外國(guó)品牌在中國(guó)社會(huì)化媒體上的營(yíng)銷策略研究：以圣羅蘭為例

一、選題的類別（√）基礎(chǔ)研究（）應(yīng)用研究（）應(yīng)用理論研究二、選題依據(jù)及研究意義進(jìn)入21世紀(jì)，以Internet為核心的現(xiàn)代網(wǎng)絡(luò)技術(shù)和通信技術(shù)已經(jīng)得到了飛速的發(fā)展和廣泛的應(yīng)用，世界經(jīng)濟(jì)向全球化和信息化發(fā)展成為新世紀(jì)鮮明的特征和趨勢(shì)，社會(huì)化媒體的發(fā)展已經(jīng)逐漸成為人們溝通和交流的主要工具,并且對(duì)營(yíng)銷產(chǎn)生了顯著的影響。人們每天都在通過(guò)各種社會(huì)化媒體獲取、共享各種信息,并發(fā)表評(píng)論；同時(shí)企業(yè),也將社會(huì)化媒體視為一個(gè)新型的營(yíng)銷傳播的平臺(tái),以在社會(huì)化媒體時(shí)代提高企業(yè)的市場(chǎng)效率,并取得明顯效果。但是,因?yàn)樯鐣?huì)化媒體對(duì)于企業(yè)和消費(fèi)者都是新興的,因此如何運(yùn)用社會(huì)化媒體展開營(yíng)銷,還需進(jìn)一步研究和實(shí)踐。關(guān)于社會(huì)化媒體營(yíng)銷,國(guó)內(nèi)外都已有了一些相關(guān)的研究,但是對(duì)于國(guó)外企業(yè)如何利用中國(guó)社會(huì)化媒體去打開市場(chǎng)的研究則相對(duì)較少?；谝陨纤霈F(xiàn)狀和已有研究,我將在中國(guó)新媒體的發(fā)展基礎(chǔ)和特點(diǎn)上,結(jié)合YSL口紅的成功營(yíng)銷案例,探討國(guó)外企業(yè)如何利用中國(guó)社會(huì)化媒體開展網(wǎng)絡(luò)營(yíng)銷,分析國(guó)外企業(yè)利用中國(guó)社會(huì)化媒體營(yíng)銷的成功之處和不足，解決社會(huì)化媒體營(yíng)銷中出現(xiàn)的一些問(wèn)題，為其他國(guó)外品牌在中國(guó)的發(fā)展提供參考,也為后續(xù)研究提供一些借鑒。三、選題的研究現(xiàn)狀及主要參考文獻(xiàn)社會(huì)化媒體時(shí)代，消費(fèi)者不再滿足于只是做一個(gè)營(yíng)銷的接受者，而是希望更深入，自主的參與其中。社會(huì)化網(wǎng)絡(luò)，網(wǎng)絡(luò)社區(qū)與門戶，搜索引擎是不一樣的網(wǎng)絡(luò)模式，在營(yíng)銷效果上因能直接到達(dá)終端消費(fèi)者并與之產(chǎn)生良好互動(dòng)而被認(rèn)為是更好的營(yíng)銷平臺(tái)（王欣，2011）。社會(huì)化媒體作為用戶可以及時(shí)生產(chǎn)內(nèi)容的媒體,既有其媒體屬性,可以發(fā)布內(nèi)容,又有著廣告渠道的屬性,可以作為廣告發(fā)布的平臺(tái)。作為廣告發(fā)布的平臺(tái),企業(yè)能夠通過(guò)社會(huì)化媒體向消費(fèi)者傳達(dá)品牌或者產(chǎn)品信息,作為互動(dòng)媒體平臺(tái),企業(yè)能夠通過(guò)發(fā)布互動(dòng)內(nèi)容與消費(fèi)者進(jìn)行充分的互動(dòng),使與消費(fèi)者的溝通不再是單向的傳播,而是多向、多元化的傳播（趙宏，顧波，2011）。在此趨勢(shì)下，對(duì)于互聯(lián)網(wǎng)與無(wú)線應(yīng)用時(shí)代的消費(fèi)者的生活形態(tài)的變化，電通公司提出的一種新的消費(fèi)者行為模型——AISAS，即Attention（注意）、Interest（興趣）、Search（搜索）、Action（行動(dòng)）、Share（分享），具有雙向互動(dòng)特質(zhì)的“S”——Search（搜索）和Share（分享）的出現(xiàn)，充分體現(xiàn)了互聯(lián)網(wǎng)對(duì)于人們生活方式和消費(fèi)行為的影響與改變，企業(yè)開始注重消費(fèi)者的內(nèi)心訴求，同時(shí)消費(fèi)者擁有更多信息獲取的渠道，開始向理性消費(fèi)發(fā)展。(閆娜,2017)社會(huì)化媒體營(yíng)銷已發(fā)展成企業(yè)市場(chǎng)營(yíng)銷中不可或缺的重要部分。伴隨著社會(huì)化媒體的深入發(fā)展，網(wǎng)民之間的互動(dòng)深入，消費(fèi)者變得越來(lái)越難以信任由生產(chǎn)商、渠道商、傳統(tǒng)媒體所構(gòu)建的垂直信息渠道，他們更愿意相信來(lái)自朋友或陌生網(wǎng)友口口相傳的水平信息渠道，用戶對(duì)品牌、產(chǎn)品、服務(wù)的體驗(yàn)信息主要通過(guò)社會(huì)化媒體分享和傳播，原來(lái)依靠消費(fèi)所產(chǎn)生的單向關(guān)系維護(hù)手段已經(jīng)無(wú)法適應(yīng)用戶自身意愿覺(jué)醒的新關(guān)系體系。消費(fèi)者已經(jīng)遷移到社會(huì)化媒體，傳播路徑在泛化，媒體的觸點(diǎn)在分散，消費(fèi)行為在變化（譚運(yùn)猛，2012）。