奢侈品服装品牌的微信互动设计研究.pdfVIP

056 创意与设计 总第四十八期 | 2017.01 奢侈品服装品牌的微信互动设计研究 文 / 丁肇辰 皮耀东 （北京服装学院） The Resarch on Interactive Design of Luxury Clothing Brands Based on Wechat 摘要： 据统计，2016年微信月活跃用户人数已经达到7.62亿。微信已经改变了人们日常的生活方式，从获取信 息的渠道、消费行为习惯、阅读方式等，并为企业开辟了一种颠覆性的营销模式。 论文选择以当下主流移动营销平台—微信和国际奢侈品牌巴宝莉、路易威登、香奈儿、阿玛尼为例，对奢侈品 服装品牌的微信营销策略进行分析研究，分析了互动营销，客户体验、定制化服务、口碑传播、线上线下整合营销 等微信公众平台的新营销模式。总结出微信营销必须以用户为中心，开发能够吸引和反映消费者价值观的产品和服 务。论文还以 4C 营销理论为基础，结合新媒体最新理论，从品牌定位、品牌沟通、客户关系管理三个方面就奢侈 品牌微信营销策略的影响进行分析，并为奢侈品牌微信互动营销提出了相应的策略性建议。 Abstract : According to statistics,the number of monthly active Wechat users had been over 762 million until March 2016.With the development of mobile Internet and e-commerce,Wechat has already been a major e-commerce platform for different brands to join in.Obviously,the Wechat has brought many changes to people’s lifestyle,from the channel of getting information and the method of consuming to the way of reading,as well as developing a disruptive marketing model for different corporations. This essay studies on marketing strategy of luxury brands on Wechat and takes famous luxury clothing brand Burberry,Louis Vuitton,Chanel and Armani as examples.The content mainly focus on interactive marketing, customer experience,customized services,public praise and integration of online and offline marketing.The core of Wechat marketing strategy of luxury brands should be more user-centric and develop more products that can attract and reflect customers values,as well as provide better services.In order to meet the new marketing strategy mode,the Wechat marketing should make adjustment from the contents and methods of marketing to the products and values of promoting. This essay is also based on the 4C marketing theory and combined with latest new media theories to analyze the influence of Wechat on luxury brands marketing strategy,from the brand positioning,brand communicating and customer relationship management.Final