1. Brand promotion in social networks (using the example of the lamoda online store)
- Subjects
social networks ,internet marketing ,Ñмм ,инÑеÑнеÑ-маÑкеÑинг ,Ñеклама ,ÑоÑиалÑнÑе ÑеÑи ,пÑодвижение бÑендов ,advertising ,smm ,brand promotion - Abstract
ÐÑпÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑиÑиÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ ÑабоÑа ÑоÑÑÐ¾Ð¸Ñ Ð¸Ð· введениÑ, ÑÑÐµÑ Ð³Ð»Ð°Ð², заклÑÑÐµÐ½Ð¸Ñ Ð¸ ÑпиÑка иÑполÑзованнÑÑ Ð¸ÑÑоÑников. ÐÐ°Ð½Ð½Ð°Ñ ÑабоÑа поÑвÑÑена Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑеÑнеÑ-магазина Lamoda в ÑоÑиалÑнÑÑ ÑеÑÑÑ . Ð¦ÐµÐ»Ñ Ð²ÑпÑÑкной квалиÑиÑиÑованной ÑабоÑÑ- оÑенка ÑÑÑекÑивноÑÑи ÑекÑÑего пÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑеÑнеÑ-магазина, ÑазÑабоÑка ÑекомендаÑий, напÑавленнÑÑ Ð½Ð° ÑовеÑÑенÑÑвование меÑодик, пÑименÑемÑÑ Ð±Ñендом Lamoda Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑоÑиалÑнÑÑ ÑеÑÑÑ . Рданной ÑабоÑе мной бÑли ÑаÑÑмоÑÑÐµÐ½Ñ Ð¼ÐµÑÐ¾Ð´Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸Ð½ÑеÑнеÑ-магазина Lamoda, плоÑадки, иÑполÑзÑемÑе бÑендом на даннÑй моменÑ, а Ñакже бÑла пÑоизведена оÑенка ÑÑÑекÑивноÑÑи иÑполÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ инÑÑÑÑменÑа инÑеÑнеÑ-маÑкеÑинга и его влиÑние на ÑезÑлÑÑаÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. Также в данной ÑабоÑе бÑли ÑаÑÑмоÑÑÐµÐ½Ñ Ð¿Ð¾ÐºÐ°Ð·Ð°Ñели ÑÑаÑика и ÑинанÑовÑе показаÑели компании по вÑÑÑÑке Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑоÑиалÑнÑÑ ÑеÑÑÑ , на оÑнове коÑоÑÑÑ Ð±Ñли ÑÐ´ÐµÐ»Ð°Ð½Ñ Ð²ÑводÑ, ÑÑо Ð½ÐµÐ¾Ð±Ñ Ð¾Ð´Ð¸Ð¼Ð¾ измениÑÑ Ð² СÐÐ-ÑÑÑаÑегии бÑенда, ÑÑÐ¾Ð±Ñ ÑлÑÑÑиÑÑ Ð¿Ð¾ÐºÐ°Ð·Ð°Ñели. РезÑлÑÑаÑом ÑабоÑÑ ÑвлÑеÑÑÑ ÑазÑабоÑÐ°Ð½Ð½Ð°Ñ ÑÑÑекÑÐ¸Ð²Ð½Ð°Ñ SMM-ÑÑÑаÑÐµÐ³Ð¸Ñ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Lamoda, обоÑÐ½Ð¾Ð²Ð°Ð½Ð½Ð°Ñ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑелÑми ÑкономиÑеÑкой ÑÑÑекÑивноÑÑи. РекомендаÑии вклÑÑаÑÑ ÑазÑабоÑÐºÑ Ð¡ÐÐ-ÑÑÑаÑегии Ð´Ð»Ñ Ð±Ñенда и конкÑеÑнÑе пÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ ÐºÐ¾Ð½ÑенÑа, коÑоÑÑе позволÑÑ ÑлÑÑÑиÑÑ ÑинанÑовÑе показаÑели компании и ÑнизиÑÑ ÑÑоимоÑÑÑ Ð¿ÑивлеÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²ÑÑ ÐºÐ»Ð¸ÐµÐ½Ñов., The final qualified work consists of an introduction, three chapters, a conclusion and a list of sources used. This work is devoted to the analysis of the promotion of the Lamoda online store in social networks. The purpose of the final qualified work is to evaluate the effectiveness of the current promotion of the online store, to develop recommendations aimed at improving the methods used by the Lamoda brand for promotion in social networks.In this paper, I reviewed the methods of promoting the Lamoda online store, the platforms used by the brand now, and also evaluated the effectiveness of using this Internet marketing tool and its impact on the company's results. Also in this paper, traffic indicators and financial indicators of the company for revenue from promotion in social networks were considered, based on which conclusions were drawn that it is necessary to change the SMM strategy of the brand in order to improve the indicators. The result of the work is an effective SMM strategy developed for Lamoda, based on economic efficiency indicators. The recommendations include the development of an SMM strategy for the brand and specific proposals for creating content that will improve the company's financial performance and reduce the cost of attracting new customers.
- Published
- 2022
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