裴荻泱 奢侈品品牌管理 碩預

《奢侈品牌微信閉環生態營銷策略》的研究目的是為了讓服飾類奢侈品牌通過微信生態系統來了解顧客和有針對性的進行一些線上的推廣和營銷行為。我將在論文中對于目前服飾奢侈品牌的線上銷售戰略和未來的線上售賣市場的走向提出意見與建議。

她在此研究中通過大量的二手資料調查和用戶訪談，再結合市場專家的意見，最終得出目前大多數的服飾奢侈品牌并沒有表現出清晰的目標年齡層客戶和年齡層顧客的對口市場。大部分的策略還沒有去挖掘服飾品牌真正需要的內容。針對性的調研能夠抓住以前的線下顧客和潛在的線上顧客，并用來服務于主營服飾類的奢侈品牌公司。

Her research purpose of the <WeChat closed-loop Ecological Marketing Strategy of luxury brands> is to let luxury brands understand customers through WeChat ecosystem and carry out some online promotion and marketing behaviors. I will give comments and suggestions for the current online strategy of the luxury brands and the future online market trend in my paper.

Through a large number of second-hand data survey and user interviews, combined with the opinions of market experts, she finally concluded that most of the luxury clothing brands does not show a clear target age customers and age customers of the corresponding market. Most of the strategies haven't explored what the clothing brand really needs. Targeted research can seize the previous offline customers and potential online customers to serve the main clothing category of luxury brand companies.