Research On The Promotion Strategy Of High-end Clothing Brand Based On Weibo Platform

The arrival of the self-media era has promoted the further commercialization of Weibo.As early as 2011,a large number of high-end clothing brands began to operate on the Weibo platform.As of 2021,more than 30 high-end clothing brands have chosen to use the Weibo platform as the only platform.The official channel of social promotion.The commercial value of Weibo has been recognized by more and more brand enterprises in recent years.The analysis of this study is divided into two parts.The first part starts with an overview of high-end clothing brands and micro-blog advertising,firstly,the definition and development status of high-end clothing brands is given through literature research,and secondly,the definition of micro-blog advertising and the operation rules of micro-blog platform are combined to summarise the main ways of micro-blog promotion of high-end clothing brands are search promotion and micro-blog advertising.In the second part,the theories of communication are used to illustrate the ideas of information dissemination on the microblogging platform by introducing the 5W theory,the Devereux interaction process model and the Schramm mass communication process.The second part of the presentation is based on communication theories.The study also incorporates typical cases of Dior and Gucci brands and secondary data to support the validity of the theory in practical application.The empirical study also consists of two parts.The first part is to construct a preliminary model of high-end clothing brand promotion strategy based on the theoretical basis of the hypothesis.The hypothesis is then combined with the theoretical rationale and model to hypothesise the impact of content strategy,micro-blog advertising,and the various influencing factors in content strategy on micro-blog user engagement.In the second part of the empirical study,firstly,three brands,Dior,Gucci and Valentino,were selected as samples,secondly,data from their Weibo accounts were collected and collated,and the data were effectively classified and coded according to the basis of social media content strategy research proposed by previous scholars.Finally,SPSS statistical analysis software was imported to conduct a multi-factor ANOVA,and the results were used to verify the reliability of the hypotheses and to derive the significance coefficient of each influencing factor.Finally,the WHCBP model is derived from the conclusions of the data analysis and the recommendations of this study are presented.The promotion of high-end clothing brands on the microblogging platform should revolve around the following strategies: firstly,the content strategy of microblogging advertising should be the main focus;secondly,the content strategy should focus on celebrities and celebrities and achieve a positive conversion of fans through the microblogging platform;thirdly,the content related to clothing brands in terms of design concepts,brand stories and craft details should also be refined and adjusted accordingly according to the former,highlighting the focus of the content Thirdly,the content related to clothing brands should be refined and adjusted accordingly according to the former,so as to highlight the focus of the content.The purpose of this study is to provide a reference for the optimization and improvement of the microblog promotion strategy of apparel brand enterprises.