在乡村振兴和全民健身推动的大背景下,乡村体育赛事已成为促进地方经济与文化发展的重要载体。而在互联网时代,传统的营销模式已不再适用,通过网络营销来扩大乡村体育赛事的影响力,促进赛事品牌建设,以助推全面乡村振兴是需重点关注的...在乡村振兴和全民健身推动的大背景下,乡村体育赛事已成为促进地方经济与文化发展的重要载体。而在互联网时代,传统的营销模式已不再适用,通过网络营销来扩大乡村体育赛事的影响力,促进赛事品牌建设,以助推全面乡村振兴是需重点关注的议题。本文基于整合营销中的4I理论,探讨贵州“村超”赛事的网络营销策略,分析其成功“出圈”的关键因素,并为其他乡村体育赛事的营销提供借鉴。研究发现,“村超”依托乡村文化与民族特色构建赛事IP,通过短视频、直播等形式强化互动,以经济与情感价值驱动流量转化,并借助多平台协作形成全媒体传播矩阵,提升品牌影响力。但“村超”在内容创新、营销人才培养及品牌商业化等方面仍存挑战,未来应加强创新驱动,优化商业模式,以确保长期竞争力。Under the backdrop of rural revitalization and the national fitness policy, rural sports events have become an important carrier for promoting local economic and cultural development. In the Internet era, traditional marketing models are no longer applicable. Expanding the influence of rural sports events through online marketing, promoting the construction of event brands, and boosting the development of the cultural and tourism industry are key issues that need to be focused on. Based on the 4I theory in integrated marketing, this paper explores the online marketing strategies of the “Village Super League” in Guizhou Province, analyzes the key factors for its success, and provides references for the marketing of other rural sports events. The research finds that “Village Super League” builds an event IP by relying on rural culture and ethnic characteristics, strengthens interaction through short videos, live streaming and other forms, drives traffic conversion with economic and emotional values, and forms a full-media communication matrix through multi-platform collaboration to enhance brand influence. However, “Village Super” still faces challenges in content innovation, marketing talent cultivation and brand commercialization. In the future, it should strengthen innovation-driven development, and optimize business models to ensure long-term competitiveness.展开更多
传统农产品直播中存在一些问题,如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台,对传统农产品直播营销路径进行创新,有效提高了农产品销量,但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4...传统农产品直播中存在一些问题,如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台,对传统农产品直播营销路径进行创新,有效提高了农产品销量,但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4I理论,运用文献研究法、案例分析法对“东方甄选”直播助农主动营销路径进行研究分析,总结其优势,深挖其漏洞,以存在问题为基点,提出营销路径优化建议,以期为农产品直播可持续发展提供案例支撑。There are some problems in the traditional live broadcasting of agricultural products, such as lack of talent, neglect of spiritual value creation, and single curing of the existing style. East Buy, as a live broadcast platform for agricultural products, has innovated the traditional live broadcast marketing path for agricultural products and effectively increased the sales of agricultural products but there are still shortcomings. This paper is based on the 2021~2023 East Buy live broadcast data and 4I theory, using the literature research method and case study method to study and analyze the “East Buy” live broadcasting to help farmers take the initiative in marketing paths, and summarize its advantages, dig deeper into its loopholes, take the existing problems as the base point, and put forward suggestions for optimizing the active marketing path, in order to provide case support for the sustainable development of agricultural products live broadcast.展开更多
