選題主要立足于中國商業(yè)地產(chǎn)綜合購物中心消費市場,以多元化社交媒體環(huán)境下商業(yè)地產(chǎn)品牌的數(shù)字化營銷為切?點,選取商業(yè)地產(chǎn)品牌K作為個案分析對象,通過分析商業(yè)地產(chǎn)品牌的數(shù)字化營銷方式,總結(jié)其傳播規(guī)律和目的,對其在多元化社交媒體環(huán)境下的傳播現(xiàn)狀、效果做初步的評估和分析,綜合商業(yè)地產(chǎn)品牌在數(shù)字化營銷上存在的問題,提出改進的建議,為商業(yè)地產(chǎn)本土品牌傳播進行有效的品牌傳播提供借鑒和參考。K品牌作為全球具備影響力的商業(yè)地產(chǎn)品牌之一,已開展中國內(nèi)地市場業(yè)務(wù)12年。在確定了知名度的同時也同樣經(jīng)歷了山寨產(chǎn)品泛濫、購物中心品牌元素被抄襲等問題。因此,K公司從2008年至2019年陸續(xù)開通了微博、微信、官方垂直線上購物平臺、新零售虛擬現(xiàn)實技術(shù)（VR）線上逛店平臺等,整合了大部分網(wǎng)絡(luò)營銷傳播手段,以應(yīng)對之前存在的種種問題。然而,目前國內(nèi)關(guān)于商業(yè)地產(chǎn)品牌的研究多傾向于選擇單一的視角進行分析。因此本文通過對商業(yè)地產(chǎn)品牌K的深度案例分析,結(jié)合定位理論、精準營銷理論、整合營銷傳播理論、整合營銷傳播以建立品牌資產(chǎn)理論及相關(guān)理論綜述,采用案例分析法及數(shù)據(jù)分析法的研究方法,從K公司在品牌數(shù)字化營銷方面的發(fā)展歷程到現(xiàn)狀、各平臺的... 

【文章來源】：廣東外語外貿(mào)大學廣東省

【文章頁數(shù)】：73 頁

【學位級別】：碩士

【文章目錄】：
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



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