Research On The Characteristics Of Communication Of WeChat Public Number Gogoboi

In the era of new media,fashion communication has changed from a single channel to a new medium of multi-channel.The fashion media has undergone tremendous changes.At the sanme time,smartphones have become the intimate partners for people.People are used to reading fashion information and shopping online on their smartphones.As one of the emerging important fashion communication channels,WeChat public number has also developed rapidly in recent years,which has completely changed the ecological pattern of fashion communication.The key opinion Leader have turned from grassroots to a glamorous guest of luxury brands,who came ture their dream of fame and fortune.Gogoboi,the WeChat public number,is the leader of the fashion new media.Since its establishment in July 2014,it has been well welcomed by their a large number of loyal female readers.This group of female readers has a high level of awareness of luxury goods,prefering independent designer brands.They hates showing up in the same outfit.gogoboi has been well known for its sharp critics for the wearing style of the celebrity from the beginning.It is good at accurately selecting topics,promoting the luxury brand knowledge,leading readers to appreciate the charm of haute couture.In terms of content bussiness,it subtly applies content diversion to open up a new profit model.Therefore,this article takes the WeChat public number gogoboi as the research object,and selects the push content released by the number from September 2017 to August 2018 for one year as a sample.Comprehensive use of literature data method,case study method and content analysis method.In terms of the perspective of dissemination content,the author take in-depth analysis of their topic of selection,graphics,language style of multi-level and multi-faceted inspection.Finally,the author summed up its current status of communication and bring some thoughts to the same fashion WeChat public number.According to accessing to online data services provided by the Xin Bang and the Fudan Journalism School,the author has obtained information and data related to gogoboi.On the basis of integration and induction,the author believes that from the perspective of the content of communication,the current status of communication of the fashion WeChat public number gogoboi has following three characteristics: the subject is a celebrities and models;the topic is about red carpet;the language style ishumorous and sharp;content plays a role of guiding flow to the WeChat Applets;At the end of the article,the author also evaluates the advantages and disadvantages of the current status of communication,putting forward two suggestions: reasonable control of the response rate and the trend of fashion development that cannot be ignored: luxury and Practicality coexistence;...