Research On Content Communication Of Domestic Fashion Brands Based On Socialized E-commerce

With the development of social network and the upgrading of consumption,the socialization e-commerce based on the interaction between social networking and e-commerce is attracting widespread attention.At present,more and more enterprises have attached importance to the cooperation of the social electronic commerce and the vertical field.However,domestic fashion brands content dissemination which based on the socialization e-commerce is facing many problems,such as unclear brand positioning,serious homogenization of product content,ambiguous target audience positioning and so on.According to the characteristics of social commerce,the process of consumer behavior changes which is caused by the changes of social network environment is expounded,and the development status and existing problems of domestic fashion brands content dissemination under the social e-commerce are analyzed based on the theory of brand content communication.The brand content communication model based on social e-commerce is constructed with brand contents,social e-commerce and costumers,the key points in the process of dissemination are clarified,and the pertinent strategies and suggestions are put forward according to the key elements in this model,suggestions and references for the many problems that China's fashion brands face in the process of social e-business content dissemination is provided.Finally,based on the domestic fashion brand "FELLALA",the current status of the brand are analyzed,the self positioning,target audience and brand prototype of the brand are clearly defined through the innovation model and strategy,the brand content dissemination scheme based on the social e-commerce are proposed and the references are provided for the brand content dissemination strategy of the similar domestic fashion brand in the social electronic commerce.