| As a local high-end cosmetic brand,GN has been receiving increasing attention.Founded in 1994,the brand experienced a glorious period.However,in the process of developing a high-end cosmetic brand as its strategic goal,the brand encountered setbacks and had to suspend its market investment.In the new environment of rapid development of high-end cosmetic market,brand communication strategies become crucial.These strategies not only help the brand establish a good image,but also play a vital role in domestic brands breaking through in the high-end cosmetic market.Therefore,developing and optimizing brand communication strategies is an urgent and important research topic for GN’s re-entry into the high-end cosmetic market.Based on Lasswell’s 5W theory,this paper adopts literature analysis and questionnaire survey methods to explore GN’s brand communication strategies and related problems.The study found that GN’s brand communication has personalized communication of "beauty heritage" and innovative communication of "Hainan local fashion".However,the research also revealed some problems,including lack of brand communication awareness,information content not matching brand positioning,single communication channel,and lack of segmented audience communication strategies.Finally,this paper puts forward some strategic suggestions for the problems in the GN brand communication process,including: first,the brand should establish brand communication awareness and use different communication subjects to promote brand communication;second,focus on brand personality positioning,leverage the "national fashion" trend,creatively empower national makeup culture,leverage the advantage of "Southern Pearl" culture,create brand IP,and establish a good image;third,expand communication channels to achieve multi-dimensional communication;fourth,segment the audience,understand audience needs,achieve optimal information distribution,and focus on audience-centric scenario-based marketing. |
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