KOL运营对国货彩妆营销策略的影响探究以完美日记为例

广东东软学院本科生毕业设计（论文） KOL 运营对国货彩妆营销策略的影响探究 —— 以“完美日记”为例 内容摘要中国化妆品市场从 2010 年至今，规模不断扩大，保持稳定增长的趋势。中国已经发展成为仅次于美国的全球第二大化妆品消费国。我国的国货彩妆行业也逐渐发展起来，但在化妆品供给市场，外国彩妆品牌在高端市场仍占绝对主导地位、大众市场国内品牌奋起直追、美容和个人护理市场竞争激烈的格局。由于互联网的快速发展，电商平台日益成熟、网红经济的兴起、人们的民族品牌意识增强等各种原因，我国的彩妆品牌发展呈良好的发展态势。而成立将近 3年的完美日记作为一个国产彩妆品牌，就是在这样的环境下，在短时间内弯道超车，立下良好的口碑，在 2019 年电商狂欢节双 11 取得瞩目的成绩。本文分析完美日记品牌的 KOL 营销策略，通过案例分析法与个案分析法，于寻找其发展的经验，并寻找不足之处。进而为其它国货品牌商家提供参考借鉴，带领我国本土彩妆品牌模仿跟随，走进人们的视野，逐步抢回我国化妆品市场的主导地位。广东东软学院本科生毕业设计（论文）关键词：完美日记 KOL 营销策略 意见领袖广东东软学院本科生毕业设计（论文）AbstractSince 2010, China's cosmetics market has been expanding in scale and maintaining a steady growth trend. China has become the world's second largest consumer of cosmetics after the United States. China's domestic cosmetics industry is also gradually developing, but in the cosmetics supply market, foreign cosmetics brands still occupy an absolutely dominant position in the high-end market, domestic capital in the mass market is catching up with each other, and the beauty and personal care market is in a fierce competition pattern. Due to the rapid development of the Internet, the growing maturity of e-commerce platform, the rise of online Red economy, the enhancement of people's national brand awareness and other reasons, China's cosmetics brand development shows a good trend. The perfect diary, which has been established for nearly 3 years as a domestic cosmet...