title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ñ SMM-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÑÐ¸Ð»Ð¸ÑÑÐ° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¼Ð¾Ð´Ñ Ð®Ð¶Ð½Ð¾Ð¹ ÐÐ¾ÑÐµÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Strategy of SMM-promoting for russian stylists personal brand in the South Korean fashion market
Creators: name: ÐÐ¾Ð·Ð»ÑÐºÐ¾Ð²Ð°, ÐÐ°ÑÐ²Ð°ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¢Ð°ÑÑÑÐ½Ð° Ð ÐµÑÐºÐ¸Ð½Ð°
ÑÑÐ¸Ð»Ð¸ÑÑ
SMMâÐ¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
Ð¼ÐµÑÐ¾Ð´Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Tatiana Rechkina
stylist
SMM-promotion
social networks
promotion methods
competitive analysis
personal brand

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð²ÑÑÐ¾Ð´Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸Ð½Ð¸Ð¼Ð°ÑÐµÐ»ÐµÐ¹ Ð½Ð° Ð°Ð·Ð¸Ð°ÑÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº, ÑÐ²ÑÐ·Ð°Ð½Ð½Ð°Ñ Ñ ÑÑÐ¾Ð´Ð¾Ð¼ ÐµÐ²ÑÐ¾Ð¿ÐµÐ¹ÑÐºÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÑÑÑÑÑ ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ, ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð°Ð·Ð¸Ð°ÑÑÐºÐ¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð®Ð¶Ð½Ð¾Ð¹ ÐÐ¾ÑÐµÐ¸. Ð Ð°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¼ÐµÐ½ÑÐ°Ð»Ð¸ÑÐµÑ ÑÐ¶Ð½Ð¾ÐºÐ¾ÑÐµÐ¹ÑÐºÐ¸Ñ Ð³ÑÐ°Ð¶Ð´Ð°Ð½, Ð¸Ñ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ðµ Ðº ÑÑÐµÑÐµ Ð¼Ð¾Ð´Ñ, Ð²Ð¾Ð·Ð½Ð¸ÐºÐ½Ð¾Ð²ÐµÐ½Ð¸Ðµ Ð¸ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð¸Ðµ ÑÐ°ÐºÐ¾Ð³Ð¾ ÑÐµÐ½Ð¾Ð¼ÐµÐ½Ð° ÐºÐ°Ðº Â«ÐºÐ¾ÑÐµÐ¹ÑÐºÐ°Ñ Ð²Ð¾Ð»Ð½Ð°Â», ÐµÐ³Ð¾ Ð¿Ð¾ÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¸ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº. Ð Ð°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÑÑÑÑ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð´Ð»Ñ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½Ñ Ð¿ÑÐ¸Ð¼ÐµÑÑ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¹, Ð½Ð° Ð¿Ð¾ÑÐ²Ð»ÐµÐ½Ð¸Ðµ ÐºÐ¾ÑÐ¾ÑÑÑ Ð¿Ð¾Ð²Ð»Ð¸ÑÐ»Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹. Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ¾ÐºÑÑÐ¸ÑÑÐµÑÑÑ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ðµ Ð½Ð° ÑÐ²ÑÐ·Ð¸ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹, Ð¾Ð±Ð¾Ð·Ð½Ð°ÑÐ°ÑÑÑÑ ÑÐ°ÐºÑÐ¾ÑÑ, Ð²Ð»Ð¸ÑÑÑÐ¸Ðµ Ð½Ð° ÐºÐ°ÑÐµÑÑÐ²Ð¾ ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°. ÐÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð²ÐºÐ»ÑÑÐ°Ð»Ð¸ Ð² ÑÐµÐ±Ñ ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÐºÐ¾Ð½ÑÐµÐ½ÑâÐ°Ð½Ð°Ð»Ð¸Ð·Ð°, SWOTâÐ°Ð½Ð°Ð»Ð¸Ð·Ð°, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¼ ÑÑÐ¸Ð»Ð¸ÑÑÐ¾Ð¼ Ð¢Ð°ÑÑÑÐ½Ð¾Ð¹ Ð ÐµÑÐºÐ¸Ð½Ð¾Ð¹, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¾ÑÐ¼Ð°Ð»Ð¸Ð·Ð¾Ð²Ð°Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ ÑÑÐµÐ´Ð¸ Ð³ÑÐ°Ð¶Ð´Ð°Ð½ Ð®Ð¶Ð½Ð¾Ð¹ ÐÐ¾ÑÐµÐ¸. Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ ÑÐ²Ð»ÑÐ»Ð¾ÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð² Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÐ¹ ÑÑÐ½Ð¾Ðº, Ð² ÑÐ°ÑÑÐ½Ð¾ÑÑÐ¸ Ð½Ð° Ð°Ð·Ð¸Ð°ÑÑÐºÐ¸Ð¹, Ð¸ Ð²ÑÐ±Ð¾ÑÐ° Ð¿ÑÐ¸Ð¾ÑÐ¸ÑÐµÑÐ½ÑÑ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¹ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð¢Ð°ÑÑÑÐ½Ñ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÑÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ Ð¿ÑÐ¾ÐµÐºÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð³Ð¾ ÑÑÐ¸Ð»Ð¸ÑÑÐ° Ð¢Ð°ÑÑÑÐ½Ñ Ð ÐµÑÐºÐ¸Ð½Ð¾Ð¹ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ Ð¸ ÑÐ¶Ð½Ð¾ÐºÐ¾ÑÐµÐ¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐ°Ñ Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ SMMâÐ¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ. ÐÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÑ ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ, ÑÐ°ÐºÐ¸Ðµ ÐºÐ°Ðº Ð»Ð¾Ð³Ð¾ÑÐ¸Ð¿, ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐµ ÑÐ²ÐµÑÐ°, ÑÐ¸ÑÐ¼ÐµÐ½Ð½ÑÐµ ÑÑÐ¸ÑÑÑ, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð²Ð°ÑÐ¸Ð°Ð½ÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐ¸ÑÐ¼ÐµÐ½Ð½Ð¾Ð³Ð¾ ÑÑÐ¸Ð»Ñ. Ð¢Ð°ÐºÐ¶Ðµ, Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½Ñ Ð²Ð°ÑÐ¸Ð°Ð½ÑÑ Ð¿ÑÐ±Ð»Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð´Ð»Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ ÑÑÐ¸Ð»Ð¸ÑÑÐ°. ÐÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð²ÑÑÑÑÐ°Ð¸Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¹ Ð¸ ÑÐ¶Ð½Ð¾ÐºÐ¾ÑÐµÐ¹ÑÐºÐ¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹, Ð²Ð°ÑÐ¸Ð°Ð½ÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð¿Ð¾Ð¸ÑÐºÐ° ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð½Ð° ÑÑÐ½ÐºÐµ Ð®Ð¶Ð½Ð¾Ð¹ ÐÐ¾ÑÐµÐ¸.
description: This final qualification work examines problem of Russian entrepreneurs entering the Asian market, related to withdrawal of European companies from the Russian market. This work analyzes cultural, social, and economic features of Asian market on the example of South Korea. The article examines the mentality of South Korean citizens, their attitude to the fashion industry, emergence and spread of such a phenomenon as the "Korean wave", its appearance and impact on Russian market. The possibilities for development of a personal brand are considered, examples of trends that have been influenced by development of digital technologies are given. The paper focuses on the relationship between personal brand and social networks, identifies factors that affect quality of content. The results of research are presented, which included compilation of competitive analysis, content analysis, SWOT analysis, conducting an inâdepth interview with Russian stylist Tatyana Rechkina, conducting a formalized interview among South Korean citizens. The purpose of the research was to identify the main aspects of entering a foreign market, the Asian one, and to select priority areas for development of Tatianas personal brand. Based on conducted research, a project for communication promotion of the personal brand of Russian stylist Tatyana Rechkina in the Russian and South Korean markets using SMM promotion strategy is proposed. Corporate identity elements such as logo, corporate colors, corporate fonts were developed, and options for using corporate identity elements were developed. Also, there are publication options for use on the stylists social networks. Recommendations are given on building communication with the Russian and South Korean audiences, promotion options, and customer search in the South Korean market.