Research On Clothing Brand Promotion And Interactive Model Design In New Media Era

In the background of the development and popularization of all kinds of new media platforms,the clothing companies not only ushered in new opportunities,but also faced with many challenges,so only make good use of the new media communication advantages,and give full play to the new media marketing value,can promote the clothing brand better.In the use of new media for clothing brand operation,should always be user centric,and actively meet the needs of users,and strive to enhance the perception of use,so as to promote brand.Therefore,this study takes the user as the center,takes the clothing new media as the main object,in order to improve the quality of clothing brand promotion for the purpose of the theoretical research and design practice.First of all,this paper combs the relevant theories of the new media and the clothing brands promotion,looks for the questions,clarifies the research methods and ideas,then summarizes the new media usage intention and the evaluation index of clothing brand promotion from the previous studies.Secondly,the paper analyzes the application of the new media clothing brand promotion,enumerates the practical application cases and classifies it.Based on the new media form,the application,the characteristic and the audience crowd,summed up the three kinds of clothing brand promotion Media platforms,they are,online shopping media,video media and social media.Thirdly,the author adopts the literature research method,the interview method and the Delphi method to construct the measurement index system of the users' intention to use the new media,and use the literature research method and the interview method to construct the measurement index system of the clothing brand promotion evaluation index,as the foundation of the new media clothing brand promotion.Fourthly,according to the research question,this paper deduces the hypothesis,constructs the preliminary hypothesis model and designs the questionnaire.The questionnaire is entitled "New brand promotion of clothing brand".Assuming that there is a positive correlation between the indicators under the new media use intention elements and the indicators under the promotion of the clothing brand,so as to explore the elements of the new media use intention elements to influence the clothing brand promotion,that is,the influencing factors of promotion in clothing brand new media.Fifthly,according to the questionnaire survey,the analysis will be classified according to the following categories: descriptive analysis and validity analysis.Moreover,this paper analysis the dimension of the variables through the exploratory factor analysis method in order to reduce the six elements to four elements,which are fun,interactivity,reliability and usefulness.After the correlation analysis,it verifies the positive correlation between the four perceived elements on the promotion of clothing brand and indicate that the fun elements,interactivity elements,reliability elements and uefulness elemnets can effect the clothing brand promotion.Sixth,this paper combined the data analysis of the four clothing brands to promote the impact of factors and study the user perception in order to suggest the clothing brand promotion from four elements,which are fun elements,interactivity elements,reliability elements and uefulness elemnets.Finally,this paper studied the APP design of QUIN brand based on the research question and build a widely used clothing brand promotion module composition and framework to demonstrate that "Customer first,People-oriented".