服装品牌在微信公众平台的营销传播研究

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1、万方数据摘要ofmeanvaluesofvariousinfluencingfactors．Accordingtotheinvest,igationresultsofuserbehaviorsandthecomparativeresultsofinfluencefactorsinrelationmodels，andcombinedwiththeservicecontentsofWeChatpublicnumbersof23clothingbrands．theexistingproblemsinmarket．ingc

2、ommunicationofclothingbrands’WeChatpublicnumbersareasfollowing：firstly，thereareevidentdifferencesbetweentheservicecontentsofClothingbrandsandcustomersdemands：secondly，theinteractionbetweenclothingbrandsandusersisinsufficient：thirdly，thenumberofmanualconsulting

3、servicesequippedbyclothingbrandsistooless．Thestrategiesofclothingbrands’marketingcommunicationinWeChatpublicplatformareresearchedbasedontheinvestigationresultsofclothingbrands，userbehaviors，therelationmodelresultsthatinfluenceusers’continuousattentiontoclothin

4、gbrands’WeChatpublicnumbers．ThestrategiesareputforwardfromSixperspectives．Firstly，thestrategyofpromotingbrandsidentity：takeadvantageofWeChatauthenticationandRmarkanddesignexplicitpublicnumbersandLogotoimprovetheidentificationdegree：secondly，precisiondeepenings

5、trategy：thestrategyofrefiningthepublicnumber’Sservice，thestrategyofaccuratelydesigningtitles，andthestrategyofoptimizingtheservicecontent：thirdly，thestrategyoffocusingonusersexperience：thestrategyofinstantinteraction，thestrategyofincreasingcoordinationguidance，

6、aswellas，thestrategyofflexibleimplantationofinformation：fourthly，thestrategyofaccuratemarketing：thestrategyofrespondingtouserdemandandthestrategyofrefinedmanagementofusersfifthly，thestrategyofmediamixpromotion：sixthly，thestrategyofonlineandofflineintegration．K

7、eywords：Clothingbrands：marketingcommunicationofWeChatpublicnumbers：marketingcommunication；userbehaviors：opt．imizedstrategies万方数据广东工业大学硕士学位论文目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．I目录⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IV第一章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研

8、究背景及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2国内外研究现状及分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．3课题来源、研究内容、研究目标与研究方法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41．4课题创新性⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯5第二章品牌营销传播搭力微信公众平台的前景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