Research On Image Communications Of Local Cosmetic Brands In The View Of Female Consumption

With the rapid development of media technology,economic,social,and industry dynamics and many other environmental factors,the image of Chinese local brands is ushering in an opportunity for development.Due to the rise of national tide culture,female consumers' trust and interest in local beauty brands are constantly increasing.At present,local beauty brands such as Huaxizi and Perfect Diary are becoming more and more popular among young people.In this context,in the process of brand image reshaping and dissemination,local beauty has firmly grasped the opportunity for the transformation and development of local brands and presented a brand image communication strategy worth studying.This article focuses on the rise of national tide culture,combined with consumer culture,brand marketing,communication and other related theories as research support,and summarizes and sorts out the general situation of local beauty brand communication,from the media,audience,content and influence,etc.This dimension explores the shortcomings of the local beauty brand image dissemination process,and provides suggestions and methods for the local beauty brand image dissemination.The full text is divided into four chapters;the first chapter is the introduction,which mainly elaborates the basic theories such as the research background,research content,and research status.The second chapter combs through the development process of beauty brand image,and we can see the status quo of local beauty brand image communication: the popularization,mediation and marketing of local beauty brand image communication.The third chapter analyzes the communication strategy of local beauty brand image from multiple dimensions such as audience,communication content,and communication media.Through the combination of theory and time evidence,it is found that the lack of communication of local beauty brand image: the imbalance of brand image communication media,the lack of performance of "innovation" of communication content,and the stereotype caused by lack of interaction.Finally,in view of the problems in the dissemination of the beauty brand image at this stage,corresponding optimization strategies are proposed: one is to fit the brand positioning and integrate multiple communication channels;the other is to transform the brand image into "IP" to reconstruct the brand effect;Yes,strengthen brand narrative and improve audience stereotypes.In this way,it can not only gradually improve the image of local beauty brands,but also provide a reference plan for the reshaping of local brands in the new media era.