthens the consumption viscosity of high-end consumer groups and the market trend of high-end consumer brands. Brand reputation promotion has brought great help. The circle of marketing communication can use the network of communication tools to collect high-end consumer consumption trend information and establish big data system. Accurate positioning and development of more responsive to the market of high-end consumer goods. 4) innovative design of the circle of communication equipment, high-end brands in a small number of people spread to play the role of terminal arrival. For the brand in the field of interactive communication. 5) find and maintain a good circle, and opinion leaders of the high-end audience to establish good communication. It is a magic weapon for brands to expand from one layer to more than one layer. Due to the development of high-end brand marketing in China, there is not a large number of data collection and reference. Therefore, the analysis case and analysis logic adopted in this paper, is based on the high-end brand in the circle of marketing and communication industry on the basis of many years, so more emphasis on application. The application value of this paper is mainly reflected in the study of "W" stratification, exploring the target audience of high-end consumption in the circle, and promoting the high-end brand more pertinently; 2) how to carry on the activity promotion after the high-end brand in the circle layer, carries on the data marketing to have the application value; The establishment and maintenance of new circle and the market cultivation of high-end product target consumption group are of certain guiding significance.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【共引文献】