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分类号密级公开
UDC学校代码10689
硕士学位论文
SSY汉服新媒体营销策略研究
SSYHanfu New Media Marketing Strategy Study
姓名：杜鑫
导师（职称）：史惠华（副教授）
申请学位类别：硕士学位
专业：工商管理
研究方向：市场营销
学院（中心、所）：商学院
论文完成时间：2023年6月6日摘要
摘要
网络的发展推动了科学技术更新,新媒体技术应运而生。互联网已经成为人
们生活中不可或缺的一部分，诸如微信、微博、App 等新兴媒介,也成为了大家
日矷钪泄低ǖ闹饕问健p旅教宓牡嚼闯沟赘谋涞?不仅是普通人们的生活
方式和习惯,也影响了公司的经营思路和品牌推广的手段,更有一个新兴文化产业
正乘着东风逐步进入了人民的视线,逐渐走入普通民众的日矷?比如以中国传
统文化为依托的汉服产业纸裥旅教逵姆⒄挂岩鹦幸档钠毡橹厥?中国
国内不少公司已积极地进行着新媒体营销,市场营销策略也从过去的传统媒体营
销,逐步向新兴媒介营销过渡。公司利用新兴媒体方式，如微信、微博和搜索引
擎等，增强了与用户的交流,更为重视用户的满意度,以此进行营销腏降奶剿鳌?
文中将SSY汉服作为重点调研对象,以新媒体的视角梳理SSY汉服在营销领
域的发展路径，针对SSY汉服面临的困难提出改进策略形乃悸啡缦拢紫?
从新媒体背景研究入手,阐述新媒体营销相关理论浯危岷瞎靖趴鲇胧导?
经营环境,通过客户购买意愿影响程度调查问卷的方式，总结出SSY汉服在新媒
体推广中存在的问题，比如新媒体营销的理解不够深入,宣传手段不够丰富,线上
线下融合性不足,营销投放过度依赖头部流量等问题；讨论其当前在广告内容、
创意电子商务、文化IP品牌建设和事件营销方面的营销策略问题。并根据新媒
体的营销方式,结合微博、微信、APP等形式,归纳出SSY汉服选择的新媒体营销
策略詈螅攵許SY汉服现存的问题提出全平台新媒体推广、拓展营销渠道、
适应用户需要改善交互效果的优化方案崩眯旅教逅嘉擞梦⑿盼⒉⑺?
索引擎、移动App 推广、体验式营销等方面的技术,使SSY汉服比传统汉服企业
更高效的进行新媒体营销,并把握新媒体发展所带来的机会,从而促进公司的发展，
增强公司的实力ü許SY汉服新媒体营销的梳理,为相关汉服企业的推广营
销找到一条新媒体经验借鉴的道路,给中国新兴文化产业的发展带来新思路和新
方向。
关键词：SSY汉服；新媒体营销；营销策略
I ABSTRACT
ABSTRACT
The development of the Internet has led to the renewal of science and technology,
and new media technologies have emerged.The Internet has become an indispensable
part of peoples lives,and new media such as apps,Weibo,and WeChat .The
arrival of new media has completely changed not only the lifestyle and habits of
ordinary people,but also influenced the business ideas and brand promotion methods
of companies,and there is an emerging cultural industry that is gradually entering the
peoples sight and gradually entering the daily life of ordinary people,such as the
Chinese traditional culture-based Hanfu industry.Nowadays,the development of new
media marketing has attracted widespread attention in the industry,and many
companies in China have been actively engaged in new media marketing,and their
marketing strategies have gradually transitioned from traditional media marketing to
new media marketingpanies are using new media such as WeChat,Weibo and
search engines to enhance their communication with users and pay more attention to
user satisfaction as a way to explore their marketing models.
In this paper,we take SSYHanfu as the focus of our research,and use the
perspective of new media to sort out the development path of SSYHanfu in the
marketing field,and propose optimization strategies for the difficulties faced by SSY
Hanfu.The idea of the paper is as follows:firstly,we start from the background study
of new media and clarify the concept of new media marketing.Secondly,we
summarize the problems of SSYHanfu in new media promotion by means of
customer purchase intention and satisfaction questionnaires,such as the lack of
in-depth understanding of new media marketing,insufficient propaganda means,
insufficient integration between online and offline,and over-reliance on head traffic
in marketing,etc.We also discuss the current problems in advertising content,
creative e-commerce,cultural We also discuss the current marketing strategies in
advertising content,creative e-commerce,IPbranding and event marketing.The new
media marketing strategies chosen by SSYHanfu are summarized according to the
new media marketing methods,including Weibo,WeChat and APP.Finally,we
II ABSTRACT
propose an optimization plan for SSYHanfu in terms of platform-wide new media
promotion,expanding marketing channels,and adapting to usersneeds to improve
interaction effects.At the same time,SSYHanfu uses new media thinking and
technology in WeChat microblogging,search engines,mobile app promotion,and
experiential marketing to make SSYHanfu more efficient in new media marketing
than traditional Hanfu companies and to grasp the opportunities brought by new
media development,thus promoting the companys development and strengthening its
strength.By sorting out the new media marketing of SSYHanfu,we can find a way to
learn from the new media experience for the promotion and marketing of related
Hanfu enterprises,and bring new ideas and new directions to the development of
Chinas emerging cultural industry.
Keywords:SSYHanfu;new media marketing;marketing strategy
III 目录
第一章绪论...............................................................................................1
第一节研究背景与意义........................................................................1
一、研究背景.......................................................................................1
二、研究意义.......................................................................................2
第二节研究思路与内容........................................................................3
一、研究思路.......................................................................................3
二、研究内容.......................................................................................3
第三节研究方法与技术路线...............................................................4
一、研究方法.......................................................................................4
二、技术路线.......................................................................................4
第二章相关理论及文献综述..................................................................6
第一节相关理论....................................................................................6
一、汉服...............................................................................................6
二、新媒体营销.................................................................................6
三、4P营销理论................................................................................9
第二节文献综述....................................................................................9
一、国内研究现状...............................................................................9
二、国外研究现状...........................................................................11
三、研究述评...................................................................................11
第三章SSY汉服概况与环境分析........................................................13
第一节SSY汉服概况.........................................................................13
一、公司简介.....................................................................................13
二、收入现状...................................................................................14
三、业务现状...................................................................................14
第二节SSY汉服新媒体营销外部环境分析.....................................15
一、宏观环境分析.............................................................................15
二、行业环境分析.............................................................................18
第三节SSY汉服新媒体营销内部环境分析.....................................28
一、企业资源分析.........................................................................
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