珀莱雅抖音营销策略研究

Proya Douyin Marketing Strategy Research

摘要: 在数字化与社交媒体的推动下，美妆行业的品牌营销模式发生深刻变革。抖音作为头部短视频平台，凭借高用户粘性和创新内容形式，成为品牌触达年轻消费者的关键渠道。珀莱雅作为全球领先的化妆品品牌，其在抖音上的营销策略及其优化措施，不仅展现了品牌适应数字化转型的能力，也为其他品牌提供了可借鉴的案例。然而，其抖音营销仍面临内容同质化、互动不足、平台竞争加剧及算法依赖等挑战。为此，珀莱雅采取优化措施，包括增强内容的创新性和差异化、加强与用户的深度互动、采用多元化的短视频营销策略以及结合其他社交媒体进行交叉营销，这些优化措施不仅提升了营销效果，也为品牌在数字化时代的持续发展提供了支持。

Abstract: Driven by digitalization and social media, the beauty industry’s brand marketing model has undergone profound changes. As a leading short video platform, Douyin has become a key channel for brands to reach young consumers with its high user stickiness and innovative content forms. As the world’s leading cosmetics brand, Proya’s marketing strategy and optimization measures on Douyin not only demonstrate the brand’s ability to adapt to digital transformation, but also provide a case study for other brands. However, its Douyin marketing still faces challenges, such as content homogeneity, lack of interaction, intensified platform competition, and algorithm dependence. To this end, Proya has taken optimization measures, including enhancing the innovation and differentiation of content, strengthening deep interaction with users, adopting diversified short video marketing strategies, and cross-marketing in combination with other social media, which not only improves marketing effectiveness, but also supports the brand’s sustainable development in the digital era.