微时代时尚传播模式探究-以凡客诚品为例.docVIP

微时代的时尚传播模式探究 ——以凡客诚品为例 电子商务 高波 指导教师 高伟 摘 要：进入21世纪以来，电子商务在中国得到了迅速发展，网络消费成为崇尚便捷生活的年轻一族一个很重要的消费方式。微博媒体以及微信媒体所引入的传播方式深刻的改变了当代品牌营销的格局。由于各大广告主均有兴趣探索如何通过微时代的营销新格局实践品牌信息传播的最大化，而各大网站运营平台也有兴趣迎合广告商的需求，同时探索自身平台的另一盈利新方向。有鉴于此，探索微传播时代时尚品牌传播需要如何适应新环境，如何探索新的传播模式实现营销效果的最大化成为当前值得研究的重要课题。本文综合运用广告学、传播学、新闻学的专业基础知识，就微传播环境下品牌的时尚传播理论和实践方面问题展开深入分析，并结合实际生活提出科学、可行的意见建议。本文的研究对于未来各大时尚品牌试水微传播模式具有一定的参考价值与意义。 关键词：微时代；营销；品牌传播；凡客诚品；微博 Micro fashion spread model of inquiry -- to all guest sincere product as an example Abstract：Enter since twenty-first Century, has been the rapid development of e-commerce in China, network consumption become young people advocating convenient living a very important consumption. Micro-blog media and Micro message media into the mode of transmission of a profound change in the contemporary brand marketing pattern. The exploration of how the new pattern to maximize the marketing practice of brand information communication micro era major advertisers are interested in, and each big website operation platform is also interested in catering to the needs of advertisers, and explore the new direction of another profit its platform. In view of this, to explore the micro communication era fashion brand communication needs to adapt to the new environment, how to explore new mode of communication to achieve the maximization of the marketing effect is currently an important topic worthy of study. Professional knowledge of the comprehensive use of advertising, communications, journalism, in-depth analysis of fashion communication theory and practice problem of micro propagation environment brand, and puts forward some scientific, feasible suggestions in real life. This study for the future of the fashion brand, micro propagation model has the reference value and significance. Keywords：Micro era; marketing; brand communication;Micro-blog；Where the customer Eslite 目 录 前言……………………………………………………………………………2 1. 微传播时代的概念与内涵………………………………………………………2 2. 微传播时代为时尚品牌传播提供的新土壤……