跨界合作对美妆行业品牌营销影响研究

XCLW53284  跨界合作对美妆行业品牌营销影响研究  (字数：13351)

摘要

在中国有越来越多的女人追求更高端的美妆，更先进的美妆方式，由此衍生出很多的代购、美妆博主、美妆排行榜和美妆APP。看的出中国消费者在美妆方面越来越了解，在这样的条件下，中国的美妆市场具有巨大前景。随着我国经济的飞速发展，人民生活水平逐步提高，消费结构改变，消费观念升级，消费者对一种产品的功能需求逐渐多样化。美妆行业跨界合作款拉新能力显著，跨界合作为美妆行业的蓬勃发展带来了新的动力，品牌联合跨界热度持续上升。本文通过对美妆行业的发展现状，联合跨界营销价值的研究，洞察消费者偏好，分析出未来美妆行业联合跨界模式将更加成熟，影响力将更加广泛。同时指出美妆行业在跨界营销中存在的问题和不足，最后对美妆行业联合跨界未来发展的趋势做出总结和展望。

关键词：合作；品牌；跨界营销；消费；共同发展

Abstract

In China,more and more women are pursuing higher-end beauty makeup and more advanced beauty makeup methods,from which a lot of daigou,beauty bloggers,beauty lists and beauty apps have been derived.It can be seen that Chinese consumers are getting more and more familiar with beauty makeup.Under such conditions,China's beauty makeup market has great prospects.With the rapid development of China's economy,people's living standards have been gradually improved,consumption structure changed,consumption concept upgraded,and consumers'functional demands for a product gradually diversified.Beauty makeup industry cross-boundary cooperation style pull new ability is remarkable,cross-boundary cooperation for the beauty makeup industry's vigorous development has brought new power,brand alliance cross-boundary heat continued to rise.Through the research on the development status of beauty makeup industry and the value of joint cross-border marketing,this paper has insight into consumer preference and analyzed that the future beauty makeup industry joint cross-border mode will be more mature and have more extensive influence.At the same time,it points out the problems and shortcomings of beauty makeup industry in cross-border marketing,and finally summarizes and looks forward to the future development trend of beauty makeup industry in cross-border marketing.

Key words:cooperation;Brand;Cross-border marketing;Consumption;Common development

目录

摘要I

AbstractII

一、绪论1

（一）研究的背景及意义1

（二）文献综述2

二、跨界合作对当前美妆行业品牌营销的影响分析3

（一）现美妆行业发展背景下跨界合作的特点：3

（二）美妆行业品牌跨界类型4

（三）跨界合作对美妆行业品牌营销影响的现状4

（四）优势5

（五）潜在风险8

（六）对策建议9

结论10

参考文献11