Research On Drand Culture Communication Strategy Of National Beauty "Huaxizi" Official Microblog

China’s beauty brand "Hua Xi Zi" was founded in 2017 in Hangzhou.With the Oriental brand of makeup and flower and makeup as its brand positioning,a large number of Chinese traditional cultural elements were integrated into the brand culture construction.With the help of micro-blog,jitter,live broadcast and other media platforms,the spread of brand culture was achieved,and only 3 billion 340 million years in a few years,the Tiktok was achieved.Taking "huaxizi " microblog as the research object,this thesis uses content analysis and case analysis to analyze its brand culture communication strategy,including product positioning strategy,visual communication strategy and communication media strategy,and analyzes the value contained in its brand culture and its role in brand construction.This thesis further analyzes the characteristics of the brand culture communication strategy of "huaxizi microblog",including the integration of traditional Chinese culture into product advantages,the visual communication advantages of the integration of sound and painting,and the product advantages of the integration of 24 solar terms and charts,in order to provide some reference for the cultural construction of other domestic brands.Finally,this thesis puts forward corresponding countermeasures for the deficiencies existing in the communication of huaxizi brand culture,in order to provide reference suggestions for huaxizi microblog to better establish the brand image and promote the sustainable and better development of domestic cosmetics.