周大福社交媒体电商业务营销策略改进研究
The Improved Marketing Tactic Research On Social Media E-commerce
Of CTF
Abstract
The topic selection of this thesis is based on the domestic jewelry consumer market, taking
the digital marketing in the new media era as the entry point, and —— Zhou Tai Fook (CTF)
jewelry, the leading domestic jewelry market enterprise, is selected as the research object.At
present, Zhou Tai Fook Jewelry has established a social media platform (such as TikTok,
Xiaohongshu) enterprise account, but from the feedback of the core data indicators (number of
fans, short video traffic, thumb up comments number, completion rate, etc.), against the brand
influence of Zhou Tai Fook Jewelry, the existing social media traffic performance is very
weak.At the same time, as an enterprise account on social media platforms, the e-commerce
function of the account has not been effectively transformed.Through the analysis of Chow Tai
Fook jewelry new media e-commerce, using the theory of marketing management combined
with the reality, the marketing strategy in the new media environment, comprehensive brand
social media marketing shortcomings and limitations, put forward the improved optimization
scheme, plays a positive role in promoting enterprises to achieve omni-channel marketing.
First of all, this thesis analyzes the internal and external environment of Chow Tai Fook
social media e-commerce business—— analyzes one from four aspects: macro environment,
industry competition environment, consumer market environment, and the enterprise's own
resources and capabilities.Secondly, under the support of STP theoretical model, the target
market and positioning of social media e-commerce business are selected and
positioned.Finally, based on 4P theory model and combined with the characteristics of social
media marketing in product strategy, price strategy, KOL promotion strategy and social media
matrix strategy, to make it more adapt to social media communication characteristics, in order
to solve the problems related to "traffic realization" in the social media e-commerce business at
this stage.At the same time, safeguard measures for account operation, training and incentive
system are put forward to ensure the effectiveness of the implementation of the plan.
This thesis clarifies the necessity and importance of enterprise layout and developing
social media e-commerce business through analysis.At the same time, combining with the
actual situation of industry, market and enterprises, determine the enterprise social media
electricity business market segment ——, high-end market sequence of 25-40 young consumer
groups, developed the corresponding marketing strategy ——— focus on TikTok and Red
Booklet social media platform accounts, on the two platforms to distinguish low frequency and
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大连理工大学专业学位硕士学位论文
low frequency consumer market, and stable brand in the image of young consumers, grasp the
wave of consumer iteration.
Key Words: marketing;social media; marketing strategy; CTF
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周大福社交媒体电商业务营销策略改进研究
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.1.1 周大福珠宝简介.................................................................................... 1
1.1.2 新媒体时代的数字化营销进程............................................................ 1
1.1.3 本文的研究目的与意义........................................................................ 2
1.2 研究现状........................................................................................................... 3
1.2.1 国内相关研究现状................................................................................ 3
1.2.2 国外相关研究现状................................................................................ 3
1.3 研究思路与方法............................................................................................... 5
1.3.1 研究思路................................................................................................ 5
1.3.2 研究方法................................................................................................ 5
2 理论综述...................................................................................................................... 6
2.1 相关概念........................................................................................................... 6
2.1.1 社交媒体................................................................................................ 6
2.1.2 私域流量和公域流量............................................................................ 7
2.1.3 大数据.................................................................................................... 7
2.1.4 电子商务................................................................................................ 8
2.2 营销理论与分析方法简述............................................................................... 8
2.2.1 3C分析法 .............................................................................................. 8
2.2.2 AISAS消费者行为分析法 ................................................................... 8
2.2.3 STP市场细分........................................................................................ 9
2.2.4 4P营销理论........................................................................................... 9
2.3 新媒体营销方法综述..................................................................................... 10
2.3.1 口碑营销.............................................................................................. 10
2.3.2 互动营销.............................................................................................. 10
2.3.3 移动营销.............................................................................................. 11
3 周大福社交媒体电商业务营销环境分析................................................................ 13
3.1 宏观环境分析................................................................................................. 13
3.1.1 政策环境分析...................................................................................... 13
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