The Study Of Y Apparel Company’s Marketing Strategy Under The Circumstance Of New Media Era

The rapid development of internet and digital technology gives birth to the new media system. However, the existence of this system and its growing impact represent not just a simple popular word. It changes people’s life style and living way here and there. Traditional marketing take advantage of information asymmetry to make profit, while modern marketing make use of information symmetry without consumer black box to g ain benefit. The new media, which is represented by the cellphone terminal and the internet, brings us more new marketing methods in a wide way, thus declaring we are entering the New Media Era. Nowadays, getting to know the new media, making use of it and establishing new media marketing philosophy have already become a subject that all companies need to face.This thesis bases itself on the relative theories of 020 marketing,new media marketing, entertainment marketing and visual marketing. By comparison of the traditional marketing strategy and new media marketing strategy of Y company, the thesis will put forward the existing problems. It will also presents us the integrated new media marketing strategy which will make companies grasp the opportunity in new media era to consolidate their brand image and to gain both social and economic benefits. Meanwhile, by the study of Y company’s new media marketing strategy, this thesis also hopes to provide some guidance for our local retail apparel companies from the respect of new media marketing.