基于AISAS模式的多芬品牌网络整合营销研究汇编.docVIP

基于AISAS模式的多芬品牌网络整合营销研究 内容摘要 随着网络媒体的发展，大众对信息消费的行为模式发生了显著变化，消费者的信息行为模式逐渐从传统的AIDMA法则逐渐向具有鲜明网络特质的AISAS模式转变。传统媒体和网络媒体的不同特性使得信息传播的方式也有所不同，网络媒体更加适用于深度信息传播。多芬作为联合利华最具有价值的品牌之一，充分整合网络媒体开展线上营销活动，成为网络整合营销领域一个成功的典范。 本文针对新的营销传播环境，对比传统与现代整合营销模式的不同，就企业如何有效开展品牌营销传播活动的问题进行了研究。本文首先对多芬“女人生来美丽”这一成功的整合营销活动进行梳理和介绍，其次运用AISAS网络整合营销模式这一理论模型对其展开分析，从传播基点、媒介传播策略及传播效果这三个方面着手搭建框架，采用直接调查法和间接文献搜寻法来评估其传播效果，得出该模式用于实践的可行性，为其他企业的网络整合营销活动提供参考依据。 关键词：网络整合营销传播；AISAS模式；多芬品牌；传播效果 Abstract Along with the development of the network media, the mass of information consumption behavior patterns changed dramatically, the consumer behavior patterns changed from the traditional AIDMA law network to the distinctive AISAS model gradually. The difference between traditional media and network media make the information dissemination way also different, the network media is more suitable for depth information dissemination. Dove is one of the most valuable brand of Unilever. it fully integrates network media to conduct online marketing activities and has become a successful model in network integrated marketing field. Aiming at new marketing communication environment,comparing the differences between the traditional and modern integrated marketing mode, this paper searches how to carry out brand marketing communication activity effectively. Firstly,this paper comb and introduce Dove’s integrated marketing activity “Women are born to be beautiful”.Then apply the AISAS network integrated marketing mode to analysis the case, from the propagation basis points, media communication strategies to communication effect these three aspects to build framework, using direct research and indirect literature search to assess its communication effect,finally providing a reference basis for enterprise network integrated marketing activities. Key words：Network Integrated Marketing；； 目 录 一、引言 1 二、网络整合营销传播理论及模型构建 2 （一）网络整合营销传播概念 2 （二）AISAS网络整合营销传播模式 2 三、基于AISAS模式的多芬品牌网络整合营销传播分析 3 （一）多芬品牌整合营销介绍 3 （二）多芬品牌网络整合营销模型 4 （三）多芬品