A Study On Network Communication Strategies Of Time-Honored Cosmetics Brands

China's time-honored brand is approved by Ministry of Commerce,which generally has a long history,excellent products or services,cultural characteristics,and can be widely recognized by the society.China's time-honored cosmetics brand is an important category of China's time-honored brand,but it only has a few number.And in the fierce market competition,a large number of international cosmetics brands have occupied the cosmetics market in China,so the development of domestic cosmetics brands has been hindered.The development of the internet has brought opportunities for China's time-honored cosmetics brands,these brands have seized the opportunity of network communication.They have established their own enterprise official websites,official Microblogs and Wechat Official Account,and also entered the e-commerce platform.They have made many positive attempts in network communication,such as the interactive communication strategy of approaching consumers actively,the brand story-telling communication strategy based on brand historical culture,the eventalization communication strategy of embedding brand connotation into hot spots,the experiential form communication strategy based on emotion and culture,and the word-of-mouth communication strategy based on the time-honored brand reputation for many years.These beneficial communication strategies are all based on the cultural and emotional attributes of the timehonored brands themselves,combining with the characteristics of network communication,convey the brand connotation to an extreme and gain the recognition of consumers.The communication practices of these brands can be used for reference by other time-honored enterprises and other small and medium-sized enterprises.Combining with the relevant theories of brand communication to study the network communication strategies of the time-honored cosmetics enterprises,and comparing them with the foreign time-honored cosmetics brands.We can still found some problems,such as the poor operation and management of brand communication,the uneven communication content and quality,the lack of international communication vision and so on.All of these problems restrict the development and growth of China's time-honored cosmetics brands.In view of these shortcomings,this paper puts forward relevant suggestions,hoping to help the time-honored enterprises establish correct brand communication concept,master brand communication strategy,urge them to integrate network communication into the overall brand communication strategy,improve the ability of external communication,and achieve more long-term development.