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论文编号：	14001
作者编号：	2120202928
上传时间：	2023/6/7 15:37:32
中文题目：	完美日记美妆产品营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization of Perfect Diary Beauty Product
指导老师：	杨玉武
中文关键字：	营销策略；完美日记；4C营销组合策略；4P营销组合策略
英文关键字：	marketing strategy；perfectdiary；4C marketing combination strategy；4P marketing combination strategy
中文摘要：	摘要 《百度2021国潮骄傲搜索大数据》指出“国潮3.0”时代已经到来，国货美妆成为国潮大热话题，具有巨大市场潜力。“国潮”时代，国货美妆产品纷纷探索文化营销模式，“老字号”“复工工艺”“国货之光”纷纷成为品牌营销的关键词，传统美妆品牌片仔癀、安安、郁美净、蜂花、大宝、迷奇、友谊等在国潮营销中备受关注，完美日记等新兴美妆品牌也借助“国潮”营销异军突起。可以说，“国潮”时代为中国美妆品牌提供了更广阔的市场，同时也加剧了不同品牌之间的营销竞争。 在此背景下，本文以完美日记美妆产品为案例，在探究其营销环境特征的基础上，通过访谈和问卷调查方法，识别完美日记美妆产品在营销策略中存在的问题，并提出了针对性的改善策略，以期为完美日记竞争力的提升提供借鉴。 通过访谈和问卷研究发现，完美日记美妆产品的营销策略存在的问题主要体现在如下几方面：在市场定位与选择中，存在市场细分不足、定位不合理，影响后续营销规划的问题。在消费者策略方面，忽视消费者“国风”与“潮流”融合需求，且面向特定群体的产品不够丰富。在成本策略，外部低价策略不满足消费者价值需求，内部营销成本持续提高。在沟通策略方面，平台分散、服务效率低且沟通缺乏创新。在便利性策略方面，线上泛化营销影响消费者认知，营销信息传播质量不高、营销创新不足。研究提出，在“国潮3.0”时代完美日记美妆产品营销优化方案中，应该坚持以提高消费者满意度为总体思路，坚持针对性、与时俱进性和具体性的原则优化营销策略。将市场细分为三个主要群体，将公司定位为文化性、时尚性的代表者，在目标市场中，以新入职场群体为主要目标群体，定位于“提供新时代女性所需的国潮彩妆”，突出对于消费者需求的关注。具体营销策略中，研究根据4C与4P营销组合理论，提出应该实施基于消费者需求优化产品策略、基于消费者认知为导向的价格策略、基于顾客便利为导向的渠道策略、基于双向沟通的促销策略。此外，还应该推进方案实施的人力资源保障、财务资源保障及技术创新保障。 关键词：营销策略；完美日记；4C营销组合策略；4P营销组合策略
英文摘要：	Abstract "Baidu 2021 China-fashion Pride Search Big Data" not only clarified the arrival of the "China-fashion 3.0" era, but also proposed that domestic beauty makeup has become a hot topic of China-fashion. Under the background of "China-fashion", domestic beauty makeup has improved the marketing mode based on the market demand to meet the cultural needs of the public for brand marketing. "Time-honored brands", "resumption process" and "light of domestic products" have become the key words of brand marketing. Traditional beauty brands Pien Tze Huang, An, Yu Meijing, Bee, Dabao, Mickey, Friendship have attracted much attention in China-fashion marketing, and emerging beauty brands such as Perfect Diary also rise with the help of "China-fashion" marketing. It can be said that the rise of "China-fashion" has provided a broader market for Chinese beauty brands, and has also intensified the competition between different brands. In the era of "China-fashion 3.0", the marketing of a brand more in line with the needs of The Times will be more recognized by consumers. In this context, this paper takes the perfect diary beauty product as a case, on the basis of exploring the characteristics of its marketing environment, through the interview and questionnaire survey method, to identify the problems existing in the marketing strategy, and put forward targeted improvement strategies, in order to provide reference for the improvement of the perfect diary. Through interviews and questionnaire research, it is found that the problems in the marketing strategy of Perfect Diary beauty products are mainly reflected in the following aspects: in the market positioning and selection, there are problems of insufficient market segmentation and unreasonable positioning, which affect the follow-up marketing planning. In terms of consumer strategy, it ignores the integration needs of "national style" and "trend" of consumers, and the products for specific groups are not rich enough. In the cost strategy, the external low price strategy does not meet the consumer value needs, and the internal marketing cost continues to increase. In terms of communication strategy, platforms are scattered, service efficiency is low, and communication lacks innovation. In terms of convenience strategy, online generalized marketing affects consumer cognition, and the quality of marketing information communication is low and marketing innovation is insufficient. The research proposed that in the "China-fashion 3.0" era perfect diary beauty product marketing optimization program, should adhere to the improvement of consumer satisfaction as the guiding ideology, adhere to the principle of pertinence, advancing with The Times and concrete to optimize the marketing strategy. The market is divided into three main groups, and the company is positioned as a cultural and fashionable representative. In the target market, the new workplace group is taken as the main target group, aiming at "to provide China-fashion makeup needed by women in the new era", highlighting the attention to consumer demand. In the specific marketing strategy, according to the combination theory of 4C and 4P marketing, it is proposed that product strategy optimized based on consumer demand, price strategy based on consumer cognition, channel strategy based on customer convenience and sales promotion strategy based on two-way communication should be implemented. In addition, the human resource guarantee, financial resource guarantee and technological innovation guarantee for the implementation of the program should also be promoted. Key words: marketing strategy；perfectdiary；4C marketing combination strategy；4P marketing combination strategy
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