2023年论文（格式已修改）社会化媒体营销对奢侈品的影响.docx

Abstract: With the development of network platform in China, there is a sharp increase in the number of users of social media such as Microblog and WeChat, whose rapid development create new marketing tactics for the promotion of products. Due to zero cost of advertising and the maximum audience, social media marketing has become an important way of promotion which cannot be neglected. The marketing of luxurious products should keep up with the development of social media. Enterprises are supposed to provide information of products to attract the attention of possible buyers, strengthen its branding marketing and public strategies, and highlight the excellence of the products. The paper focuses on the characteristics of social media, the influences of social media marketing on consumers of luxurious products, the marketing of the branding of luxurious products, and the general situations of social media marketing. Based on a case study of a certain luxurious product, the author analyzes the influence of social media marketing on the branding of luxurious products, and provides its advantages and disadvantages for readers’ reference. Key words: social media, marketing, luxurious products ：社会化媒体营销因其零广告本钱和最大受众而在产品营销中不可忽略。奢侈品的营销需紧紧跟随社会化媒体的开展，在社会化媒体平台上提供客户关注的内容，强化其品牌营销，公关策略，并在网络用户中突出产品品牌与众不同的卓越之处。本文通过研究社会化媒体的特征，社会化媒体营销对消费者的影响，社会化媒体的用户及其特点，奢侈品在社会化媒体营销的状况，以及社会化媒体营销对奢侈品品牌营销的影响，以某奢侈品在社会化媒体上的营销案例为根底，分析社会化媒体营销对奢侈品品牌营销的影响，并提出这种营销方式的优势和劣势供读者参考。 关键词：社会化媒体 营销 奢侈品 CONTENTS I Introduction 1 II Literature Review……………………………………………..…..…………………………1 2.1 The definition of Luxurious Products………………………………………….……………………….1 2.2 The Characteristics of Consumers of Luxurious Products 1 2.3 The Definition And Characteristics of Social Media Marketing………………………………………..2 2.4 The Influences of Social Media Marketing on Consumers of Luxurious Products…………………….3 III The General Situations of Social Media Marketing And the Branding of Luxurious Products 3 3.1 The Characteristics of Social Media Marketing ………………………………………………………..3 3.1.1 The Characteristics of Microblog And Its Users……………………………………..………….3 3.1.2 The Characteristics of WeChat And Its Users……………………………………………………4 3.2 The General Situations of the Branding of Luxurious Products………………………………………...5 3.3 The Marketing of the Branding of Luxurious Products…………………………………………………5 IV A Case Study of The Influence of Social Media Marketing on the Branding of Luxurious Products…………………………………………………………………………….6 4.1 The Social Media Marketing Activity Background………………………….…………………………6 4.2 The Social Media Marketing Activity Strategies…………………………………….…………………7 The Effects of the Social Media Marketing Activity on Consumers……………………………………7 4.4 The Advantages and Disadvantages of Social Media Marketing on the Branding of Luxurious Products………………………………………………………………………………………………....8 V Conclusion……………………………………………………………………..……………..9 Notes 11 Bibliography 12 Acknowledgments 13 I Introduction The number of users of social media such as Microblog and WeChat has been on a sharp increase due to the development of network and social media platform in China. “With its zero cost of advertising and the maximum users, social media create new marketing ways for products promotion〞1. The marketing of luxurious products should closely follow the development of social media. It is necessary for salesmen to provide products information on social media to attract the attention of possible buyers, strengthen its branding marketing and public strategies, and highlight the excellence of the products. In this paper, the author will focus on the characteristics of social media, the influences of social media marketing on consumers of luxurious products, the marketing of the branding of luxurious products, and the general situations of social media marketing. Based on a case study of a certain luxurious product, the author will analyze the influence of social media marketing on the branding of luxurious products, and provides its advantages and disadvantages for readers’ reference in expectation that they can make use of social media marketing to promote the products. II Literature review 2.1 The definition of luxurious products The concept of luxury is an exotic noun which originated from “Luxus〞 in Latin. There are different explanations of the concept of luxury. First, it is thought that luxury is the commodity which exceed the necessary production cost or expenditure in the process of production or use. Second, according to the explanation in English dictionary, luxury refers to the commodity one can possess but not necessary. “It is characterized by a pleasure in spirit, comfort in use, and expensive in price〞2. It can be seen that luxury has innate connotations: the consumers of luxurious products belong to the minimum group who are extremely rich; luxurious products is valuable and rare commodity or service; “the value composition is made up of the substantive val