Research On Matching Mechanism Of Vertical Oriented Brand Product Marketing

In the era of intelligent Internet,traditional advertising marketing has ushered in great changes,new forms of advertising emerge in an endless stream,the trend of personalization and precision is increasingly obvious,and the personalized needs of the "Z" era groups give birth to new marketing methods and concepts.This paper studies the matching mechanism of vertical oriented brand implantation marketing in this context.Through nearly 7 months of internship in Baidu,I found that implant marketing has evolved from the era of "slash-and-burn" to the era of "intensive cultivation".The whole process of marketing is highly oriented and vertical degree,and accurate matching of target audience,demand scene,brand image and other elements can achieve the matching of the whole process.Based on the above thinking,after searching a large number of references and examples,it is found that the current academic research on implantable marketing is mostly focused on the effect level,and the lack of marketing as the overall framework.Further on the basis of the current research,through the literature research,case study,comparative research,questionnaire,plus internship project experience and other industry success cases,respectively from implant marketing matching elements,matching path and matching mode,these three aspects to analyze the matching mechanism of vertical marketing.The paper can be divided into five chapters in the overall structure,The first chapter summarizes the research context of the paper,Introduce the innovations of the paper and the research methods used,And to define the key concepts;The second chapter sorts out the model framework used in this paper based on the existing research in the academic field,Summarize the factors affecting the effect of implant marketing;Part III of the matching elements,By referring to the scale of the Institute of Renmin University of China,And under the help of the questionnaire,screening out the matching elements of implant marketing;Part IV: The Matching Path,Mainly from the visual path,auditory path and plot path to elaborate;Part 5 is the matching pattern,Mainly based on the implantation dimension,communication platform dimension,audience dimension,product dimension;In Part 6,while proposing the optimization strategy,Also to reflect on the shortcomings of the article.