The Research Of Clothing Brand Promotion Strategy Under Multi-Platform Model

With the rapid development of communication and Internet technology, the businessmode of clothing brand has evolved into three levels: the product-focus level, the independentplatform level and the network community level, which thus bring about unprecedentedchanges of the environment and means of brand promotion. The new promotion media arepopping up one after another, ranging from purchasing meetings, shows, traditionaladvertisement media to portals, search engines, forums generated by e-commerce. And themore powerful new arrivals—WeChat, Weibo，social networking services and others are alsoin full swing. Therefore, the traditional promotion concepts we were once familiar with havefailed to adapt to society of drastic changes. In order to meet this enormous challenge,clothing brand development and promotion are in great need of innovation with a view toseizing opportunities and accepting new challenges.For this purpose, the thesis will put clothing brand promotion under the environment ofmulti-platform marketing model for analysis. First of all, through the analysis of the generalsituation of multiple platforms, the writer sums up multi-platform’s major categories, corefeatures and promotion advantages. Secondly, it summarizes the promotion process ofmulti-platform model combined with clothing brands and elaborates factors that affect thepromotion effect, through which it puts forward a series of new strategies of clothing brandpromotion under multi-platform model. Finally, it offers an empirical analysis of the influenceof the innovative multi-platform promotion strategies on the promotion of photosyntheticenergy T-shirt clothing brand so as to generate new strategies of clothing brand promotion inthe benefit of the modern brand promotion.In the process of research, the writer adopts a variety of ways, such as corporation withclothing enterprise, actual promotion operations, website information data collection alongwith literature review to know about the present situation of multi-platform promotion athome and abroad as well as its effect. Through the integration of practice and theory, thethesis explores the influence of the multi-platform mode on the clothing brand promotion,proposes innovative strategies of clothing brand promotion and makes an empirical analysisof the influence of multi-platform promotion strategies on the promotion of T-shirt clothingbrand. It is hopeful that the study of this subject can provide a theatrical support and practicalreference for future garment enterprises to take advantage of multiple-platform promotion andalso can be used for reference in the research of future clothing brand promotion system.