英国论文代写:巴宝莉的营销战略

25 4月 英国论文代写:巴宝莉的营销战略

英国论文代写:巴宝莉的营销战略

数字营销的概念自1990以来迅速增长,它仍然在增长,因为有巨大的机会仍在探索中。数字环境是一个动态的环境中,企业和消费者共同参与到创建一个品牌(毛刺,1995)。本文将讨论消费者行为,帮助多渠道时尚公司开发其数字营销策略主要集中在后现代性与自我认同理论。

在这份报告中,我将使用巴宝莉作为时尚品牌来分析数字营销策略,关于后现代性和自我认同。巴宝莉打破了一个神话,即消费者不会在网上购买昂贵物品而不看它们。另一方面,巴宝莉是一个奢侈品牌的最好例子,它利用数字渠道给予客户独特的体验(克里斯坦森等人,2005)。下面的报告将利用后现代性和自我认同来分析数字营销战略。

巴宝莉是一个完美的例子是用在这份报告因为这个品牌已经失去了它的声誉,但公司本身从事设计的数字营销战略是振兴品牌形象的工具(科瓦,1996)。Burberry是一个由中年男女购买的品牌,但品牌复苏了,为儿童、女孩和男孩增加了产品。因此,这个品牌不迎合社会各阶层的年龄和性别。然而,这是一个高档品牌,因此它只能访问社会上层阶级。

英国论文代写:巴宝莉的营销战略

Digital Marketing concept has seen rapid growth since 1990’s and it is still growing as there are immense opportunities which are still being explored. Digital environment is a dynamic environment where the companies and the consumers participate together to create a brand (Burr, 1995).This paper would talk about the theories of consumer behavior which help a multi channel fashion company to develop its digital marketing strategy focusing mainly on the post modernity and self-identity.

In this report I will be using Burberry as the fashion brand to analyze the digital marketing strategy with respect to post modernity and self-identity. Burberry has broken the myth that the consumers would not buy expensive items online without seeing them. On the other hand, Burberry is the best example of a luxury brand which has leveraged on the digital channels to give to its customer’s unique experiences (Christensen et al, 2005). The following report would make use of the post modernity and self identity to analyze the digital marketing strategy.

Burberry is a perfect example to be used in this report because this brand had lost its reputation but the company engaged itself to redesign the digital marketing strategy which was instrumental in reviving the image of the brand (Cova, 1996). Burberry was a brand which was bought by middle aged men and women but the brand revived itself and added products for children, girls and boys also. Thus this brand not caters to all segment of the society with respect to age and gender. However this is a premium brand and hence it is accessible only to the upper class of the society.