Research On The Communication Strategy Of Beauty E-commerce Brands From The Perspective Of Integrated Marketing

In recent years,with the rapid development of mobile Internet and the rise of a new generation of young consumers,in the context of the rise of China-Chic,the brand marketing environment and market consumption demand have changed rapidly.and brand competition has become increasingly fierce.The traditional e-commerce marketing model has been unable to meet the needs of brand marketing.As a newly established beauty brand.Huaxizi has relied on a deep understanding and application of integrated marketing communication,as well as innovative integration of traditional culture.and accurately applied various brand marketing methods.In just five years of fierce competition,it has firmly ranked first among domestic beauty brands.And successfully established the same brand image of "Oriental makeup,using flowers to nourish makeup" in the minds of young consumers,and created a unique brand super symbol of Oriental makeup.In this context,exploring the development and brand communication strategies of the beauty e-commerce brand Huaxizi is not only of great significance for the development,transformation and upgrading of small and mediumsized brands in the beauty and skincare industry,but also of great guiding significance for building international brands with Chinese cultural characteristics based on traditional culture.Therefore,this article takes Huaxizi as the research object,uses questionnaire survey and case analysis,combined with integrated marketing communication theory to analyze Huaxizi brand communication,and then based on SICAS theory,conducts research and analysis on the communication effect of Huaxizi brand and proposes optimization suggestions.The introduction section of the first chapter of this article mainly includes the research background,research content,and relevant literature review:Chapter 2 combines the theory of integrated marketing communication to analyze brand communication strategies from four perspectives:user centeredness.the same voice,multiple channels,and integrated media;The third and fourth chapters conduct a questionnaire survey based on the SICAS theoretical model,analyze the communication effect of Huaxi sub brand,and propose optimization suggestions and methods based on specific problems.