新媒体时代针织服装品牌传播策略研究

Communication Strategies of Knitted Apparel Brands in New Media Era

随着新媒体形式的迅速发展,针织服装品牌在新媒体平台上的传播互动愈加激烈,文章首先对新媒体进行概念解读,然后分析新媒体时代针织服装品牌的传播现状,总结出针织服装品牌在传播策略上存在传播对象、传播平台和传播内容3方面的问题。根据多种新媒体传播渠道和方式,提出针织服装品牌线下线上传播、情感化传播、个性差异化传播、跨界合作传播策略,构建一个多元立体化的传播策略体系。对新媒体传播渠道提出一定的运营准则参考,对针织服装品牌传播策略的规范化及品牌价值创造产生深刻影响。

With the rapid development of new media forms,the communication interaction of knitted apparel brands on the new media platform becomes more and more intense.Firstly,this paper interprets the concept of new media,then analyses the current situation of knitted apparel brands communication in new media era,and summarizes three major issues of knitted apparel brands communication strategies,including communication object,communication platform and communication content.According to various channels and modes of new media communication,this paper puts forward the strategies of knitted apparel brands offline and online communication,emotional communication,personalized communication,cross-border cooperation communication,and constructs a multi-dimensional communication strategy system.It also puts forward some operational guidelines for new media communication channels,which has a profound impact on the standardization of brand communication strategy and brand value creation of knitted apparel.