Research On Brand Marketing Strategy Of Cosmetic Products Of H Company

Over the past decade,PWC's survey of global beauty products shows that China has become the fastest growing country in the world in terms of beauty product sales,growing at a steady rate of 20% on average every year.By December 2019,the market size of China's beauty makeup industry has reached more than 400 billion yuan.Meanwhile,with the rise of mobile Internet technology,the online sales market has developed rapidly,and the transaction quota has exceeded 100 billion yuan,showing great potential for development.However,at present,the market competition of beauty products is fierce,and the phenomenon of homogenization is becoming more and more serious.How to build a brand of beauty products widely accepted by consumers has become a crucial factor.Based on this,the major beauty makeup enterprises began to pay attention to the role of beauty makeup product brand,strengthen the beauty makeup product brand construction,at the same time,actively expand the beauty makeup product brand in the network market competitiveness and influence.Among them,the most direct and effective means is to develop and constantly innovate and optimize the online brand marketing strategy of beauty products.On the basis of combing and analyzing the related concepts of brand marketing strategy,domestic and foreign management and marketing theories,this paper analyzes the problems and puts forward countermeasures in combination with the current situation of the implementation of brand marketing strategy on H e-commerce platform.First of all,it analyzes the external environment of H e-commerce platform,including the analysis of e-commerce economic development environment,the analysis of China Mobile Internet;secondly,this paper studies the internal environment of H e-commerce platform,including the financial data of H e-commerce platform in 2018,the supply chain of H e-commerce platform,the enterprise sales system and the analysis from the perspective of consumers.Through SWOT analysis and STP analysis,this paper gives the status quo,existing problems and causes of brand marketing of beauty makeup products on the e-commerce platform of H,and proposes effective brand strategies for related problems.The analysis shows that the existing problems include,the platform cosmetics brand marketing strategy consciousness is weak,resulting in the brand connotation is not enough;Dueto the lack of time and efficient pricing management channels,the pricing of products is unstable.Brand marketing means single,resulting in brand communication degree is not enough.Aiming at the brand marketing strategy of beauty makeup products on the e-commerce platform of H,based on the actual situation of the company and applying the relevant theories of brand marketing strategy,the brand marketing strategy of beauty makeup products is put forward,including product brand personalization strategy,brand advertising strategy and brand sales strategy.Finally,in order to effectively implement the brand marketing strategy of beauty makeup products,three guarantee measures,namely organizational construction guarantee,institutional construction guarantee and cultural construction guarantee,are proposed to ensure the effective implementation of the brand marketing strategy of beauty makeup products on the e-commerce platform of H.The work of this paper will help H company home to establish a good brand image,expand the influence of the brand in the user group,improve the core competitiveness of the brand,and then improve its market share.In addition,this study can also provide certain reference value for similar enterprises in the formulation of product brand marketing strategy.