The Research On Communication Strategies Of Fashion We-media

Fashion is one of areas that people often pursue in daily life.The development of new media breaks the geographical and time constraints on fashion communication,and the Fashion We-media has become one of the most important communicators of modern society.In terms of its communication effect,on the one hand,the fashion We Chat public number spreads fashion news and leads the fashion trend,which greatly enriches the fashion lifes of the masses;on the other hand,the quality of communication from various media is uneven,which affects the audience experiences and fashion information communicating.This paper selects the oriented fashion We-media with better development status-"sisterinlaw" We Chat public account as a research sample,through the literature research method to sort out the traditional fashion theories,extracting the general characteristics of traditional fashion theory-namely Class,aesthetic,compensatory and consumer.Then using case analysis and content analysis,and select the all articles published from July to December 2018,and combine the We Chat public account's dissemination law,analyzing the broadcast strategies from the perspective of the communicating subject?information interface?text content?push mechanism,?language features and profit model,exploring the reasons for becoming the head fashion public account,with a view to inspiring other We-medias.The study found that the fashion We-media“sisterinlaw”,something worth learning in this communication strategy is: high-quality communication content and personalized communication methods?the establishment and maintenance of fashion communities and personal brands,and the audience-based thinking and the sustainability of profit model.In addition,this paper also puts forward the common problems of this type of We Chat public account,combined with the new fashion communication environment,gives four suggestions to the media communicators,including: accurately sensing the audience and precipitating loyal users;improving the content quality and reducing the commercial atmosphere;achieving multimedia multi-platform linkage and enhancing the influence of communication;revitalizing flow capital and incubating long tail positions.Although the research on the communication strategies of the We Chat public account“sisterinlaw”can bring references to other We-medias to a certain extent,its universality and innovation still need to be investigated.