本文選題：奢侈品服裝品牌　切入點：微信營銷　出處：《北京服裝學院》2017年碩士論文　論文類型：學位論文

【摘要】：據(jù)統(tǒng)計,2016年微信月活躍用戶人數(shù)已經(jīng)達到7.62億。微信已經(jīng)改變了人們?nèi)粘５纳罘绞?從獲取信息的渠道、消費行為習慣、閱讀方式等,并為企業(yè)開辟了一種顛覆性的營銷模式。論文選擇以當下主流移動營銷平臺—微信和國際奢侈品牌巴寶莉、路易威登、香奈兒、阿瑪尼為例,對奢侈品服裝品牌的微信營銷策略進行分析研究,分析了互動營銷,客戶體驗、定制化服務(wù)、口碑傳播、線上線下整合營銷等微信公眾平臺的新營銷模式。總結(jié)出微信營銷必須以用戶為中心,開發(fā)能夠吸引和反映消費者價值觀的產(chǎn)品和服務(wù)。論文還以4C營銷理論為基礎(chǔ),結(jié)合新媒體最新理論,從品牌定位、品牌溝通、客戶關(guān)系管理三個方面就奢侈品牌微信營銷策略的影響進行分析,并為奢侈品牌微信互動營銷提出了相應(yīng)的策略性建議。
[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.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.86

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