消费文化视域下美妆品牌短视频KOL营销的问题和建议
Problems and Suggestions on Short-video KOL Marketing for Makeup Brands in the View of Consumption Culture
余静1
作者信息
- 1. 安徽机电职业技术学院经济与贸易学院,安徽芜湖 241002
- 折叠
摘要
在消费文化视域下,美妆品牌为吸引更多用户关注和推广自己的产品,纷纷利用短视频作为营销的重要手段.随着美妆品牌的竞争愈演愈烈,如何充分发挥短视频营销价值更是成为美妆品牌重点思考的问题.KOL(Key Opinion Leader)凭借在社交媒体上的影响力和粉丝基础,能够快速传播品牌信息、吸引更多的用户,有助于引导消费者关注品牌和产品并做出购买决策.在此背景下,美妆品牌积极将KOL融入短视频营销从而强化短视频营销效果;KOL则深入研究营销对策,促进个人及品牌发展.
Abstract
In the view of consumption culture,makeup brands have used short videos as an important marketing tool to attract more users'attention and promote their products.With increasingly keen competition among these brands,how to fully le-verage the marketing value of short videos has become a key issue to consider.KOL(Key Opinion Leader)can quickly spread brand information and attract more users with their influence and fan base on social media,which help guide consum-ers to focus on brands and products,and make purchasing decisions.In this context,makeup brands actively introduce KOL into short-video marketing to strengthen the marketing effect;KOL make in-depth investigation on marketing measures to fa-cilitate the development of themselves and makeup brands.
关键词
KOL/短视频营销/美妆品牌/消费文化Key words
KOL/short-video marketing/makeup brand/consumption culture引用本文复制引用
出版年
2024
NETL
NSTL
万方数据