"新零售环境下完美日记品牌营销模式研究:AISAS 理论视角"
2.虚拟产品一经售出概不退款(资源遇到问题,请及时私信上传者)
The emergence of Perfect Diary, a domestic cosmetics brand established just four years ago, has taken the market by storm. With a valuation of 1 billion USD after a recent round of financing in 2019, the brand has consistently outperformed international giants like Estee Lauder and L'Oreal on Singles' Day, becoming a dark horse in the domestic cosmetics industry. This success has piqued the interest of researchers, particularly in understanding the brand's marketing model in the era of new retail. This study takes an in-depth look at Perfect Diary's marketing model from the perspective of AISAS theory. The research is divided into four main sections. The first section provides an analysis of the research background, purpose, and significance of studying Perfect Diary. The second section gives an overview of marketing strategies for beauty brands in the new retail environment. The third section delves into an analysis of Perfect Diary's brand marketing strategy based on the AISAS communication theory. The fourth section identifies some minor issues in Perfect Diary's brand marketing and provides recommendations. By conducting a case study on Perfect Diary, this research aims to shed light on the reasons behind the brand's unprecedented success and provide insights into effective brand marketing strategies in the new retail landscape. With the rise of social media and e-commerce platforms, the traditional marketing model has evolved, and Perfect Diary's rapid growth serves as a testament to the effectiveness of innovative marketing strategies in capturing consumer interest and driving sales. Key words: new retail, Perfect Diary, brand communication, KOL.
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