Study On Fashion Brand Marketing On SNS Platform Of Real-name System

While the Internet technology makes media constantly change, the way consumers accept information gradually diversified. Today’s media is more and more fragmentized and de-massed, the traditional ’forced feeding’ marketing model show some shortage in precision, marketing costs and marketing effect. In new media, market power has turned hands from producers to consumers. The brand is not only responsible for releasing information, they need to interact with the consumers, to find and affect them.In recent years, the SNS platform has developed quickly at home and abroad. The representative domestic SNS platforms are renren and kaixin001network, which gathered a large number of high viscosity customer group. Since2011, renren and kaixin001are open the page to the public brand. Brand page in SNS platform provided a new model for marketing activities. Brand page has the characteristic of virtual brand community and the spread of SNS speed. At the same time it also has outstanding advantages such as the low marketing cost and the accurate audience. so in the past two years, more and more fashion enterprises began to try this new online marketing model.This article study on fashion brand page on SNS platform. First of all is giving the definition of concept of the fashion brand page. On this basis, do the research into the the current development situation of fashion brand page on kaixin001and renren nets. Through the analysis on sample fashion brand page, the four constituent space of fashion brand page id clear. Take the way of theory research and expert interview to study the fashion brand page’s value function to brand and customer. Then on the basis of the previous studies, build the value relationship hypothesis model on fashion brand page. Combining the experts’view to formulate relevant scale, to obtain the value relationship of fashion brands page on renren and kaixin001nets through the analysis of the data. Finally, according to fashion brand page on kaixin001and renren nets to put forward the construction strategy.This article get the conclusion of the fashion brand page development status and classification, fashion brand page’s value function radar map, value function relation model of fashion brand page and construction strategy of the fashion brand page. The conclusion above can give fashion enterprise a thorough knowledge of the fashion brand page on SNS platform and help them intuitively felt the value of every space on brand page.The realization ways and means of the home page’s value is clear, which makes enterprise can constructing the home page’s every space for different needs. Then it will provide support for enterprise to effectively build brand page and corresponding marketing activities.