国货美妆品牌广告设计与传播研究——以珀莱雅为例  

Research on Advertisement Design and Communication of National Beauty Brands——Taking PROYA as an Example

作　　者：熊欣悦 Xinyue Xiong(Faculty of Humanities and Social Sciences,Nanjing Forestry University,Nanjing Jiangsu)

机构地区：[1]南京林业大学人文社会科学学院,江苏南京

出　　处：《Design（汉斯）》2024年第3期228-235,共8页设计（汉斯）

摘　　要：近年来,国货美妆品牌在国内市场上展现出了强劲的崛起势头。随着消费者对国货品牌的认知度逐渐提高,国货美妆品牌的市场份额也在不断扩大。然而,在市场竞争格局方面,国货美妆品牌仍然面临着来自外资品牌的激烈竞争,转变和优化广告设计与传播策略变得至关重要,通过根据精准定位目标消费者进行针对性的广告设计,有助于打造独特的品牌形象,进行有效的品牌传播策略,提高品牌知名度和美誉度。作为新兴崛起的国货美妆品牌,珀莱雅对其他同类品牌的广告设计和传播方面具有一定的学习与借鉴意义。In recent years,national beauty brands have shown a strong rise in the domestic market.With the gradual increase in consumer awareness of national brands,the market share of national beauty brands is also expanding.However,in terms of market competition pattern,national beauty brands are still facing fierce competition from foreign brands,and transforming and improving advertis-ing design and communication strategy has become crucial.Through targeted advertising design based on precise positioning of target consumers,it helps to create a unique brand image,carry out effective brand communication strategy,and improve brand awareness and reputation.As an emerging national beauty brand,PROYA has certain learning and reference significance for other similar brands in terms of advertising design and communication.

关 键 词：国货品牌 广告设计 传播策略 

分 类 号：F42[经济管理—产业经济]