社会化媒体下的服装品牌传播创新分析——以l户外服装品牌为例-innovation analysis of clothing brand communication under social media - taking l outdoor clothing brand as an example.docx

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社会化媒体下的服装品牌传播创新分析——以l户外服装品牌为例-innovation analysis of clothing brand communication under social media - taking l outdoor clothing brand as an example.docx

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社会化媒体下的服装品牌传播创新分析——以l户外服装品牌为例-innovation analysis of clothing brand communication under social media - taking l outdoor clothing brand as an example

万方数据万方数据浙江理工大学硕士学位论文 An innovative research of Clothing brand communication in social media Abstract Development of the Internet, communications and positioning technology to facilitate the people to exchange information, dissemination of information. The speed and scope of information dissemination among the various platforms has also been a huge expansion. Social media has become a major media platform of todays Internet, which enables communication between users more closely and quickly. Social media can reach widespread for one event through numerous social media users to publish thier sharings and thoughts. The traditional “one-way” media can not catch up for it. For consumers, social media is much more transparent and open. Consumers can quickly receive brand information, easily view and share a variety of product evaluation. For clothing brands, social media provides a low-cost platform of consumer trends, mining user needs, design and development to provide market basis for companies. This article aims to use the theory of brand communication and the practice of apparel market development, propose the topic of “the strategy of clothing brand communication under social media” ,Attempts to model an innovative research of clothing brand communication in social media .To closely specific and studied the outdoor clothing brand with the current hot spots and popular lifestyle , offering an targeted strategy of clothing brand communication. Keywords: social media; brand communication; clothing brand; consumer needs 浙江理浙江理工大学硕士学位论文目录浙江理工大学学位论文独创性声明............... . . . . . .. . .. . ... . ..I 学位论文版权使用授权书. .. .. . .... . . . . . . . .. ... . .... . .... . ..II 摘要... .................................................... .... .III 1 社会化媒体与服装品牌传播发展概述 ..................................4 1.1 社会化媒体的概述................................................4 1.1.1 社会化媒体的定义范围.......................................4 1.1.2 社会化媒体的理论研究.......................................4 1.1.3 社