4I理论视角下国货美妆品牌微短剧营销策略探析.docx

4I理论视角下国货美妆品牌微短剧营销策略探析

目录

一、内容概览................................................3

1.1背景介绍.............................................3

1.2研究意义.............................................4

1.3研究内容与方法.......................................5

二、4I理论概述..............................................6

2.14I理论的定义........................................8

2.24I理论的核心要素....................................9

2.2.1全方位信息整合..................................11

2.2.2互动个性化......................................12

2.2.3创意产业........................................14

2.2.4情感化营销......................................15

三、国货美妆品牌微短剧营销现状分析.........................16

3.1国货美妆品牌的发展历程..............................18

3.2微短剧市场的兴起与发展..............................19

3.3国货美妆品牌在微短剧领域的营销现状..................20

3.3.1营销模式........................................21

3.3.2营销效果........................................22

四、基于4I理论的国货美妆品牌微短剧营销策略探析...........23

4.1全方位信息整合策略..................................24

4.1.1故事情节设计....................................26

4.1.2角色塑造........................................27

4.1.3场景设置........................................29

4.2互动个性化策略......................................30

4.2.1粉丝互动........................................31

4.2.2用户参与........................................32

4.2.3反馈机制........................................33

4.3创意产业策略........................................35

4.3.1内容创新........................................36

4.3.2表演风格........................................37

4.3.3制作水平........................................38

4.4情感化营销策略......................................39

4.4.1情感元素融入....................................41

4.4.2情感共鸣........................................42

4.4.3情感引导........................................43

五、案例分析...............................................44

5.1确定案例选择标准....................................45

5.2选取典型案例..