Research On Marketing Strategy Of Domestic Cosmetics Enterprises Under Social Media Environment

With the development of China's economy and the maturity of Internet technology,"Internet +" has a profound impact on all aspects of enterprise marketing.Marketing is an important part of an enterprise,and traditional marketing methods can no longer meet the development needs of the times.Socialized media marketing emerged in the context of information age.This not only brings a lot of changes to our daily life,but also provides an opportunity for marketing in the context of socialized media in the daily chemical industry.At the same time,it also requires enterprises to have original marketing ideas and marketing parties.Change in style.With the rapid development of China's economy,the market share of cosmetics industry has increased year by year with the increase of residents' disposable income.The market has generally changed from seller's market to buyer's market.Consumers have more voice and communication channels to express their feelings about the use of products.Therefore,the study of marketing strategies under B company's social media will help enterprises to achieve high-end brand in the future.Development is of vital importance,and also provides reference for the healthy development and growth of other localized brands in the future.This paper begins with a summary of the background of the topic,the research status of relevant theories at home and abroad,and the research ideas of this paper.Then,by describing the basic situation of Company B,the PEST analysis model is used to analyze the macro-political,economic,social and technological environment of the company.Then,the specific marketing and brand awareness of several representative competitors at home and abroad are analyzed.Through the comparative analysis of macro-environment and domestic and foreign competitors,we can get the conclusion of SWOT analysis on the opportunities,threats,advantages and disadvantages of marketing activities of B company in the current industry environment,and combine the above analysis results with the five dimensions of SICAS model in the era of social media.Find out the problems existing in B company's social media marketing strategy at the present stage;then put forward targeted solutions to the problems,and outline the optimization strategy of B company's social media marketing activities in the future.Through the study of B company's social media marketing strategy,it has a positive significance for B company to create high-end brand of domestic cosmetics,target consumers,enhance market share and brand influence.At the same time,it also has a positive impact on the development of future social media marketing activities of the same type of domestic brands squeezed by international brands as B company,as well as the operation under the background of social media.The formulation and optimization of marketing strategy can provide positive reference and reference.