社會(huì)化媒體在營(yíng)銷方面幫助企業(yè)實(shí)現(xiàn)了全方位的效果提升，但是它并沒(méi)有對(duì)銷量和成單率實(shí)現(xiàn)強(qiáng)有力的直接推動(dòng)。我們認(rèn)識(shí)到社會(huì)化媒體營(yíng)銷不僅僅是效果營(yíng)銷，僅憑銷量和成單率衡量社會(huì)化媒體于營(yíng)銷的價(jià)值似乎有失公允。社會(huì)化媒體能夠回饋給廣告主的效果本身包括：品牌、產(chǎn)品的知名度、美譽(yù)度提升，產(chǎn)品/服務(wù)改進(jìn)，用戶活動(dòng)參與度提升，提升整體營(yíng)銷效果，售前成本降低，客服體驗(yàn)優(yōu)化，危機(jī)事件處理能力增強(qiáng)，提升工作效率，創(chuàng)造收益等（董旭，2012）。社會(huì)化的媒體形式如企業(yè)微博和社區(qū)網(wǎng)絡(luò)，能彌補(bǔ)傳統(tǒng)的店面，企業(yè)網(wǎng)站，報(bào)刊廣告等小范圍傳播的不足，很容易在網(wǎng)狀的社會(huì)化平臺(tái)上實(shí)現(xiàn)大眾化傳播，并逐漸對(duì)品牌營(yíng)銷起到越來(lái)越重要的作用（于娜，2011）。[1]ChancellorUniversity(2011).UnveilsMaster'sofManagementinSocialMediaMarketing.[J].WirelessNews.[2]RuzicaButigan(2011).RoleofRelationshipMarketinginSmallandMedium-SizedEntreprises[J].Market.[3]崔潔(2017).新媒體時(shí)代的營(yíng)銷傳播策略研究-以YSL星辰口紅為例.[4]董旭.社會(huì)化媒體營(yíng)銷：困難與機(jī)遇同在[J].廣告大觀,2012，（1）：20~21.[5]李明（2012）.引擎的組合營(yíng)銷[J].中國(guó)商界，（3）：334~334.[6]李震(2012).基于AISAS模式的社會(huì)化媒體營(yíng)銷研究[J].技術(shù)與創(chuàng)新管理.[7]唐興通(2011).社會(huì)化媒體營(yíng)銷大趨勢(shì)[M].清華大學(xué)出版社.[8]王欣.社會(huì)化媒體營(yíng)銷的創(chuàng)新與責(zé)任[J].中國(guó)廣告，2011，（1）:154~154．[9]于娜(2011).社會(huì)化媒體營(yíng)銷的新思維[J].廣告主：市場(chǎng)觀察.[10]閆娜(2017).基于AISAS模式的社會(huì)化媒體營(yíng)銷研究[J].技術(shù)與創(chuàng)新管理.[11]趙宏，顧波(2011).企業(yè)在社會(huì)化媒體的營(yíng)銷之道[J].國(guó)際公關(guān).[12]張麗雅，成芳，董國(guó)靖(2012).社會(huì)化營(yíng)銷擁抱微時(shí)代[N].江蘇經(jīng)濟(jì)報(bào)A01版.四、擬研究的主要內(nèi)容、創(chuàng)新點(diǎn)、重難點(diǎn)及研究思路主要內(nèi)容：是對(duì)國(guó)外企業(yè)在中國(guó)進(jìn)行社會(huì)化媒體營(yíng)銷研究，國(guó)外如何利用社會(huì)化媒體營(yíng)銷將產(chǎn)品打入中國(guó)市場(chǎng),如何更好的利用社會(huì)化媒體營(yíng)銷。國(guó)外企業(yè)對(duì)社會(huì)化媒體營(yíng)銷所要關(guān)注的原則以及各種問(wèn)題。通過(guò)YSL口紅的成功案例，對(duì)社會(huì)化媒體營(yíng)銷對(duì)國(guó)外企業(yè)的積極影響進(jìn)行分析，對(duì)國(guó)外企業(yè)在中國(guó)社會(huì)化媒體營(yíng)銷的策略，成功之處和不足進(jìn)行闡述，幫助國(guó)外企業(yè)認(rèn)識(shí)到自己在這一方面的缺陷，更好的促進(jìn)國(guó)外企業(yè)的發(fā)展。創(chuàng)新點(diǎn)：社會(huì)化媒體營(yíng)銷多用于研究國(guó)內(nèi)中小企業(yè)的發(fā)展，而對(duì)國(guó)外大型知名企業(yè)如何運(yùn)用社會(huì)化媒體營(yíng)銷打入國(guó)內(nèi)市場(chǎng)的研究較為稀缺。重難點(diǎn)：通過(guò)YSL口紅的成功案例，對(duì)社會(huì)化媒體營(yíng)銷對(duì)國(guó)外企業(yè)的積極影響進(jìn)行分析，對(duì)國(guó)外企業(yè)在中國(guó)社會(huì)化媒體營(yíng)銷的策略，成功之處和不足進(jìn)行闡述，提出解決方法。研究思路：收集論文研究所需要的資料，在充分查閱有關(guān)資料的基礎(chǔ)上，系統(tǒng)了解網(wǎng)上商店經(jīng)營(yíng)方面存在的問(wèn)題以及對(duì)策。通過(guò)文獻(xiàn)查閱，一方面，可以很快發(fā)現(xiàn)別人已經(jīng)做過(guò)什么研究、某一領(lǐng)域的研究處于什么階段和水平、現(xiàn)在的研究熱點(diǎn)是什么等等；另一方面，了解國(guó)內(nèi)外研究動(dòng)態(tài)觀點(diǎn)。理論與實(shí)踐相結(jié)合。