Clothing enterprise Micro-blog marketing (Social Media) is quietly changing our lives, but also changing and affecting the business environment of enterprise operation. In 2012, how micro-blog marketing (Social Media), a Chinese clothing company, implemented technology research and development to more specific applications based on the strength of its audience, is the key to narrowing the gap with foreign media and enhancing competitiveness.

Through the rapid development of 2 years, the micro-blog marketing of garment enterprises in China can use "sweeping" two words to summarize its influence and recognition. The micro-blog marketing of clothing enterprises as the media is changing people's ideas and behaviors, one is the way of information acquisition, the first is the diversity of consumer behavior. According to sun Zheng Dong strategy consulting firms's research, "before 2011, the impact on audiences is mainly reflected in the diversity of information acquisition, and the impact on consumer behavior has not yet been changed significantly. In the 2012 clothing enterprises, micro-blog marketing will start to promote and change the consumption behavior of the audience in a comprehensive way. This will also lay the micro-blog marketing of garment enterprises into the era of the whole media, and the business value will become more prominent.

In the aspect of information acquisition, the development of Internet makes consumption From passive acceptance or refusal of advertising information to self selection information, the traditional media release the information dissemination mode I watch is facing unprecedented challenges. Take the audience as an example, first of all, we will achieve independent information integration through search. Secondly, from the micro-blog marketing platform of clothing enterprises, we can get "fans" (especially those with "high quality fans" (special attention stars or opinion leaders) about consumption of a brand or product related information. In view of the fact that these concerned objects are influential public figures, their opinions will affect their fans' influence on certain products or brands. At the same time, people who hold the same or opposite opinions on category products can also achieve "converged communication" through social media. This converged communication will enhance the impact on consumers' consumption behavior. This is an immeasurable spread that can fundamentally change the value of commercial communication.

Micro-blog marketing as a new media is different from the general information search behavior in clothing enterprises. The micro-blog marketing of garment enterprises is the real sense of self media. This will lead to any consumer, not only a general "influential leader", but also a multi-dimensional influence (including destructive power). For example, if an ordinary consumer misfortune touches on the quality of the brand product, he can take a picture immediately and upload it to the product. Clothing enterprise Micro-blog marketing, with the notification of the true sense of "opinion leaders" is likely to immediately cause a lot of forwarding, and thus affect many people who do not pay attention to his consumption behavior. Everyone is from the media, but the small self media can be magnified anytime, and this needs more fans. Therefore, strictly speaking, micro-blog's marketing led social media has two sides, and it also has the characteristics of positive dissemination of negative communication.