Research On Brand Communication Innovation Strategy Of Domestic Beauty Cosmetics "Florasis"

With the deepening of the strategy of "brand power",the "domestic hot" rises again,and the market share of domestic brands in China gradually expands.The arrival of the new media era provides a new development opportunity for domestic beauty brands.In such an environment,the domestic beauty brand "Florasis" firmly grasped the development opportunity and implemented the brand communication strategy in the process of brand communication,and developed rapidly among the domestic beauty brands.Based on the analysis of "Florasis",on the basis of related literatures,combined with semiotics,communication,marketing and brand learn discipline theory as the support,such as literature research,case analysis and content analysis as research methods,from the domestic beauty makeup brand development present situation,around the "Florasis" domestic beauty makeup brand,From brand construction to brand communication and its future brand communication thinking,for other cosmetics brands to learn.There are six parts in this paper.The first part is the introduction,which mainly explores the source of the topic,the significance of the topic,the research status at home and abroad,the research content,research methods and research innovations.The second part analyzes the basic concepts of brand,brand communication,domestic beauty makeup and "Florasis",and expounds the basic content of brand communication,the development process of domestic beauty makeup,as well as the brand background and development status of "Florasis".The third part analyzes "Florasis" brand from two aspects of brand construction and brand communication status.The fourth part elaborates the innovative strategies of "Florasis" brand communication in five aspects:first,the brand closely fits the Traditional Chinese culture;second,the cross-border joint communication;third,the consumer is the center;fourth,the communication forms is diversified;fifth,the brand goes abroad.The fifth part puts forward corresponding countermeasures according to the problems existing in the brand communication of "Florasis" in China.The last part is the conclusion,which summarizes the whole content.