在消费升级与数字化浪潮的推动下,中国消费市场正从“功能满足”向“情感共鸣”转型。Jellycat作为英国高端毛绒玩具品牌,凭借其独特的设计和情感营销策略,成功打破了“毛绒玩具 = 低龄消费品”的传统认知,成为成年消费者的“情感代偿...在消费升级与数字化浪潮的推动下,中国消费市场正从“功能满足”向“情感共鸣”转型。Jellycat作为英国高端毛绒玩具品牌,凭借其独特的设计和情感营销策略,成功打破了“毛绒玩具 = 低龄消费品”的传统认知,成为成年消费者的“情感代偿物”。文章基于4I理论(趣味原则、互动原则、利益原则、个性原则),深入分析了Jellycat的营销策略,探讨了其在社交货币创造、稀缺性构建、沉浸式体验和精准触达等方面的成功经验。同时,指出Jellycat在品牌曝光度、本土化策略和数字营销方面的不足,并提出了相应的优化措施,旨在为Jellycat及其他同类品牌提供营销策略的借鉴与启示。Driven by consumption upgrading and digitalization, China’s consumer market is transforming from “functional satisfaction” to “emotional resonance”. As a British high-end plush toy brand, Jellycat has successfully broken the traditional perception of “plush toys = young consumer goods” with its unique design and emotional marketing strategy, and has become an “emotional compensator” for adult consumers. Based on the 4I theory (Fun Principle, Interaction Principle, Interest Principle, and Personality Principle), this paper deeply analyzes Jellycat’s marketing strategy, and discusses its successful experience in social currency creation, scarcity construction, immersive experience, and precise reach. At the same time, the shortcomings of Jellycat in brand exposure, localization strategy and digital marketing are pointed out, and corresponding optimization measures are proposed, aiming to provide reference and inspiration for Jellycat and other similar brands in marketing strategies.展开更多
随着社会的进步和消费者对品牌的要求不断提高,网络营销已经成为企业品牌策略中的一个重要方向。在咖啡品牌领域,瑞幸咖啡作为中国较大的咖啡连锁品牌,如何在激烈的市场竞争以及不断变化的消费者需求面前,制定出有效的营销策略,是其迫...随着社会的进步和消费者对品牌的要求不断提高,网络营销已经成为企业品牌策略中的一个重要方向。在咖啡品牌领域,瑞幸咖啡作为中国较大的咖啡连锁品牌,如何在激烈的市场竞争以及不断变化的消费者需求面前,制定出有效的营销策略,是其迫切需要解决的问题。本文基于4I理论,从趣味性、利益性、互动性和个性化四个角度对瑞幸咖啡的新媒体品牌营销策略进行深入分析,剖析瑞幸咖啡存在的问题,并提出相关的解决策略,为提高瑞幸咖啡的知名度和市场份额提供新思路。With the progress of society and the increasing demands of consumers on brands, online marketing has become an important direction in a company’s brand strategy. In the coffee brand field, Luckin Coffee, as one of the largest coffee chain brands in China, needs to formulate effective marketing strategies to face the fierce market competition and constantly changing consumer needs. This paper will analyze Luckin Coffee’s new media brand marketing strategy from the perspectives of interest, benefits, interaction, and personalization based on the 4I theory, analyze the problems faced by Luckin Coffee, and propose relevant solutions to provide new ideas for improving Luckin Coffee’s brand awareness and market share.展开更多
文摘在乡村振兴和全民健身推动的大背景下,乡村体育赛事已成为促进地方经济与文化发展的重要载体。而在互联网时代,传统的营销模式已不再适用,通过网络营销来扩大乡村体育赛事的影响力,促进赛事品牌建设,以助推全面乡村振兴是需重点关注的议题。本文基于整合营销中的4I理论,探讨贵州“村超”赛事的网络营销策略,分析其成功“出圈”的关键因素,并为其他乡村体育赛事的营销提供借鉴。研究发现,“村超”依托乡村文化与民族特色构建赛事IP,通过短视频、直播等形式强化互动,以经济与情感价值驱动流量转化,并借助多平台协作形成全媒体传播矩阵,提升品牌影响力。但“村超”在内容创新、营销人才培养及品牌商业化等方面仍存挑战,未来应加强创新驱动,优化商业模式,以确保长期竞争力。Under the backdrop of rural revitalization and the national fitness policy, rural sports events have become an important carrier for promoting local economic and cultural development. In the Internet era, traditional marketing models are no longer applicable. Expanding the influence of rural sports events through online marketing, promoting the construction of event brands, and boosting the development of the cultural and tourism industry are key issues that need to be focused on. Based on the 4I theory in integrated marketing, this paper explores the online marketing strategies of the “Village Super League” in Guizhou Province, analyzes the key factors for its success, and provides references for the marketing of other rural sports events. The research finds that “Village Super League” builds an event IP by relying on rural culture and ethnic characteristics, strengthens interaction through short videos, live streaming and other forms, drives traffic conversion with economic and emotional values, and forms a full-media communication matrix through multi-platform collaboration to enhance brand influence. However, “Village Super” still faces challenges in content innovation, marketing talent cultivation and brand commercialization. In the future, it should strengthen innovation-driven development, and optimize business models to ensure long-term competitiveness.
