Research On Han Clothing Brand Communication Based On Social Media

Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web2.0, which has broken the traditional way of distributing information from one to one, or one to many, given every individual the ability to create and spread. Social media is changing the modern lifestyle, and also seriously affect the current clothing brand communication. On the one hand, to make changes in consumer behavior online is becoming increasingly important in the field of business, social media platforms hardly settled initiative; on the other hand, the ratings of the transition to the click-through rate, the target audience has become increasingly clear, brand communication controllability has continued to weaken. Secularly lacking of brand awareness, Chinese clothing brand, when subjected to the impact of foreign clothing brand without any defense capability. Facing the market is split, the domestic garment enterprises have to pay close attention to brand promotion using various means, trying to occupied certain market share. Han clothing, as a regional sign, has been promptly prevailing across the country by its style and color since mid 1990 s, becoming one of the national representatives for fashion. However, with the arising of the other domestic brands accompanied with the invading of foreign brands, Han clothing gradually fades in its dominant place and is even hard to find in current women clothing market. Social media serving as the most appropriate carrier for spreading the brand is supposed to be the best weapon to assist Han clothing in winning back its brilliant glory.This paper is divided into six chapters, Chapter 1 is an introduction; Chapter 2 is the effect of social media to brand communication; Chapter 3 is this study design; Chapter 4 to Chapter 6 are important parts,which are the core parts of this paper.The main contents of Chapter 4 is containing the statement of the Han clothing brand’s current development, how did the Han clothing brand use social media, and a comparative study of foreign clothing brands and Hang clothing brand’s social media applications. Chapter 5 is based on the main content finding in Chapter 4, noting the Problems and Causes of Han clothing brand communication in social media. Chapter 6, according to the problems of Han clothing brand and the present situation of garment industry market competition to make appropriate social media disseminate recommendations.The brand communication function like accurated information dissemination, efficient persuasive, high brand identity and establish the relationship between the consumer and the brand, The consumers’ brand psychology of brand awareness, brand emotion and brand action drive the enterprises tend to use 1 + N, follow + retransmit + draw, the brand story + key people, topics + interaction, brand culture + user experience mode to brand communication. The four main advantages of social media in the clothing brand communication, which are sellers’ showing visually display products, buyers’ showing promote word-of-mouth, promoting the transmission of clothing brand cultual and maintaining strong ties with customers, making more and more brands using social media.By comparing the foreign brand and Hang clothing clothing brand,found in the use of social media, the shortage of Han clothing brand are laking of adequate platform, insufficient integrated communication awareness; brand positioning is not clear, the content is in confusion; lacking of two-way interaction, formal dissemination; online and offline are disjoint, marketing activities lack of coherence. Despite its limited dissemination, low return on investment, the Han clothing brand using social media still holds a positive attitude, continue to explore and improve the communication process deficiencies. According to the problems of Han clothing brand and the present situation of garment industry market competition, Han clothing brand can from communication channels, content, brand position, service and Transmitters these aspects to using Channel integration, complementary content, 360-degree integrated communication; Accurate brand positioning, construction of social of customer relationship management; Enhanced interaction, enhance customer service levels; To set goals, regular brand communication pulse; Full voice, everyone is a brand ambassador these five major areas to improve the social media commnuication skills.