Research On The Audience's Cognition Of The Marketing Communication Strategy Of Middle And High-end Beauty Brands From The Perspective Of Fan Culture

With the development of social economy and the improvement of consumption level,people's pursuit of quality of life is also growing,especially in life,work and other occasions,showing the importance of makeup,buying and using beauty products has become the life habits of many modern men and women.Under this social background,many beauty brands are in the middle and high-end market,and different marketing communication strategies are formulated to compete for the market.At the same time,the Internet era has spawned a huge fan community and gradually built a fan culture.In the prevailing trend of fan culture,brands pay more and more attention to fan groups,and are committed to improving the loyalty of consumers by integrating brand marketing communication strategies,so as to transform ordinary consumers into brand fans.In fact,there is a certain deviation between the information of beauty brand through marketing communication strategy and the information accepted by the audience.Therefore,in-depth understanding of the audience's cognition has a positive effect on the brand's continuous adjustment of marketing communication strategies.This paper starts from the framework of brand marketing communication strategy innovatively,takes fans as the main audience,studies fans' cognition on the marketing communication strategy of middle and high-end beauty brands from the perspective of fan culture,and puts forward feasible suggestions on the marketing communication strategy of beauty brands.First of all,based on the framework of brand marketing communication strategy,through case analysis,this paper analyzes and summarizes the characteristics of medium and high-end beauty brand marketing communication information strategy,contact point strategy and tool strategy from the perspective of fan culture.Secondly,through in-depth interviews with fans,we use discourse analysis to analyze the content of the interviews,from which we can analyze the fans' cognitive status of brand marketing communication information strategy,contact point strategy and tool strategy.Third,compare the results of cognitive research with the characteristics of marketing communication strategies of middle and high-end beauty brands,and analyze the communication effect of current brand marketing communication strategies.Finally,the paper puts forward some suggestions on the improvement of brand marketing communication strategy from the two aspects of "cognitive imbalance" and "cognitive new trend".This research conforms to the development trend of the times,enriches the theoretical thinking of the marketing communication strategy of the middle and high-end beauty brands,and at the same time,deeply understands the audience's cognition,which is helpful to improve the communication effect of the brand marketing communication strategy and realize the practical significance of the communication.