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| 美团品牌的场景营销策略研究 摘要 随着科技的发展，品牌传播发生着翻天覆地的改变。场景营销作为新媒体环境下新兴的营销方式之一，打破了传统的营销方式，在特定的场景下，建立起与用户的链接，通过场景来认知产品，在不同的场景下的不同需求，成为了近几年诸多品牌采用的营销策略。美团，近几年发展迅速，以庞大的数据和广泛的入口抢占场景营销先机，是场景营销使用较为成功的品牌。本文以美团的场景营销为选题，在了解美团品牌的概况以及美团平台的核心功能基础上，围绕美团品牌展开的战略策略及构建分析；并在此基础上深度剖析场景营销的效果，以期在理论和实际的案例相结合的基础上为美团品牌的传播提出更加完善的建议。 关键词：场景化 场景营销 美团品牌 用户粘性 Summary With the development of technology, brand communication has undergone earth-shaking changes.Scenario marketing is one of the emerging marketing methods in the new media environment.It breaks the traditional marketing methods.In certain scenarios, it establishes links with users,recognizes products through scenarios, and has different needs in different scenarios. It has become a marketing strategy adopted by many brands in recent years.Meituan, which has developed rapidly in recent years,has seized the opportunity of scene marketing with huge data and extensive entrances, and is a relatively successful brand in scene marketing. This article takes Meituan's scene marketing as the topic.Based on the understanding of the Meituan brand and the core functions of the Meituan platform, the strategic strategy and construction analysis of the Meituanbrand are carried out; and on this basis,an in-depth analysis of the scene marketing The effect is to put forward more perfect suggestions for the dissemination of the Meituan brand based on the combination of theory and actual cases. Keywords: Scenario; Scenario Marketing; Meituan Brand; User Stickiness |