在理論的啟發(fā)下，將相關(guān)理論運(yùn)用到實(shí)踐中探索結(jié)果，在詳細(xì)分析后，遵從各項(xiàng)公司原則的前提下進(jìn)行有限并且有效的實(shí)證研究。在學(xué)習(xí)中，與有豐富經(jīng)驗(yàn)的老師探討研究的問(wèn)題，幫助分析復(fù)雜問(wèn)題、理清思路、把握重點(diǎn)、廣闊的視野。五、研究進(jìn)程安排準(zhǔn)備論題及初選指導(dǎo)教師（2017年9月18日—9月22日）；確定指導(dǎo)教師以及論文論題（2017年9月25日—10月13日）；草擬論文大綱（2017年10月15日—10月27日）；完成開題報(bào)告及論文大綱（2017年10月30日—12月1日）；完成論文初稿（2017年12月4日—2018年2月8日）；修改論文交二稿（2018年2月27日—3月23日）；修改論文并三稿（2018年3月24日—4月6日）；修改論文并定稿（2018年4月7日—4月20日）畢業(yè)論文答辯（2018年5月24日）六、其他說(shuō)明七、指導(dǎo)教師意見指導(dǎo)教師簽字：2017年9月28日八、專業(yè)畢業(yè)論文指導(dǎo)小組意見指導(dǎo)小組組長(zhǎng)簽字：年月日填表說(shuō)明：1．本科生原則上應(yīng)于第七學(xué)期前13周完成畢業(yè)論文的選題和開題工作。2．本表由學(xué)生在指導(dǎo)教師指導(dǎo)下填寫。指導(dǎo)教師在學(xué)生填寫后，應(yīng)在本表相應(yīng)欄目里填寫確認(rèn)性意見。本表最后由學(xué)院蓋章備案保存。3．學(xué)生應(yīng)執(zhí)行本表撰寫畢業(yè)論文，不得作實(shí)質(zhì)性改變。學(xué)生須在所在學(xué)院規(guī)定的時(shí)間內(nèi)完成畢業(yè)論文并參加答辯。4．本表可從學(xué)校網(wǎng)頁(yè)上下載。學(xué)生使用電子表格填寫，做到填寫整潔、正確。 ContentsTOC\h\z\t"樣式1,1,樣式4,3,樣式5,2"1. Researchintroduction 11.1 Researchbackground 11.1.1 ThevastconsumermarketofChina 11.1.2 Foreignbrands’situationinthemarketofChina 11.1.3 TherapiddevelopmentofsocialmediainChina 21.2 Researchsignificanceandpurpose 31.3 Researchmethodandtechnicalroute 32. Literaturereview 52.1 IntroductiontotheKOLtheory 52.2 Literaturereview 53. TheanalysisofYSL’ssocialmediamarketingstrategiesinChina 73.1 Preliminaryphase 73.1.1 FollowthelipstickeffectinChina 73.1.2 Ad-placinginTVdramas 73.2 Majorphase 83.2.1 Precisionmarketing 83.2.2 AdvertisementsofKOL(WeiboandWechat) 93.2.3 Repostandlottery 103.2.4 ThesharingofWechatmoment 104. ThesuccessandproblemsofsocialmediamarketingstrategiesforforeignbrandsinChina 124.1 ThesuccessofYSL’slipsticks 124.1.1 Brandawareness 124.1.2 Emotionmarketing 124.1.3 Outofstock 134.2 TheproblemsofYSL’slipsticksinChinesemarket 134.2.1 Brandimagedamaged 134.2.2 Leadtoincorrectconceptofvalue 144.2.3 Counterfeitgoodsare"runningwild" 145. Theadviceforforeignbrands’socialmediamarketingstrategiesinChina 165.1 FollowthetrendonChinesesocialmedia 165.1.1 Focusonhotsearches 165.1.2 Seizemoment 165.2 ChoosetheproperKOL 175.2.1 Highcorrelation 175.2.2 Highinteraction 175.2.3 Suitableage 185.3 Glocalizationtactics 186. Conclusion 20Bibliography 21iiResearchonForeignBrands’MarketingStrategiesBasedonChineseSocialMedia:ACaseStudyofYSLAbstract:WiththerapiddevelopmentofsocialmediaandtheconsumermarketinChina,foreignbrandscan'twaittohaveashareofitbyusingChinesesocialmedia.

