摘要：中国的国货化妆品市场正处于快速发展的阶段，中国已经发展成为化妆品消费第二大国家，完美日记，作为国货之光，创业四年就成功上市。越来越多的国货化妆品牌出现，形成竞争格局。在此基础上，本文的研究意义在于探讨国货化妆品的快速发展路径，通过分析完美日记的策略，能让其它国货品牌参考借鉴。本文一共分为六个部分。第一部分为引言，旨在介绍本文的研究背景，目的和意义。第二部分揭露了完美日记诞生的市场环境。第三部分则分析完美日记的渠道、定价和营销策略对企业的影响。第四部分则是指出企业存在的问题。第五部分是提出可供其它国货品牌学习的对策。第六部分则是对全文的总结。

 

关键词：国货；美妆；营销策略

 

目 录

摘 要

Abstract

Contents

1  Introduction-1

2  The Current Environment Where Perfect Diary Was Born-2

2.1 The Booming Cosmetics Market-2

2.2 The Rise Of Young Consumers-4

2.3 The Rapid Development Of E-commerce-6

3  Analysis Of the Rapid Rise Of Perfect Diary-9

3.1 Channels: E-commerce And DTC Channels-9

3.2 Pricing: Cost-effective Performance-10

3.3 Marketing-11

3.3.1 Extensively Launch Community Network Resources Like KOL-11

3.3.2 Use Celebrities With Huge Followings Endorsements To Increase Brand Influence-12

3.3.3 Use Offline Experience Stores To Increase User Experience-12

3.3.4 Operation Of “Xiaowanzi”-13

4  Problems Of Perfect Diary’s Brand Marketing Strategy-14

4.1 Weak Foundation And Lack Of Corporate Culture-14

4.2 The Negative Effects Of Overmarketing-14

4.3 The Fading And Backlash Of Celebrity Effect-15

5  Conclusions And Suggestions-16

5.1 Conclusions-16

5.2 Suggestions-16

5.2.1 Create Brand Tonality Which Is Consistent With Core User Characteristics-16

5.2.2 Focus on Product Quality And Increase Consumer Viscosity-17

5.2.3 Choose Cost-effective Promotion Methods-17

5.2.4 Reduce Overmarketing-18

References-19

Acknowledgements