Research On The Social Media Marketing Strategy Of W Cosmetics Company

With the rapid development of Internet and technology,social media marketing began to develop into a new marketing model.Compared with the traditional marketing mode,social media marketing has the characteristics of high efficiency,low cost,wide application range and strong application value.Especially for cosmetics brands,social media marketing plays an important role.The success or failure of its marketing is directly related to the overall effect of enterprise marketing.It is of great significance to strengthen the research on social media marketing strategies of cosmetics enterprises.However,at this stage,the special research on multimedia marketing of a specific enterprise in a certain industry or field is very limited,especially the lack of systematic design of multimedia marketing plan for enterprise marketing,the overall practical guidance value is insufficient,and the relevant research content also needs to be in-depth.Therefore,this paper selects W company in the beauty industry as the research object,and analyzes the current situation of social media marketing of W company with the help of SICAS model by using the methods of literature research,questionnaire survey and interview.It is found that w beauty’s social media marketing mainly includes "xiaohongshu" marketing strategy,"wechat" marketing strategy,"Tiktok" marketing strategy and "Weibo" marketing strategy.At present,there are still some problems in the social media marketing of W beauty company,mainly manifested in the lack of attraction of marketing,the neglect of brand publicity and the lack of interaction with consumers.In view of the problems existing in W beauty’s social media marketing strategy,this paper puts forward some suggestions on enhancing the attractiveness of social media marketing information,strengthening the brand publicity of social media marketing,and paying attention to the two-way interaction between media marketing and customers.At the same time,it puts forward some implementation guarantee measures from the four dimensions of system,finance,manpower and technology.Through this study,we can systematically sort out the concept of social media marketing and other related theoretical knowledge,enrich the relevant theoretical research results of beauty companies on social media marketing,and provide some references for Chinese beauty companies to carry out social media.