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；AbstractWiththerapiddevelopmentofnetworktechnologyinChina,socialnetworkmediahasbeenextensivelydeveloped.Socialcommunicationplatformssuchassinaweibo,baidupostbarandWeChatareconstantlyinfluencingpeople'slives.TheuseoftheInternetisbecomingmoreandmorecommonintoday'ssociety.TheInternetmobileterminalhasgivenrisetovariousbusinessopportunitiesforenterprises,andvariouseconomicmodelshaveemerged.Withthepromotionofsocialmedia,thenewconceptof"faneconomy"hasbeenbornoneafteranother.Thesephenomenamakeenterprisesbegintopayattentiontoandinvestresourcesinthedevelopmentofsocialmedia,andhowtosystematicallyintroduceproductsintothemarketingstrategiesofenterprises,sothatsome"fans"canvoluntarilybetransformedintoconsumergroups,brandspokespersonsorsourcesofopinionsofenterpriseshasbecomeanimportanttopic.Inordertoexploretheinfluenceof"faneconomy"socialmarketing.Basedonthereviewofresearch,understandtheconnotationof"fans"economyandthestatusquo,usingliteraturereviewandcaseanalysistounderstandOLAYOLAY'sproductmarketingpresentsituation,throughthewayoftraditionaladvertising,notonlytojoinstarspokespersononsocialmediatoshareusepresentsituation,lookingfor"fans"canbringthepotentialeconomicbenefits,forenterprise'smarketing.ThemarketingstrategiesofOLAYOLAYareanalyzedandputforward,whichwillplayacertainroleinimprovingthemarketcompetitiveness