新媒体环境下“百雀羚”化妆品整合营销传播策略研究

本科论文关键词：新媒体；百雀羚；整合营销AbstractChina's reform and opening up has been more than 40 years,China's economicdevelopment has made remarkable achievements,the quality of life and consumption of thepeople continue to improve,the demand for health and beauty is also increasing.In recentyears,China's market sales proportion of cosmetics industry has constantly broken throughthe record high,the market sales volume has been expanding,become the second largestconsumer of cosmetics after the United States.However,on the one hand,the boomingcosmetics industry,on the other hand,the domestic market share is occupied by most foreignbrands,in contrast,domestic skin care products appear to be eclipsed.In today's new mediaenvironment,foreign injection has been used more advanced production technology andmarketing means,so that they quickly occupy market share,but in contrast,the productiontechnology and marketing means of domestic brands are slightly lower than foreign capital,sothey gradually lose their brand attraction in the fierce market competition.But in 2013,whenms.peng liyuan gave the "gazelle box"to the tanzania "women and development foundation "let the people pay attention to this national brand again,and at the same time,under the ideaof advocating the use of domestic goods,the cosmetics of the classic brand injected newdevelopment impetus.Domestic brands through the use of new business methods,continuousinnovation and development concept,and began to regain their own consumers,but theoverall effect is not outstanding.As a well-known cosmetics brand in China,this studyselected Baijingling as the research object,how to use the new media publicity is particularlyimportant.Therefore,to achieve the revival of their own domestic brands,we must not attachimportance to this channel.This paper demonstrates that the new media environment providesa new opportunity for the revival of the gazelle,discusses the specific integrated marketingcommunication strategy of the gazelle,explains the achievements and shortcomings accordingto its actual results,and puts forward the improvement measures to optimize the integratedmarketing communication strategy of the gazelle.