Research On Optimization Of New Media Marketing Strategy Of Shenzhen RW Company

The rapid development of Internet technology has made tremendous changes in all walks of life in China.While people enjoy the convenience brought by advanced technology,their own social,life and working methods have also undergone tremendous changes.With the help of Internet technology,traditional information communication channels such as TV,radio,newspapers and magazines have been greatly reduced,and more subdivided and diversified network channels have been replaced.People are getting used to obtaining needed materials and information through new media platforms such as live broadcast,short and long videos,graphic stations,etc.,which makes new media channels contain huge business opportunities and potential,New media marketing has gradually become one of the mainstream marketing methods of enterprises.In this context,as one of the important categories of national consumption,the clothing industry has also been greatly impacted.Compared with the traditional offline shopping,people can understand,select and buy their favorite clothes without leaving home through the network platform,meeting the different needs of many consumers.Watch clothing videos on platforms such as Tiaoyin and Xiaohongshu,place orders on e-commerce platforms such as Taobao and JD,and upload photos or videos to share on microblog,We Chat and other platforms after receiving products.These have become shopping habits and processes of many people.Shenzhen RW Clothing Company is a trendy clothing enterprise for young people.The company was founded in 2010,which originated from the innovation and entrepreneurship projects of several college students who like the clothing industry.With its outstanding product strength and the dividend period of the e-commerce environment at that time,the brand quickly emerged and established itself in Shenzhen,where innovation and entrepreneurship were encouraged and supported.RW,as one of the first clothing brands to become famous on e-commerce platforms,has carried out corresponding marketing activities on various new media platforms.However,with the continuous change of the market,RW’s new media marketing work has exposed problems such as insufficient efficiency,single mode,and user loss.This paper takes RW Company as the research object,first describes the research background and significance,summarizes the relevant research status at home and abroad,defines the relevant theories of new media and new media marketing,and introduces 4R marketing theory and 4I marketing theory in marketing as theoretical support;Then,it combs the development and current situation of RW Garment Company,probes into the current situation of new media marketing of Shenzhen RW Garment Company through questionnaires,data analysis and other methods,finds out the existing problems and summarizes the causes of the problems;Secondly,determine the overall idea and principle of the optimization plan,give optimization suggestions from four directions of content operation,activity operation,fan operation and data analysis operation,and propose safeguard measures in four aspects of strategy,manpower,technology and capital;Finally,the research contents are summarized and the research prospects of the industry are prospected.