Research On Local Daily Cosmetics Brand Communication Strategy In New Media Era

With the development of Internet and digital technology, a variety of new mediawith Internet as representative enter into transmission field. Since emerged, newmedia diversifies information exchange and transmission, which changes not onlypeople’s work and life mode, but also enterprises’ mode, concept and effect in brandmarketing.New media’s advantage in information spreading brings opportunity for localdaily cosmetics brand. At present, there are less mature theories and successfulexperiences applied yet by new media on daily cosmetics brand spreading. Thispaper aims for exploring the applicable strategies for our country’s daily cosmeticsbrand under new media background and offering reference for successful spreadingof local daily cosmetics brand under new media background in theoretic andpractical angle.This paper at first analyzes the characteristics of new media, summarizes thecurrent status of local cosmetic brand and expounds how new media affects thespreading of daily cosmetic brand. Then, this paper proposes four points on thestrategy about local cosmetic brand spreading backgrounder under new media’scharacteristics, that is, firstly, focus on the advanced scientific technology and masternew media’s development orientation based on new technology which can constantlypromote brand in the latest information spreading mode; secondly, pay high attentionto modern marketing centered in consumers, strengthen exchanged and interactedwith clients with new media’s interactivity, sincerely and equally transit brand valueinside to clients; thirdly, actively understand clients’ feeling and demand, completelyblend demand and brand promotion together and change clients from passivelyreceived information to initiatively acquire information; finally, for new media’s dualcharacter, it is essential to establish complete crisis public relation mechanism as along-term strategy.