Research On Optimization Of WM Makeup Brand’s Marketing Strategy

In recent years,with the rapid development of China’s economy and the rise of "TA Economy",the market share of domestic beauty cosmetics has been continuously expanding,and a large number of domestic new beauty cosmetics brands have emerged.How to make good use of the advantages of marketing in the highly competitive beauty cosmetics market and update the marketing strategies of enterprises so as to enhance the market competitiveness has become an important issue for the sustainable development of enterprises.In recent years,the domestic beauty industry has developed rapidly.There are problems in the industry such as uneven product quality and excessive marketing.WM brand,as a leading domestic beauty brand in the past two years,has marketing problems that are representative of the industry.It is of great theoretical and practical significance to study the optimization of marketing strategies for WM beauty brand.WM brand,as a new domestic beauty makeup brand,relies on various marketing methods for brand promotion as well as younger product positioning to quickly occupy the market.However,WM brand also has issues with product strategy,price strategy,place strategy,promotion strategy in marketing.This thesis takes WM brand as the research object,applies the relevant marketing theory,and analyzes the current situation and problems of WM brand’s marketing strategy from the aspects of product strategy,price strategy,place strategy and promotion strategy,based on the analysis of the basic situation of WM brand’s marketing strategy for beauty cosmetics products and the market questionnaire survey,combined with 4P marketing theory.Then the PEST model is used to analyze the macro environment of WM brand’s marketing strategy,the Porter’s Five Forces model is used to analyze the micro environment of WM brand’s marketing strategy,and the SWOT analysis is used to analyze the internal strengths and weaknesses,external opportunities and threats of WM brand.Secondly,combined with4 P marketing theory and STP marketing strategy,the thesis puts forward an optimization plan for WM brand’s marketing strategy.In terms of marketing strategy,increase the men’s beauty market segment,optimize the original brand positioning,and establish a new men’s beauty sub-brand.In terms of product strategy,the self-built factory will increase investment in research and development,strictly control product quality,endow product cultural connotation with the craftsman spirit,customize the products of different audiences to create differentiated advantages,and enhance the brand’s interest and personalization.In terms of price strategy,the new media platform is used to gain customers diffusely,set the price of core products,and provide value-added services to bring value gains.In terms of place strategy,the combination of online and offline will reduce costs,improve the quality of copywriting and enhance user interactivity,conduct differentiated operation on multiple platforms,reasonably select KOL and KOC,and "promote" in the radiation range.In terms of promotion strategy,WM will reduce advertising and promotion costs,pay attention to brand reputation construction,accurately deliver personalized advertising with big data technology,build consumer scenarios for users,and boost new vitality with experiential marketing.In the end,the thesis analyzes the guarantee measures for the optimization of WM brand marketing strategy,specifically from the five aspects of organization,technology,talent,capital and culture.