Research On Building Brand Narratives With Traditional Chinese Culture Under The Background Of Digital Marketing

Nowadays,the influence of Chinese traditional culture is becoming deeper and deeper,and it has been applied in many commercial brands,allowing them to gain a competitive advantage of differentiation.The trend is very prominent in the cosmetics industry,as evidenced by the gradual rise of domestic brands in recent years.The brand narrative or(brand storytelling marketing)is one of the most important means of brand marketing,which is about shaping the brand through storytelling and thus conveying brand value.How to use traditional cultural elements to build a differentiated brand image and pass it to consumers through digital marketing is particularly significant.This research uses "brand narrative theory" and "SICAS" consumer behavior model based on the digital marketing media environment as the theoretical basis and framework.The research was conducted by methods of case studies and in-depth interviews,and found domestic cosmetic brands can build unique brand narrative themes,brand narrative characters and brand narrative aesthetics through traditional Chinese culture,thus conveying the cultural connotation of the brand,the archetypal personality of the brand and the aesthetic value of the brand.And through big data insights,programmed media buying,digital content,social media communication and other digital marketing as the core communication means,to achieve brand narrative communication precision,innovation,and drive sales.Through the analysis of representative cosmetic brands,there is some guidance on using traditional cultural elements to build brand narratives and leverage digital marketing means to disseminate.In building brand narratives,cosmetic brands can combine brand characteristics,shape a clear brand culture image and prototype,and follow it for a long time;explore the "aesthetic" context of traditional cultural elements,create brand aesthetic power,and explore the intersection of values between the brand or product and consumers as the narrative theme.In addition,domestic cosmetic companies need to build a narrative disseminate strategy based on the digital marketing to maximize the reach and involvement of the target audience.