Research On WeChat Public Platform Of Beauty & Fashion Internet Celebrity Based On Integrated Marketing Communications

In recent years,with the development of the we-media,WeChat public platform has been widely used by various communication subjects and integrated into the original communication framework.At the same time,big data technology provides more convenient and richer audience information for integrated marketing communication,enabling marketers to conditionally design various channels to reach the target audience and more accurately advertise.For the emerging "internet celebrity",this attempt is obviously very effective.This article takes integrated marketing communication as the theoretical framework,and takes the WeChat public platform of beauty & fashion internet celebrity as the research object,analyzes its integration strategy from content production to multi-channel communication based on consumer psychology.The article first defines the beauty & fashion internet celebrity,and systematically sorts out the development process and evolution of the WeChat public platform and integrated marketing communications theory.The theory of 5R(relevance,receptivity,response,recognition,relationship)proposed by Professor Schultz is based on a deep understanding of consumers,and this would be conducted more conveniently in the era of big data.The third chapter selects two influential WeChat public platform of beauty & fashion internet celebrity in the young women group.Through the analysis of their topic,title,language style,etc.,explore how their team create a unique personal image on the basis of understanding the audience's psychology,and obtain a stable fan group with the content production of the WeChat public platform,and finally realize the flow.The fourth chapter,on the basis of the above analysis,combined with the "use and satisfaction" theory,discusses the characteristics of the audience composition of the WeChat public platform of beauty & fashion internet celebrity,explores its multiple psychological needs of paying attention to such public platform,and summarizes the reason why such public platform can make the audience feel good and even become a fan,thus extend the impact to the reason for the formation of consumer preferences.The fifth chapter summarizes the popular communication and promotion methods used by the current beauty & fashion internet celebrities in the WeChat public platform,including active interaction with fans,multi-platform communication,joint promotion with brands,and communication between beauty & fashion internet celebrities,and also explains their basic strategies for attracting and maintaining their target audience.The sixth chapter,combined with the development trend of the media,predicts the development prospect of WeChat public platform of beauty & fashion internet celebrity.On this basis,it summarizes the general strategy of effective communication of WeChat public platform and forecasts the trend of localization of integrated marketing communications.This research is based on such a kind of thinking: in the study of beauty & fashion internet celebrity,discuss another way which is with more local integrated marketing communications and easier for young groups to actively search and accept.