The ABBC Online Marketing Strategy Of Self-media In The Domain Of Fashion And Beauty Makeup

As the internet era keeps expanding,by the modernized instruments,self-media that prioritize the individual communicating have become the main power in the media world.As a result,a radical change is taking place in the ecology of media.An increasing number of individuals have become the key opinion leaders in their specialized domains through the platforms of social media,among which the self-media in the domain of fashion and beauty makeups target female audiences and thus have seen a constant rise in their subscriptions and influence.Some exceptional top-part self-media in the domain of fashion and beauty makeups have outnumbered the conventional paper media in their viewing amount.Yet quite a few self-media bloggers in the middle and bottom part of the fashion and makeup domain are fiercely competing with one another.Therefore,this essay intends to explore how a self-media account manages to survive the intense competition and make its way to a key opinion leader.This essay takes the self-media account ‘ABBC' run by the writer herself as the research object,through methods such as PEST,STP and so forth,analyzing both the internal and external environments of ‘ABBC' and further revealing its shortcomings such as the lack of heating contents,low frequency of updating,weak branding resources,etc.Moreover,this essay,through the analysis of users` behavior preferences,combines the interviews with several self-media practitioners,professional perspective and first-hand experience in the fashion and makeup domain,summarizing the current situation of the above-mentioned industry as well as predicting the future opportunities.At last,the writer,based on the Four I principle of the internet integral marketing,suggests that the account ‘ABBC',on the precondition of high-quality output,needs to pinpoint the demands of users and steer its development along the trend.In addition,the writer propose her valuable advices on the optimization of the current internet marketing from the following four aspects: interestingness,profitability,interactivity and uniqueness.