基于关系培育的国货微营销策略研究

Research on the Micro-Marketing Strategy for Domestic Products Based on Relationship Cultivation

摘要: 近年来，国货再次走进人们的视野。从Web 1.0时代的大规模广告投放到Web 2.0时代精细的社交账户运营，国货在坚守本心，不断提高产品适用性、实用性的同时，也更加注重和消费者之间关系的构建。通过微营销和消费者建立起紧密的关系是当今国货的突围之道。本研究通过理论综述分析，探析在微营销策略之下，消费者对于品牌在认知、行动上的变化。同时，本文还研究了新媒体时代关系培育的方式转变，总结了在社交网络时代选择微营销策略的优势：性价比高、渗透性强、易被接受。并提出了在数字时代，微营销如何进一步完善自身，成为一种具有系统性的营销策略。

Abstract: In recent years, domestic daily necessities have again come into people’s view. From the Web 1.0 era of large-scale advertising to the Web 2.0 era of fine social account operation, domestic cosmetics in the heart, and constantly improving the applicability of the product, practicality, and also paying more attention to the relationship between the consumers. Establishing a close relationship with consumers through micro-marketing is the way to break through for domestic cosmetics today. Through theoretical review and analysis, we explore the changes in consumers’ perceptions and actions towards brands under the micro-marketing strategy. At the same time, this paper explores the shift of relationship cultivation in the new media era and examines the advantages of choosing micro-marketing strategies in the social network era: cost-effective, penetrating, and easy to accept. It proposes how micro-marketing can further improve itself and become a systematic marketing strategy in this digital era.