K公司数字营销低效益的研究及对策
发布时间：2021-07-13 15:22
选题主要立足于中国商业地产综合购物中心消费市场,以多元化社交媒体环境下商业地产品牌的数字化营销为切?点,选取商业地产品牌K作为个案分析对象,通过分析商业地产品牌的数字化营销方式,总结其传播规律和目的,对其在多元化社交媒体环境下的传播现状、效果做初步的评估和分析,综合商业地产品牌在数字化营销上存在的问题,提出改进的建议,为商业地产本土品牌传播进行有效的品牌传播提供借鉴和参考。K品牌作为全球具备影响力的商业地产品牌之一,已开展中国内地市场业务12年。在确定了知名度的同时也同样经历了山寨产品泛滥、购物中心品牌元素被抄袭等问题。因此,K公司从2008年至2019年陆续开通了微博、微信、官方垂直线上购物平台、新零售虚拟现实技术（VR）线上逛店平台等,整合了大部分网络营销传播手段,以应对之前存在的种种问题。然而,目前国内关于商业地产品牌的研究多倾向于选择单一的视角进行分析。因此本文通过对商业地产品牌K的深度案例分析,结合定位理论、精准营销理论、整合营销传播理论、整合营销传播以建立品牌资产理论及相关理论综述,采用案例分析法及数据分析法的研究方法,从K公司在品牌数字化营销方面的发展历程到现状、各平台的...
【文章来源】：广东外语外贸大学广东省
【文章页数】：73 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 Introduction
1.1 Research Background
1.2 Research Significance
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Research Content and Structural Framework
1.3.1 Research Contents
1.3.2 Structural Framework
1.4 Research Methods
1.4.1 Case Study Method
1.4.2 Data Analysis Method
Chapter 2 Literature Review
2.1 Positioning Theory
2.2 Precision Marketing
2.3 Integrated Marketing Communications
2.4 IMC to Build Brand Equity
2.5 Brief Summary on Related Literature
Chapter 3 Case Description
3.1 Brief Introduction of K Company
3.2 The Current Consumer Market of K Company
3.2.1 Consumer Groups Getting Younger
3.2.2 Detailed User Profiles in the Eco-System of K Company
3.2.3 Greater Influence of Digital Marketing
3.3 Overview on Digital Marketing Communications of K Company
3.3.1 Digital Marketing Process of K Company
3.3.2 Problems on Digital Marketing of K Company
Chapter 4 Case Analysis
4.1 Marketing on Official Websites
4.1.1 Rich Content but Low View Rate
4.1.2 Lack of Effective Interaction
4.2 Marketing on Social Media
4.2.1 Interactive UGC but Low Effective Usage
4.2.2 Large Weibo Traffic but Invalid Communication
4.2.3 Multiple Creative We Chat but Improper Use of Big Data
4.3 Marketing on Key Opinion Leaders
4.3.1 Celebrities Increasing Brand Exposure but Not Generating Sales
4.3.2 Fashion Blogger Attracting Attention but Not Drawing Sales
4.4 Marketing on Newly-Developing Online Shopping
4.4.1 Popular Live Broadcast Platform but Low ROI
4.4.2 New Technology of VR Platform but Poor User Experiences
Chapter 5 Suggestions
5.1 Adopt Precision Marketing
5.1.1 Digitalizing on User Profiles
5.1.2 Precisely Selecting on the Right KOL
5.2 Multi-Platform Integrated Marketing
5.2.1 Optimizing on Social Media Resources
5.2.2 Improving Online Shopping Service Experience
5.3 Digital Content Marketing with Strict Control
5.3.1 Delivering of Content Resonating with Audience
5.3.2 Following-up Review of Content Marketing
5.3.3. Diversifying Output of Content Marketing
Chapter 6 Conclusions and Limitations
6.1 Conclusions
6.2 Limitations and Future Studies
References
本文编号：3282313
【文章来源】：广东外语外贸大学广东省
【文章页数】：73 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 Introduction
1.1 Research Background
1.2 Research Significance
1.2.1 Theoretical Significance
1.2.2 Practical Significance
1.3 Research Content and Structural Framework
1.3.1 Research Contents
1.3.2 Structural Framework
1.4 Research Methods
1.4.1 Case Study Method
1.4.2 Data Analysis Method
Chapter 2 Literature Review
2.1 Positioning Theory
2.2 Precision Marketing
2.3 Integrated Marketing Communications
2.4 IMC to Build Brand Equity
2.5 Brief Summary on Related Literature
Chapter 3 Case Description
3.1 Brief Introduction of K Company
3.2 The Current Consumer Market of K Company
3.2.1 Consumer Groups Getting Younger
3.2.2 Detailed User Profiles in the Eco-System of K Company
3.2.3 Greater Influence of Digital Marketing
3.3 Overview on Digital Marketing Communications of K Company
3.3.1 Digital Marketing Process of K Company
3.3.2 Problems on Digital Marketing of K Company
Chapter 4 Case Analysis
4.1 Marketing on Official Websites
4.1.1 Rich Content but Low View Rate
4.1.2 Lack of Effective Interaction
4.2 Marketing on Social Media
4.2.1 Interactive UGC but Low Effective Usage
4.2.2 Large Weibo Traffic but Invalid Communication
4.2.3 Multiple Creative We Chat but Improper Use of Big Data
4.3 Marketing on Key Opinion Leaders
4.3.1 Celebrities Increasing Brand Exposure but Not Generating Sales
4.3.2 Fashion Blogger Attracting Attention but Not Drawing Sales
4.4 Marketing on Newly-Developing Online Shopping
4.4.1 Popular Live Broadcast Platform but Low ROI
4.4.2 New Technology of VR Platform but Poor User Experiences
Chapter 5 Suggestions
5.1 Adopt Precision Marketing
5.1.1 Digitalizing on User Profiles
5.1.2 Precisely Selecting on the Right KOL
5.2 Multi-Platform Integrated Marketing
5.2.1 Optimizing on Social Media Resources
5.2.2 Improving Online Shopping Service Experience
5.3 Digital Content Marketing with Strict Control
5.3.1 Delivering of Content Resonating with Audience
5.3.2 Following-up Review of Content Marketing
5.3.3. Diversifying Output of Content Marketing
Chapter 6 Conclusions and Limitations
6.1 Conclusions
6.2 Limitations and Future Studies
References
本文编号：3282313
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