AndthisthesisaimstoanalyzethemarketingstrategiesofforeignbrandswiththetheoryofKOL,andprovetheirsuccessandproblemsbasedonChinesesocialmediathroughthecaseofYSL’slipsticks,finallyfindmethodstoimprovemarketingstrategiesandprovideideasforforeignbrands.

Thisthesishassixparts.

Thefirstpartistointroduceresearchbackground,significanceandtechnicalroute.

ThesecondpartissummarizingviewsofpreviousstudiesandintroducingtheKOLtheory.

Inthethirdpart,thisthesisanalyzestheYSL'smarketingstrategiesbasedontwopopularsocialmediainChinathatareWeiboandWechat.

Inthefourthpart,thisthesisaimstotalkaboutthesuccessandproblemsofYSL'smarketingstrategiesandinthenextpartthisthesisgivessomeadviceforthat.

ThelastpartistheconclusionthatusingsocialmediaisaneffectivewaytoopenChinesemarketforforeignbrandsbuttheyarenotmatureenoughnow.Keywords:marketingstrategies;socialmedia;YSL外國(guó)品牌在中國(guó)社會(huì)化媒體上的營(yíng)銷策略研究：以圣羅蘭為例摘要：中國(guó)消費(fèi)市場(chǎng)的快速擴(kuò)張和社會(huì)化媒體的日益發(fā)展使得外國(guó)品牌迫不及待試圖利用中國(guó)社會(huì)化媒體來(lái)分一杯羹。本文通過(guò)YSL口紅營(yíng)銷案例，結(jié)合KOL理論，來(lái)分析外國(guó)品牌在中國(guó)社會(huì)化媒體上采用的營(yíng)銷策略，及其策略的成功之處和出現(xiàn)的問(wèn)題，最后找到方法去完善該類型的營(yíng)銷策略，為外國(guó)品牌進(jìn)入中國(guó)市場(chǎng)提供思路。本文分為六個(gè)部分。第一個(gè)部分是介紹研究背景,研究意義和研究技術(shù)路線。第二部分在于總結(jié)前人的研究的觀點(diǎn)并介紹KOL理論。在第三部分本文分析了YSL在中國(guó)熱門社會(huì)化媒體，即微博和微信上采用的營(yíng)銷策略。第四部分討論了該策略的成功之處和出現(xiàn)的問(wèn)題，接下來(lái)的部分給出了社會(huì)化媒體營(yíng)銷的建議。最后得出了社會(huì)化媒體是外國(guó)品牌打開海外市場(chǎng)的有效方式，但總體來(lái)說(shuō)營(yíng)銷策略還不夠成熟這樣一個(gè)結(jié)論。關(guān)鍵詞：社會(huì)化媒體；營(yíng)銷策略；YSLResearchintroductionResearchbackgroundThevastconsumermarketofChinaThecosmeticsmarketofChinastartedin1980,anditbecamemoreandmoreimportantinChinathatitsgrowthrateisevenhigherthanthelevelofthesocialeconomythroughthe30years'development.

What'smore,itsgrowthrateisbetween13%~15%andthecosmeticsmarketdemandisvigorous.

Formthepointoftherangeofconsumptionobject,cosmeticsconsumersarelargeincityandexpandtoruralareasgradually;formthepointoftheageofconsumptionobject,cosmeticsconsumersareexpandingtoboththeyoungandtheold;fromthepointofthegenderofconsumptionobject,thecosmeticsformanisindeedemerging.

Thereisapredictionthatthegrowthrateofcosmeticsinsaleswillriseto15%inthesethreeyears,andthetotalsalesofChinesecosmeticsmarketwillbeabout3500hundredmillion.

Butforallthis,thereisanintensecompetitionbetweenlocalandforeignbrandsinChinesecosmeticsmarket,soitmeansbotharareopportunityandaseverechallengeforeverysinglebrandespeciallyforeignenterprise.Foreignbrands’situationinthemarketofChinaBecauseofthevastconsumermarketofChina,manyforeignbrandseagertoenterandhavesomebigdevelopmentsinChinesemarketespeciallyfamousinternationalbrands.

Accordingtotheresearch,foreigncosmeticsbrandswhichhavealreadyenteredinChinesemarketweremorethan100;foreign-ownbrandsandSino-jointventurebrandsbaseonaleadingstatues,whichproductshaveseizedonnearly80%marketshareandtheyaccountfornearly90%ofsales.

ItmeansthatforeigncosmeticsbrandshavebeenagreatsuccessintheChinesemarket.

Inrecentyears,thesalesofFrenchcosmeticsgroupL'Oréalincreasedby19.7%,anditsbusinesswhichcomesfromitsbrandssuchasYSL,GiorgioArmani,andUrbanDecayhasgrownsignificantlyinChina.

