Research On Marketing Communication Strategy Of Beauty Cosmetics Opinion Leaders In Dou Yin Platform

Based on active in Dou Yin platform beauty makeup the opinion leaders as the research object,selects a part of domestic beauty makeup of representative opinion leader marketing case,combined with its short video content study,summarize the main taken in the process of marketing communication strategy,in-depth excavation of the advantages of at the same time,trying to find the problem,It is expected to further optimize and improve the marketing communication of beauty makeup opinion leaders in the future by constructing a new marketing strategy model.The article is divided into four parts.The first part is the introduction part,which has a clear understanding of the overall framework and structure of the paper from four parts: research background,research significance,research methods and innovation points and difficulties.The second part is mainly on opinion leaders marketing relevant concept definition and literature review,using the opinion leader related theory,theory of brand marketing,social marketing theory,knowledge and combing,and further explore the value of trill platform beauty makeup the marketing and development present situation,summarizes the current trill platform beauty makeup the opinion leaders presented the characteristics and functions;The third part mainly starts from two aspects of advantages and problems,conducts in-depth interviews and content analysis based on the representative marketing cases of beauty makeup opinion leaders on Dou Yin platform,summarizes the current situation of marketing communication strategies of beauty makeup opinion leaders on Dou Yin platform,and provides certain reference for the construction of the following strategy model.The fourth part builds a new marketing strategy model and explores its application value in the beauty makeup industry based on the theoretical basis and case analysis above.Some suggestions for improvement and optimization of the existing problems of the current communication strategy are proposed from the main links of the model construction.From the perspectives of communication,advertising,marketing,etc.,this paper mainly uses four research methods: literature analysis,case analysis,content analysis and in-depth interview to analyze and control the marketing communication strategies adopted by the current beauty opinion leaders on the vibrato platform as a whole,and find out the advantages and disadvantages,hoping to construct a new strategy model to improve the existing problems and put forward some reasonable suggestions.The deficiency is that this paper needs further research and research on the applicability and practicality of the model.