A公司美妆品牌内容营销策略研究
发布时间：2023-02-09 07:57
随着新媒体不断发展变化,内容营销的形式也不断发生变化。电商美妆品牌如何通过利用社媒内容营销在市场中能够提升转化,成为当下市场存在的巨大的潜力和挑战,也是研究的一大热点之一。通过对内容营销策略的研究,不仅有助于品牌方更好的服务目标消费群体,准确的做出内容营销策略,更有利于应对不断变化的市场环境和竞争格局。在新媒介形式不断变化的背景下,笔者以A公司美妆品牌内容营销为主题,使用案例分析法、问卷调研法和深度访谈法进行研究,诊断出该美妆品牌内容营销存在的问题:内容形式单一,违背趣味原则;情感利益缺乏传播,违背利益原则;品牌与用户的互动不够,违背互动原则;未满足用户个性化需求,违背个性化原则。并挖掘到导致这些问题的成因:品牌过于依赖单一平台的内容种草;品牌定位不明确导致情感传播不足;品牌内容营销过度依赖KOL;品牌塑造缺乏个性化。本研究针对以上问题及其成因,依据4I营销理论提出了关于A公司美妆品牌的内容营销解决方案,具体包括:增加内容的趣味性,促进用户转化;巩固品牌心智,将功能利益和情感利益结合;通过创意内容传播,增加粉丝互动;为用户提升体验,沉淀用户资产。在针对新锐品牌内容营销的内容形式和传播策...
【文章页数】：99 页
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background and significance
1.1.1 Research Background
1.1.2 Research significance
1.2 Research Methodology and Content
1.2.1 Research Methodology
1.2.2 Research content
1.3 Literature review and related theories
1.3.1 Research on the current situation of new media development
1.3.2 Research on content marketing
1.3.3 Related theories
Chapter Ⅱ Beauty brands Current situation under new media
2.1 Domestic beauty brands current market situation
2.1.1 Chinese local makeup brands are rising
2.1.2 Domestic beauty brands current development situation
2.1.3 Domestic beauty brands rise Reasons
2.2 Beauty brands social media marketing overview
2.2.1 Beauty brands social media marketing popularity
2.2.2 KOL promotion in social media marketing
2.2.3 Social media main promotion forms
2.3 Summary of this chapter
Chapter Ⅲ A Company beauty brand introduction
3.1 Beauty Brand profile
3.2 A Company beauty brand current content marketing situation
3.2.1 Current content marketing situation of social media
3.2.2 Current content marketing situation of A Company beauty brand
3.2.3 Current content marketing situation of brand cross-border
3.3 Summary of this chapter
Chapter Ⅳ Research on content marketing problems and causes for A Company beauty brand
4.1 A Company beauty brand content marketing problems
4.1.1 Content form is single, contrary to the interesting principle
4.1.2 Lack emotional interest communication,contrary interest principle
4.1.3 Insufficient interaction between brands and users,contrary interaction principle
4.1.4 Not satisfied user's personalized needs,contrary individualityprinciple
4.2 Research on the causes of the content marketing problems for A Company beauty brand
4.2.1 Brands rely too much on a single platform for content seeding
4.2.2 Unclear brand positioning leads insufficient communication in emotional benefits
4.2.3 Brand content marketing overly relies on KOL
4.2.4 Branding lack personalization
4.3 Summary of this chapter
Chapter Ⅴ Content marketing optimization strategy of A Company beauty brand
5.1 Target consumer analysis
5.1.1 A Company beauty brand target consumers
5.1.2 Target consumers preferences and social attributes
5.2 A Company brand content marketing communication strategy suggestions
5.2.1 Increase the content interest to promote user conversion
5.2.2 Combine functional and emotional benefits
5.2.3 Increase fans interaction through creative content distribution
5.2.4 Enhance the experience for users and accumulate user assets
5.3 Summary of this chapter
Chapter Ⅵ Summary and Outlook
6.1 Summary
6.2 Outlook
Reference
Acknowledgements
Appendix
本文编号：3738522
【文章页数】：99 页
【文章目录】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Chapter Ⅰ Introduction
1.1 Research Background and significance
1.1.1 Research Background
1.1.2 Research significance
1.2 Research Methodology and Content
1.2.1 Research Methodology
1.2.2 Research content
1.3 Literature review and related theories
1.3.1 Research on the current situation of new media development
1.3.2 Research on content marketing
1.3.3 Related theories
Chapter Ⅱ Beauty brands Current situation under new media
2.1 Domestic beauty brands current market situation
2.1.1 Chinese local makeup brands are rising
2.1.2 Domestic beauty brands current development situation
2.1.3 Domestic beauty brands rise Reasons
2.2 Beauty brands social media marketing overview
2.2.1 Beauty brands social media marketing popularity
2.2.2 KOL promotion in social media marketing
2.2.3 Social media main promotion forms
2.3 Summary of this chapter
Chapter Ⅲ A Company beauty brand introduction
3.1 Beauty Brand profile
3.2 A Company beauty brand current content marketing situation
3.2.1 Current content marketing situation of social media
3.2.2 Current content marketing situation of A Company beauty brand
3.2.3 Current content marketing situation of brand cross-border
3.3 Summary of this chapter
Chapter Ⅳ Research on content marketing problems and causes for A Company beauty brand
4.1 A Company beauty brand content marketing problems
4.1.1 Content form is single, contrary to the interesting principle
4.1.2 Lack emotional interest communication,contrary interest principle
4.1.3 Insufficient interaction between brands and users,contrary interaction principle
4.1.4 Not satisfied user's personalized needs,contrary individualityprinciple
4.2 Research on the causes of the content marketing problems for A Company beauty brand
4.2.1 Brands rely too much on a single platform for content seeding
4.2.2 Unclear brand positioning leads insufficient communication in emotional benefits
4.2.3 Brand content marketing overly relies on KOL
4.2.4 Branding lack personalization
4.3 Summary of this chapter
Chapter Ⅴ Content marketing optimization strategy of A Company beauty brand
5.1 Target consumer analysis
5.1.1 A Company beauty brand target consumers
5.1.2 Target consumers preferences and social attributes
5.2 A Company brand content marketing communication strategy suggestions
5.2.1 Increase the content interest to promote user conversion
5.2.2 Combine functional and emotional benefits
5.2.3 Increase fans interaction through creative content distribution
5.2.4 Enhance the experience for users and accumulate user assets
5.3 Summary of this chapter
Chapter Ⅵ Summary and Outlook
6.1 Summary
6.2 Outlook
Reference
Acknowledgements
Appendix
本文编号：3738522
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