理解DFS组的沟通策略,研究人员采访了营销助理丽塔DFS上海办事处和得出结论的信息通信DFS近年来在中国的市场营销的策略。2007 – 2010年期间,DFS组支付强调离线营销工具对中国市场和客户。DFS组宣传商店的信息和特殊事件旅游杂志和时尚杂志。广泛的网络,手机和社交媒体,2010年8月,DFS组创建微博账户。DFS组旨在宣传和介绍DFS中国人用中国流行的微博客工具微博(歌曲等,2013)。专业微博监测机构报告综合素质的排名在十旅游零售公司(包括DFS),微博的DFS组最后一个报告,在2010年结束。然而后来进展指出中国的奢侈品市场正在迅速增加(Rambourg,2014)。
To understand the communication strategy of DFS Group, the researcher interviewed with the marketing assistant Rita in DFS Shanghai office and concluded the information about the communication strategy of DFS in Chinese marketing in recent years. During 2007-2010, DFS Group paid emphasis on off-line marketing tools to Chinese marketing and customers. DFS Group advertised its stores’ information and special events on travel magazines and fashion magazines. With the wide spread of the internet, mobile phone and social media, DFS Group created its Weibo account in August, 2010. DFS Group was aiming to publicize and introduce DFS to Chinese people by using China’s popular micro blogging tool Weibo (Song et al, 2013). A specialty Weibo monitor agency reported the ranking of comprehensive quality over ten travel retails company (include DFS), Weibo of DFS Group was last but one in this report that was concluded in 2010. However progress was noted later on as China’s luxury market is rapidly increasing (Rambourg, 2014).
It seems that advertising DFS information on its Weibo account cost zero budgets, after interview with Rita, the budgets of managing DFS weibo account costs 20,000 yuan every month. The DFS marketing department China gathers all the information, events and other sources of DFS which DFS wants to present in its Weibo account to a specialty communication agency, the agency will divide, elaborate and post this information on DFS Weibo account. In addition, marketing China will offer extra budgets when DFS has special events to post on Weibo, for example, the prized event, DFS will afford the budgets of gifts.