The face of the booming

Larger than among traditional media. How to develop network resources, the development of online advertising, which fully exploit the business opportunities, not only is the Internet age companies face new challenges in China, but also for academic research also has important theoretical significance.

online advertising is still a new thing, although there have been red-hot period, but he can not ignore the problems and difficulties, a lot of time feeling our way across the bridge only, mode of operation in the online advertising methods and direction, lack of knowledge. For the future development of online advertising trends, future information will be personalized the biggest advantage of online advertising and life. Online advertising can increase the information chain, and expand dissemination of information content. This paper analyzes

underwear advertising promotion measures combined with the propagation characteristics of online advertising to the subject of this thesis: Underwear companies only focus on the make their products and services, brand promotion, to focus on the individual links contact and cooperation. So that our underwear business online advertising network consumers will have a positive impact on two-way interaction, consumers will truly become a brand and loyalty to those who benefit. Hope that this paper will give insights growth of corporate brand underwear provide a useful place.

structure in the paper, I first made on the online advertising media, the definition of refinement, about the characteristics and leads to the specific characteristics of online advertising media, a detailed analysis of their propagation characteristics. Increase in the lingerie brand,In fact, we can see that if we are to consider tod, said key issues are related to its brand positioning, the characteristics of the audience there are issues related to the spread of brand advertising, and finally focus on aspects of brand equity on brand underwear business operation. Through advertising case analysis to reveal underwear brand awareness for the development of the momentum and cohesion. It is a manifestation of corporate culture is the product loyalty, the most reasonable maintenance. Therefore, the underwear business in order to make masterpiece strong to do their own strong brand, underwear brand to rely on companies to enhance the coordination of internal strength and adaptation and development of external work, and the best way to do the spread of corporate culture has its own unique brand advertising underwear To win in the 21st century brand the world to do online advertising, to adapt to the times of the brand living environment. Chapter 1

development of online advertising online media profile

1.1

the meaning of human history, creation and use of media is going through hardships, exploration, accumulation and breakthrough process. Dissemination activities of human development today, the media after a long evolution and development, its structure is becoming more complex, increasingly large scale in all areas of human society to play an increasingly important role. Throughout human history of media development, and each time the evolution of media communication activities will bring to mankind a qualitative leap, and to the original media will bring great challenges and competition between old and new media will reach a Balanced. The Internet is a new kind of media, which is an indisputable fact. But in the end what is online media, now it has not yet reached consensus. Broadcasting history in the definition of Internet media is still in a vague situation. Practitioners and academics from different angles gives many definitions:

(1) Network media is the dissemination of information through computer networks, carrier of culture. At present, refers to the Internet, also known as the Internet.

(2) network media in a broad sense usually refers to the Internet,Chanel Bag Outlet, from the narrow sense, refers to Internet-based platform for the dissemination of news and information dissemination site.

(3) network media is the dissemination of information by means of the Internet this big platform, computer, television and mobile phones as terminals, to text, sound, images and other forms of dissemination of news and information to a digital, multimedia media.

(4) network in the dissemination of news and information with the media, the nature and function, so called

and clothing, in my view can be linked to the fourth definition, it is more suitable for clothing brand advertising communication needs, it is the media from a network perspective of the Internet, which is my concern the same direction.

1.2

the definition of online advertising advertising media by some (usually the mass media) to convey specific information targets the activities of the audience. Some people define it as to convince the public through the dissemination of information as a marketing tool - it is narrow understanding, it ignores those non-commercial advertising (such as political advertising, public service ads, etc.). Like television commercials and newspaper ads, online advertising is a form of advertising is the use of network media advertising communication activities. Online advertising is an electronic web-based form of advertising media (English NET AD).

but it is worth noting that, with the necessary to determine the definition of online advertising now. Although it is difficult technically a clear distinction between the various networks, only from the functional sense, at present, only a computer-based Internet advertising operations to reflect the modern sense of the online advertising and traditional advertising distinction. Internet radio, and cell phone access, but now they offer ads, in the form and means still more simple, but targeted poor and low efficiency. So now we give a narrow interpretation of online advertising: Online advertising is based on computer operation, electronic publishing via the Internet advertising.

