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.docx

浙江理工大学硕士学位论文
An innovative research of Clothing munication in
social media
Abstract
Development of the , 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 e a major media platform of today's , which munication 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 panies.
This article aims to use the theory of munication and the practice of apparel market development, propose the topic of “the strategy of clothing munication under social media”,Attempts to model an innovative research of clothing munication 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 munication.
Keywords: social media; munication; clothing brand; consumer needs
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
社会化媒体的概述................................................4
社会化媒体的定义范围.......................................4
社会化媒体的理论研究.......................................4
社会化媒体的特征界定.......................................5
社会化媒体在国内外的发展现状....................................6