Research On Brand Symbol Construction And Communication Of National Makeup Brand

The high quality development of domestic economy and the promotion of national consumption demand have promoted the rise of ‘value economy'.At present,the scale of cosmetics market in China has reached hundreds of billions.The channel change brought by the new media provides the development opportunity for the national makeup brand.Most of the domestic makeup brands,represented by ‘Florasis',have achieved a huge increase during the traffic dividend period.The unique growth of ‘Florasis' against the trend The communication path is worth learning from other domestic makeup brands.In the era of symbolic consumption,the most important carrier of the competitive advantage of modern enterprises has been transformed into brand symbols.Besides,the value of brand symbols lies in the consumption meaning.The brand symbol is the main part of the brand development and the bridge that links the communication between the enterprise and the consumer.‘Huaxizi'as a representative phenomenon-level up-and-coming domestic makeup brand,is the result of its brand symbol creating great symbol value.However,in the fast-paced era of consumption,the brand recognition of ‘Florasis' is still lower than that of the top international brands.Whether the ‘Florasis' brand can become a sustainable brand needs to be resolved urgently.Roland·Barthes included various social and cultural phenomena into the scope of his semiotic analysis.This article mainly adopts the symbolic analysis method,taking brand symbols as the research object,taking the‘Florasis' domestic cosmetics brand as a research case.Based on Roland·Barthes semiotic theory and related semiotic research results,discuss the brand symbol elements of ‘ Florasis ' conducted a horizontal analysis and tried to plan the framework of brand symbol construction vertically.The author divides the construction process of the ‘ Florasis ' brand symbol into three main stages,followed by the initial development of the signifier of the ‘Florasis' brand symbol,the expansion and extension of the peripheral symbols,and the presentation of the brand value communication matrix.On this basis,try to explore the optimization strategy of the sustainable development of the‘Huaxizi' brand symbol.Wish to provide reference for the management and dissemination of other domestic makeup brand,and create a strong brand potential for the domestic cosmetics industry.Although the application research of semiotic theory has begun to form a research boom,the research on domestic makeup with ‘Florasis' as one of the typical representatives is still in the exploratory stage from the perspective of Roland·Barthes semiotics.Therefore,the use of semiotics theory to conduct in-depth research on the process and mode of ‘Florasis' brand symbol construction has certain theoretical and practical guiding significance.This article is just an attempt in this area.It has many loopholes due to its shallow knowledge,but still hope to provide a new perspective on the interpretation of the semiotics of domestic makeup.