基于AISAS模型的新国货彩妆营销策略研究  

Research on the Marketing Strategy of New Domestic Cosmetics Based on AISAS Model

作　　者：熊文洁 王东红[2] 杨淦 周卓睿 孙健云 XIONG Wenjie;WANG Donghong;YANG Gan;ZHOU Zhuorui;SUN Jianyun(School of International Education,Hubei University of Economics;School of Statistics and Mathematics,Hubei University of Economics,Wuhan,Hubei 430205)

机构地区：[1]湖北经济学院国际教育学院 [2]湖北经济学院统计与数学学院,湖北武汉430205

出　　处：《中国商论》2024年第11期78-81,共4页China Journal of Commerce

基　　金：教育部高校思想政治工作创新发展中心(武汉东湖学院)重点课题(WHDHSZZX2023107);湖北经济学院创新创业训练计划校级项目(X202311600040);湖北经济学院大学生科研项目“基于AISAS模型的新国货彩妆营销策略研究”成果,项目成员:高文倩。

摘　　要：新媒体的蓬勃发展使营销策略成为新国货彩妆品牌发展的关键。本文采用文献研究法、数据分析法、案例分析法、问卷调查法等研究新媒体环境下新国货美妆的营销策略发展,并根据STP战略选择以完美日记为营销策略的研究实例。研究以消费者为主体,运用消费者行为分析模型AISAS为基础框架,从注意、兴趣、搜索、行动、分享五个方面结合调查数据和其他营销理论对完美日记的营销策略效果进行分析,并基于分析结果对新媒体时代国货彩妆品牌的营销策略提出优化对策,旨在通过营销策略加强各阶段的互动循环,以消费者为中心,让营销策略最大程度地影响消费者各阶段的消费决策,引导消费者做出消费行为,帮助其合理利用新媒体营销手段,以期高质量持久发展。The booming development of new media has made the marketing strategy a key to the development of new domestic cosmetics brands.The paper adopts the literature research method,data analysis method,case study method,and questionnaire survey method to study the development of the marketing strategy of new domestic cosmetics in the new media environment and selects Perfect Diary as a research example of marketing strategy according to the STP strategy.The study takes consumers as the main body,uses the consumer behavior analysis model AISAS as the basic framework,and analyzes the eff ect of Perfect Diary’s marketing strategy from fi ve aspects such as attention,interest,search,action,and sharing combined with the survey data and other marketing theories.It puts forward optimization countermeasures for the marketing strategy of domestic cosmetics brands in the era of new media based on the results of the analysis.The aim is to strengthen the interactive cycle at each stage through marketing strategies,center on consumers,enable marketing strategies to infl uence consumers’consumption decisions at each stage to the greatest extent,guide consumers to make consumption behaviors,facilitate the reasonable use of new media marketing means,and achieve high-quality and sustainable development.

关 键 词：新媒体 AISAS 新国货 彩妆营销策略 STP战略 数据分析法 

分 类 号：F274[经济管理—企业管理]