电商背景下品牌网络营销策略研究——以珀莱雅品牌为例

Research on Brand Online Marketing Strategies in the Context of E-Commerce—Taking the PROYA Brand as an Example

摘要: 在美妆电商行业竞争进入存量时代的背景下，传统流量与价格战模式的效果日渐式微，形成以价值观共鸣为核心的网络营销成为品牌破局的关键环节。本文以国货品牌珀莱雅作为研究对象，深入考究其在电商环境下的品牌营销策略。研究采用案例分析及问卷调查的方法，系统探究了珀莱雅怎样打造引发情感共鸣的数字品牌内容进而实现差异化定位。研究发现珀莱雅凭借价值观引领的营销模式，实现了品牌声量跟电商销量的协同式增长，为处于红海市场的品牌提供了利用内容种草、促进品牌认同以及完成电商转化实现可持续发展的可行范式。

Abstract: Against the backdrop of the competition in the beauty e-commerce industry entering the era of saturation, the effectiveness of the traditional traffic and price war model is gradually waning. Forming online marketing centered on value resonance has become a key link for brands to break through. This article takes the domestic brand PROYA as the research object and delves deeply into its brand marketing strategies in the e-commerce environment. The research adopted the methods of case analysis and questionnaire survey to systematically explore how PROYA creates digital brand content that evokes emotional resonance and thereby achieves differentiated positioning. Research has found that PROYA has achieved a coordinated growth in brand awareness and e-commerce sales through a value-driven marketing model, providing a feasible model for brands in the red ocean market to utilize content for product promotion, enhance brand recognition, and complete e-commerce conversion to achieve sustainable development.