本科论文摘 要近年来，新媒体市场逐步适应了如今生活中信息交流和传播的迅速模式，具有自身的特点。从一个简单的社交媒体平台上看，它不仅仅是影响着人们相互之间的交流方式和思维方式，而且还给政治领域和经济领域带来了巨大甚至颠覆性的改变。“轻奢侈品”是新媒体整合营销传播中最具吸引力的一个领域。新媒体受众的精确定位以及新媒体传播渠道的加入再加上品牌领袖对媒体传播的充分发挥再借助新媒体开展营销活动，这将会成为之后轻奢侈品时代营销传播的主要手段。关键字：新媒体，整合营销传播，DW 品牌 本科论文AbstractIn recent years, the new media market has gradually adapted to the rapid mode of information exchange and communication in today's life, with its own characteristics. From a simple social media platform, it not only affects the way of communication and thinking between people, but also brings great and even subversive changes to the political and economic fields. "Light luxury" is one of the most attractive areas of new media integrated marketing communication. The precise positioning of new media audiences, the addition of new media communication channels and the full play of brand leaders to media communication, and then the marketing activities with the help of new media, will become the main means of marketing communication in the era of light luxury goods.Key words ：New media，Integrated marketing communication，DW brand本科论文目 录前 言.....................................................................11 绪论.....................................................................21.1 研究的背景及意义...................................................21.2 国内外研究成果综述.................................................21.3 研究思路和研究方法.................................................31.4 DW 公司的简单介绍..................................................32 新媒体整合营销传播的理论概述及发展趋势...................................52.1...
