The Research On The Micro-marketing Of Fashion Brand Under The Perspective Of New Media Communications

Nowadays,with the fast development of mobile internet technology,more and more traditional enterprises and emerging industries start to catch up with the pace of “ Internet + ”,most of them try to unite with internet integrants into the companies' s expansion or brands' construction,the final goal of using these new technologies and new channels is to make assurance that enterprises' have a good future.The thesis has defined two topic which are new media and micro-martketing,from these two parts to build two important research frameworks,one is fashion brand new media evolution framework and the other is based on micro-marketing's fashion marketing value framework.The research chooses three new media communication channels,microblog,wechat and APP which are very popular in the mobile phone users,it also takes H&M,Haufu Yuan,Mushroom Street,Levis as fashion brand examples to research.After checking so many documents,literatures and online information,and analyzing from brand construction,users experience,internet star marketing,O2O resource integration,big data marketing and word of mouth propagation,the research indicates that new media communication channels are acting a positive role in the micro marketing of fashion brand.First of all,new media helps product details to the users rapidly and accurately,secondly,it decreases the operation and marketing cost of companies,last but not least,it brings more potential customers which means take more orders.The paper points out that fashion brand micro marketing must be adept at using the theory and method of the spread of new media practice,to develop a suitable product,service and culture and present a geometric level communication effect through new media,products,services and culture,standing in the Angle of the user,market and value to rebuild new media marketing is different from the traditional marketing ways.The research also emphasizes that fashion brand enterprises want to take good use of new media marketing,we must keep up with the Internet,especially in the development trend of mobile Internet,making full use of new technologies and new models,relying on third-party payment and modern logistics system,combining with human users' new attributes and new features,and finding accord with its own brand positioning and user requirements of the new media channels.I hope this topic research could provide a little of theoretical support and practical reference to those clothing enterprises in the process of the new media brand marketing.