The Analysis About Chinese And Foreign Shampoo Brand Communication In The Internet Business Platform

China is a populous country, so it has a great hair products market. According to "cosmetic" reported in 2014, China shampoo market sales reached 28.675 billion yuan, conditioner market reached 8.062 billion yuan. But in the domestic market, native shampoo is not popular, and mostly put in the low market.In the electronic business platform, the brand with the opportunity to cross the layers of middlemen in direct contact with consumers, electronic business platform is a new brand image, enhance consumer stickiness, build loyalty platform, in this platform, does domestic shampoo firmly grasp the opportunity to create new glories?Firstly, I make questionnaires in the status of shampoo sales internet business platform, and explores the tendency of consumers in electronic business platform, as well as requirements in internet business platform, and analyzes the different ages and gender in attitudes toward domestic shampoo. Then, we choose the shampoo field is very representative brand Bawang, Head & Shoulders as Chinese and foreign shampoo brand. I analysis them from three aspects namely the brand's own culture, brand communication in the internet business platform, and the effect. This article will use content analysis to evaluate the two brands from the consumer's evaluates in the internet to analysis the communication effect. In this article, I come to the conclusion that Chinese and foreign shampoo brands have different cultures, Chinese shampoo brand has poor brand communication, and we need to improve the awareness of service.At last, I give some suggestions from brand culture, brand communication strategy, etc.