"Rebecca's Fantastic World" WeChat Public Account Research

Since the 20 th century,with the continuous improvement of the material and spiritual living standards,human beings are transforming from traditional production-oriented society to new-type consumer society.People consume not only the use value of goods,but also their symbolic value.Therefore,the fashion which embodies the characteristics of symbol consumption everywhere has attracted more and more attention.As an important branch of popular culture,it has been widely spread in society through various media.In recent years,with the rapid development of mobile Internet and social media,WeChat has become a powerful communication tool.The WeChat official account that was born later became the master of mobile reading.The fashionable WeChat official account has become a rookie of fashion communication.This paper selects the fashion WeChat official account �Rebecca's whimsical world�,which is relatively successful in content production and marketing,as the research object.Through literature research,sample survey,case analysis and other research methods,the �5w� communication theory is used.The dissemination of content research,"opinion leaders" and "mimicry environment" and other communication theories have deeply dissected the content of the sample,summed up the popular internal reasons of "Rebecca's whimsical world" and used Gebner's " The Theory of Cultivation focuses on how it reshapes the aesthetics and taste of the audience and creates new symbols of fashion value.This paper believes that "Rebecca's whimsical world" is based on the insistence on producing high-quality content to attract fans,and the core of creating economic benefits for fans,thus achieving a win-win situation for content production and commercial marketing.The full text is divided into four chapters.The first chapter introduces the concepts,characteristics and development process of consumer culture and fashion communication.Fashion communication has experienced a long development in China,and with the renewal of media technology,it has evolved a new form of communication.With the rise of social media such as WeChat,the needs of the audience tend to be diversified and personalized,and the fashion WeChat official account has emerged.The second chapter takes the research object �Rebecca's whimsical world� as an example,and carries out detailed descriptions on the characteristics of its push content from the scope and method of content selection,the content presentation form and the new fashion values conveyed by the content.Focusing on the theory of Geberner's "cultivation theory",it analyzes how it shapes the aesthetic taste of the audience and constructs a new fashion symbol value,thus conveying the fashion concept of "light life" : fashion does not mean luxury.It is a pursuit of high quality of life and green health.The third chapter analyzes the marketing strategy of "Rebecca's whimsical world",and draws on the relevant concepts in media marketing.It analyzes the profit strategy of the official accounts from the aspects of advertising and audience consumption of media products and services.Advertising marketing,fan marketing,and e-commerce marketing.In different marketing methods,Rebecca plays the role of advertising content producer,product intermediary and product seller,but all successful marketing is based on its high quality content production.The fourth chapter summarizes the current development bottlenecks in the process of �Rebecca's whimsical world �,mainly including information homogenization,consumerism tendency to disseminate content,and lack of after-sales service.At the end of the paper,the corresponding suggestions are also put forward: using AI,VR and other technologies for content innovation,balanced content selection and brand grade selection to avoid consumerism and improve product after-sales tracking services.