The Research Of Clothing Brand Community Popularization Based On MI

With the change of supply-demand relationship,enterprises are paying more and more attention to the spiritual values brought about by their products.Clothing brand is making changes in marketing to attract consumers and improve competitiveness.Marketing with humanities and interests as key points has gradually been valued by companies,because it can get consumers' attention longer and more effectively.The speed of online shopping has been particularly rapid in recent years,and brand community,based on the MI,makes the brand win new promotion in the context of mobile internet,because of its high conversion purchase rate.The development of the brand community on the network,is gradually receiving attention,with the development of APPs such as WeChat and Red.For clothing enterprises,how to promote community popularization based on MI is a major problem.The research will focus on the way of the clothing brand community popularization based on MI,and how does it affect the outcome of marketing.The research constructed a theoretical model and put forward research hypotheses,by analyzing the relevant theories of the community economy and then combing the status of community marketing.The research found:Platform is very helpful to community marketing;Value and theme have less helpful to community marketing and the difference between two is not large.At the end of the research,clothing brand was virtualized and the clothing brand community popularization was designed,based on the research findings.It is hoped that the research can provide a reference for other research of online clothing brand community,and provide assistance for the clothing brand,so that the enterprises can seize the opportunity to achieve better.