Research On The Image Communication Of Domestic Cosmetic Brands Under The Background Of Consumption Upgrade

Under the background of consumption upgrading,China's economy has developed rapidly,and the living standards of residents have been significantly improved.The level of people's consumption has gradually shifted from ensuring food and clothing to pursuing prosperity.The national consumption structure has undergone tremendous changes.In order to obtain psychological satisfaction,consumers are no longer just focusing on product's quality and price,they began to pursue the connotation elements such as brand culture and brand concept which contained in the products.At the same time,in the case that the problem of food and clothing is generally solved,consumers begin to pay attention to other consumer areas that can improve the quality of life.Under such a situation,the domestic cosmetics industry has been revived.In order to expand the market and improve competitiveness,domestic cosmetics adopt various measures to change the internal and external double dilemmas of their own products and the invasion of foreign cosmetics.The brand image has become a breakthrough point in the development of domestic cosmetics innovation.On the basis of combing the existing research results,this paper analyzes the spread of domestic cosmetics brand image under the background of consumption upgrade from the academic perspectives of communication,advertising and branding,by using the combination of theoretical research and empirical research.The article is divided into five parts.The first chapter is the introduction.It mainly introduces the background and significance of the topic,the research status at home and abroad,research methods and research ideas,and the innovation points of the article.The second chapter is the relative theory foundations,which combing and analyzing the related theories such as brand,brand image and brand image communication.At the same time,the article expounds the consumption upgrade and its influencing factors,and the development process of Chinese residents' consumption upgrading.On this basis,the article combines consumption upgrade and brand image communication theory to define the concept and function of domestic cosmetics brand image communication under the background of consumption upgrade,and lays a theoretical foundation for the next research.The third chapter analyzes the impact of consumption upgrade on the spread of domestic cosmetics brand image from four aspects: domestic cosmetics brand itself,brand image communication channel,brand image communication strategy and brand's consumer.The fourth chapter analyzes the problems in the process of domestic cosmetics brand image dissemination under the background of consumption upgrading from three different levels.The fifth chapter puts forward some development suggestions based on the existing problems of domestic cosmetics brand image communication.Finally,the conclusion part summarizes the content of the whole article.This paper aims to analyze the advantages and disadvantages of the domestic cosmetics brand image dissemination through the research on the spread of domestic cosmetics brand image in the context of consumption upgrading,and provide suggestions for its development and dissemination,as well as offer some thoughts and inspirations to other domestic cosmetics that want to develop in the context of consumer upgrades.