AmericanbrandElizabethArden'soperatinglossnarrowedlastquarterbecauseitbenefitedfromitsincreasingsalesinChinesemarket,andElizabethArden'ssalesincreasedby18%lastyear.

ConfrontedwiththehugetemptationoftheChinesemarket,almosteveryforeignbrandsdesiretogainmoredevelopmentsbysomenewmarketingstrategies.brandmarketshareSalesofpercentageForeign-ownbrandsandSino-jointventurebrands80%90%Chinesebrands20%10%TherapiddevelopmentofsocialmediainChinaItisalwaysthelargestpopulationintheworldwhethertheonlinepopulationofChinaortheofflinepopulationofChina.

Nearly10yearsago,socialmediacalledSinaWeibo,whichistheclosesttoapopularAmericansocialmedianamedtwitter,foundedinchinaanditbecameafashiontofollowforChinesepeoplesoon.

InAccordancewiththedateofCNNIC(ChinaInternetNetworkInformationCenter),inlate2011,thetotalusersofSinaWeibowerejust2.4988hundredmillionanditaccountedfor48.7%oftheChineseinternetusers,butinlate2012,theusersreached3.0861hundredmillionanditaccountedfor54.7%ofthewholeChineseinternetusers.

ThedatameansthattheincreasingrateofSinaWeibo'suserswasincomparable.

Moreover,since2011,socialmediawhichbecomeaspopularasSinaWeibosoonfoundedinChinaanditwascalledWechat.

AndthemostimportantpointisthatnotonlytheChinesepeoplefalllovewithWechat,butalsoforeignpeoplearecrazyaboutit.

Accordingtotheresearch,onMarch2012,theusersofWechatwereahundredmillion,butsixmonthslater,thedataroseto2hundredmillion;inlate2012,theusersincreasedto3hundredmillion.

Notonlythat,WechatalsoattractedalotofattentionfromabroadsuchasForbesMagazine.SinaWeiboandWechataretheexamplesofChinesesocialmedia'ssignificantdevelopment.Weibo:TimeTotalusers(million)Thepercentage(100%)2011249.8848.7%2012308.6154.7%Weichat:TimeTotalusers(million)2012.31002012.92002012.12300ResearchsignificanceandpurposeWiththedevelopmentofinformationtechnology,the21stcenturywentintotheinformationagetothecoreofnetwork.Thetypicalfeaturesofthisperiodwereinformationandnetworking.Infobahnhasalreadybecomealargedirectionofworld'seconomyandsocialdevelopmentnow.Socialmediajustlikedigitalnetworkandthemultimediahasbecomeanimportanttoolswhichisusedingainingknowledgeandcommunicatinginformationforpeopleandthussocialmediahasadeepimpactonchoiceofbrand'smarketingstrategy.Thisthesisaimsanalyzingitssuccessandthedeficiencythatenablebrandstoimprovetheirsocialmediamarketingstrategiesandmoreeffectivelycommunicatewiththeirtargetconsumers.What’smore,thisthesismaybringsomebeneficialideasforotherbrand’ssocialmediamarketingstrategiesinChinaandprovidescertainhelpforthefollowingresearch.ResearchmethodandtechnicalrouteThisthesismainlyusesonebasicstudymethod,whichisacasestudy,supplementedbyacontentanalysisoftherelatedreportsanddata.Firstly,thisthesisexpoundstheresearchbackgroundandsignificance.SecondthisthesisreviewsdomesticandabroadliteraturesandintroducestheKOLtheory.NextthroughthecaseofYSL’slipsticks,thisthesisanalyzesitsmarketingstrategiesbasedonChinesesocialmediaandthesuccessandproblems.Intheend,itgivessomeadviceandhasaconclusionwiththeanalysisofthecase.Introduction:ExpoundIntroduction:ExpoundingtheresearchbackgroundandsignificanceLiteraturereview:ReviewingtheliteraturesandrelatedtheoriesAcasestudyofYSL’slipsticksItsmarketingstrategiesbasedonChinesesocialmediaThesuccessandproblemsofitsmarketingstrategiesTheadviceforbrandTheadviceforbrand’smarketingstrategiesbasedonChinesesocialmediaConclusionConclusionLiteraturereviewIntroductiontotheKOLtheoryKOL(KeyOpinionLeader)meansthatanactivemediauserwhointerpretsthemeaningofmediamessagesorcontentforlower-endmediausers.Typicallytheopinionleaderisheldinhighesteembythosewhoaccepttheiropinions.Opinionleadershipcomesfromthetheoryoftwo-stepflowofcommunicationpropoundedbyPaulLazarsfeldandElihuKatz.SignificantdevelopersofthetheorywereRobertK.Merton,C.WrightMillsandBernardBerelson.Thistheoryisoneofseveralmodelsthattrytoexplainthediffusionofinnovations,ideas,orcommercialproducts.ForChinesesocialmediasuchasWeiboandWechat,popularwe-mediaandpopularpublicaccountswhichhavemanyactivefollowersallbelongtoKOL,theyprovidenewcontentfortheirlargefanbases.Bypostingprofessionalvideosorarticlesregularly,theycanearnthetrustoftheirfollowerswhooftenpurchaseproductssharedandrecommended.KOLsarewidelydistributedinavarietyofdifferentfieldsincludingsports,videogames,electronicproducts,fashion,food,travel,luxurygoodsandcars.Forforeignbrands,cooperatingwithKOListhebestwaytoopenoverseasmarketquicklyforforeignbrands.LiteraturereviewThereisalotofresearchaboutmarketingstrategiesbasedonsocialmedia.

