Research On The Communication Strategies Of Fashion Cosmetics Microblogs

The economy is developing rapidly today,the public has more disposable income for entertainment consumption,the public's pursuit of quality of life is also higher and higher,people's demand and attention to aesthetics is also gradually increasing.Combined with the emergence of new media platform,it has different effects from traditional media in the performance of communication subject,the diversification of communication channels,the selection of communication content and the feedback of communication audience.With the development of Internet and social media,in recent years,the emergence of we media has become a force that can not be ignored in social platform.At the same time,the audience's pursuit of beauty also gives a great degree of attention to fashion and beauty micro blog,which also develops rapidly.Since then,the social media platform has become a key channel for fashion and beauty information dissemination,delivering fashion information and the latest trends to the audience,so that every audience can get close to fashion and become beautiful.It has also been favored by the public,and the proportion of such microblog owners in the we media industry has gradually increased,occupying a place in the we media industry.This paper takes "fashion and beauty micro blog" in Sina micro blog,which has a large audience base and great influence in social media,as the research object,and takes the current popular fashion and beauty opinion leader micro blog as the research sample.Through the research method of ethnography,this paper explores the communication strategies used in the development process of fashion and beauty micro blog.Firstly,on the basis of reading a lot of literature,this paper combs the research status of fashion and beauty we media,and then summarizes some high-quality communication strategies of fashion and beauty micro blog KOL from four aspects of communication subject,communication content,communication channel and audience,combined with specific case analysis,At the same time,this paper analyzes the dilemma of personal image,serious homogenization of content,limited flow realization and difficult community operation in the development process of fashion and beauty micro blog,and puts forward the Countermeasures of insisting on originality,strictly controlling the brand,moderately promoting,optimizing fan community management and improving audience participation.Through the research on the communication strategy of fashion and beauty micro blog,we can clearly understand the operation of fashion and beauty micro blog we media.It can also provide scientific reference for the development of all kinds of we media,help the healthy development of we media industry,and establish a connection between the audience and the media.