1.2.1

characteristics of online advertising after years of development, online advertising as a new form of advertising, online advertising has its own unique nature with other forms of advertising their different characteristics:

(1) Advertising network.

This is the basic characteristics of online advertising, online advertising in the media is the Internet. Internet media in this regard not only to absorb most of the content of traditional media of expression,Prada Handbags Online, but also according to their transmission network characteristics, the integration of large amounts of multimedia, animation, interactive technology, digital content creation and other new forms, from a comprehensive, three-dimensional and rapid transmission of information to target audiences. Dissemination of information content in traditional media, the most important way is flat text, pictures, radio voice, the content of television programs and other forms of limited spread of the audience. New media is a network-based, integrated, all-powerful, active channel information feedback is also very quick. Traditional media is a typical

(2) advertising of digital information.

online advertising using digital video, audio, pictures, animation, text and other digital information technologies, through the computer screen (or other electronic display devices) playback. This form of digital advertising information rich, high capacity, strong performance, you can fully absorb the TV, newspapers artistic advantages, such as electronic newspapers, electronic magazines, online TV,Prada Sport Sunglasses, online broadcasts.

(3) real-time interactivity.

This is the online transmission of real-time interactivity of the decision. Users can select the independent online ad content, ad information can change according to user needs in real time, ads communicators to communicate with the audience at any time, you can always receive feedback information and the formation of purchase intention. Interactive performance of online media, user interaction and shared in the process of further enhancing the value-added and dissemination of effective viscosity, which is precisely the greatest weakness of traditional media is that it can not be realized, because no one wants to go to a favorite recording television broadcasts, no one will be newspapers and magazines to collect the extent of the amount of vehicle fighting, fleeting to rely on television advertising to make people sick of the repeated playing of the audience, and all this is indeed the Internet can easily solve , and using the search engine and database technology, we can find any clothing you want to check the mass advertising information. Advertising has been hugely magnified the effects of running and can be infinitely repeated, this mode of transmission so that clothing companies are interested in a strong driving force overjoyed. Clothing enterprises in their own corporate website to improve the target consumer subscriber management, content management and advertising management system to work, the user can be identified, the characteristics of the system will push the user to see the contents of his and his interest in the ads. Thus,Orientation and Development in the, at the same time enhance the user experience, business also has been effective ads. At the same time, companies can get their marketing activities, the first time, first-hand statistics and visual feedback, timely adjustment of marketing strategy, rather than through a sample survey conducted after the ratings or performance tracking, passive fight. Clothing enterprises in the advertising should be related to the target group before the human data collection, although this is difficult to achieve a high degree of personal privacy, may wish to adopt some of the online audience with interactive activities, such as sweepstakes, gifts gifts, to encourage them in their own Web site registration, these data should be strictly confidential; in the adoption and the majority of the clothing the cooperation of institutions to conduct data collection. And garment enterprises can follow a different time, place, target audience demographics and other indicators of accurate multi-dimensional, selective advertising. For example, in game advertising to products or general information related to this game as the indispensable tool or means to use, in-game advertising information itself is the content of the game, close-up by showing them repeatedly, in order to enhance consumer those on the brand awareness and memory, the game is another form of advertising is advertising the game in the real content by providing products that consumers experience the game's virtual space products, interact with consumers to improve the effects of advertising messages to pass. This allows consumers to experience the product through the game Because it can take complete control of the consumer's attention, so that the player through the game to personal experience as a general trial, which deepened the impression, improve the degree of brand communication.

(4) wide area of ​​the target audience.

