Study On The Promotion Strategy Of Fashion Designer Brand In The We-media Platform

With the technology of Web2.0 in the growing, a personal communication as the main body, to the Internet as the carrier, not specific to the majority or specific individual transfer normative and non normative information media era was born to, it namely " the age of We-media". We-media is also called "citizen media" or "personal media", It is private,civilians, generalization, independent of communicators, to modernization, electronic means to not specific to the majority or specific individual transfer of standardized and non standardized information of new media in general. It includes blog, podcast, micro-blog,WeChat, SNS sites and other network social networking platform. We-media relative to traditional media, it broke the traditional one-way mode of information dissemination, the boundaries of the disseminator and the receiver is digested, subtly changing our information receiving and delivery.In this "universal voice " " everyone is a representative " age of the We-media, clothing industry is also experiencing a series of changes, Internet broad market and growing influence spawned a variety of emerging from the media platform and garment industry with.With the media is widely used, more and more consumers gathered in the media platform,also more and more domestic and foreign fashion designer brand began to use since media platform to strengthen brand image shaping, the optimization and upgrading of the brand, and from the media platform already by gradually become the main battlefield of the fashion designer brand promotion. We-media makes communication between the brand and the customer become simple and direct, but also for the clothing brand to achieve precision marketing provides more diversified channels, more given the new connotation of the clothing industry in the era of self media. This thesis will make comprehensive comparison fashion designer brand in the promotion of We-media platform and in the promotion of traditional media, analysis the advantages of different types of brand promotion from We-media platform; and through the domestic and foreign existing clothing designer brand typical promotion case combined with case study results analysis and induction from We-media platform clothing designer brand promotion strategy innovation and the problem.