Planning And Design For Meitu Beauty 2019-2020 Communication Campaign

In recent years,the development trend of cross-border e-commerce has been rapid.After the market dividends in the early stage of development have faded,many problems such as imperfect management systems,imperfect laws and regulations,and weak brand competitiveness have gradually emerged."Meitu Beauty" is an experiential e-commerce platform based on the beauty business,and it faces the same problem.In the case that the original program development is not smooth,Meitu Beauty is working hard to explore the direction of branding.At present,the main thing that "Meitu Beauty" needs to solve is how to convey the new brand proposition to obtain the target user recognition,so as to occupy a certain market share in the increasingly prosperous beauty e-commerce platform.In order to solve the above problems,the design from the perspective of brand communication,through the analysis of product functions and brand status,to understand the problems in the development of the brand.Combine competitive brand analysis and user analysis to determine the brand positioning,communication strategy and communication goals of the brand in 2019,and formulate specific implementation plans,including daily communication plans and annual activity plans,and formulate specific implementation plans.The cost of the budget.Finally,the evaluation and summary of the dissemination effect of this program are attempted to provide reference cases for the design of similar communication schemes.