新零售背景下美妆品牌营销策略研究

Research on Marketing Strategies of Beauty Brands under the Background of New Retail

摘要: 数字经济时代的发展推动新零售商业模式出现，加速美妆行业的营销渠道变革。随着抖音等多媒体社交媒体平台兴起，新兴销售渠道获得广泛发展前景。新兴销售渠道考验着美妆品牌全渠道商业布局，对企业营销策略提出更高的要求。本文选取AIPL营销模型构建分析框架，从消费者角度出发分析美妆品牌在营销策略方面的现状与不足，提出企业应加强个性化营销、搭建KOL矩阵、实施数字化转型等建议，为美妆企业实现精细化管理提供思路。

Abstract: The development of the digital economy has driven the emergence of new retail business models and accelerated the transformation of marketing channels in the beauty industry. With the rise of multimedia social media platforms such as TikTok, emerging sales channels have gained extensive development prospects. Emerging sales channels test the omni-channel business layout of beauty brands, and put forward higher requirements for enterprise marketing strategies. This paper selects the AIPL marketing model to build an analytical framework, analyses the status quo and shortcomings of marketing strategies of beauty brands from the perspective of consumers, and proposes that enterprises should strengthen personalized marketing, build a KOL matrix, implement digital transformation and other suggestions, so as to provide ideas for beauty enterprises to achieve refined management.