基于ISMAS模型的珀莱雅新媒体营销策略研究

Research on PROYA’s New Media Marketing Strategy Based on ISMAS Model

摘要: 随着新媒体环境的演变与消费者决策路径的重构，ISMAS模型成为诠释当前品牌新媒体营销策略的有效理论框架。国货美妆品牌珀莱雅的新媒体营销策略与实践路径契合ISMAS模型。珀莱雅基于用户洞察激发用户兴趣；依托多平台协同与标签化内容布局引导主动搜索；借助大单品策略、科研实力展示与社会议题共鸣构建品牌口碑；通过热点营销与直播矩阵促成购买转化；并借助互动挑战与激励机制刺激用户分享，形成营销闭环。珀莱雅的成功印证了ISMAS模型在新媒体环境中的适应性与代表性，其策略实现了从触达兴趣到激发分享的全链路贯通，助力品牌在竞争激烈的护肤市场中脱颖而出。同时，珀莱雅的案例为国货品牌提供了新媒体营销借鉴，对行业实践具有重要的参考价值。

Abstract: With the evolution of the new media environment and the reconstruction of consumer decision-making paths, the ISMAS model has become an effective theoretical framework for interpreting current brand new media marketing strategies. The new media marketing strategy and practical path of domestic beauty brand PROYA are in line with the ISMAS model. PROYA inspires user interest based on user insights; relies on multi-platform collaboration and content tags to guide active search; builds brand reputation through the use of flagship product strategy, showcasing scientific research capabilities, and resonating with social issues; promotes purchase conversion through hotspot marketing and live streaming marketing; and uses interactive challenges and incentive mechanisms to stimulate user sharing, forming a marketing loop. The success of PROYA confirms the adaptability and representativeness of the ISMAS model in the new media environment. Its strategy achieves a full chain connection from reaching interest to inspiring sharing, helping brands stand out in the fiercely competitive skincare market. At the same time, the case of PROYA provides new media marketing references for domestic brands and has important reference value for industry practice.