頁籤選單縮合
題名 | 後疫情時期社群行銷應用於對品牌價值之探究--以PRAXES品牌為例=The Application of Social Media Marketing in the Post-pandemic Era and Its Influence on Brand Value--Taking PRAXES as an Example |
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作者 | 趙巧筑; 謝詠絮; | 書刊名 | 實踐設計學報 |
卷期 | 18 2023.09[民112.09] |
頁次 | 頁102-133 |
分類號 | 496.14 |
關鍵詞 | PRAXES品牌; 社群行銷; 品牌價值; 後疫情; PRAXES; Social media marketing; Brand value; Post-pandemic; |
語文 | 中文(Chinese) |
中文摘要 | 在疫情肆虐與社群佔據的時代,顛覆了以往對於消費型態的認知與慣性,導致品牌對於消費者實際的需求產生落差性,所以為了全面性瞭解消費者需求與趨向,更需要強化行銷策略及加乘品牌價值的連結性,因此透過社群行銷的分析與應用,思考如何抗衡後疫情時代對當今時尚品牌所造成的衝擊,並且從PRAXES品牌檢視成果中作為轉型之借鏡。本論文藉由文獻依序探討品牌本質、分析品牌價值的運用,建構行銷策略,最後歸納出疫情對於社群影響之現象。透過回溯檢視之方法探究PRAXES品牌在後疫情應用社群行銷之成效,藉由資料收集、整理、歸納,分析品牌社群與價值的連結關係,並深入訪談、綜合比較,落實商業體系之運作與社群行銷之操演;最終提出研究結果與精進策略,套用於PRAXES品牌經營之成長,建立與產業接軌的基礎。 |
英文摘要 | In the era of COVID-19 pandemic and social media heat, the past cognition and habit of consumption pattern have been changed, and this creates a gap between brands' production and consumers' actual needs. Therefore, to fully understand the consumers' demand and its trend, enhancing marketing strategy and strengthening the connection of brand value are essential. Through the analysis and application of social media marketing, the study gives perspective on how to alleviate the shock which the pandemic has brought to fashion brands nowadays, and uses the brand PRAXES's case as an example of brand transformation. This study discusses the essence of a brand and the usage of brand value through documents, plans marketing strategy, and concludes the phenomena of pandemic's impact to social media. With the method of backtracking and observing, the study investigates the effectiveness of PRAXES's social media application in post-pandemic time. Analyzing the relationship of a brand's social media and its value is achieved by collecting, organizing, and summing up data; interviews and data comparison are performed to attain the operation of business system and social media marketing. Eventually, this study provides research conclusion and enhancement strategy to apply to PRAXES's brand management, and build up the foundation which connects with fashion industry. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。