digital media strategiesonline video marketing in the fashion industry论文

《digital media strategiesonline video marketing in the fashion industry论文》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、万方数据指导小组成员名单ZhangZheMicheleQuintano复旦大学意大利罗马LUISSGuidoCarli大学万方数据目录IndexIntroduction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．41．Therelentlessdigitalizationofmedia⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。81。1OnIineUsersandOnlineActivities⋯⋯．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯81．2F

2、ourmaintrendsinthedi2italscenario⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯¨101．2．1E—commerce⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．111．2．2Socialnetworl【in2⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。121．2．3OnlineVideo⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯171．2．4Mobile：akevd

3、riverfordi2italization⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。211．3Adeeperanalysisofafnuentusersandtheirdigitalattitude⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．251．4lmpHcationsofdigitalizationonconsumers’mindset⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯271．5Anewapproachtomarketingcommunication⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯¨292．Onlinevideofto

4、musersandadvel．tisers’perspective⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．342．1onlinevideo：thethirdrevohltioninvideOcontentdistribution⋯⋯⋯．⋯⋯⋯⋯⋯⋯⋯342．2online、，ideoandusers：whowatcheswhat?⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯362．3YouTube：hjstoryandsta“sticsofthephenomeⅡon⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯¨402．4Fro

5、mamarketingperspective：onlinevideointhemediamix⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．422．4．1Onlinevideoasa口口耐medium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．422．4．2OnlinevideoasanDw”edmedium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．482．4．3OnlinevideoasanP口r，7Pdmedium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯493．F

6、ashion．digitalandonlinevideo⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯553．1Di西talizationoffashioncompanies：anove州ew⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．S63．1．1Stateofdigitalmediaadvertisingspendmginthef．ashionandIuxuryindustry⋯。563．1．2Fashioncompanies?socialmediaadoption⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

7、⋯⋯⋯S73．1．3FashioncomDanieswebsitesande．conlmerce⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯613．1．4Arefasllioncompallies20ingmobile?⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。633．1．5Finalr锄arksonfashjonbrandsanddigitalization⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．643．2Fashioncompaniesandonline“deo⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

8、⋯⋯⋯⋯⋯⋯⋯⋯¨6S3，2．1Fashioncompalliesandonlinevideoasap口耐medium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．6S3．2．2FasllioncomDaniesandonlinevideoasanDw刀Pdmedium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯683．2．3FasllionconlpaniesandonlinevideoasanP口，wPdmedium⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．733．2．4Finalremarks⋯