The Strategy Analysis And Research Of The New Media Marketing Based On The Fashion Brands

As the Internet technology and digital technology developing rapidly,the appearance of New Media changes people's living behavior,as well as the marketing thought and transmission mode of brands.At the present,the value of New Media Marketing gets people's attentions in various areas.Some famous brands at home and abroad use New Media in marketing,and get optimistic feedback.Therefore,fashion brands could chase the trend,and use the chances and challenge correctly.Although there are wide application prospects,New Media Marketing has developed shortly in fashion area,which lack of experiences.Most of the fashion brands are in the level of imitation and exploration.This article aims of exploring New Media Marketing mode and methods,at the meantime finding the appropriate New Media Marketing strategy in fashion industry,and finally trying to propose a result of fashion brands developing in the environment of New Media in both theory and practice ways.Firstly,this article analyses the current situation of fashion brands marketing in the New Media environment,and analyses that the New Media make fashion brands change the marketing strategy.Secondly,this article uses Search Engine Marketing,Social Networking Marketing and Mobile Marketing as the basic theories,and explores the application of New Media Marketing in fashion industry.Finally,based on learning in company A,this article analyses and summarizes a lot of information and data of fashion company A,and explore company A's New Media Marketing strategy deeply.The advantages and weakness are summarized in this article,which could show some inspirations for fashion brands in New Media Marketing.This article shows four fashion marketing strategies,to meet the demand in the area of precision,differentiation,interaction and stereo.The article also points that the Integrated Marketing strategy could combine brand image,product,feature,and service with the fashion brands,and explore a method in New Media which fits for fashion brands.