完美日记营销策略研究.docxVIP

PAGE PAGE 13 【摘要】随着互联网的快速发展及女性消费经济时代的到来，越来越多的女性用户开始注重自己的外在形象， 导致近年来化妆品消费需求强劲。研究表明，55％的女性用户天天离不开化妆，64％的女性用户拥有10件以上的化妆产品，这些数据无一不显示当下女性对化妆产品需求的多元化。完美日记的品牌理念是“美不设限”，迎合了当下女性用户消费的需求，在女性消费经济成为主流的这个时代，完美日记做对了选择。与那些传统的外国美妆品牌不同，完美日记从一开始就攻下了海外品牌相对薄弱的电商渠道，占领了成长的先机，互联网的快速发展给了完美日记超越国外彩妆品牌的机会。本文重点介绍完美日记的营销策略并分析营销策略中存在产品质量有待提升和缺少部分产品\产品线上线下定价不统一、线上渠道和线下渠道不平衡、营销广告宣传夸大产品效果、营销过度引起消费者反感等问题，同时针对上述问题给出提高产品质量和产品线向上延伸、优化定价、健全销售渠道使线上线下齐头并进、私域流量和公域流量相结合、加强直播互动性来实现产品品效合一、适当减少宣传以便实现精准营销等相应对策。 【关键词】完美日记：营销策略：4P理论 Research on Marketing Strategy of Perfect Diary 【Abstract】With the rapid development of the Internet and the arrival of the era of female consumer economy, more and more female users begin to pay attention to their external image, resulting in strong demand for cosmetics in recent years. Research shows that 55% of female users cant do without make-up every day, and 64% of female users have more than 10 make-up products. All these data show that womens demand for make-up products is diversified. The brand concept of perfect diary is beauty without limitation, which caters to the needs of current female consumers. In this era when female consumer economy has become the mainstream, perfect Diary makes the right choice. Different from those traditional foreign beauty brands, perfect diary has conquered the relatively weak e-commerce channels of overseas brands from the beginning, occupying the first opportunity of growth. The rapid development of the Internet has given perfect diary the opportunity to surpass foreign cosmetics brands. This paper focuses on the marketing strategy of perfect diary, and analyzes the problems existing in the marketing strategy, such as the lack of product quality and the lack of some products, the inconsistency of online and offline pricing, the imbalance of online and offline channels, the exaggeration of product effect in marketing advertising, and the consumers aversion caused by excessive marketing, At the same time, in view of the above problems, this