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论文编号：	14549
作者编号：	2320200565
上传时间：	2024/6/1 20:43:51
中文题目：	D公司手表产品内容营销策略优化研究
英文题目：	A Study on the Optimization of Content Marketing Strategies for Watch Products of Company D
指导老师：	安利平
中文关键字：	奢侈手表品牌、移动数字媒体平台、内容营销策略
英文关键字：	Luxury Watch Brands, Mobile Digital Media Platforms, Content Marketing Strategies
中文摘要：	在数字化时代背景下，奢侈品行业正面临前所未有的变革。特别是对于奢侈手表品牌而言，传统的营销模式已难以满足日益增长的市场需求和消费者的多样化需求。随着移动数字媒体平台的兴起，公司开始探索更加灵活和创新的营销模式以适应这一趋势。O2O（Online To Offline）模式因其能够有效结合线上线下资源，提供更加丰富的消费体验而受到重视。在此背景下，探究如何利用移动数字媒体平台上的O2O模式对奢侈手表品牌进行有效营销，成为了一个重要的研究课题。本研究旨在深入分析奢侈品牌在当前数字化转型中的营销策略，特别是如何通过内容营销在移动数字媒体平台上创新并提升品牌形象和销售业绩。 本研究以D公司为案例，深入探讨了该公司在移动数字媒体平台上采用O2O模式进行奢侈手表品牌营销的创新策略。研究首先通过PEST和SWOT分析，对D公司在数字媒体平台上的营销环境进行了全面审视，明确了其面临的外部机遇与挑战以及内部优势与劣势。随后，本研究详细分析了D公司的内容营销构成，包括整体方案、品牌内容、专业内容及用户内容营销，并对其在移动数字媒体平台上的执行现状进行了深入的探讨。研究发现，尽管D公司已在内容营销方面取得一定进展，但仍存在诸多问题，如方案营销的割裂、品牌内容质量不佳、专业内容审核不足以及用户互动缺失。为解决这些问题，本研究提出了一系列策略优化建议，包括整合营销方案、提升品牌内容质量、加强专业内容审核以及促进用户互动。进一步地，本研究设计了针对这些策略的实施和保障措施。具体来说，包括进行广泛的市场调研、实施局部试点、全面推广改进策略以及持续的效果监测和反馈。此外，为确保策略的有效实施，还强调了制度、人员和组织保障的重要性。通过这些综合措施，D公司不仅能够提升其内容营销的效果，还能在竞争激烈的奢侈品市场中提高品牌知名度和销售业绩。 综上所述，本研究为奢侈手表品牌在移动数字媒体平台上通过O2O模式进行营销创新提供了实证研究和策略指导。研究结果表明，通过细化和优化内容营销策略，结合公司内外部资源，奢侈品牌能够有效适应数字化时代的挑战，实现品牌形象和销售业绩的双重提升。
英文摘要：	In the digital era, the luxury goods industry is undergoing unprecedented transformation. Luxury watch brands, in particular, are finding that traditional marketing methods are no longer sufficient to meet the growing market demands and diverse consumer preferences. The rise of mobile digital media platforms has prompted businesses to explore more flexible and innovative marketing approaches to adapt to this trend. The Online to Offline (O2O) model, known for effectively combining online and offline resources to provide richer consumer experiences, has gained attention in this context. Against this backdrop, investigating how to effectively market luxury watch brands using the O2O model on mobile digital media platforms has become an important research topic. This study aims to delve into the marketing strategies of luxury brands in the current digital transformation, especially focusing on how to innovate and enhance brand image and sales performance through content marketing on mobile digital media platforms. This research takes D Corporation as a case study to explore the innovative strategies of marketing luxury watch brands using the O2O model on mobile digital media platforms. Initially, the study comprehensively examines the marketing environment of D Corporation on digital media platforms through PEST and SWOT analyses, clarifying the external opportunities and challenges as well as internal strengths and weaknesses it faces. The study then thoroughly analyzes the content marketing components of D Corporation, including overall scheme, brand content, professional content, and user content marketing, and delves into their execution status on mobile digital media platforms. It was found that although D Corporation has made some progress in content marketing, several issues persist, such as fragmented marketing schemes, poor quality of brand content, insufficient professional content review, and lack of user interaction. To address these issues, the study proposes a series of strategy optimization recommendations, including integrating marketing schemes, enhancing the quality of brand content, strengthening professional content review, and promoting user interaction. Furthermore, the study designs implementation and assurance measures for these strategies. Specifically, these include conducting extensive market research, implementing pilot projects, broadly promoting improved strategies, and continuous monitoring and feedback on the effects. In addition, the study emphasizes the importance of institutional, personnel, and organizational assurances for the effective implementation of these strategies. Through these comprehensive measures, D Corporation can not only enhance the effectiveness of its content marketing but also improve brand recognition and sales performance in the competitive luxury goods market. In summary, this study provides empirical research and strategic guidance for marketing innovation of luxury watch brands on mobile digital media platforms using the O2O model. The results suggest that by refining and optimizing content marketing strategies and combining internal and external resources of the enterprise, luxury brands can effectively meet the challenges of the digital age, achieving dual enhancement of brand image and sales performance.
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