Research on Brand Image Building Strategies Based on the Xiaohongshu Platform -- Taking the Beauty Industry as an Example
DOI:
https://doi.org/10.33736/ijaca.5788.2024Keywords:
Xiaohongshu，Brand image building，beauty industry，brand marketingAbstract
The purpose of this study is to explore the brand image building strategy of the Xiaohongshu platform in the beauty industry. Based on the introduction of the development status of the Xiaohongshu platform and the beauty industry, this study analyzes the image distribution and attention of beauty brands on the Xiaohongshu platform, and evaluates the influence and user ratings of beauty brands on the Xiaohongshu platform. Then, this paper develops a beauty brand image building strategy based on the Xiaohongshu platform, including determining the positioning and differentiated competition strategy of beauty brands, developing a social media marketing strategy, designing a user experience and word-of-mouth management strategy, and exploring the feasibility and effectiveness of celebrity endorsement and cross-border cooperation strategies. Finally, this study draws conclusions through empirical research and analysis, and proposes future research directions and recommendations. The findings of this paper have important reference value for the brand image building of Xiaohongshu platform and the beauty industry.
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