The Application Research Of Interactive IMC In The E Clothing Brand

Under the new media era, the Internet has become a “main warrior” of clothing enterprise marketing, but the domestic fashion network marketing mode the same, easy to imitate, in its effectiveness as consumers also mature, the foreign garment enterprises grow continually stronger, the competition facing industry becomes increasingly fierce. This product competition gradually shows the brand competition, the Chinese clothing brand image need to strengthen. It is “past tense” that Garment enterprises need to rely on the product differentiation, price strategy and measures of traditional media, the communication is “present” advantage in the market competition.Integrated Marketing Communications(IMC) is a new breakthrough in the development of theory and practice is, appeared by communication value integration level of ascension to the strategic level the concept of IMC, the concept of interactive IMC based on database is the concept of Integrated Marketing under the new media era, with the advantages of Integrated Marketing Communications strategy and embodies the unique interactive new media. Offered to the interest relationship as assets, media as investment point of view. Based on interactive media interactive IMC, database and interested management is the integration of clothing brand to create value, the important strategic means of resources.The starting point of this paper is to introduce interactive IMC into garment enterprises in China, study how to use interactive IMC marketing to increase brand awareness, build brand and consumers close relationship for a long time, more effectively and achieve the goal of brand communication and product marketing. First, referring to a large number of literatures, the author of interactive IMC marketing concept and the connotation, determined the integrated marketing(IMC), interaction and concern for the keyword and clues for interactive IMC research involves the theory and tools such as relationship marketing, interactive media has carried on the brief review, so as to introduce the interactive IMC Chinese clothing brand to establish theoretical basis, and briefly about the present situation of Chinese clothing brand to do further analysis. Secondly, through the interactive IMC clothing brand marketing success or failure case study sums up the interactive IMC marketing success of the key factors and existing problems of interactive IMC clothing enterprise marketing, comprehensively analyze the clothing brand how to do it in the spread of traditional media and new media cooperation and win-win. Again, represented by clothing brand E brand case as an example, this paper introduces the E brand how successful "the goddess’ s new clothes" are used to marketing and brand promotion; Finally build the interactive IMC marketing effect evaluation model, using questionnaire survey and data analysis, from the theoretical framework of interactive IMC evaluation E brand interactive IMC marketing effect, further verify the E brand interactive IMC marketing success.This paper explores clothing brand spread interactive IMC plan model, its theory in the clothing industry, lack of related literature. Mainly studied acting IMC effect on the spread of the Chinese clothing brand, innovation in the research content and it used to be. And it puts forward the model of the spread of interactive IMC, from two aspects of theory research and practice were studied, are catered to the new media under the background of China’s clothing brand communication needs.In this paper, The conclusion of the study will give an ample to lots of small and medium-sized clothing enterprises, in order to help is the continuous development of Chinese clothing brand, especially for the clothing brand planning and implementation of interactive integrated marketing activities to provide reference opinions.