社交媒体视角下时尚平民化营销路径分析——以《ELLE世界时尚之苑》为例

Analysis of Marketing Paths for the Popularization of Fashion from the Perspective of Social Media—A Case Study of “ELLE World Fashion Garden”

摘要: 基于社交媒体平台上的品牌营销进入重要的转型阶段，时尚杂志在互联网热潮中谨慎掌握船舵，航行于竞争激烈的社交媒体海洋中。社交媒体已经成为现如今获取信息、通讯交流、发表言论、走向世界的重要渠道，庞大的用户基数和便利快捷的传播渠道吸引各大时尚杂志的驻扎。社会结构的变迁、媒介技术的变革以及消费者偏好的影响，为《ELLE世界时尚之苑》时尚平民化营销模式提供了可能性。《ELLE世界时尚之苑》基于自身原有的强有力的品牌营销策略，展开品牌符号再定义、跨平台协作的差异营销和线上线下联合的社交营销的时尚平民化营销路径，成功实现品牌知名度和用户粘性度的上升，跻身于时尚杂志的前列。

Abstract: Brand marketing based on social media platforms has entered an important transformation stage. Fashion magazines have carefully mastered the rudder in the Internet boom, navigating the sea of social media with fierce competition. Social media has become an important channel for obtaining information, communicating, expressing opinions, and going global nowadays. Its huge user base and convenient and fast dissemination channels attract the presence of major fashion magazines. The changes in social structure, changes in media technology, and the influence of consumer preferences have provided possibilities for the popular marketing model of “ELLE World Fashion Garden”. “ELLE World Fashion Garden”, based on its strong brand marketing strategy, has launched a fashion popularization marketing path through redefining brand symbols, cross platform collaborative differential marketing, and online and offline joint social marketing, successfully achieving an increase in brand awareness and user stickiness, and ranking among the top fashion magazines.