The Marketing Strategy Research Of Designer Brand Based On Social Media

The network marketing, especially social media, is developed rapidly in21stcentury. Asthe most active social media platform, how to make full use of micro-blog marketing, how toattract consumers and so on is paid more and more attention to the research. Designer brand isin the development stage currently, and its micro-blogging marketing also gradually shows agreat vitality. As micro-blogging marketing of designer brand is a new area of research, therelated theory rather lacking. Therefore, this paper will fulfill the blank on this field andprovide references to conduct the micro-blogging marketing of designer brand.Through a lot of review of the literature and theoretical analysis, this paper constructedthe model of designer brand micro-blogging marketing and put forward the hypothesis basedon IDT and TAM，then used questionnaire survey for data collection, and finally processeddata by using SPSS. By analyzing data, the study found that main factors affecting theintention of designer brand micro-blogging marketing are Perceived Usefulness, Social Effect,Interactivity, Information Quality and Branding-self.According to the research, suggestions about designer brand micro-blogging marketingare made.(1)Innovation Strategy, last the impact of micro-blogging marketing.(2)ContentStrategy, control the quality of micro-blogging marketing(3)Integration Strategy, make up thelimitation of micro-blogging marketing(4)Evaluation Strategy, detect result of micro-bloggingmarketing.