Research On Marketing Communication Strategy Of Beauty Makeup Brand Based On SICAS Model

With the sustainable development of social economy and the deepening of consumption upgrading,beauty makeup as one of the leading retail industries,has become a major consumption hot spot.Under the dual influence of the aggravation of industry competition and the marketing reform in the Internet era,the brand marketing of beauty makeup is facing the urgent transformation and promotion demand.The perfect diary,as a brand of new beauty makeup in our country,has not been established for a long time,but it has outstanding performance and remarkable achievements in the fierce industry competition,so its brand marketing communication has certain research value.As the latest research result of the consumption behavior model in the era of mobile interconnection,SICAS clearly summarizes the user consumption behavior model in the era of mobile interconnection 2.0,which comprehensively and prominently reflects the renewal of user characteristics and marketing models.Compared with the previous marketing theory,it is more in line with the needs of the times and is suitable as the theoretical basis of the current brand marketing communication research.Based on the SICAS model as the research framework,the perfect diary as the research object,comprehensive case analysis,content analysis,questionnaire survey and other research methods,this paper combs the marketing communication practice between the establishment of the brand and June 30,2019.Focus on the analysis of the communication process and the overall layout,try to reveal the marketing law and strategic logic behind.Finally,the suggestions of integrating information contact and flow data,constructing individualized two-way interaction system,trying to cooperate and diversify to seize the opportunity of marketing,reshaping the new retail mode on and off line,and maintaining the sustainability of word-of-mouth sharing are summarized.And further refine the application path of SICAS model in the marketing communication of beauty makeup brand,enrich the industry marketing theory to a certain extent,and provide the foundation,supplement and reference for the formulation of marketing communication strategy of beauty makeup brand.