自媒体对设计师品牌传播方式及效应的研究

发布时间：2018-01-13 00:21

本文关键词：自媒体对设计师品牌传播方式及效应的研究　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：设计师品牌以其独树一帜、匠心独运的设计深得时尚人士的热爱和追捧,相对于国外而言国内设计师品牌尚处于发展阶段。设计师品牌发展的关键在于保持独特的设计风格以及进一步做好更为深入的品牌传播。自媒体作为时下应用最多的社会化媒体,有着成本低、易操作、传播速度快、传播范围广的特点,因此在品牌传播方面起着重要的作用,而这些特性正好与处在发展阶段的设计师品牌传播需求相吻合,正是由于两者的高度契合,自媒体成为设计师品牌传播的最佳方式,但是国内对于这方面的研究相对较少因而对此方面的研究就显得尤为重要。本文着重从自媒体对设计师品牌传播的营销战略的制定与实施、媒体传播文案的撰写、网络传播策略与规划三个环节进行深入分析研究,根据自媒体在设计师品牌传播的各环节中所扮演的不同角色进行分类阐述,对自媒体在各环节中的“工作环境”以及承担的具体工作进行详细描述和分析,从而得出设计师品牌各个环节中自媒体传播的最佳方式与策略。
[Abstract]:The designer brand with its unique design to become an independent school, love and pursuit of fashion, foreign domestic designer brand is still in the development stage. With respect to the key designer brand development is to maintain the unique design style and further more deeply. Brand communication from the media as the media nowadays social applications most, have low cost, easy operation, fast spread, wide spread characteristics, so in the brand communication plays an important role, and these characteristics and just in the development stage of designer brand communication demand is consistent, is fit because of their height, since the media has become the best way of designer brand communication, but particularly domestic an important research in this area is relatively small and the study on this aspect is. This paper focuses on the designer brand spread from the media The establishment and implementation of marketing strategy, writing media copy, network communication strategy and planning three aspects of in-depth analysis and research, classifies them according to different roles from the media in all aspects of the spread of designer brands, were described and analyzed in detail the specific work from the media in various aspects of the work the environment "and bear, so that the best way to spread from the media and Strategies of designer brands in all aspects.

【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：R473.73

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