完美日记整合营销传播策略研究

本科论文ABSTRACTFrom 2010 to now,the scale of China's cosmetics market has gradually stabilizedand grown through unremitting efforts.People in the idea of promoting Chineseculture is becoming more and more deep,along with our country residents'disposableincome growth,at the same time,the external image of people more and moreattention,so use the Chinese cosmetics brand has been advocated,long before webegin to pay close attention to the domestic cosmetics market,the internationalcosmetics brand has formed a prototype,led to the domestic market has beenoccupied by its status.However,Chinese cosmetics enterprises that lag behindinternational cosmetics brands are generally small and medium-sized enterprises andoccupy a relatively low position in the market.This phenomenon has a negativeimpact on the market competition of Chinese cosmetics enterprises.Therefore,it isnecessary for companies to develop integrated marketing communication strategiesfor brand communication.Through the analysis and research on the communication strategy of perfect diaryintegrated marketing,this paper makes clear the communication strategy used in itsmarketing and puts forward optimization Suggestions for the problems in the research.Firstly,this paper elaborates the theoretical knowledge applied,including STP theory,PEST theory,integrated marketing communication theory,etc.Next,the PEST analysis method is used to analyze the perfect diary,including thepolitical environment,economic environment,social environment and technicalenvironment.Then,SWOT analysis is used to analyze the advantages,disadvantages,opportunities and threats of the perfect diary.Then the integrated marketing STPanalysis,product strategy and marketing strategy and other aspects of the analysis.Finally,the problems and optimization Suggestions in the integrated marketingcommunication strategy are put forward.KEYWORDS:Cosmetics;Domestic brand;Perfect Diary;Integrated marketingcommunication