Research On New Media Marketing Strategy Optimization Of A Beauty Brand

With the development of Network Economy and digital technology,the original market environment has also changed.At the same time,the upgrading of people's consumption level and the change of consumption habits have also created a new consumption environment.In the new market environment and consumption environment,the traditional marketing model has been unable to fully meet the needs of modern enterprises and consumers,at this time the emergence of new media marketing.New Media Marketing has become the main marketing mode of modern enterprises because of its unique convenience,real-time information transmission and high degree of user participation.Benefit from the emergence of new media marketing,the new sharp domestic beauty brand in recent years rapid development.The improvement of consumers' cosmetic consciousness has driven the development of the industry,and the cosmetic market is becoming larger and larger.The brand should make full use of new media marketing platform super content output and drainage transformation ability,so as to stand out in the beauty industry with numerous competitors.In this paper,we choose a brand as the research object.First of all,the background of the topic,through the relevant theoretical research at home and abroad to sort out the status quo,and then summarize the research ideas of this paper.Under the guidance of research ideas,the basic situation of a beauty brand was described.First of all,the use of porter's five forces model for a beauty brand analysis of the industry environment,a beauty brand in the form of market competition environment.Then it compares the new media marketing strategy with the representative brands of domestic cosmetic brand,and analyzes the existing problems of a cosmetic brand's new media marketing strategy.Then the paper analyzes the causes of the new media marketing strategy of a beauty brand by combining the above results with the five dimensions of the model,using the model SICAS as the analysis framework.Finally,from the cause of the problem,put forward a targeted solution,a beauty brand of the existing new media marketing strategy optimization.Through the optimization research on the new media marketing strategy of a beauty brand,this paper aims to provide a certain reference direction for the formulation and optimization of the new media marketing strategy of other new domestic beauty brands,at the same time,a beauty brand to enhance brand awareness and market share,promote the healthy development of the brand has certain positive role.