Research On Operational Strategy Of Original Fashion Self-Media

Today,with the rapid development of social economy,Internet technology is also developing by leaps and bounds.With the advent of the new media era,the traditional information dissemination model has encountered unprecedented threats and challenges.Compared with the traditional media era,the information dissemination in the new media era has absolute advantages in the speed,scope,amount of information and interaction with the audience.From the perspective of fashion communication,new media technology has shaken the status of traditional fashion information dissemination methods,and has become the main channel of fashion dissemination at present,especially the social media platform with a huge user base has an irreplaceable position in contemporary fashion dissemination.This paper mainly studies the user base and the influential self-Media Wechat public number in social media.Two original fashion self-media,Rebecca's Fantasy World and Pomegranate Report,are selected as the research objects.Firstly,on the basis of reading a large number of documents at home and abroad,the evolution of fashion communication is analyzed from the perspective of media evolution,and then the concept of original fashion self-Media is introduced and defined.Secondly,based on Harold Lasswell's famous communication theory,the "5W" theory,this paper explores the operation strategies of the two Wechat public numbers from five dimensions: the operation subject,content,audience,platform and profit model.In the part of observing and analyzing the push content of the two,the media content analysis method and statistical analysis method are used to study the push frequency,the choice of time period,the basic source of content,the form of content and the topic selection of content.Finally,according to the research results,the shortcomings of original fashion self-Media in the operation process are summarized and suggestions for its future development are put forward.I hope this article can provide some reference value for fashion communication in the new media era.