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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.
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