数字营销背景下毛戈平企业营销策略分析

Analysis of Marketing Strategies of Mao Geping Enterprises under the Background of Digital Marketing

摘要: 近几年国内经济水平的提高，消费者消费能力也不断地提升，并且国潮不断兴起，国产品牌迎来了新的发展时机。新消费时代到来，消费主力军发生变化，一大批迎合消费需求的国产品牌出现，这些品牌凭借其独特的产品营销策略，借助小红书、抖音、快手、微博等用户聚集多的社交媒体平台增大产品曝光率，在自己行业内存活下来。本文以美妆市场老牌品牌毛戈平为例，在营销策略理论基础上，对新消费时代下毛戈平的营销策略进行分析，探究当前国产化妆品品牌营销策略中出现的问题，提出优化建议。

Abstract: In recent years, with the improvement of the domestic economic level, the consumption ability of consumers has also been constantly improved, and the China-Chic has been rising, domestic brands have ushered in a new development opportunity. With the arrival of the new consumption era, the main force of consumption has changed, and a large number of domestic brands catering to consumer demand have emerged. These brands, relying on their unique product marketing strategies, increase their product exposure by virtue of social media platforms with many users, such as Xiaohongshu, Tiktok, Kwai, and Weibo, and survive in their own industries. This article takes Mao Geping, an old brand in the beauty market, as an example. Based on the theory of marketing strategy, it analyzes Mao Geping’s marketing strategy in the new consumer era, explores the problems that currently exist in the marketing strategy of domestic cosmetics brands, and proposes optimization suggestions.