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论文编号：	15796
作者编号：	2320233836
上传时间：	2025/12/10 10:01:41
中文题目：	LZ公司护肤品业务的互动整合营销传播策略研究
英文题目：	Research on Interactive Integrated Marketing Communications Strategy for LZ Co. Ltd.’s Skincare Products
指导老师：	申光龍
中文关键字：	护肤品；互动整合营销传播；利害关系者；影响者营销； 客户数据平台
英文关键字：	Skincare Product；Interactive Integrated Marketing Communications； Stakeholder；Influencer Marketing；Customer Data Platform
中文摘要：	在过去的二十多年间，舒尔茨等学者不断深化整合营销传播理论，并将其 提升至企业战略层面。另有学者从组织与利益相关者双向互动出发，系统构建 了互动整合营销传播理论框架，在实践中取得显著进展。该理论通过整合企业 内部资源与外部传播渠道，形成统一的营销策略体系，支持企业开展高度定制 化的市场传播。 随着消费升级与新零售模式快速发展，护肤品市场竞争日益激烈，消费者 对品质、体验与个性化的需求持续提高。LZ 公司作为一家区域性护肤品零售企 业，虽积累了一定本地客户基础，但市场份额仍不突出。为应对新零售挑战， 扩大客户规模，LZ 公司亟须优化其互动整合营销传播策略。 本研究通过问卷调查和数据分析等方法，系统分析了 LZ 公司护肤品业务在 消费升级与新零售背景下的营销现状。研究发现，尽管 LZ 公司已积累一定客户 基础，但在策略精准性、互动创新性和利益相关方协同等方面仍存在不足，尤 其难以适应新零售模式的发展要求。本文基于整合营销传播理论，结合企业实 际，从利益相关方协同、数据库系统建设和媒体资源整合三个关键维度，构建 了一套互动整合营销传播策略框架及实施保障机制，旨在提升企业沟通效率与 市场竞争力，并为同类企业提供实践参考与理论借鉴。
英文摘要：	Over the past two decades, scholars such as Schultz have continually refined Integrated Marketing Communications (IMC) theory, elevating it to the level of corporate strategy. Meanwhile, other researchers have developed a theoretical framework for Interactive Integrated Marketing Communications (IIMC) based on bidirectional interactions between organizations and stakeholders, achieving significant practical advancements. This approach integrates internal resources with external communication channels to form a unified marketing strategy system, enabling enterprises to carry out highly customized marketing campaigns. With the acceleration of consumption upgrades and the rapid development of new retail models, competition in the skincare market has intensified. Consumers increasingly demand higher quality, enhanced experiences, and greater customization. As a regional skincare retail enterprise, LZ Company has established a certain local customer base but has yet to capture a significant market share. To address the challenges posed by new retail trends and expand its customer base, LZ Company needs to optimize its interactive integrated marketing communications strategy. This thesis employs methods such as questionnaires and data analysis to systematically examine the current marketing situation of LZ Company’s skincare business within the context of consumption upgrading and the new retail environment. While the company has built a stable customer base, it faces challenges in strategic precision, interactive innovation, and stakeholder collaboration—particularly in adapting to new retail demands. Based on integrated marketing communication theory, this thesis proposes an interactive marketing framework focusing on three areas: stakeholder coordination, database system development,and media integration. The proposed strategy aims to improve communication efficiency and market competitiveness, offering practical insights for similar enterprises.
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