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互联网的兴起开辟了品牌营销的新途径。本文依照AISAS营销逻辑框架对我国主要滑板企业进行微博品牌营销案例分析。研究发现,我国滑板企业普遍存在市场品牌核心价值不明确、理念不完善或理念与行为不相一致、内容单一、缺乏与粉丝互动、微博发布时间与频率有待改善、通过微博维护消费者对品牌忠诚度的方法和力度亟待提高等问题。本文提出了相应的改进建议。
The rise of the Internet has opened up new ways of brand marketing. This article analyzes the marketing of Weibo brand in China’s major skateboarding enterprises according to AISAS marketing logical framework. The study found that the prevalence of skateboarding companies in China is not clear whether the core values of the market brand, the concept of imperfect or inconsistent philosophy and behavior, a single content, lack of interaction with fans, microblogging release time and frequency to be improved, through microblogging to protect consumers The method and intensity of brand loyalty need to be improved urgently. This paper presents the corresponding suggestions for improvement.