Construction and Operation Management of Children's Clothing Brand Community
With the development of the Internet and improvement of digital transmission technology, online communication is becoming a part of people's life. More and more people begin to communicate with each other and share valuable message in this digital space and virtual community based on the personal interest and specialized demand, which is playing a more important role in human society than the traditional community. In the context of this society, this research focused on researching the commercial brand community and the commercial nature of the brand with the community. The construction and operational issues were discussed to arrive at the concept of reference values and programs to solve the widespread problems in fashion brand community building, through studying children's clothing brand object. After a careful analysis of a plenty of famous children's wear brands on web sites such as Les Enphants, Wahaha, Balabala, the planning program about enhancing the participation and highlighting the effectiveness of community activities were put forward. The operation of section management and content updating, which will also be interspersed some practical operational and creative ideas, were mainly discussed. In order to promote the marketing, the significance of this research was mainly reflected by following two aspects: on the one hand, enriching the theory of the brand community; on the other hand, rationalizing the operation of brand community of Children's wear and maximizing the effective of the community by strengthening the interactive between consumers and retailers.
Lun Bai and Guo-Qiang Chen
W. Jiang et al., "Construction and Operation Management of Children's Clothing Brand Community", Advanced Materials Research, Vols. 175-176, pp. 894-899, 2011