Marketing Communication Research Of Clothing Brand In WeChat Public Platform

On a basis of research on marketing communication mechanism of clothing brands in WeChat public platform and influencing factors investigation of constant attention to public numbers by users, this thesis analyzes those exiting problems of clothing brands marketing communication in WeChat public platform, and researches the relevant strategies of clothing brands marketing propagation in WeChat public platform.It introduces the basic information, settings of navigation bar, pushing information situation of 23 WeChat public numbers of clothing brands with the methods of data collection, induction and reorganization, so as to analyze the marketing communication mechanism of clothing brands in WeChat public platform. Two types of marketing communication are available:stable service can be provided by navigation bar, and information can be spread in the form of pushing information. There are seven styles of clothing brands marketing communication in WeChat public platform:brand products and cultural information can be used to increase users’identity sense towards brands; individual service information can be provided for users to enhance service experience; several interaction and special offer activities can be used to increase the service emotions of users; practical information can be provided to the enhance effectiveness of brand’s public number; several fashions and stars information can be provided to increase viscosity of users towards public numbers; medium information can be provided to induce users to other transmission platform; shopping linkages can be provided for users to on-line purchase.The behavior characteristics clothing brands public number users can be learned in the form of questionnaire survey. On a basis of Use and Gratifications Approach, Expected Value Theory and Media Dependency Theory, this thesis proposes a relation model about the influencing factors of users’constant attentions to public numbers of clothing brands for statistics and analysis of mean values of various influencing factors. According to the investigation results of user behaviors and the comparative results of influence factors in relation models, and combined with the service contents of WeChat public numbers of 23 clothing brands, the existing problems in marketing communication of clothing brands’WeChat public numbers are as following:firstly, there are evident differences between the service contents of clothing brands and customers demands; secondly, the interaction between clothing brands and users is insufficient; thirdly, the number of manual consulting services equipped by clothing brands is too less.The strategies of clothing brands’ marketing communication in WeChat public platform are researched based on the investigation results of clothing brands, user behaviors, the relation model results that influence users’ continuous attention to clothing brands’ WeChat public numbers. The strategies are put forward from six perspectives. Firstly, the strategy of promoting brands identity:take advantage of WeChat authentication and R mark and design explicit public numbers and Logo to improve the identification degree; secondly, precision deepening strategy:the strategy of refining the public number’s service, the strategy of accurately designing titles, and the strategy of optimizing the service content; thirdly, the strategy of focusing on users experience:the strategy of instant interaction, the strategy of increasing coordination guidance, as well as, the strategy of flexible implantation of information; fourthly, the strategy of accurate marketing:the strategy of responding to user demand and the strategy of refined management of users; fifthly, the strategy of media mix promotion;sixthly, the strategy of online and offline integration.