新媒体环境下的服装品牌传播研究

Research on Clothing Brand Communication under the New Media Environment

随着信息技术的发展,以互联网、计算机、手机为依托的新媒体传播手段不断出现,为我国服装品牌的传播带来了机遇和挑战。如何在新时代下有效利用传播新媒体,将服装品牌优势及产品信息及时传递给消费者,是企业在竞争激烈的服装市场中得以立足的关键。本研究通过分析新媒体传播的优势,立足我国服装品牌传播的现状,提出新媒体环境下服装品牌有效传播的路径。

With the development of information technology,new media communication means relying on the Internet,computers and mobile phones have emerged,which brings opportunities and challenges for the spread of China’s clothing brands.How to effectively use the dissemination of new media in the new era and timely convey the advantages of clothing brands and product information to consumers is the key to the company’s foothold in the highly competitive clothing market.This paper analyzes the advantages of new media communication,based on the status quo of China’s clothing brand communication,and proposes the path of effective communication of clothing brands in the new media environment.