新媒体背景下以纯品牌营销策略分析.docVIP

PAGE PAGE II 新媒体模式下以纯品牌营销策略分析 内 容 摘 要 在21世纪信息社会中，互联网技术的广泛应用促进了多种媒体传播方法的出现。新媒体平台的迅速发展，信息传播更广泛迅速，这使新媒体的的营销价值脱颖而出。休闲服饰行业紧随潮流，从90到00年代的年轻一代作为主要消费对象，他们擅长表达和分享。他们更倾向于从新媒体平台获取咨询，新媒体影响着当代通讯使其变得社交化和互动化，打破信息传播的时间和空间限制。新媒体营销不容被忽视。 根据品牌营销和新媒体营销等相关理论，本文分析了以纯品牌营销的策略，结合运用了SWOT分析法以及4P工具分析以纯的现状及其营销运作中的问题，并提出了基于新媒体应用的系统化，整合营销策略。在新媒体背景下，以纯可以通过正视新媒体平台上对于企业品牌未来的发展带来的重要意义，招纳培育新媒体人才，联合其他品牌，整合营销渠道，结合网络营销的4I策略的方面找到属于以纯自己的品牌营销策略优势，在新媒体浪潮下做休闲服装品牌的领头羊。 关键词：以纯；新媒体营销；品牌营销策略；休闲服饰  YISHION Brand Marketing Strategy Analyze under The New Media Model Abstract In the 21st century information society, the widespread use of Internet technology has enhanced the emergence of many forms of media. The rapid growth in new areas of media and the rapid spread and diffusion of information have led to the introduction of new media. The fashion industry is closely monitoring the trends of the younger generation from the 1980s through the 2000s as the main consumer. They are great for showing and sharing. They tend to get advice from a new media platform New media is impacting modern communication to make it social and interactive, breaking down time and space for information dissemination. New media cannot be ignored. According to relevant theories such as brand marketing and new media marketing, this article analyzes the strategy of pure brand marketing, combined with the use of SWOT analysis and 4P tools to analyze the status quo of pure and its marketing problems, and proposes a system based on new media applications Marketing strategy. In the context of new media, YISHION can find the importance of the new media platform for the future development of corporate brands, recruit new media talents, join other brands, integrate marketing channels, and integrate network marketing with 4I strategy. Belong to the advantage of pure own brand marketing strategy, to be the leader of casual clothing brand under the new media wave. Key words: YSHION brand; new media marketing; brand marketing strategy; casual clo