Study On Communication Strategies Of Aesthetic Plastic Surgery Advertising

Aesthetic Plastic Surgery industry has been developing rapidly in recent years,the industry scale can keep growing at more than 20% a year.It is expected that,in 2019,the industry will be more than United States and Brazil,that now in the first and second position of the ranking.Without the support of technology,the industry can’t development so rapidly.The technical level of aesthetic plastic surgery industry is in the forefront of the world.Number of physicians in 2013 reached 2800,ranked third in the world,accounted for 7%.On the contrary,we had a large loss of consumers.In 2015,our country’s consumers in Korea market reached 56000,accounted for 70% of the Korean foreign beauty.In addition,the social environment of public opinion is not tolerant,people lack of awareness of aesthetic plastic surgery and many other factors,makes author study on the communication strategy of aesthetic plastic surgery.It is hoped that through the propaganda of advertisement,the concept of audience will be affected,the industry environment will be improved,and the economic development will be promoted.The study is divided into five parts.The first chapter is an introduction,which introduces the current situation of the research on aesthetic plastic surgery advertising,introduces the relationship between aesthetic plastic surgery advertising and body,consumption and media.The second chapter is the analysis of the communication background of cosmetic plastic advertising,in this part,some concepts are distinguished,and the propagation condition of aesthetic plastic surgery advertising is analyzed.The innovation of aesthetic concepts,the socialization of social activities,the performance of literary and artistic works,have affected the spread of aesthetic plastic surgery advertising in different aspects.Third chapter for the analysis of the influence factors of advertising communication strategy,this chapter will classify communicators,communication content,communication skills,information carrier,media channels,transmission objects as three types— audience,media and content,analyzes their function in advertising communication strategy.The fourth chapter is the analysis of the case,through the sample survey,the aesthetic plastic surgery advertising of “GengMei” official account was analyzed,the strengths and weaknesses as well as the opportunities and threats from the external environment of advertising communication strategy were found based on SWOT model.The fifth chapter is the optimization suggestion.According to the analysis of the first four chapters,the corresponding optimization suggestions are put forward.It is expected that the advertising communication strategy can be improved to achieve better communication effect.