Research On The Communication Strategies Of Domestic Makeup Brands From The Perspective Of Creative Communication Management ——Take "Perfect Diary" As An Example

In recent years,with the continuous progress and development of society,people have paid more and more attention to the improvement of external image,and cosmetic products that can improve their appearance have gradually become one of the irreplaceable supplies.At the same time,with the warming of the national tide culture,it has brought great development opportunities and space to domestic cosmetics.One after another,domestic cosmetics brands have sprung up in people's eyes.However,the new domestic cosmetics still have serious homogeneity in the product itself,and no awareness of independent innovation.In the process of brand communication,problems such as single and scattered communication ideas,lack of creative communication and lack of awareness of brand image management have gradually emerged.Therefore,it is imperative to adjust and perfect the brand communication marketing strategy.In the highly competitive cosmetics Red Sea market,the cutting-edge Chinese cosmetics perfect diary stands out from it,and it has become the dark horse of the domestic cosmetics industry.The successful experience of the perfect diary is worthy of learning and learning from other domestic cosmetics brands.This article uses the theory of creative communication management,taking domestic cosmetics as the research object,analyzes the opportunities and existing problems of domestic cosmetics in the brand communication process at this stage,and discusses the case of the excellent diary of excellent domestic cosmetics brands using creative communication management methodology to develop brand communication Finally,from the four dimensions of life service optimization,communication element optimization,communication trigger channel optimization,and brand image optimization,the innovative ideas of domestic cosmetics in brand communication are proposed.In terms of service optimization for livelihoods,enrich and innovate product content,improve the quality of product optimization services from its own,and at the same time expand product categories and market scope according to the preferences of livelihoods;in the optimization of communication elements,tap high-quality and topical and discussion-oriented communication Improve the interactive communication with people and achieve collaborative creativity;integrate the online and offline channels in the communication trigger channels,select the appropriate media for media triggers,clarify the key communication platforms,and promote the effective trigger of creative communication;in the brand image Optimization,improve brand image management awareness,pay attention to life evaluation and feedback information,strengthen public welfare marketing,and establish a good life service provider's social image,in order to provide valuable value in the brand communication strategy of the entire domestic fast-growing cosmetics industry reference.