Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 56 , 01 December 2023
Open
Access | Article
Research on Marketing Strategy of Lawson Convenience Store Brand from the Perspective of New Media
* Author to whom correspondence should be addressed.
Abstract
Lawson is a well-known convenience store brand, and marketing certainly uniquely shapes Lawson’s brand image. Whether new media marketing, as a new marketing method, plays a great role in Lawson’s brand-building process is what people need to study. This paper mainly takes Lawson’s publicity methods on new media platforms, such as live broadcasting and online animation platforms, as examples. This paper also focuses on the analysis of Lawson Convenience Store’s disregard for new media marketing, the adverse consequences brought by its overemphasis on animation, as well as its over-belief in the limitations of offline marketing. To solve these problems, the suggestions given in this paper mainly include recruiting many young people who know the Internet, communicating with large enterprises with experience in new media marketing, and opening a new online marketing platform. After analyzing this paper, Lawson should be able to improve the level of new media marketing, which has a demonstration effect on the whole convenience store industry.
Keywords
network platform, animation, young customers
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-159-9
- ISBN (Online)
- 978-1-83558-160-5
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/56/20231089
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited