Research On Integrated Marketing Communication Strategy Of R Cosmetic Brand

Since the reform and opening up,China’s comprehensive national strength has been continuously improved,and the people’s living standards have been greatly improved.People’s demand for beauty has prompted China’s cosmetics industry to flourish and ushered in a golden age.The development and popularization of Internet technology have not only changed people’s living and consumption patterns,but also brought a new look to domestic cosmetics market.In addition,it has broken the situation of being monopolized by first-line foreign brands for a long time.Some emerging domestic cosmetics brands such as Guyu,Zhiben and Winona have quickly occupied the market from the perspective of customers by means of the emerging Internet+ marketing means,bringing a new marketing trend of domestic brands.It is both an opportunity and a challenge for domestic brands.How to apply Internet technology for integrated marketing is a topic of practical significance for the cosmetics industry.This paper takes brand R,a domestic cosmetics brand,as the research object.Based on the results of the questionnaire and actual case analysis,this paper analyzes the marketing strategy of the brand,explores the problems in its marketing strategy,analyzes the causes and puts forward suggestions on integrated marketing strategy by investigating the communication status of its integrated marketing.The research content is to combine with the marketing status and brand planning of brand R with the guidance of domestic and foreign theories of integrated marketing,to use the AISAS theory to design questionnaire to learn about consumers’ consumption habits,their consumption media and channels,and their purchase and sharing behavior,and to use the 4I marketing theory to analyze the problems and shortcomings of brand R in marketing from the interest principle,interaction principle,personalization principle and profit principle or marketing.The following causes are concluded: weak follow-up product interest marketing,damage of price confusion to customers’ interests,lack of interaction in the traditional advertising marketing and failure in the personalized marketing strategy of the products.In terms of the above problems,this paper combines with the 4I marketing theory and puts forward relevant suggestions on integrated marketing strategy: innovate product packaging through joint marketing,seek the added value of products,meet the interests of consumers,advocate patriotism,implement word of mouth marketing through opinion leaders,increase consumers’ sharing and repurchase incentive mechanism,build private brand communities,select appropriate spokespersons through private customization of products,etc.Based on the overall background of the development of the Internet,this paper makes profound research on the marketing strategy of brand R,and proposes targeted suggestions for improvement,in a hope to provide reference for the marketing strategy formulation of other domestic cosmetics brands.