摘要摘要完美日记的官网上有着这么一句话：中国新时尚美妆品牌，为新一代中国年轻女性提供高品质、有创意、高性价比的产品和变美方案。以此来强调了自身的品牌特点，相信很多使用国货化妆品的女性，都接触过完美日记的产品，不管是从品牌宣传，还是到线下的售后体验来说，完美日记一直都是以物美价廉的高性价比在年轻女性中广受欢迎。完美日记的产品都有着自己非常强烈的风格，就比如去年的动物眼影盘，也是在网络中广受追捧。该文主要从国产美妆品牌完美日记入手，通过对他的线上品牌在不同平台的策略营销下手，依次从不同的社交平台，例如大众化的微博、抖音，到可能相对来说用户群体不那么大的小红书入手，分析品牌从各个平台的品牌营销，其次主要通过明星效应，社群营销等入手，从而完成对完美日记品牌的新媒体营销初探。关键词：小红书微博知乎短视频平台IAbstractThereisasentenceontheofficialwebsiteofPerfectDiary:China'snewfashionbeautybrandprovidesanewgenerationofChineseyoungwomenwithhigh-quality,creativeandcost-effectiveproductsandbeautysolutions.Inordertoemphasizethecharacteristicsoftheirownbrand,IbelievethatmanywomenwhousedomesticcosmeticshavebeenexposedtotheproductsofPerfectDiary.Whetheritisfrombrandpromotionorofflineafter-salesexperience,PerfectDiaryhasalwaysbeenatagoodprice.Lowcostandhighcostperformancearepopularamongyoungwomen.TheproductsofPerfectDiaryhavetheirownverystrongstyle,suchaslastyear'sanimaleyeshadowpalette,whichisalsowidelysoughtafterontheInternet.Thisarticlemainlystartswiththeperfectdiaryofthedomesticbeautybrand,throughthestrategicmarketingofhisonlinebrandondifferentplatforms,andthenfromdifferentsocialplatforms,suchaspopularWeibo,Douyin,andpossiblyrelativelyusergroups.Startingwiththenot-so-bigXiaohongshu,analyzethebrand'sbrandmarketingfromvariousplatforms,andthenmainlystartwithcelebrityeffects,socialmarketing,etc.,soastocompletethenewmediamarketingoftheperfectdiarybrand.Keywords:XiaohongshuWeiboZhihuShortVideoPlatformII目录目录摘要..................................................................................................................................................IAbstract...........................................................................................................................................II1导论............................................................................................................................................11.1选题目的及意义.......................................................................................................................11.1.1选题目的................................................................................................................................11.1.2国内外研究现状概述............................................................................................................11.1.3主要研究内容........................................................................................................................21.2拟采用的研究思路...................................................................................................................22产品品牌简介..............................................................................................................................33品牌营销策略..............................................................................................................................43.1小红书..............................................................................................
