Research On The Content Marketing Strategy Optimization Of Florasis To Build Brand Trust

In order to acquire and retain customers in the fierce market competition,brands often show good faith to close the relationship with consumers.As a decisive factor affecting consumer behavior,brand trust plays an important role in brand competition.With the vigorous development of the Internet and the emergence of various social media,consumers are exposed to a variety of brand information.The low level of trust on the Internet makes the trust problem more prominent.How to build consumer trust has become an urgent problem for brands to solve.In such a media environment,content marketing is favored and sought after by enterprises by virtue of its advantages of rapidly narrowing the distance with consumers,and is regarded as an effective means to build brand trust.Content marketing takes consumer demand as the starting point,arouses consumers’ brand identification and emotional resonance in the application of different content forms such as dialogue,story telling and interaction,and encourages consumers to build brand trust.Based on the existing domestic and foreign research,the thesis constructs a theoretical analysis framework of building brand trust through content marketing.Taking the domestic cosmetics brand Florasis as the research object,this thesis analyzes its success and deficiency in winning consumers’ trust.On the research content,this thesis first introduces the content marketing status of Florasis,and then explores the content delivery situation and user interaction behavior of Florasis on Little Red Book platform through the method of network text mining by using keyword extraction,topic clustering and emotion analysis,and finally explores trust tendency from consumer comments.Through analysis of text data,the conclusion is that Florasis’ s strategy of building brand trust through content marketing is generally successful,but there is still room for improvement in the specific application of the three forms.Combined with the development trend of the domestic industry and the own resources of Florasis,this thesis puts forward the optimization plan from three directions:deepening the dialogue among consumers in multiple directions,shaping the brand story with deep resonance and creating the interactive form with controllable risks,improving the existing problems one by one,and helping the brand to establish brand trust better.In summary,as a domestic cutting-edge beauty cosmetics brand,Florasis can stand out in the beauty cosmetics market with many brands,not only because it has found the right way for new brands to break out through Internet communication,but also because it has its own clever ideas to build brand trust through content marketing.Therefore,I hope that the research of this thesis can provide inspiration for the practical operation of brands in the beauty industry,especially the domestic start-up brands.How to build brand trust with the help of content marketing and further enhance the competitive advantage of brand differentiation.