Research On Overseas Communication Of Chinese Chic Makeup Brands In The Context Of Visual Culture

This paper aims to explore the overseas communication of Chinese Chic beauty brands in the context of visual culture.In the past few years,Chinese Chic beauty brands have achieved wide recognition and success in the domestic market,and how to translate this success into opportunities in overseas markets is a matter of great concern.This paper first reviews the shortcomings of past related studies and points out that previous studies have ignored the importance of visual cultural elements in the overseas communication of Chinese Chic beauty brands.Therefore,this paper proposes a research direction for the overseas communication of Chinese Chic beauty brands in the context of visual culture.This thesis is divided into five chapters.The first chapter elaborates on the research background,research significance,clarifies the research object and problem,introduces the research method and research content,outlines the development history of the national trend,reviews the overseas communication research of domestic and foreign brands,and clarifies the visual culture research path.In the second chapter,it explores the current situation,motivation,dilemma,and the analysis of the reasons for the dilemma of the overseas communication of the Chinese Chic beauty brands.The third chapter finds out through empirical research the overseas communication of beauty brands.The third chapter uses empirical research to discover the preferences of audiences in the overseas communication of beauty brands and optimizes the communication path according to the results of the questionnaire.Also,the third chapter selects Florasis,a Chinese Chic beauty brand that integrates Chinese traditional cultural elements into its brand design concept and visual style,as a specific case to study its overseas communication from the aspects of communication strategy,communication means and effect,so as to provide communication ideas for the overseas communication of other Chinese Chic Beauty Brands.The fourth chapter,based on the above research,proposes a communication strategy based on visual culture for the overseas communication of Chinese Chic Beauty Brands;finally,Chapter 5concludes the whole text,summarily answering the questions raised in Chapter 1 and offering an outlook on the future of overseas communication of Chinese Chic Beauty Brands.Specifically,this paper firstly elaborates the research background and main research content,and proposes the main research content according to the overseas communication of Chinese Chic beauty brands as described in the research background and meaning,so as to determine the research purpose.This paper proposes three research directions based on the literature review and analysis.First,in terms of brand identity and visual image,this paper suggests combining the traditional cultural elements of Chinese Chic beauty brands with modern design for the purpose of better promotion in overseas markets.Secondly,in terms of marketing strategy and social media,this paper suggests that we should make full use of social media platforms as well as develop corresponding marketing strategies for consumers of different cultural backgrounds.Finally,in terms of cultural heritage and innovation,this paper suggests that Chinese Chic beauty brands should actively explore and innovate,combining traditional cultural elements with modern technology to launch more competitive products.Again,this paper conducts relevant research on the overseas communication of Chinese Chic beauty brands in the context of visual culture through literature research methods,survey questionnaire method,text analysis method,etc.Through questionnaires and Python crawling of relevant comments on You Tube and Instagram about Chinese Chic beauty brands,we find that on the basis of the theory of visual culture,by focusing on and practicing visual communication means,innovative content production,Chinese branding elements,and other key points,it can strengthen the effect of Chinese trendy beauty brands in overseas communication and expand their communication scope.At the same time,it can promote the soft landing of China’s image in international communication and increase the acceptance of our culture and Chinese spirit by overseas audiences with the folk communication path.This paper proposes a new research direction for the overseas communication of Chinese Chic beauty brands in the context of visual culture.This paper argues that in future research,more attention should be paid to the brand identity and visual image,marketing strategy and social media,and cultural heritage and innovation of Chinese Chic beauty brands in order to provide more effective guidance and support for the promotion and communication of Chinese Chic beauty brands in overseas markets.