1北京理工大学珠海学院 2020 届本科生毕业论文完美日记营销策略研究完美日记营销策略分析摘 要近年来，随着我国经济的发展和文化软实力的提升，越来越多的国货品牌从“山寨货”、“质量差”的代名词逐渐向“高性价比”、“品质优良”转变。随着人们物质生活水平、人们对彩妆消费观念以及审美意识的提高，越来越多的女性对于自己的个人形象愈发重视，而部分男性也开始重视起自己的外在形象，对于化妆品的需求也逐渐增多，化妆品市场便顺势而上，打开了其高速发展的快速通道。完美日记作为一个成立不足四年的国产化妆品品牌，2017 年上线后仅用了 18 个月就等上了天猫彩妆类销量第一，而后更是屡次登顶天猫彩妆类销量第一，从众多化妆品品牌中脱颖而出，成为活产化妆品品牌的代表。本文通过 PEST 分析法、4P 营销策略分析和 SWOT 分析法对完美日记的营销策略进行了分析，并且针对分析内容，提出了当前完美日记存在的不足，并且根据不足提出了改进建议。关键词：完美日记，营销策略，宏观环境2北京理工大学珠海学院 2020 届本科生毕业论文Perfect Diary marketing strategy analysisAbstractIn recent years, with the development of China's economy and the promotion of cultural soft power, more and more domestic brands have changed from "fake goods" and "poor quality" to "high cost performance" and "good quality". With the improvement of people's material living standard, people's consumption concept and aesthetic awareness of cosmetics, more and more women pay more attention to their personal image, while some men also begin to pay attention to their external image, and the demand for cosmetics is gradually increasing. The cosmetics market will follow the trend and open a fast development channel.As a domestic cosmetics brand established less than four years ago, perfect diary took only 18 months after its launch in 2017, waiting for tmall's cosmetics sales to be the first, and then it has repeatedly topped tmall's cosmetics sales to be the first. It stands out from many cosmetics brands an...
