本科论文摘 要自 2010 年到目前为止，我国的化妆品市场规模通过不懈的努力逐渐稳定且壮大。人们对推崇中国文化的理念也越来越根深蒂固，随着我国居民的可支配收入的不断增长，同时人们对外在的形象越来越关注，因此使用国货彩妆品牌也得到了提倡，早在我们开始关注国内化妆品市场之前，国际彩妆品牌就已经形成雏形，导致了国内市场一直被其占领的状况。而落后于国际彩妆品牌的中国化妆品企业则普遍为中小企业，且在市场中所占据的地位较低，这一现象的存在对我国化妆品企业在市场竞争造成了消极影响，由此就需要公司对品牌的传播制定整合营销传播策略。本文通过对完美日记整合营销的传播策略进行分析研究，明确其营销中运用的传播策略以及对研究中出现的问题提出优化建议。文章首先对所运用到的理论知识进行阐述，其中包括 STP 理论、PEST 理论、整合营销传播理论等。接下来运用 PEST 分析法对完美日记进行包括政治环境、经济环境、社会环境、技术环境等进行剖析。再运用 SWOT 分析法对完美日记的优势、劣势、机会以及威胁等几方面进行剖析。然后对整合营销 STP 分析，产品策略以及营销策略等方面进行分析。最后提出其整合营销传播策略中出现的问题以及优化建议。关键词：化妆品；国货品牌；完美日记；整合营销传播本科论文ABSTRACTFrom 2010 to now, the scale of China's cosmetics market has gradually stabilized and grown through unremitting efforts. People in the idea of promoting Chinese culture is becoming more and more deep, along with our country residents' disposable income growth, at the same time, the external image of people more and more attention, so use the Chinese cosmetics brand has been advocated, long before we begin to pay close attention to the domestic cosmetics market, the international cosmetics brand has formed a prototype, led to the domestic market has been occupied by its status. However, Chinese cosmetics enterprises that lag behind international cosmetics brands are generally small and medium-sized enterprises and occupy a relatively low position in the market. This phenomenon has a negative impact ...
