摘要
在哔哩哔哩弹幕网(简称B站)逐渐走进大众视野的背景下,为进一步拓展其营销价值,文中采取案例分析、归纳总结的研究方法,以内容营销为切入点,对Z世代的购买决策、品牌忠诚度和广告态度3个方面进行消费决策分析。再从内容营销的对话、讲故事和顾客互动3个维度进行案例分析,总结出各案例的B站内容营销的具体策略,并分析归纳出营销模型。最终,给服装企业在B站进行内容营销提出相关建议。
In the context of the gradual breaking of the circle into the public’s view of the bilibili pop-up network(B station for short),in order to further expand its marketing value,this paper adopts the research method of case study and inductive summary,taking content marketing as the entry point,and analyzes 3 aspects of consumer decision making,brand loyalty and advertising attitude of Generation Z.Then,the case study is analyzed from 3dimensions of content marketing:dialogue,storytelling and customer interaction,and the specific strategies of B station content marketing for each case are summarized and the marketing model is analyzed and summarized.Finally,some suggestions are put forward for content marketing of apparel companies in B station.
作者
杨萌
刘驰
Yang Meng;Liu Chi(Apparel&Art Design College,Xi’an Polytechnic University,Xi’an,Shaanxi 710048,China)
出处
《天津纺织科技》
2022年第6期25-28,共4页
Tianjin Textile Science & Technology
基金
国家自然科学基金面上项目(72171188)。
关键词
内容营销
服装品牌
意见领袖
营销策略
B站
Content Marketing
Clothing Brands
Opinion Leader
Marketing Strategy
B Station
