您好,欢迎来到皮书数据库! 登录|注册
您现在所在的位置:首页
课题组动态
  • ·
  • ·
  • ·
  • ·
  • ·
  • ·
更多>> 专题子库
献礼建党百年
    2021年是中国共产党百年华诞。中国站在“两个一百年”的历史交... 详情>>
更多>> 皮书作者
谢伏瞻
    中国社会科学院院长、党组书记,学部委员,学部主席团主席,研究员,博士生导师。历任国务院发展研究中心副主任、国家统... 详情>>
蔡 昉
    1956年9月生于北京。现任中国社会科学院副院长、党组成员,曾任中国社会科学院人口与劳动经济研究所所长,博士生导师,研... 详情>>
李培林
    男,山东济南人。博士,研究员,中国社会科学院副院长,中国社会学会副会长,中国社会科学院社会学研究所副所长。《社会... 详情>>

    2010~2017年钻石珠宝品牌I Do在我国营销传播报告

    摘要

    作为始终引领行业娱乐营销战术的知名珠宝品牌,I Do自2010年起连续四年荣获中国文娱产业顶级权威机构艺恩颁发的“紫勋奖”中“最佳娱乐营销案例”,并获得《新京报》“2014中国时尚权力榜”中“年度时尚影响力事件”大奖。2015年I Do开始以纪念日系列新品作为切入点,深入布局婚后情感市场,而娱乐营销作为品牌核心营销战略一以贯之,在品牌战略升级导向下实现了新的跨越。本报告从I Do的定位、产品、渠道三方面升级出发,结合营销战略的深度推动,探讨其娱乐营销方式的变化、升级,并提出相关反思。 <<
    >>

    Abstract

    As a well-known jewelry brand that has always led the industry’s entertainment marketing tactics,I Do has been awarded the “Best Entertainment Marketing Case” in the “ENAwards” issued by Endata,the top authority in China’s entertainment industry,for four consecutive years since 2010,and won the “Annual Influential Fashion Event” award in the “2014 China Fashion Power” released by The Beijing News. In 2015,I Do began to use the new products of the Memorial Day series as an entry point to deeply lay out the emotional market after marriage,while entertainment marketing as the core marketing strategy of the brand has been consistent,and achieved a new leap under the guidance of brand strategy upgrade. This article starts with I Do’s positioning,product,and channel upgrades,and combines the in-depth promotion of marketing strategies to discuss the changes and upgrades of its entertainment marketing strategy,and proposes relevant reflections.

    <<
    >>
    作者简介
    <<
    >>
    相关报告