基于微信视频号的红木家具营销策略研究  

Study on Marketing Strategies for Hongmu Furniture Based on WeChat Channel

作　　者：裴引祎 吕九芳 PEI Yinyi;LYU Jiufang(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China;Institute of Ecological Civilization and Forestry Development,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037 [2]南京林业大学生态文明与林业发展研究院,南京210037

出　　处：《家具》2024年第6期105-109,共5页Furniture

基　　金：教育部人文社会科学研究基金项目(21YJC760017)。

摘　　要：以微信视频号传播力指数(Wechat Video Content Index,WVCI)为基础,选取在主体活跃度、视频传播度、用户认可度以及互动度等方面表现突出的红木家具视频号作为研究对象。通过归纳与演绎、对比分析以及案例分析的方法,以数据展现样本微信视频号的营销实践经验。通过分析结果得知,高质量产品展示类视频以及具有产区地域特点的视频风格更受观众喜爱。以此结果为基础,红木家具企业微信视频号可以打造以地域文化特色为基础的线上内容营销,以及线上线下相互引流体验营销的策略体系,以达到提升用户的信任度、参与感以及线上流量的高质量转化的目的。Examining the“WeChat Channel Influence Index”and the selection of ten specialized WeChat Channels in the field of Hongmu furniture.These accounts were chosen based on their substantial user base and demonstrated marketing effectiveness.The research employs methodologies such as inductive reasoning,comparative analysis,and case studies to extract marketing practices from the selected WeChat Channels.The analysis reveals that the key features of the observed marketing practices include the creation of high-quality product showcase videos and the development of a video style that embodies the distinctive characteristics of the production region.In light of these findings,it is recommended that Hongmu furniture WeChat Channels design a strategic framework encompassing online content marketing and online-to-offline experiential marketing.This approach aims to enhance user trust,engagement,and facilitate the conversion of online traffic into high-quality outcomes.

关 键 词：红木家具 微信视频号 营销 

分 类 号：TB47[一般工业技术—工业设计]