Research On The Content Marketing Strategy Of Pechoin From The Perspective Of Consumer Culture

The rapid development of China's economy provides a strong impetus for the prosperity of the cosmetics industry.Skin care consumption has become a common phenomenon of consumer culture.Shanghai Pechoin daily chemical company which has more than 70 years of history is a professional cosmetic company,and is also one of the most successful company to carry out "content marketing" in China.This paper takes a practical case study approach.First,we made a series of analysis about the market environment of Pechoin daily chemical company,and then we conclude the characteristics of content marketing from the background of consumer culture by using the four marketing theories of "nostalgia marketing","fans marketing","implanted marketing",and "emotional marketing".Finally,the existing problems are summarized,on this basis,the relevant optimization suggestions are given.The author hopes that this study can provides related suggestions for local skincare company.