本文選題：奢侈品服裝品牌　切入點(diǎn)：微信營(yíng)銷　出處：《北京服裝學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：據(jù)統(tǒng)計(jì),2016年微信月活躍用戶人數(shù)已經(jīng)達(dá)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(fèi)行為習(xí)慣、閱讀方式等,并為企業(yè)開辟了一種顛覆性的營(yíng)銷模式。論文選擇以當(dāng)下主流移動(dòng)營(yíng)銷平臺(tái)—微信和國(guó)際奢侈品牌巴寶莉、路易威登、香奈兒、阿瑪尼為例,對(duì)奢侈品服裝品牌的微信營(yíng)銷策略進(jìn)行分析研究,分析了互動(dòng)營(yíng)銷,客戶體驗(yàn)、定制化服務(wù)、口碑傳播、線上線下整合營(yíng)銷等微信公眾平臺(tái)的新營(yíng)銷模式�？偨Y(jié)出微信營(yíng)銷必須以用戶為中心,開發(fā)能夠吸引和反映消費(fèi)者價(jià)值觀的產(chǎn)品和服務(wù)。論文還以4C營(yíng)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(gè)方面就奢侈品牌微信營(yíng)銷策略的影響進(jìn)行分析,并為奢侈品牌微信互動(dòng)營(yíng)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(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.86

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