The Research Of ’’CHNXF’’ Xiang Embroidery Brand Digital Communication Based On The "Intemet+"

In the rapid development of information communication technology and it’s network communication technology,the exchange and delivery of information has been greatly promoted and developed,and the network digital communication which have multiple integration capabilities and instant interaction advantages,have a profound impact on the spread of the brand.The idea of "Internet +" was born in the next of internet and life depth of integration.The Internet thinking guiding the direction of the brand digital communication development on "open fusion","respect for human nature" and "attention to value creation",so it require the companies to re-examine their brand positioning,resource integration,creating a unique personality and then expand their brand influence.This article is based on the above trends in the times,studying on the related theoretical knowledge both at home and abroad,and combined with the content of this paper,using the method of survey analysis,comparative studying and theory combined with reality,researching the status of the digital communication of Xiang embroidery enterprise brand in Hunan province,and summed up the existence of common defects;Thisarticle focuses on building the strategy of fitting the "Internet +" spirit of the "CHNXF" digital communication,The strategy mainly includes the followings: 1.According to the competitive environment,target groups and product analysis,we come up with the differentiation strategy of "CHNXF";2.According to the content of search engine spread,social media communication and E-commerce platform spread,we clarified the strategy of "CHNXF" digital communication;3.On the basis of studying the content on team operating,operational process,operating mechanism and operational assessment,and discussed how to build the efficient operation system of "CHNXF".This article summarized and completed both meetting the image temperament of the "CHNXF" brand,and also implemented the official website and Taobao display design which have strong sense,improved the brand’s awareness effectively.The study of this article can help other Xiang embroidery brand to promote their brand better when they use the Internet and digital technology,and promoting the spread of the traditional culture of Xiang embroidery.