摘要
随着信息时代的进一步发展,尤其在服装品牌由线下向线上转移的营销模式高速发展下,越来越多的服装品牌选择通过微博平台进行品牌的线上推广。文章主要运用案例研究法和数据分析法,并结合广告学相关理论,对不同类型服装品牌在微博上的推广策略进行了归纳和总结,发现其以搜索信息推广、展示推广、直播推广、名人联合推广、社群推广5种推广方式为主,探索其中的共性和规律,得出结论:服装品牌应根据自身的情况及完备的市场调研结果,结合热点趋势进行全方位布局和整合,制定推广策略,以达到最佳的品牌推广效果。
With the further development of the information age,especially with the rapid development of the marketing model of clothing brands shifting from offline to online,more and more clothing brands choose to promote their brands online through the Weibo platform.This paper mainly uses the case study method and data analysis method combined with the relevant advertising theory to conclude and summarize the promotion strategies of different types of clothing brands on Weibo,and finds that there are mainly five promotion methods:search information promotion,display promotion,live broadcast promotion,celebrity joint promotion and community promotion,so as to explore the commonalities and laws.It is concluded that clothing brands should carry out all-round layout and integration according to their own situation and complete market research results,combined with hot trends,and formulate promotion strategies to achieve the best brand promotion effect.
作者
陈悦涵
黎蓉
Chen Yuehan;Li Rong(School of Fashion,Wuhan Textile University,Wuhan 430073,China)
关键词
微博
服装品牌
广告投放
直播
Weibo
clothing brand
advertising
live broadcast
