本文關(guān)鍵詞：高端品牌在圈層中的營銷與傳播　出處：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 圈子圈層 高端消費(fèi)人群 高端品牌定位 傳播推廣

【摘要】：本研究主要站在當(dāng)下比較流行的精準(zhǔn)營銷傳播方式角度,來闡明高端產(chǎn)品的小眾市場化操作手法為寫作目的。通過對目前圈層經(jīng)濟(jì)發(fā)展?fàn)顩r、人文環(huán)境、互聯(lián)網(wǎng)新技術(shù)時(shí)代新載體、高端消費(fèi)人群結(jié)構(gòu)及消費(fèi)心理進(jìn)行分析,進(jìn)而對高端產(chǎn)品如何在圈層人群中的傳播推廣模式進(jìn)行研究。主要運(yùn)用的研究方法有觀察法、案例研究法、比較法、經(jīng)驗(yàn)總結(jié)法、定性分析法。研究成果比較突出實(shí)用性,基本總結(jié)為:(1)在經(jīng)濟(jì)新常態(tài)下,高端產(chǎn)品的銷量尤其是奢侈品的銷量在大幅下滑。而傳統(tǒng)營銷的渠道成本隨著這幾年商業(yè)地產(chǎn)的價(jià)格快速攀升,居高不下,各類精眾媒體的傳播成本也逐年上升,帶來了商家企業(yè)的運(yùn)營開支加大。如果沒有營銷傳播策略的調(diào)整,對企業(yè)后期發(fā)展會形成禁錮和掣肘,圈層營銷恰是針對高端品牌推廣的捷徑。(2)圈層營銷傳播有效加強(qiáng)了高端消費(fèi)群的消費(fèi)粘度,對高端消費(fèi)品牌的市場走向、品牌美譽(yù)度提升帶來了很大幫助。(3)圈層營銷傳播可以借助網(wǎng)絡(luò)化的傳播工具,搜集高端消費(fèi)者的消費(fèi)傾向資料,建立大數(shù)據(jù)系統(tǒng),準(zhǔn)確定位開發(fā)更迎合市場的高端消費(fèi)品。(4)創(chuàng)新設(shè)計(jì)的圈層場所內(nèi)的傳播設(shè)備,對高端品牌在小眾人群中傳播起到終端到達(dá)的作用,為品牌在現(xiàn)場的互動傳播錦上添花。(5)發(fā)現(xiàn)并維護(hù)好圈層,與意見領(lǐng)袖型的高端受眾建立良好的溝通,是品牌從一個(gè)圈層拓展到多個(gè)圈層的法寶。由于高端品牌的圈層營銷傳播在我國發(fā)展不久,還沒有大量的數(shù)據(jù)采集和可查文獻(xiàn),因此本文所采用的分析案例及分析邏輯,是建立在本人針對高端品牌在圈層營銷傳播行業(yè)內(nèi)多年實(shí)操的基礎(chǔ)上,因此更為偏重應(yīng)用性,而理論性稍弱。本論文應(yīng)用價(jià)值主要體現(xiàn)在:(1)通過W層化的研究,發(fā)掘圈層內(nèi)高端消費(fèi)目標(biāo)受眾,高端品牌推廣更有針對性;(2)對高端品牌在圈層內(nèi)如何進(jìn)行活動推廣后,進(jìn)行數(shù)據(jù)化營銷有應(yīng)用價(jià)值;(3)對新的圈層建立維護(hù),高端產(chǎn)品目標(biāo)消費(fèi)群的市場培育,有一定指導(dǎo)意義。
[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.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：1386841