电子商务-“新零售”环境下完美日记品牌营销模式的研究.docx

“新零售”环境下完美日记品牌营销模式的研究 【摘要】2019年完美日记完成了新一轮的融资，并且估值直接达到了10亿美金。这个于2017年诞生、仅仅成立不过四年的国货彩妆品牌，犹如异军突起，出现在人们的视野中。更是连续在天猫双11节日上，多次获得销量第一，远超雅诗兰黛、欧莱雅等国外国际大品牌，堪称国货彩妆黑马。一个成立不过四年的国产企业为何在互联网时代如此受追捧，其品牌营销模式引起笔者注意。本文主要从AISAS理论为视角对完美日记的品牌营销模式进行研究。本研究主要以完美日记为企业个案进行研究，分为四个章节进行论述。第一部分是对完美日记的研究背景、目的和意义进行分析。第二部分是对新零售环境下美妆品牌营销进行概括分析。第三部分是关于完美日记基于AISAS传播理论的品牌营销策略分析。第四部分是关于完美日记品牌营销存在的略微问题及笔者的建议。 【关键词】新零售；完美日记；品牌传播；KOL  Research on the Perfect Diary brand marketing model in the new retail environment [Abstract]In 2019, Perfect Diary completed a new round of financing, and the valuation directly reached US $1 billion. This Chinese cosmetics brand, which was born in 2017 and has only been established for four years, appears in peoples vision as a new force. Moreover, on Tmall Double 11 Festival, it has won the first sales volume for many times, far surpassing international brands such as Estee Lauder and LOreal, which can be called the black horse of Chinese cosmetics. Why a domestic enterprise which has been established for no more than four years is so popular in the Internet era? Its brand marketing mode has attracted the attention of the author. This paper mainly studies the brand marketing model of Perfect Diary from the perspective of AISAS theory. This study mainly takes Perfect Diary as a case study, which is divided into four chapters. The first part analyzes the research background, purpose and significance of Perfect Diary. The second part is a general analysis of beauty brand marketing in the new retail environment. The third part is about the analysis of brand marketing strategy based on AISAS communication theory. The fourth part is about the problems of Perfect Diary brand marketing and the authors suggestions. [Key words] new retail; Perfect Diary; brand communication; KOL  目 录TOC \o 1-3 \h \u 1 绪论 1 1.1 研究背景 1 1.1.1 新零售时代来临 1 1.1.2 消费行为的改变 3 1.1.3 社交媒体的发展 4 1.2 研究目的和意义 4 1.3 研究综述 5 1.3.1 关于新零售的研究现状 5 1.3.2 关于化妆品品牌营销的研究现状 6 1.4