文摘传统农产品直播中存在一些问题,如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台,对传统农产品直播营销路径进行创新,有效提高了农产品销量,但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4I理论,运用文献研究法、案例分析法对“东方甄选”直播助农主动营销路径进行研究分析,总结其优势,深挖其漏洞,以存在问题为基点,提出营销路径优化建议,以期为农产品直播可持续发展提供案例支撑。There are some problems in the traditional live broadcasting of agricultural products, such as lack of talent, neglect of spiritual value creation, and single curing of the existing style. East Buy, as a live broadcast platform for agricultural products, has innovated the traditional live broadcast marketing path for agricultural products and effectively increased the sales of agricultural products but there are still shortcomings. This paper is based on the 2021~2023 East Buy live broadcast data and 4I theory, using the literature research method and case study method to study and analyze the “East Buy” live broadcasting to help farmers take the initiative in marketing paths, and summarize its advantages, dig deeper into its loopholes, take the existing problems as the base point, and put forward suggestions for optimizing the active marketing path, in order to provide case support for the sustainable development of agricultural products live broadcast.
文摘在消费升级与数字化浪潮的推动下,中国消费市场正从“功能满足”向“情感共鸣”转型。Jellycat作为英国高端毛绒玩具品牌,凭借其独特的设计和情感营销策略,成功打破了“毛绒玩具 = 低龄消费品”的传统认知,成为成年消费者的“情感代偿物”。文章基于4I理论(趣味原则、互动原则、利益原则、个性原则),深入分析了Jellycat的营销策略,探讨了其在社交货币创造、稀缺性构建、沉浸式体验和精准触达等方面的成功经验。同时,指出Jellycat在品牌曝光度、本土化策略和数字营销方面的不足,并提出了相应的优化措施,旨在为Jellycat及其他同类品牌提供营销策略的借鉴与启示。Driven by consumption upgrading and digitalization, China’s consumer market is transforming from “functional satisfaction” to “emotional resonance”. As a British high-end plush toy brand, Jellycat has successfully broken the traditional perception of “plush toys = young consumer goods” with its unique design and emotional marketing strategy, and has become an “emotional compensator” for adult consumers. Based on the 4I theory (Fun Principle, Interaction Principle, Interest Principle, and Personality Principle), this paper deeply analyzes Jellycat’s marketing strategy, and discusses its successful experience in social currency creation, scarcity construction, immersive experience, and precise reach. At the same time, the shortcomings of Jellycat in brand exposure, localization strategy and digital marketing are pointed out, and corresponding optimization measures are proposed, aiming to provide reference and inspiration for Jellycat and other similar brands in marketing strategies.
文摘随着社会的进步和消费者对品牌的要求不断提高,网络营销已经成为企业品牌策略中的一个重要方向。在咖啡品牌领域,瑞幸咖啡作为中国较大的咖啡连锁品牌,如何在激烈的市场竞争以及不断变化的消费者需求面前,制定出有效的营销策略,是其迫切需要解决的问题。本文基于4I理论,从趣味性、利益性、互动性和个性化四个角度对瑞幸咖啡的新媒体品牌营销策略进行深入分析,剖析瑞幸咖啡存在的问题,并提出相关的解决策略,为提高瑞幸咖啡的知名度和市场份额提供新思路。With the progress of society and the increasing demands of consumers on brands, online marketing has become an important direction in a company’s brand strategy. In the coffee brand field, Luckin Coffee, as one of the largest coffee chain brands in China, needs to formulate effective marketing strategies to face the fierce market competition and constantly changing consumer needs. This paper will analyze Luckin Coffee’s new media brand marketing strategy from the perspectives of interest, benefits, interaction, and personalization based on the 4I theory, analyze the problems faced by Luckin Coffee, and propose relevant solutions to provide new ideas for improving Luckin Coffee’s brand awareness and market share.
