摘要
指出抖音电商给莆田鞋类自主品牌带来了新的营销机会;分析莆田鞋类自主品牌的定位;提出莆田鞋类自主品牌利用5A链路模型在“了解、吸引、问询、行动、拥护”等阶段在抖音平台的具体营销策略,以期对莆田鞋企发展提供有益借鉴。
It is pointed out that TikTok e-commerce has brought new marketing opportunities to Putian's independent footwear brands.The positioning of Putian's independent footwear brand is analyzed.The specific marketing strategy of Putian footwear independent brand in the stage of"Aware,Appeal,Ask,Act,Advocate"is put forward by using the 5A link model on the TikTok platform,in order to provide a useful reference for the development of Putian footwear enterprises.
作者
林力宇
陈思楠
LIN Liyu;CHEN Sinan(School of Business,Putian University,Putian Fujian 351100,China)
出处
《莆田学院学报》
2023年第3期54-61,共8页
Journal of putian University
关键词
抖音
电商
莆田鞋业
自主品牌
定位
营销策略
5A链路模型
TikTok
e-commerce
Putian shoe industry
self owned brand
positioning
marketing strategy
5A link model
