市场营销新媒体大环境下美妆营销的机遇与挑战——以完美日记为例VIP免费

本科毕业设计（论文） 新媒体大环境下美妆营销的机遇与挑战——以完美日记为例Opportunities and challenges of beauty marketing in the new media environment —— Taking Perfect Diary as an example 内容摘要近年来，随着中国经济的持续稳定发展、人们生活水平的不断提高，化妆逐渐成为了人们日常生活不可或缺的一部分，中国美妆市场具有不可忽视的潜力。伴随着新媒体技术的发展，了快手、抖音、小红书等平台应运而生，为企业营销提供了更多的选择，带来了美妆营销翻天覆地的变化。这种变化对于国产美妆品牌来说喜忧参半，有的品牌在变化中获得了新生，有的品牌被淹没在变化的海洋里。完美日记作为美妆届的新秀，依托着新媒体时代的“东风”，在短短的四年了迅速成长为家喻户晓的网红品牌，大大地推动了中国美妆市场的前进，为国产美妆品牌的新媒体营销树立了优秀的榜样。本文意在探讨分析完美日记成功的影响因素以及其新媒体营销过程中存在的问题和不足，为国产美妆品牌的日后发展提供指引。关键词：新媒体；美妆营销；机遇和挑战；完美日记；1Abstract In recent years, with the continuous and stable development of China's economy and the continuous improvement of people's living standards, make-up has gradually become an indispensable part of people's daily life, and China's beauty market has potential that can not be ignored. With the development of new media technologies, platforms such as Kuaishou, Douyin, and Xiaohongshu have spawned, providing more choices for corporate marketing and bringing about earth-shaking changes in beauty marketing. This change is a mixed blessing for domestic beauty brands, some brands have been reborn in the changes, and some brands have been drowned in the ocean of change. As a rookie in the beauty industry, Perfect Diary, relying on the “Dongfeng” in the new media era, has rapidly grown into a well-known online celebrity brand in just four years, which has greatly promoted the advancement of the Chinese beauty market for domestic beauty ...