粉丝经济视角下（Olay）玉兰油的营销策略研究.doc

摘要在我国网络技术的迅猛发展下社会网络媒体得到了大量的开发。新浪微博、百度贴吧、微信等社会化交流平台时刻影响着人们的生活。互联网在当今社会中的利用日趋普遍互联移动端的孕育给企业代来各种商机种种经济模式层见叠出而在社交媒体的推动下“粉丝经济”的新概念相继诞生。这些现象让企业开始重视并投入资源发展社会化媒体而如何将商品系统地导入企业的营销策略让部分“粉丝”自愿转化为企业的消费人群、品牌代言人或意见来源就成为重要的课题。为了探究利用“粉丝经济”社会化营销的影响。本文通过查阅研究了解当下“粉丝经济”的内涵以及现状利用文献探讨及案例分析了解OLAY玉兰油旗下产品的营销现状不仅透过传统广告方式更加入明星代言人于社会化媒体上分享使用现况寻找“粉丝”所能带来的潜在经济效益探寻企业的营销奥秘。并运用分析对OLAY玉兰油的营销策略进行分析整理后提出建议对提高其在同类产品中的市场竞争力产生一定作用。关键词：“粉丝经济”；营销策略；经济模式；OLAY；AbstractWiththerapiddevelopmentofnetworktechnologyinChinasocialnetworkmediahasbeenextensivelydeveloped.SocialcommunicationplatformssuchassinaweibobaidupostbarandWeChatareconstantlyinfluencingpeople'slives.TheuseoftheInternetisbecomingmoreandmorecommonintoday'ssociety.TheInternetmobileterminalhasgivenrisetovariousbusinessopportunitiesforenterprisesandvariouseconomicmodelshaveemerged.Withthepromotionofsocialmediathenewconceptof"faneconomy"hasbeenbornoneafteranother.Thesephenomenamakeenterprisesbegintopayattentiontoandinvestresourcesinthedevelopmentofsocialmediaandhowtosystematicallyintroduceproductsintothemarketingstrategiesofenterprisessothatsome"fans"canvoluntarilybetransformedintoconsumergroupsbrandspokespersonsorsourcesofopinionsofenterpriseshasbecomeanimportanttopic.Inordertoexploretheinfluenceof"faneconomy"socialmarketing.Basedonthereviewofresearchunderstandtheconnotationof"fans"economyandthestatusquousingliteraturereviewandcaseanalysistounderstandOLAYOLAY'sproductmarketingpresentsituationthroughthewayoftraditionaladvertisingnotonlytojoinstarspokespersononsocialmediatoshareusepresentsituationlookingfor"fans"canbringthepotentialeconomicbenefitsforenterprise'smarketing.ThemarketingstrategiesofOLAYOLAYareanalyzedandputforwardwhichwillplayacertainroleinimprovingthemarketcompetitivenessofOLAYOLAYinsimilarproducts.Key