發(fā)布時(shí)間：2023-02-09 07:57

　　隨著新媒體不斷發(fā)展變化,內(nèi)容營(yíng)銷的形式也不斷發(fā)生變化。電商美妝品牌如何通過(guò)利用社媒內(nèi)容營(yíng)銷在市場(chǎng)中能夠提升轉(zhuǎn)化,成為當(dāng)下市場(chǎng)存在的巨大的潛力和挑戰(zhàn),也是研究的一大熱點(diǎn)之一。通過(guò)對(duì)內(nèi)容營(yíng)銷策略的研究,不僅有助于品牌方更好的服務(wù)目標(biāo)消費(fèi)群體,準(zhǔn)確的做出內(nèi)容營(yíng)銷策略,更有利于應(yīng)對(duì)不斷變化的市場(chǎng)環(huán)境和競(jìng)爭(zhēng)格局。在新媒介形式不斷變化的背景下,筆者以A公司美妝品牌內(nèi)容營(yíng)銷為主題,使用案例分析法、問(wèn)卷調(diào)研法和深度訪談法進(jìn)行研究,診斷出該美妝品牌內(nèi)容營(yíng)銷存在的問(wèn)題:內(nèi)容形式單一,違背趣味原則;情感利益缺乏傳播,違背利益原則;品牌與用戶的互動(dòng)不夠,違背互動(dòng)原則;未滿足用戶個(gè)性化需求,違背個(gè)性化原則。并挖掘到導(dǎo)致這些問(wèn)題的成因:品牌過(guò)于依賴單一平臺(tái)的內(nèi)容種草;品牌定位不明確導(dǎo)致情感傳播不足;品牌內(nèi)容營(yíng)銷過(guò)度依賴KOL;品牌塑造缺乏個(gè)性化。本研究針對(duì)以上問(wèn)題及其成因,依據(jù)4I營(yíng)銷理論提出了關(guān)于A公司美妝品牌的內(nèi)容營(yíng)銷解決方案,具體包括:增加內(nèi)容的趣味性,促進(jìn)用戶轉(zhuǎn)化;鞏固品牌心智,將功能利益和情感利益結(jié)合;通過(guò)創(chuàng)意內(nèi)容傳播,增加粉絲互動(dòng);為用戶提升體驗(yàn),沉淀用戶資產(chǎn)。在針對(duì)新銳品牌內(nèi)容營(yíng)銷的內(nèi)容形式和傳播策...

【文章頁(yè)數(shù)】：99 頁(yè)

【文章目錄】：
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



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