Forexample,Yuna(2011)pointedthatsocialmediacanmakeupthedisadvantagesabouttraditionalstoresandadvertisementsthatitsoutreachistoonarrow.

What'smore,Yanna(2017)alsofoundoutthatinternetcanmakeenterprisesacquireinformationaboutconsumerseffectivelyandshepointedthatthesuccessofYSL'slipstickcamefromanimportantpartnamedinterestinherpaper.

Cuijie(2017)analyzedthecontributionofChinesesocialmedia(WeiboandWechat)toYSL'slipsticksthatWeiboandWechatprovideYSLabroadplatformtoadvertiseforitslipsticks.

BesidestheChinesesocialmediaitself,theKOLwhoisactiveinsocialmediaalsomadeagreatcontributiontothesuccessofYSL'slipsticks.

InthebravenewworldoftheInternet,traditionalmarketingstrategieswereoutofstyleandforeignbrandsneedtofocusonChinesesocialmediaandtheKOLstomakeacquaintancewithChineseconsumers.TheanalysisofYSL’ssocialmediamarketingstrategiesinChinaPreliminaryphaseFollowthelipstickeffectinChinaThelipstickeffectisthetheorythatwhenfacinganeconomiccrisisconsumerswillbemorewillingtobuylesscostlyluxurygoods.Insteadofbuyingexpensivefurcoats,forexample,peoplewillbuyexpensivelipstick.Theunderlyingassumptionisthatconsumerswillbuyluxurygoodsevenifthereisacrisis.Whenconsumertrustintheeconomyisdwindling,consumerswillbuygoodsthathavelessimpactontheiravailablefunds.Outsidethecosmeticsmarket,consumerscouldbetemptedbyexpensivebeerorsmaller,lesscostlygadgets.Inrecentyears,thelipstickeffecthitChinaaseconomyslow.AccordingtothemarketresearchfirmEuromonitorInternational,theentireretailvalueofthebeautyandpersonalcaresectorinChinagrewfrom184.1hundredmillionyuan($30hundredmillion)in2011to202.1hundredmillionyuanin2012.Inthisspecialtime,YSLseizeditsmomentthatitpaidmoreattentiontothelipstickmarketofChina.Ad-placinginTVdramasTherearemanybrandsusingad-placinginTVdramasforsales,butthemostsuccessfulbrandaboutlipstickisYSL.Beforetheepidemicofstar(RougePurCoutureLipstickStarClashforshort),thefirstexplosionofYSLwasin2014,andthecolor‘youfromastar’wasthefirstkeywordforChineseconsumerstogetclosewithYSL.ThekeywordcomesfromapopularKoreaTVdramacalledyoufromastar.Thisdramareceivedalotofcomplimentsanditssocialimpactisdefinitelybeyonddoubt.BecauseofthemanymoretimesappearingofYSL’slipstickinthisTVdrama,thecolor‘youfromastar’whichistheno.52lipsticktheheroineusedbecamethemostpopularlipstickinthatwinter,andbaseonthesituation,thepopularityofYSLraisedhighinAsia.KoreaTVdramashaveenormousinfluenceforSoutheastAsia,especiallyChinesefemaleconsumerstobuythingswhichusuallyappearintheTVdramas.Byad-placinginpopularKoreaTVdramas,YSLgainsmuchmoreattentionfromChinesemarketsuccessfully,anditalsogivesYSLagreatchancetoenterinChinesemarketentirely.MajorphasePrecisionmarketingThemostsuccessfulpointofYSL'ssocialmediamarketingstrategiesisthatitgrasptheproperagesofconsumerswhoindulgethemselvesinsocialmediaaccurately.

Chinesepeoplewhowillusesocialmediacontinuallyarebornin1980saccordingtothedataof199IT199IT中文互聯(lián)網(wǎng)數(shù)據(jù)資訊中心，199IT中文互聯(lián)網(wǎng)數(shù)據(jù)資訊中心，一個(gè)專注于互聯(lián)網(wǎng)數(shù)據(jù)研究、互聯(lián)網(wǎng)數(shù)據(jù)調(diào)研、IT數(shù)據(jù)分析、互聯(lián)網(wǎng)咨詢機(jī)構(gòu)數(shù)據(jù)、互聯(lián)網(wǎng)權(quán)威機(jī)構(gòu)。WeiboandWechat’susersofdifferentagewhousethem5hoursaday:Theusersofdifferentagewhousesocialmedia4timesaday:AgeThepercentage1980s34.8%1990s23.4%1970s19.5%AdvertisementsofKOL(WeiboandWechat)In2016,wecanfindwordsaboutYSL'slipstickeasilyonWeibo.

YSLhasitsownareaonWeibo,andthereissomanypassagesandvideostoassesYSL'slipstick.

