Research On The Contextual Marketing Strategy Of Domestic Beauty Brands' Rejuvenation

In the new media era,the marketing mode is changing,the consumer demand is changing,the industry competition is gradually intensifying,the goods are becoming more and more abundant,and the technology is rapidly iterative.Domestic beauty brands need to be continuously updated,optimized and transformed.Excellent brands are good at using marketing strategies to keep themselves active in the market and make the accumulation of time become the reputation and selling point of brands.However,some beauty brands in China are limited to the dilemma of entering the "aging period".Scene marketing is a solution to meet people's needs by connecting people and goods based on scene perception and information adaptation.Therefore,this paper attempts to explore the effective strategy of scenario marketing to achieve brand rejuvenation.This paper takes domestic beauty brands as the main research object,stands in the position of researchers,takes case analysis and literature research as the main research methods,provides theoretical and case support for the paper,supplemented by structured interviews,goes deep into consumer groups,explores and analyzes the communication effect of the current beauty brand marketing model,and combines the interdisciplinary knowledge of marketing,communication and sociology,Find the advantages and disadvantages of the current industry scenario method strategy,and put forward improvement strategies.The introduction mainly expounds the research background,research significance,relevant research review,research methods and the innovation of this paper.The first chapter combs and defines the key concepts mentioned in this paper,and defines the theoretical support of this paper.The second chapter deeply analyzes the current situation of the scene communication strategy of the rejuvenation of domestic beauty brands.Combined with the research results,the third chapter makes an in-depth analysis of the existing problems of domestic beauty brand marketing strategy.The fourth chapter combines the excellent scene communication strategies of domestic and foreign beauty brands,and puts forward feasible suggestions and future directions for the healthy development and optimization of the overall beauty industry,so as to promote the long-term development of the beauty industry.The conclusion summarizes and reflects on the research work done in this paper.