Research On The Communication Strategy Of "Fashion Opinion Leaders" In Mobile Internet

In the era of mobile Internet,with the popularization of 4G networks,mobile wireless networks and smart phones,the content of information dissemination is lower and more personalized;the mode of transmission is more flexible and convenient,and the channels of communication are more diversified,which is the “fashion opinion leader”.The presence provided soil.Along with the continuous improvement of the national standard of living in China,fashion is no longer a necessity in the food,clothing,housing and transportation,and more as a popular culture affects the lives of netizens.Mobile Internet terminals have become an indispensable source of information for people.The “fashion opinion leaders” and network reds of social software such as Weibo and WeChat public platforms also affect the habits of users' access to fashion information.Willingness to consume.Based on the three dimensions of communication purpose,audience-oriented audience and communication content,“fashion opinion leader” is a fashion-oriented “opinion leader” for economic purposes and elites.They focus on the fashion field,and the audience they face is more subdivided and more targeted.This paper analyzes the five basic elements of the communication process through the Lasswell 5W model,and analyzes the communication strategies of “fashion opinion leaders” in the four dimensions of communication subject,communication content,communication channel and communication audience.Since the content of the mobile Internet is king,the analysis of the content communication strategy is the focus of this paper.In addition,because the communication effect of the mobile Internet is affected by a variety of uncontrollable factors,it is difficult to find a professional and reliable data source,so it is impossible to conduct further research on it.In the end,this paper summarizes the communication strategies of mobile Internet “fashion opinion leaders”,and puts forward the dilemma that its communication strategy currently encounters,and again from the four dimensions of the 5W model of communication subject,communication content,communication channel and communication audience.Suggested improvement measures and suggestions for paying attention to the role of the people,adhering to the correct values,and attaching importance to new digital technologies.