What'smore,mostofthemisaboutsharingthefeelingsofusingYSL'slipstickandrecommendtheproductatfinal.

AccordingtothedatathatWeibopublished,theareaofYSLwasreadmorethan11.2hundredmillion,andithad2.445thousandfollowers.

TheadvertisementsofYSLusuallycomefrompopularwe-media,andtheycontaintwopopularareaofWeibothatisthefunnystoryareaandthebeautyarea.

Becauseoftheirenormousamountsoffollowers,apopularwe-mediacanmakegreatinfluence.

Forexample,awe-medianamedPINK-EVER,whichhas520thousandfollowers,shesharedthecolorofYSLglossystain105in2016onWeibo,andaftersoonthissharinghadmorethan2000reposts,commentsandlikes.

Moreover,theotherKOLfromfunnystoryareanamedStoriesofNorthAmericawhichhas5.5millionfollowerswroteapassageaboutthereactingofagirlaskingherboyfriendtobuyYSL'slipstick.

Justforseveraldays,thispassagehad1381reposts,8714commentsand4041likes.

Notonlythat,atrendofsharingthereactingofthatbecameapopulartopiconWeibo,almosteveryfemaleusersparticipatedinthis.

Theamazinginfluenceofpopularwe-mediagainedagreatdealofattentionandpopularityforYSL.AdvertorialsofpopularpublicaccountsappearedlaterthanadvertisementonWeibo.Togainmoreattentionfrompeople,YSLsetsitssightsonpublicaccountofWechat.Wordsarethegoodmatchforadvertorialsandadvertorialsaremoreinterestingthantraditionaladvertisements,sothearticleswrittenbypopularpublicaccountaretheperfecttoolstoattractpeopletoread.Forexample,anarticlenamedImissthegirlswhodon'tknowaboutYSLfromapopularpublicaccountcalledWhatYouNeedarousedeverybodyinterestin2016.Thearticlehasbeenreadmorethan100thousandandreceived1788likes.What'smore,anarticlefromanotherpubicaccountnamedWriteaStoryforYoualsohasbeenreadmorethan100thousand.ThereisnodoubtthatthearticlebroughtanewlevelofpopularitytoYSL.Afterthat,almosteverypublicaccountonWechatwantedtobenefitfromthehottopic,sothereweremoreandmorearticlesfromallkindsofpublicaccountaboutYSL'slipsticks,andwecanseeallofthataretheadvertorialsofYSL.Basedonthissituation,YSLbecomesabrandthateverybodyinChinaknowsit.RepostandlotteryRepostandlotteryisanirregularwayforabrandtoadvertise.

ItisanewwayappearedanddevelopedonWeibothatanyonewhorepoststhelotteryWeibohemayhaveachancetogetthegift.

ThereareusuallytwowaysofrepostandlotteryaboutYSL.

Thefirstwayiscooperatingwithbeautywe-mediathatthebeautywe-mediasharethecolorofthelipstickandtheirusingfeelingsaboutthemfirstly,andthentheywillwritewordsthatrepostthisWeibo,andyoumayhaveachancetogetthesamelipstick.

Forthereasonthatthebeautywe-mediausuallysharesthecolorbyprettyphotosandmakesthecolormorebeautifulthanitwas,thefollowerswillbecomeeagertohavethelipstickafterreadtheWeiboandtheyarewillingtorepostagainandagain.

Forexample,alotteryWeiboofabeautywe-medianamedkeyikittywasreposted903timesandhas838commentsand391likesjustfortwodays.

Theotherwayiscooperatingwithsomewe-mediawhoneedsamountsoffollowers.

Thereisnodoubtthatrepostandlotteryisafastwaytogetfollowersbecauseusersusuallyneedtofollowwe-mediafirstandtheywillbeeligibletoparticipateinthisactivity.

Thereisanexamplenamedtheteamofcabbage,itslotteryWeiboaboutYSLwasreposted2834times,anditsfollowersroseto200thousandafterthisWeibo.

Itisnothardtoseethatrepostandlotteryiswin-winforwe-mediaandYSL.

Forwe-media,theycangetfollowersandbecomewellknownonWeibothroughrepostandlottery;forYSL,itcangainmuchmoreattentionfrompeoplewithouttoomanyinvestmentsbecausetheonlythingitneedstogiveistheirownproduct.ThesharingofWechatmomentForWechatmoment,itisimportantforYSLtoencourageuserstoshareproductbytheirownvolition,soYSLchoosestoadvertiseonWechatmomentthatuserscangetafreegiftofYSLbyopeningYSL'sadvertisementwiththeirowninformation.

Becauseofthelimitedquantityoffreegifts,userswhogetthisgiftwillbeeagertosharethegiftonWechatmomenttoshowoff,thusYSLcangainmoreattentionwithouttoomuchinvestment.

Moreover,mostofChinesepeopleholdaviewthatthesharingfromusersthemselvesismorereliablethanastiffadvertisementonTV,inthiswayYSLnotonlycangainmoreattentionbutalsohaveagoodworld-of-mouthspreading.

Inadditiontothewayoffreegifts,theoverseaspurchasingagentshaveagreatcontributiontoYSL.

