The Marketing Method Research In Garment Online Advertisement Of Persona Of Brand H

With the rapid development of technology and Internet,there has been a great change in the form of advertising,the delivery mechanism and the effect evaluation system.However,in many situations,the advertisement firm can't give a perfect advertisement plan based on the customer and less understand of brand image of the garment brand,it will make the fund lose and bad influence of the garment brand in the long time.This study is based on the development of garment network advertising and the relevant marketing strategy in our country,and make the analysis and discussion about how to build a more detailed clothing online advertising audience classification index,and make the efficient model meet the demand of clothing brand advertising audience,so as to guide the research about clothing brand marketing strategy.The first part of the article makes the relevant data collection and analysis,and analyzes the main factors that affect the advertising marketing strategy of clothing network.At the same time,make an analysis of the clothing network of the relationship between advertising and audience,then found that the perception of the audience for advertising influenced by communication platform and spread media,and fashion online advertising on consumer spending journey plays an influential role.Then,make the research on consumer spending journey as the main line,combined with previous case of clothing network marketing strategy analysis and scholars research of clothing online advertising,in the last,set the two stages and nine clustering index,put forward two stage K-means clustering method.Based on virtual brand H as an example,based on the current situation of the development of classifying its consumer research and marketing mode,according to these indicators of H brand online advertising audience crowd analyzed clustering,and established the corresponding Persona concept model,respectively.Through these models,make H brand for its online advertising audience have a more comprehensive and multi-level understanding,advertising strategy scheme,can according to these people the expressive force of different indexes on the platform of choice,and on the strength of different people.Finally,according to the corresponding Persona model,the "double eleven" marketing campaign was planned.Advertising is one of the most important marketing means of clothing company,make full use of network platform advantage,to integrate marketing effectively is one of the important problems to make the marketing planning.With the rapid development in network science and technology,the clothing network advertising marketing has a great change,it has very important influence to the clothing online advertising development and marketing model that establish effective and a universal way of theory research.