Study Of Clothing Marketing Communication In The New Media Age

With the development of new technologies, various new media, leading by the Internet, are continuously entering into the field of marketing communications. The new media not only changed people's way of life and work, but also changed the patterns, the scope and the results of marketing.Today, the value of new media in marketing communications has attracted more attention of many companies and marketing agencies, some of the well-known domestic and foreign enterprises have to use some of the new media in marketing, accordingly,clothing industry also needs to use the new media in marketing communications to keep up with the pace of the times. However, the study of using new media in clothing marketing is limited; thus, the purpose of this article is to research this field.The first, this paper analyzes the characteristic, the audience and the marketing value of new media systematically. At the same time, combining the marketing value of new media with the characteristic of the clothing marketing communications, this paper looks into the feasibility of the new media using in clothing marketing communications theoretically. The second, based on the survey of public opinion, this article analyzes the utility value of electronic magazines, blog, cell phones and other new media for clothing marketing communications. The third, through the survey of the clothing enterprises in Beijing, the paper analyses enterprises attitude and utilization of new media in marketing communications, and introduces feasibility suggestion for clothing enterprises using the new media in clothing marketing communications. At last, based on the core theory of the Integrated Marketing Communication--4C, the paper gives constructive advice on the clothing business for the new media used in clothing marketing communications.