The New Strategy Research Of Brand Image Promotion Of JNBY Brand In Social Media

The existence of the Internet and related technologies made social media as widely popular as we know it today,the influence of social media grows daily,we have fully entered the age of social media?Social media allows consumers to share product information online?post shopping experiences and reviews ? ask for advice and Communicate with friends ? family and colleagues before making shopping decisions,regardless of location or time.Social media has changed people's consumption behavior and brand perception,When consumers decide whether to buy a product or service,their consideration is increasingly not limited to the product or service itself,but more depends on the overall perception of its brand image.In the face of this media revolution,how to make more intelligent and effective use of social media and build brand image is an opportunity and challenge faced by all enterprises.It is also a subject that both domestic and foreign academic circles need to study.Based on this perspective,this paper firstly systematically summarizes the concept and development status of social media and sorts out the mainstream theories related to brand image in academic circles,taking the challenges and opportunities brought by social media to brand image building as the entry point of the topic,then taking the representative case of JNBY clothing brand as the typical case,analyzes the current situation and problems of brand image building under the context of social media.We also put forward the corresponding countermeasure,and provides the reference strategic suggestion to the domestic related enterprise.On the other hand,demonstrating the research value and the research significance of this topic.By adopting the brand image model of Bell,and combining with social media context,this paper makes a detailed analysis of the enterprise brand from the four aspects of enterprise image,user image,product/service image and social media participation,finds out the existing problems in the brand image building,and finally from these four aspects,it is proposed to strengthen brand association,emphasize user personality differences,build brand culture,community precision marketing,mining private flow and other aspects to improve the brand image.In order to make this research more convincing and credible,in addition to citing the theoretical basis related to brand image as support,this paper also designed a questionnaire.which Guided by the theory of Bell brand image model and starting from the four dimensions of corporate image,user image,product/service image and social media participation,43 questions were designed for market research and first-hand information was obtained.Using SPASS software to analysis data and obtain conclusion,and then put forward reasonable Suggestions of the JNBY clothing brand image promotion on the basis of the conclusion.At the same time,it also provides reference basis for promoting brand image research and relevant theoretical research,and provides some reference for garment enterprises and even enterprises in other industries to build and improve brand image?...