大势所趋,社会化媒体(也被称为:社交平台)已经成为我们生活的一部分。而

作为一个企业,不融入这个趋势将影响到企业的未来。而如何更有效的利用社会化媒

体的价值就成为了当下企业营销管理最热门的话题。在中共中央‘‘八项规定”、反对

铺张浪费等措施的影响下,越来越多的奢侈品企业已经意识到中国社交网络营销的潜

力和它的影响力。

本研宄通过问卷调查的形式来研宄奢侈品消费者的消费行为以及微信和微博对他

们购买决定的影响。另外,本研宄还通过几家著名奢侈品企业通过微博和微信的具体

活动案例分析,来探讨国际奢侈品集团是如何通过微信和微博在中国市场进行市场营

销推广的。微博和微信作为中国最受欢迎的社交平台,他们各自对中国奢轻侈品消费

者所起的影响有何不同。

通过对奢侈公司案例对比和计对消费者的调研,结果证明社交媒体能更好的推广

品牌文化、促进消费者与品牌之间的互动并增加市场营销活动的影响力。结合微博和

微信进行品牌活动推广,可以有效促进奢侈品的文化故事的广泛传播、对商品的成交

率也有一定的长尾效应。然而,目前还无法证明它能够增加公司的投资收益率。

关键词:社会化媒体;社交平台;奢侈品;品牌文化传播;数字营销;顾客消费行为

第II页
华东理工大学硕士学位论文

Chinese Social Media's Impact on Customer of Luxury Products

Abstract

Driven by a general trend, social media has become an inseparable part of our daily

routine. If the enterprise does not respond to the trend, no doubt it will have a huge impact

strategically and financially. As a consequence, the hottest topic in between all middle or top

management is how to turn this from challenge into opportunity. Luxury industry is no

exception. Soon after the eight rules has made public by the Central Committee of the

Communist Party of China (CCCPC), ttiere has been a dramatic cut on government budget for

entertainment. Increasing number of luxury labels have recognise the influence and potential

of Chinese social media.

The purpose of this study is finding out how major Chinese social media influences

Chinese luxury customer behavior,through method like market research and case study. As

China's most popular social media platforms, how much Weibo and Weixin will influence

their users.

By analyze the case studies and customer behavior research result of the leading

enterprise in luxury industry, it proven that effective digital marketing in social media will

better promote the awareness of the brand culture. It will definitely encourage interactivity

between luxury brands and their customer. More importantly, multi-media will help spreading

the brmid culture faster. However there is no prove that social media marketing could

increasing the purchase rate and a higher ROI.

Key words: Social medk;luxuiy product; Marketing strategy; Customer behaviour; Digital

marketing