感知价值视角下国潮美妆品牌的营销策略——以毛戈平为例

Marketing Strategies of Guochao Beauty Brands from the Perspective of Perceived Value—A Case Analysis of Maogeping

摘要: 在当前全球化和文化自信的背景下，国潮美妆品牌正逐渐成为市场上的新宠。然而，面对激烈的市场竞争和消费者需求的多样化，如何通过营销策略提升品牌竞争力成为了一个关键问题。本文以毛戈平品牌为例，该品牌通过结合创新与传统的产品策略、合理的价格策略、多渠道整合的推广策略，以及持续性IP营销策略，成功塑造了品牌的独特形象，并提升了消费者对品牌的感知价值。基于此，本文在感知价值视角下，针对国潮美妆品牌如何提升品牌价值和市场竞争力提出营销策略建议，包括加强研发创新、深化国潮文化内涵、注重用户体验服务、采用多元化营销手段和承担社会责任等，以期为国潮美妆品牌的长远发展提供参考。

Abstract: In the context of globalization and cultural confidence, domestic trend (Guochao) beauty brands are increasingly becoming the new favorites in the market. However, in the face of fierce market competition and diversified consumer demands, how to enhance brand competitiveness through marketing strategies has become a key issue. This paper takes Maogeping as an example, a brand that has successfully shaped its unique brand image and enhanced consumers’ perceived value of the brand through innovative and traditional product strategies, reasonable pricing strategies, multi-channel integrated promotion strategies, and continuous IP marketing strategies. Based on this, the paper proposes marketing strategy suggestions for Guochao beauty brands to enhance brand value and market competitiveness from the perspective of perceived value. These suggestions include strengthening research and development innovation, deepening the connotation of Guochao culture, focusing on user experience and service, adopting diversified marketing methods, and taking on social responsibilities, in order to provide reference for the long-term development of Guochao beauty brands.