SoLoMo背景下珠宝品牌的营销模式——以戴瑞珠宝微博营销为例

Marketing Mode of Jewelry Brand under Background of SoLoMo:An Example of Darry Ring's Weibo

随着SoLoMo(Socialization、Localization、Mobilization)概念的风靡,消费者的消费行为发生了改变。作为中国重要的社交网络移动应用——微博,将SoLoMo概念应用于企业营销。笔者以戴瑞珠宝(Darry Ring)官方微博@戴瑞珠宝Darry-Ring作为研究对象,从其微博运营现状、珠宝品牌移动化营销渠道的建立、珠宝品牌社会化营销策略以及珠宝品牌位置传播策略来分析其微博营销特征,并提出在SoLoMo背景下珠宝品牌微博营销运作模式:(1)珠宝品牌建立微博,根据4I原则发布热点话题和互动内容;(2)珠宝品牌通过微博进行情感营销与互动营销;(3)珠宝品牌通过微信定位引导消费者进入门店。

With the popularity of SoLoMo internet model（Socialization,Localization,Mobilization）,the consuming behavior of consumers changes a lot at present.In China,Weibo（Microblog）is one of the most important social networking mobile application,which is applied in enterprise marketing according to the SoLoMo concept.In the paper,the authors chose the Darry Ring＇s official Weibo as research object.The SoLoMo concept is split into three parts：（1）The establishment of Darry Ring＇s mobile internet marketing channel;（2）The socialized internet marketing strategy of Darry Ring;（3）The location strategy of Darry Ring.Through the Darry Ring＇s official Weibo,the author tried to conclude a set of effective Weibo marketing strategies for the other jewelry companies.Mobilization strategy is firstly establishing jewelry brand Weibo and talking about hot topics and making interactive communications according to the principle of 4I.Secondly,socialization strategy is the model of emotion marketing and interactive marketing.Finally,localization strategy is based on LBS to guide consumers into the stores.