摘要：在如今国货彩妆品牌崛起的环境下，完美日记通过在电商平台的市场营销，成为了能与国际大牌媲美的国货美妆品牌。本文从市场营销的四个渠道分析完美日记具体营销方案入手。 

首先分析完美日记在电商平台上推广品牌和提高销量使用的市场营销策略，指出并介绍品牌的具体营销方法，分析完美日记借助各平台的优势发展自己的品牌，提出国货彩妆在发展自身品牌的知名度时应关注产品的质量和后期的长期发展。从平台和平台用户以及消费者的角度出发，才能做出可持续性的“长红”，稳定地占据一定的市场。同时，品牌不能单纯追求速度，而应该利用电商平台了解用户画像，个性化推荐更高质量的产品，丰富品牌的内涵。

关键词：完美日记；国货彩妆；营销策略；电商平台

Contents

摘要

Abstract

1. Introduction  -1

1.1 Background-1

1.2 Importance of Studying Perfect Diary E-commerce Marketing Strategy-2

2. Literature Review-3

2.1 Research on E-commerce Marketing Strategy-3

2.2 Research on Perfect Diary-4

3. Main Features of E-commerce Platform on Marketing     Strategy-5

3.1 The Main Features of E-commerce Platform Marketing-5

3.2 The Main Features of Traditional Marketing-6

4. Analysis of Perfect Diary’s Approach to E-commerce Platform Marketing——From the Prospective of Marketing Strategy-8

4.1 The Approaches-8

4.1.1 The Social Media Content Recommendation-9

4.1.2 The Private Traffic Operating-10

4.1.3 Rational Price Positioning-11

4.2 The Influence-13

4.2.1 Over Marketing-13

4.2.2 Weak Foundation-14

4.2.3 Fading of Star Power-14

5. Suggestions on the Use of E-commerce Platform Marketing Strategy for Perfect Diary-15

5.1 Enrich Brand Connotation-15

5.2 Improve Product Quality-16

5.2 Selective Cooperation-16

6. Conclusion-18

References

Acknowledgments