TosaletheYSL'slipsticks,purchasingagentswillsharecolors,prices,usefeelingsoranythingelseaboutYSL'slipsticksonWechatmomentmadlythatapurchasingagentscouldshare10momentsonWechatmomentanhour.

AsthustheWechatuserscanreadwordsandseepicturesaboutYSL'slipsticksoverandoveragain,theywillrecognizethisbrandandproductsgraduallyandunconsciously.ThesuccessandproblemsofsocialmediamarketingstrategiesforforeignbrandsinChinaThesuccessofYSL’slipsticksBrandawarenessYSLisaFrenchLightluxuryfashionhousewhichwasfoundedin1961,andithasbeenconsideredoneoftheworld'smostprominentfashionhousesandisknownforitsmodernandiconicpieces.

AlthoughitisfamousinEurope,inChinatheawarenessofYSLwaslimited.

Accordingtoareport,in2011countersofYSLremovedinChinaanditcamebackonsalein2013.

However,afteralongtimelow,YSLfinallyfindsitsownwaytogetoverthosedifficulties.

ThroughtheproperproductandChinesesocialmediasuchasWeiboandWechat,YSLbecomesmoreandmorewell-knowninChina.

AccordingtothedataofBaidusearch,YSL'ssearchindicestookfirstplaceforfourmonthsinarow(2016.10-2017.2)aftertheinternetmemeofYSL'slipsticks.

ItssearchindicespeakedonOctober,2016thatwasabout8.0millionandtheindicesofsecondbrandwereonlyabout3.5million.

BaidusearchindicesarebasedontheactivesearchtimesfromusersandthedatacanreflecttheattentionofconsumerswhichisattractedbyYSL'slipsticks.

AllofthatmeansYSLhasadifferentnewworldintheChinesemarketbysocialmediamarketingstrategies.EmotionmarketingThereisanotherfactincentingtopromotesalesofYSL'slipsticks.

Onsocialmedia,wecanfindthousandsofarticleswhichtitlewithkeywordssuchasYSL,boyfriend,loveandsoon.

Forexample,in2016,anarticlewrittenbyapublicaccountcalledgoddessthatitscontentistopraisethoseboyfriendswhogivetheirgirlfriendsaYSL'slipstickasagifttoexpresstheirlovewaspopularamongsocialmediausers.

Thearticlewasreadmorethan100thousandandhas10730likes.

Gradually,therebecomesafashionthatfemaleusersarewillingtoshowlovingbypostingthepicturesofYSL'slipstickswhichtheirboyfriendsorhusbandsbuyforthemonsocialmedia,asthusnotonlyfemalebutalsomalebecomeconsumersofYSLwiththehelpofWeiboandWechat,accordingtotheBaiduindex,themaleuserswhosearchedinformationaboutYSLaccountfor60%ofallusers.

AndthesalesofYSLincreased25.3%in2016comparedtothesalesin2015.

Thetotalsaleswere12.2hundredmillionaccordingtothe2016reportsofKering,thesecondluxurygroupinFrench.OutofstockDuetotheYSL'ssocialmediamarketingstrategiesinChina,somepopularcolorsofYSL'slipsticksarealwaysoutofstockfrom2016tillnow.

Forexample,theYSL'sglossstain109whichhasaname'thecolorofmermaid'inChinaisthefirstlipstickthatbecomeoutofstock.

AccordingtotheinformationonWeibo,thesellingpriceofYSL'sglossstain109risemadlythattheyaresoldas20timesastheoriginalsellingpricebypurchasingagents.

Itmeansthatweshouldspend720dollarsbuyingalipstickwhichsellingpriceis36dollarsonYSL'swebsite.

ThereasonswhythepriceofYSL'slipstickraisesmadlyarethatChineseconsumersareattractedbythoseproductsandlipsticksareinshortsupplycontinually.

What'smore,almosteveryduty-freestoreinAsiaadjustedthesellingpriceofYSL'slipsticks.

AccordingtothepublishedpriceofSunriseDutyFree,YSL'slipsticks'entirepriceraised.

PriceofthefirstkindofYSL'slipsticksnamedRougeVolupteShineOil-in-Stickrosefrom172yuanto211yuan;riseis22.7%.

PricethesecondnamedRougePurCoutureLipstickrosefrom169yuanto211yuan;riseis24.8%.

PriceofthelastnamedGlossStainrosefrom187yuanto211yuan;riseis12.8%.TheproblemsofYSL’slipsticksinChinesemarketBrandimagedamagedAlthoughsocialmediamakeYSL'slipstickssuccessful,thesellingcarnivalofthatdidn'tlastforalongtime.

OvermarketingstrategiesofYSL'slipsticksonsocialmedialeadthebrandtoadilemma.

Inthesecondhalfyearof2016,somearticleswhichpointtothequestionsofYSL'ssocialmediamarketingstrategiesarose.

Forexample,anarticlenamedwhatmakesthemarketingstrategiesbecomeobjectionablefromC2CCNewMediaC2CC傳媒,聚合優(yōu)質(zhì)創(chuàng)新信息與深度思考美業(yè)精英的媒體平臺(tái),是中國(guó)化妝品領(lǐng)域最具影響力的財(cái)經(jīng)媒體。wasreadmorethan1.