The Social Media Marketing Strategy Of The Local Cosmetics Brands

With the progress of Internet technology and the development of market economy,Social media has gradually become an important platform for the marketing of major cosmetic brands.At this stage,however,most cosmetic enterprises in China lack basic understanding of social media marketing.It also shows a series of problems,such as unclear target positioning,ignoring user experience,blind pursuit of conversion rate,excessive emphasis on form,and ignore the determinacy of the content,etc.For this,I base my research on the classical theories of sociology,communication,consumer behavior and marketing,using the method of literature,comparative and case analysis,to be able to study the social media marketing strategy of local cosmetic brands in China.In particular,in order to recreating a new marketing model that is based on consumers,this article starts with the concept,classification and propagation characteristics of social media marketing,and add two propagation paths(Attention—Interest—Share and Share—Search—Action)on the basis of the AISAS model.Then,this paper analyzes the competitive advantages,disadvantages,opportunities and challenges of local cosmetic brands by SWOT model,and put forward the goal of social media marketing : promote the upgrade of brand and promoting the brand younger.At last,combining with the classical beauty makeup marketing cases at home and abroad,this paper offers a social media marketing strategy based on the use of AISAS,AIS and SSA.Its core philosophy is to deepening the content on the basis of insight into the consumer psychology,thus effectively change consumer behavior and improve the marketing experience.Through this study,I hope to provide a more scientific and effective marketing idea for our beauty makeup enterprises,which can inspire the company inferences more method,to develop a marketing plan that is more consistent with brand characteristics.