摘要：在品牌推广方式和渠道越来越多样化的今天，网络直播因为实时性、互动性和易与用户产生情感共鸣等特性的原因，备受人们的喜爱。网络直播也正以快速的信息传播速度和能力，在化妆品营销推广中占据了重要的位置。但网络直播仍然属于新型的传播模式，对其研究和思考都仍处于开始阶段，现阶段的网络直播还有很大程度的发展缺陷。本文以网络直播的传播途径为分析视角，以国产化妆品花西子为例，通过文献分析法、举例论证法对花西子产品的网络直播营销策略进行研究，分析花西子在网络直播的环境中的优势和所遇到的问题。针对其不足之处，本文提出相应的对策和建议，希望能为品牌线上营销活动提供一定的参考和指导，共同推动我国化妆品行业的发展和进步。

关键词：网络直播； 产品推广；国产化妆品；花西子

Contents

摘要

Abstract

Chapter One Introduction-1

1.1 Research Background-1

1.2 Aim of the Study-1

1.3 Innovation Point-2

1.4 Research Method-3

1.5 Research Content-3

Chapter Two Relevant Studies and Theories of Live Streaming and Marketing-5

2.1 The Related Concepts of This Study-5

2.1.1 Chinese Cosmetics Brand-5

2.1.2 Cosmetics E-commerce-6

2.2 Existing Studies and Theoretical Basis-6

2.2.1 E-commerce Live Streaming-6

2.2.2 Live Streaming Market Environment and Current Status-7

2.2.3 Brand Marketing Theories-9

Chapter Three Operating Status of Florasis-11

3.1 Enterprise Profile-11

3.2 Industry Position and Market Performance on Live Streaming-11

3.2.1 Live broadcast + Brand + Celebrity-11

3.2.2 Live Streaming+ E-commerce-12

3.2.3 Live broadcast + Deep Interaction-12

Chapter Four The Analysis of Live Streaming Promotion on Florasis Products-13

4.1 The Advantages of Live Streaming on Cosmetics Promotion-13

4.1.1 Promoting the Interactivity with Customers-13

4.1.2 Shaping the Brand Image-13

4.2 Problems and Challenges-14

4.2.1 Serious Product Homogeneity-14

4.2.2 Over-reliance on the Output of the Communicator-14

4.2.3 Poor Brand Influence-15

Chapter Five Solutions and Discussions-17

5.1 Improve the Quality and Highlight the Differentiation of Live Broadcast Marketing-17

5.2 Convert Traffic Customers into Loyal Ones-18

5.3 Enhance the Brand Stickiness of Customers-19

5.4 Stand out in the Live Streaming-19

Chapter Six Conclusions-21

6.1 Limitations and Suggestions-21

6.2 Summary and Conclusions-21

References-22

Acknowledgements