Research On Live Marketing Strategy Of M-cosmetics Companies

Market development at the same time,product quality differences between enterprises gradually disappear and tend to homogenization,enterprises want to stand out from the homogeneous market,should be taken in the product promotion of differentiated means,otherwise it will have a negative impact on the promotion of product quality,resulting in a simultaneous decline in volume and price,and ultimately hinder the development of enterprises.However,traditional means of publicity,such as television advertising,film and television celebrity endorsements have high costs,promotion is difficult,more deadly is the lack of traditional means of publicity "mobile Internet" gene,no longer adapt to the new media era of consumer demand for product publicity.In this context,enterprises in product promotion began to turn to "online live marketing".The "online live marketing" using its mobile Internet properties,product promotion comes with intuitive,interactive,and better match the modern consumer information receiving mode,so in the product publicity and promotion more efficient."Online live marketing" as a new marketing model in the era of digital economy,for many traditional enterprises to embrace the "Internet +" opportunity,but as a new marketing model,the academic community on online live marketing research is still relatively However,as a brand-new marketing model,there is a lack of research on online live marketing,especially the optimization of marketing strategy by taking a specific enterprise as the entry point to explore online live marketing.In this paper,under the framework of marketing theory,based on 7P marketing theory,4C marketing theory,4R marketing theory and social presence theory,we analyze the current situation of live marketing in the process of online live marketing of M cosmetics enterprises in terms of explanation display,marketing process,marketing personnel,promotion,channels,prices and products7,analyze the current situation of live marketing from questionnaire design,distribution and analysis of questionnaire results,interview survey design and analysis,analyze the main problems of M cosmetics enterprises in live marketing,and put forward suggestions for optimization of live marketing strategies.The research found that M cosmetics enterprises in the process of live marketing exist brand image promotion lack,price positioning is too high,single live marketing channels,insufficient powder promotion,lack of personalized IP creation of anchors,live style solidification and lack of personalization of product display,etc.In response to these problems,this paper attempts to focus on product brand live promotion,price differentiation strategy,broaden live marketing promotion channels,increase powder promotion investment,create personalized anchor The paper attempts to address these problems by attaching importance to product brand live promotion,price differentiation strategy,broadening live marketing promotion channels,increasing investment in promotion,creating personalized persona IP of anchors,regularly decorating live background and cultivating new anchors,and optimizing different styles of live display.