Research On The New Media Operation Of Groom Costume Customization In C2M+O2O Mode

Under the situation of Internet,how to integrate online and offline marketing channels and establish more effective contact with customers has become an important issue in the process of enterprise transformation and upgrading.Through consulting the literature and combining with the market research,this thesis analyzes the current development of the domestic groom costume customization market.The data shows that the market prospect of clothing customization is broad,however,while the brand has many opportunities,it also has to overcome many challenges.So in the background of Internet,many customized enterprises begin to transform and upgrade.It mainly includes the application of C2 M mode and O2 O mode and the online promotion by using new media station.In this thesis,taking KuteSmart and IWODE as examples,the advantages of C2 M and O2 O mode are analyzed.This thesis also classifies the current new media platforms,analyzes the characteristics and operation modes of different platforms,and refines the marketing value of the new media platform to the bridegroom custom brand.This also provides a certain theoretical basis for case analysis of S brand.Through the way of in-depth enterprise practice to carry on the case analysis to the S brand,and learn the brand operation mode.Through tracking the orders to know about the whole process.In addition,this thesis analyzes the brand's new media marketing from the content operation,activity operation and other aspects.Through the analysis of detailed cases and specific data,it finds that there are some shortcomings in the current new media marketing of the brand,for example,the market is not fully investigated before the operation of the activity,that resultes in low conversion rate and so on.Comparing S brand with similar brands-VICUTU and First Class to make a better case study,and make the SWOT Analysis and Policy selection.The case of S brand has certain reference value for the field of bridegroom custom brand.In order to understand the needs of customers,this paper carries out a questionnaire survey on the target customers.This thesis analyzes the customer demand from the aspects of age,income,the use of new media,the attitude and suggestion to the customization of wedding men's wear,and so on.It can draw a conclusions from six aspects: platform launch selection,promotion form,content entry point,target customer selection,product pricing and competitiveness promotion.At the end of the article,the full text is summarized.Combining the professional knowledge,this thesis puts forward some suggestions for the promotion of custom brand operation of wedding men's wear from five aspects: production technology research and development strategy,brand marketing strategy,market competition strategy,customer maintenance and service strategy and talent strategy.