through the world of the Internet breaking down geographical limitations in any of the ads on a web site can be in every corner of the world's Internet users have seen, the key is whether he is click on your site. For e-mail advertising, is a global issue can be easily, the key is how many customers you get the e-mail address. Advertising in online media in the spread so quickly, for the clothing brand of low-cost development path laid the media channels. Information dissemination network media advertising cost is extremely low, the efficiency of transmission power almost at the rate of N release with a wide spread. Smart clothing enterprises will not miss such a time running, almost unlimited transmission and accurately reach the target customer opportunities. Chapter 2

underwear brand development

2.1 Development of China's underwear

National Bureau of Statistics data, underwear manufacturers in China more than 3,000 , which has more than 400 have been preliminary scale, the Chinese Underwear Industry sales reached 1,000 billion yuan, and annual rate of nearly 20% of rapid growth. In the underwear market, accounting for 60% of lingerie has become a top priority of the underwear industry. According to China National Commercial Information Centre, focusing on large retail stores nationwide sold the monitoring of knitted underwear, watching from the sales growth, knitted underwear in the clothing category in the third. From the sales perspective, after the women's knitted underwear, its share has reached 16.62%. But so far, most brands still in the exploratory stage, the main channel and by product price support. China now has over one hundred billion a year at least are in the OEM to others, that is not yet a strong domestic brand in China.

underwear industry is now the most of the apparel industry one of the industries with development potential, and the current market is still in the initial stage of underwear. According to statistics, the Pearl River Delta underwear production accounting for about 1 / 3 of the annual output value of the Shenzhen underwear 80 billion yuan, accounting for about 1 / 10. Therefore, the Our business is divided into underwear to do their own brands, these two types of OEM.

China's own brands are: Triumph, love, Man Nifen, Wacoal and so on. They now have a reputation, to the larger size of the business direction, brand awareness has improved. But in the process of brand building to understand the meaning of brands is not clear that the good sales and after-sales service is the brand name, followed by lack of design innovation,Chanel 2.55 Bag, brand homogeneity, in order to promote a price war continued year after year, the concept of a high degree of speculation underwear.

of the largest OEM underwear business class,Monogram Wallets, mainly to foreign big to do the processing, as many underwear brand competition, while processing costs continue to rise, small and medium enterprises in order to Underwear own development, are now the direction of the brand development, lack of communication between enterprises, most enterprises are operating independently. China's lack of underwear enterprises generally lack of professionals, especially the design of personnel, technical personnel, planning and promotion professionals; This is a common problem of underwear in general. Underwear enterprises will pin their hopes on the marketing, the home second and third line of this brand even more wind. This can not produce a strong brand. China's underwear market is poised for future segments, diversified development trend of brand competition in the industry will develop in the direction and scale.

2.2 Development Trend of China's underwear

2.2.1

of underwear fashion underwear industry in China continues to upgrade, regardless of pure and elegant, beautiful comfortable and healthy, or ######y, underwear as part of everyday life, more and more reflected the quality of life and the modern consumer aesthetic. Meet people's needs, due to the rapid development of underwear market,Louis Vuitton Handbags, designers are bold and avant-garde design to attract the business of product upgrades, China's underwear industry gradually to There have been on the market today ######y lingerie, ######y lingerie, but business-to-but not one clear definition. Some businesses think that ######y lingerie that is ######y crocheted lace, and some will be classified as one of the lovely cartoon images, silk, cotton, yarn, silk, lycra, leather, ######y lingerie can be a material, the price level does not and so on. This stylish and practical underwear, very popular female fashion consumers.

2.2.2

comfortable underwear underwear for comfort, it is the eternal pursuit of the theme, green, functional, decorative, these are to meet a variety of consumer groups, direction of development of the consumption structure. Full use of all natural fibers, modified natural fibers, while making full use of new fiber, in particular, develop differential fiber material comfort, functionality and other features of the new century underwear knitted underwear inevitable trend of product development; while fabric craft, such as napping process,Gucci Handbags, dyeing and other aspects of adoption. For example, adding a small amount in the general fabric of spandex, soft underwear can close, comfortable and beautiful. Superfine polyester and polypropylene underwear, a good moisture, breathable, soft, smooth and enhance the characteristics of warmth. Superfine polypropylene fiber also has a hydrophobic derivative Khan, washable and quick drying. Modal underwear and other new high-tech fiber with silk-like luster, good moisture features, clothes, washing, look better than ordinary chemical fiber, cotton underwear. There soybean protein fiber, which is characterized by high strength and elongation, feel comfortable, beautiful, fit and cotton blended yarn and other raw materials. New material will greatly promote the underwear industry product development.

