A Study On The Brand Marketing Strategy Of Estee Lauder Group From The Perspective Of Webcast

With the development of network,live marketing is pushing forward the explosive development of marketing industry with unprecedented trend.In 2019,live e-commerce broke out,webcast into the first year of real e-commerce live broadcast.In 2020,due to the impact of the epidemic,offline retail trapped,superimposed the curiosity of users,brought the dividend of the media end,become the blowout year of live e-commerce.Webcast is also regarded as the key word of the year.Under this situation,many enterprises are eager to try their best to make their brand marketing break through in the era of “live + marketing”,go hand in hand with the traditional marketing mode,and even act as the main force in the later period.Estée Lauder Group - chosen as the research object of brand marketing.First of all,through consulting a large number of literature research combined with network brand marketing related theories to understand the advantages of webcast marketing compared with ordinary marketing;Secondly,according to the brand marketing theory and related cases,from the brand personality,brand management,brand communication and brand sales four aspects of the development of Estée Lauder brand webcast marketing;Thirdly,according to the SICAS model to make the questionnaire to the user in the Estée Lauder live broadcast brand experience investigation,excavates the Estée Lauder under the network live broadcast angle of view brand marketing existence question;Finally,according to the problems of brand marketing under Estée Lauder Group webcast,a targeted strategy is formulated.As a new form of brand marketing,online live broadcast brand marketing is still in the primary stage of its research and operation.Therefore,Estee Lauder Group,because of the development of the network live broadcast brand marketing model,is not mature enough,and there also has some problems in its practical application.According to the corresponding problems,this paper puts forward targeted countermeasures to provide some reference for Estee Lauder or other enterprises in conducting online live brand marketing activities in the future.