用户偏好对女装品牌社会化媒体营销的影响

Influence of user preference on social media marketing of women's fashion brands

为使女装品牌在信息繁杂的社交网络中得到目标消费群体的更多关注,从国内女装品牌社会化媒体营销现状出发,选取4个国内女装品牌为案例,对营销内容进行分类。在理论研究的基础上结合市场研究结果建立问卷调研框架并提出假设,以用户在社会化媒体上的直接行为衡量用户偏好,进行问卷调研。通过数据分析可看出不同年龄、职业、教育、收入的人群在服装购买情况及社会化媒体使用情况上具有差异,且用户社会化媒体涉入度对营销内容欣赏的影响不具有显著性。通过结构方程模型验证得到趣味性、利益性、互动性以及个性化内容对消费者在社会化媒体上的关注、点赞、评论、分享行为存在正向影响。

For the problem of how women＇ s fashion brands catch the attention of the target consumer groups and attract consumers to participate in,four domestic women＇ s fashion brands were selected as sample brands,and marketing messages were sorted out based on the current situation of the social media marketing of domestic women＇s fashion brands.On the basis of theoretical research and market research results,a framework of questionnaire research was set up and research hypotheses were put forward.A questionnaire survey was conducted with users＇ preference measured by users＇ direct behaviors in social media.The differences in clothes purchase and social media usage among people of different ages,occupations,education and income can be found by the data analysis,and the social media involvement has no positive influence on the appreciation of marketing content.It is verified by the structural equation model that interesting content,interest-related content,interactive content and personalized content have positive influences on consumers＇ activities in social media such as concerning,agreeing,commenting and sharing.