2.3 underwear enterprises in brand building problems encountered in the process

2.3.1 underwear brand awareness in China is weak

underwear business in China mainly private enterprise-based, enterprise size is not balanced. By entrepreneurs, the quality of their own and do not generally strong awareness of the brand, some companies despite certain popularity and reputation, but in brand advertising and promotion of the relatively weaker. At the same time a lot of underwear marketing a single, very few have a higher profile in the international community has not formed a strong reputation and competitiveness of the well-known lingerie brands. Although competitive in the country, but export profits thin,Son of founder Carl Rehnborg , Amway Nutrilite Cen, and some underwear brand decline trend. Our underwear enterprises keen on a high degree of speculation, especially for the concept of the so-called high-tech hype, can not stop and careful brand management, to do their own masterpiece strong brand.

2.3.2 Some product standards lower than the national standard

rough stitching of underwear products, product specifications confusion, identify non-standard fiber, fiber failure, and the shrinking deformation, color fastness standards and the packaging indicates the presence of a false cheating and other quality problems. The main reason for causing such a problem is the company behind the overall level of technical equipment, coastal underwear business is better business equipment level, most of the enterprises and regions is relatively backward technology and equipment, the hardware is not necessary lead to the development of software lagging behind. Product of natural behind.

2.3.3 China's underwear business innovation and R & D capabilities of the lack of

underwear design level is not high, the forecast of the trend is relatively weak, leading to the same phenomenon is obvious so only through the price war to capture the market. The biggest crisis is the domestic market, foreign brands occupy being to strengthen our underwear brand is imminent. Inside and outside the face of such confusion, the state, including the implementation of the industry by industry standards are in full swing in progress. For example, the early stages of thermal underwear popular, mainstream clothing sales channels almost all concentrated in medium-sized supermarkets, the brand itself, the concept of big name brands and marketing enterprises, especially the thermal underwear concentrated in these channels. Seasonal characteristics of thermal underwear made a strong selection of its product areas, shopping centers there changeable factor in public relations; product homogeneity among the vendors continue to expand forcing the concept of marketing marathon; approximation between the brand and the manufacturers have to make large-scale , almost the whole season sales to tight-style price wars. Therefore, thermal underwear from product to brand to promote the effects of their short sales in the annual cycle have been in a high-intensity, fast-paced offense and defense conversion.

2003 年 more and more into the technical content of smaller brands to enter the industry, the difficulty is not high, the brand and non brand, brand name and the pseudo-gap between brand-name seems less and less with each other, indicating that a reality: the development of only 8 years or so the lack of thermal underwear industry leader, most brands lack of core competitiveness, not to be all-weather combat skills and abilities. Ting Mei's Third, had to follow up on the price war is undoubtedly a strong man arm; almost all the thermal underwear companies have been experiencing the most frequent personnel turnover relative, talent is undoubtedly the last straw. As more and more intense competition, companies invariably desire to change the current channel innovation difficult situation, specifically open, is expected to reduce costs, public relations effort, with the worsening competitive position of traditional super channel, hopes to start control, and help branding, the store chain or franchise competition model to enhance their brand value. Chapter 3 Environmental Analysis of Internet advertising lingerie

3.1 underwear enterprises of the external conditions for online advertising

3.1.1

underwear business enterprises to a lack of talent for online advertising,Coach Shoulder Bags, we must have the relevant personnel. As traditional enterprise network edge underwear lack of knowledge, it is necessary to do basic work of government departments, through the promotion of government information, business information, community information, family information to allow businesses and individuals to fully understand the advantages of the network, using Network business platform. Education sector dissemination of Internet knowledge to students, colleges and universities in the conditions of clothing apparel, economic, trade, computer set up e-commerce and other professional elective courses, and even set up e-commerce expertise to develop high-quality compound talents to meet the Network Economy development needs.

