Research On The Brand Development Strategy Of Domestic Independent Designers Under The New Media Marketing Model

With the deep application of Internet + technology,the role of new media has become increasingly prominent in the field of marketing,and new media marketing has become a new marketing model with great potential and characteristics.As an important part of the cultural and creative industry,independent designer brands need to attract consumers who pursue individuality,trigger positive brand word-of-mouth communication and maintain high-loyal customers,which require them to seek organic combination with new media marketing.Foreign famous independent designer brands pay attention to new media marketing without exception.But in China,due to the development concept,environment,history and other reasons,the researches on new media marketing model are not deep enough,and the applications are also not wide enough.After learning the results of foreign relevant researches and brand practice,depending the actual situation in China,this paper studies the brand development strategy of domestic independent designer brands in the context of new media marketing,and discusses the practical strategies of designing new media marketing platform from the perspective of design.Taking the brand ELWING as an example,this research uses online questionnaires to collect data,using quantitative research methods including exploratory factor analysis,confirmatory factor analysis and structural equation model testing to study the impact of new media marketing on the brand development of independent designer brands from five dimensions including information dissemination,brand interaction,social interaction,visual appeal and entertainment characteristics.This research proposes specific brand development strategies including enhancing the diversity of brand information dissemination,strengthening brand interaction and social interaction,increasing visual appeal,and add entertainment features in the context of new media marketing,and correspondingly proposes design suggestions for enhancing the positive role of independent designer brand's new media platform from the five dimensions for domestic independent designer brands' development as references.Finally,applying the research results,this study selects the widely used mobile APP form and carries out a practice of ELWING new media marketing platform design to enhance reader's intuitive understanding of this research.