新媒体场景下快时尚品牌的网络营销策略分析——以Crocs为例

Analysis of Online Marketing Strategies of Fast Fashion Brands under New Media Scene——Taking Crocs as an example

随着互联网经济的蓬勃发展,以新媒体为依托的电子商务新业态越来越受到资本市场的欢迎,新媒体营销的战略价值进一步显现。品牌利用新媒体模式构建用户桥梁,孕育多维度推广策略,以品牌符号化呈现实现用户转化。在此背景下,Crocs品牌积极适应发展趋势,通过数字媒体加强品牌传播,致力于品牌的转型与创新。同时,Crocs品牌也存在用户黏度、价格体系以及议价能力方面的问题。本文利用4P理论分析Crocs品牌在新媒体背景下的网络营销策略,旨在诊断品牌当前在新媒体营销方面的问题,并提出具体优化策略,为Crocs品牌的长期运营和全面发展提供战略指导。本文期望为新媒体背景下品牌的营销实践提供新的视角,以期为同类品牌在类似环境下的市场策略提供参考。

With the booming development of the Internet economy,the new e-commerce industry based on new media is increasingly welcomed by the capital market,and the strategic value of new media marketing is further revealed.Brands use the new media model to build user bridges,breed multi-dimensional promotion strategies,and realize user conversion with symbolic brand presentation.In this context,the Crocs brand actively adapts to this development trend,strengthens brand communication through digital media,and devotes itself to brand transformation and innovation.In this process,the Crocs brand also faces challenges in user viscosity,price system,and bargaining power.This article analyzes the online marketing strategy of the Crocs brand in the context of new media by using the 4P theory,aiming to diagnose the brand’s current problems in new media marketing and put forward specific optimization strategies to provide strategic guidance for the long-term operation and overall development of the Crocs brand.This article is expected to provide a new perspective for the marketing practice of brands in the context of new media,and serve as a reference for the marketing strategies of similar brands in similar environments.