3.1.1 Internet media lack

government legal and regulatory policy and legal environment to improve and strengthen supervision. The management of online advertising has caused the country attached great importance to our e-commerce policies, laws and regulations. Are being intensified under development. Online advertising agencies and regulators also need to match the site. Accelerate the improvement of fiber optic transmission network and promote the foundation of basic telecommunications services, using the latest technological achievements to build a national security and public information capacity of the new network. This is the development of online advertising will be immeasurable. The development of online advertising but also a sound advertising and integrated marketing system, can provide a wealth of advice - corporate image - Products - e-commerce solutions to help enterprise network activity underwear and planning. The future development of online advertising space than the much larger traditional media, but the limitations of online advertising is also very clear, therefore, underwear can not be blindly optimistic.

3.2 underwear target audience for the network location

modern communication, the use of the media called it the audience collectively. This is also reflected in the communication for the The greatest feature of online advertising is targeted and focused his relatively strong. According to CNNIC audio-video industry: 1.5%; the advertising industry: 1.0%; China's creative industries account for the number of Chinese Internet users the total number of 94 million Internet users 3.3%, about 310.2 million people. From these data we can see, Internet users is a well-educated, highly social groups with the potential purchase. Online advertising based on audience a good crowd, underwear business groups according to the characteristics of this part, targeted ads will be high to achieve good results. I was stationed in San

Baolong boutique, the customer has come to buy for emotional understanding of my perception with different types of customers buy the service requirements of psychological and different , Purchasing Guide in the sales process and customer contact is a very short process (which is the target consumer customers underwear ads look similar), but in this short process, accurately determine the type of customers, using the appropriate coping skills for the promotion of sales of services have a very positive meaning. Consumer psychology emotional customer is very easy to buy on impulse; and rational well thought out, after deliberation before a detailed comparison buy collection of views. Customers are divided into four types:

innovative customer is emotional, like the trendy, fashion-oriented brand, under the impact of advertising is relatively large, with a personal interest, not so consider the practical effect of commodities, availability and prices and other factors. Pay more attention to product packaging, the image of the area. These people can be attracted by the language of art to buy their desire to provide a variety of reasons to buy and encouragement.

emotional fusion is the shape of the customers, like sharing and caring about others, like chat, not picky, there is no clear ideas, willing to accept the proposal, indecisive, there is no fixed target, prefer more casual behavior, will try to buying, pay attention to the goods or time. The identity of a friend-type relationship and their long-term, encouraging them to try to buy, give them security and guarantees for the purchase.

oriented customers are rational, like the feeling of success and achievement, there is a clear buying goal and knows what he wants, not to listen to the views of others. For this we should pay attention to customer needs, and then do it.

analytical customers are rational, like the question, very smart, like cheap merchandise, value for money, the price paid attention to need some more time to make purchasing decisions, not like the wrong decision. Open price brand clothing fabric composition view and washing methods, requirements and other discount offer or promotion gifts. Cool-headed and naturally do not like risk, do not accept outside influence (such as: packaging, advertising, promotion) to accept all kinds of information to make good decisions, rarely regret, to accept accurate information, the information efficiently, repeatedly refined to make comparisons, for after the decision. Of such consumers to fully prepared, advertising time to explain in detail a structured, the best kind to use to specify and model (eg models, posters), to avoid emotional, anxious to maintain calm and not to over-enthusiasm or , advertising time to consider the psychological acceptance of the customer to determine their own product positioning and creative brand advertising.

3.2.1 Characteristics of underwear online advertising audience is large and growing number of

rapid and high quality: a prerequisite for using the network media is to have computers and use computers, and to be more high cultural knowledge and language skills, such users can truly become the online information products, Internet users place a larger change in ###### ratio, female Internet users rise with the percentage of men closer. However, male users in Internet time, Internet browsing frequency and the number of female Internet users in the forefront among other aspects. Demand characteristics point of view, with the multilevel nature of the needs of users: women in addition to browsing information, but also for the content of consumer products related to the query, and retrieval to meet the growing demands of their. Entertainment is one of the important needs of Internet users, the network's interaction with the exchange of information to meet their needs. Also participate in online activities such as online advertising; their needs reflected in the initiative to obtain information on the initiative, take the initiative to win the development rights to an unprecedented level. This requires that our companies continue to exit the new underwear brand activities are their concerns, which requires activities to fit the purpose of their characteristics.

3.3 online advertising underwear how to break the limitations of internet media online advertising

3.3.1 Dependence on the hardware conditions

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