Research On E-Commerce Live Broadcast Marketing Strategy Of YG Beauty Brand

In recent years,people have stepped into the era of live broadcast of e-commerce from the era of e-commerce,and the consumption structure and consumption methods have also undergone changes.Live broadcast of e-commerce not only facilitates the shopping methods of consumers,but also brings more emerging employment opportunities to various industries and broadens the sales channels of merchants.The emergence of e-commerce live broadcast can be said to be an upgrading and reform of the consumer market.During this transformation,the beauty industry has been greatly impacted and affected.The traditional beauty brand marketing methods are no longer suitable for the current market development needs.It is of great value and significance to discuss how to gain market share and improve economic benefits of live broadcasting marketing by improving marketing strategies for promoting brand development.As an old brand of Chinese beauty products,YG Beauty Brand is committed to building technology skin care,and has occupied a certain market share in the domestic market.However,in the face of competition from Japanese chemical giants in Europe,America,Japan,and South Korea,as well as many emerging Chinese brands,how YG Beauty Brand gradually expands its domestic market share under the premise of stable development,and exploring to occupy foreign market share has become a top priority for YG Brand.Firstly,through literature review,questionnaire survey,data collection,internal data research,and other methods,statistical analysis was conducted on the brand’s operating status,product market share,market feedback obtained through live broadcast marketing,and other aspects of information in recent years.The results showed that the brand’s live broadcast marketing effect did not achieve the desired state.In this context,this article combines the SICAS model analysis method to design a questionnaire survey of the YG beauty brand.Through the analysis of the questionnaire data,we find the shortcomings of the brand in live marketing.Thirdly,on this basis,use the SICAS model to construct a reasonable YG beauty live broadcast marketing system,and optimize the five dimensional issues that affect the marketing effectiveness of YG beauty live broadcast.Finally,I hope that this study can provide valuable suggestions for the development of YG Beauty in live broadcast marketing,and can also serve as a research case for other domestic beauty brands.