How to Enhance Brand Awareness in China by Weibo Marketing - Case: Iittala
Huang, Hui (2013)
Huang, Hui
Kymenlaakson ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201304043997
https://urn.fi/URN:NBN:fi:amk-201304043997
Tiivistelmä
Iittala, as a new brand in China, was not noted by Chinese. Shanghai representative office of Iittala has been operating with Weibo marketing since May of 2012 because it needs an effective approach to enhance its brand awareness.
The main objective of this thesis was to draft an effective approach to enhance brand awareness of iittala in China using Weibo marketing. Besides, factors which affect improving Iittala brand awareness in Weibo platform were analysed. The effectiveness of current Iittala Weibo marketing strategy was evaluated. And possible Weibo marketing approach for Iittala to increase brand awareness was identified.
The research combined quantitative methods, qualitative methods and benchmarking. Iittala Weibo profile data was analysed on a quantitative basis; the content of Iittala posts was analysed in a qualified process. In addition, research look at IKEA and Yours Singapore Weibo performance as a benchmarking investigation.
On the basis of research results, Iittala Weibo marketing approach could carry out in two different directions; one is paying more attention on Weibo operation, the other is seeking and creating cooperation with other identified Weibo profiles.
The main objective of this thesis was to draft an effective approach to enhance brand awareness of iittala in China using Weibo marketing. Besides, factors which affect improving Iittala brand awareness in Weibo platform were analysed. The effectiveness of current Iittala Weibo marketing strategy was evaluated. And possible Weibo marketing approach for Iittala to increase brand awareness was identified.
The research combined quantitative methods, qualitative methods and benchmarking. Iittala Weibo profile data was analysed on a quantitative basis; the content of Iittala posts was analysed in a qualified process. In addition, research look at IKEA and Yours Singapore Weibo performance as a benchmarking investigation.
On the basis of research results, Iittala Weibo marketing approach could carry out in two different directions; one is paying more attention on Weibo operation, the other is seeking and creating cooperation with other identified Weibo profiles.