-电子商务环境下美妆品牌网络社区营销策略分析——以完美日记为例.docxVIP

电子商务环境下美妆品牌网络社区营销策略分析 ——以完美日记为例 摘 要 2008年之后，我国电子商务的快速发展带动美妆行业的发展，美妆市场竞争愈发激烈。电子商务以及网络社区的发展为美妆行业带来生机以及新的营销方式，竞争愈发激烈。美妆品牌如何利用网络社区进行营销值得探讨。 本文首先从通过文献归纳法叙述相关研究，接着分析电子商务环境下美妆行业的发展现状，以电商美妆品牌完美日记为例，分析完美日记在小红书、抖音、微博、B站四大火爆网络社区的营销策略，总结其营销模式并对其存在问题提出优化建议。 完美日记根据每个网络社区的特点，营销侧重不同：小红书为第一流量阵地，通过对KOL合理的投放抢占关注度；抖音定位为达人引流阵地，通过合理的全员覆盖式投放产品，进行软植入营销；微博定位为明星引流阵地，利用粉丝经济引爆关注；B站定位为KOL引流阵地，通过优质KOL的高粉丝粘度增加曝光。虽然网络社区营销能够带来积极的效果，但是过度营销、夸大营销反而会产生负效果。 关键词： 电子商务环境，网络社区营销，完美日记 Analysis of Marketing Strategies of Beauty Brands in Online Communities under the E-commerce Environment：A Case Study of Perfect Diary ABSTRACT With the quick development of e-commerce in China, the beauty industry took advantage of the situation and competition became more fierce after 2008. The development of e-commerce and online communities has brought vitality and new marketing methods to the beauty industry. It is worth discussing how beauty brands can use online communities for marketing. This article first describes related research through literature induction, and then analyzes the development status of the beauty industry in the e-commerce environment. Taking the e-commerce beauty brand perfect diary as an example, the perfect diary is analyzed in Xiaohongshu, Douyin, Weibo, Bilibili. The marketing strategies of the four popular online communities are summarized, their marketing models are summarized, and optimization suggestions are proposed for their existing problems. According to the characteristics of each online community, the perfect diary has a different marketing focus: Xiaohongshu is the first traffic position, and it seizes attention by reasonably placing KOL; Douyin is positioned as a leading position for people, and it is placed by a reasonable full coverage Products, soft implant marketing; Weibo is positioned as a star drainage position, using fan economy to detonate attention; Bilibili is positioned as a KOL drainage position to increase exposure through the high fan viscosity of high-quality KOL.