随着我国经济的发展和互联网技术的日渐成熟，“互联网＋”在深刻地影响着企业营 销的各个方面。营销是企业的重要环节，而传统的营销方式已经不能满足时代的发展需 求，信息化时代背景下的社会化媒体营销应运而生，这不仅给我们的日常生活带来了很 大改变，也为日化行业社会化媒体背景下的营销提供了契机，但同时也要求企业对原有 的营销理念与营销方式进行变革。由于我国经济的高速发展，化妆品行业的市场份额随 着居民可支配收入的提高而逐年增加，市场总体由卖方市场转为买方市场，消费者对于 产品使用感受有更多的发言权和表达感受信息的传播渠道，因此对于 B 公司社会化媒体 下的营销策略研究，对企业未来品牌高端发展具有至关重要的意义，也对未来其它本土 化品牌的良性发展与壮大提供借鉴意义。 本文开篇是对选题的背景、国内外相关理论研究现状和本文的研究思路进行总结， 然后通过对 B 公司基本情况进行描述，运用 PEST 分析模型对公司所处的宏观政治、经 济、社会、技术环境进行分析，再对国内外有代表性的竞争对手的具体营销及品牌知名 度等情况进行对比描述。通过对于宏观环境和国内外竞争对手的对比分析，从而得到 SWOT 分析法中对于 B 公司在现阶段所处的行业环境下，营销活动存在的机会、威胁、 优势及劣势的分析结论，将以上的分析结果与社会化媒体时代下的用户行为消费模型 SICAS 模型的五个维度相结合，找出 B 公司现阶段社会化媒体营销策略中存在的问题。 然后对于存在的问题提出有针对性的解决办法，简述 B 公司未来展开社会化媒体营销活 动的优化策略。通过对于 B 公司的社会化媒体营销策略的研究，对 B 公司创建国产化 妆品高端品牌，锁定目标消费者，提升市场份额及品牌影响力都有积极的意义，同时对 于和 B 公司一样的受国际品牌挤压的同类型国产品牌未来社会化媒体营销活动的展开， 以及社会化媒体背景下的营销策略制定与优化，提供积极的参考和借鉴意义。 关键词，社会化媒体，化妆品，营销策略，SICAS 模型II ABSTRACT With the development of China's economy and the maturity of Internet technology, Internet + has a profound impact on all aspects of enterprise marketing. Marketing is an important part of an enterprise, and traditional marketing methods can no longer meet the development needs of the times. Socialized media marketing emerged in the context of information age. This not only brings a lot of changes to our daily life, but also provides an opportunity for marketing in the context of socialized media in the daily chemical industry. At the same time, it also requires enterprises to have original marketing ideas and marketing parties. Change in style. With the rapid development of China's economy, the market share of cosmetics industry has increased year by year with the increase of residents' disposable income. The market has generally changed from seller's market to buyer's market. Consumers have more voice and communication channels to express their feelings about the use of products. Therefore, the study of marketing strategies under B company's social media will help enterprises to achieve high-end brand in the future. Development is of vital importance, and also provides reference for the healthy development and growth of other localized brands in the future. This paper begins with a summary of the background of the topic, the research status of relevant theories at home and abroad, and the research ideas of this paper. Then, by describing the basic situation of Company B, the PEST analysis model is used to analyze the macro-political, economic, social and technological environment of the company. Then, the specific marketing and brand awareness of several representative competitors at home and abroad are analyzed. Through the comparative analysis of macro-environment and domestic and foreign competitors, we can get the conclusion of SWOT analysis on the opportunities, threats, advantages and disadvantages of marketing activities of B company in the currentIII industry environment, and combine the above analysis results with the five dimensions of SICAS model in the era of social media. Find out the problems existing in B company's social media marketing strategy at the present stage; then put forward targeted solutions to the problems, and outline the optimization strategy of B company's social media marketing activities in the future. Through the study of B company's social media marketing strategy, it has a positive significance for B company to create high-end brand of domestic cosmetics, target consumers, enhance market share and brand influence. At the same time, it also has a positive impact on the development of future social media marketing activities of the same type of domestic brands squeezed by international brands as B company, as well as the operation under the background of social media. The formulation and optimization of marketing strategy can provide positive reference and reference. KEYWORDS: Social Media,Cosmetics, Marketing Strategy,SICAS ModelIV 目 录 摘要.........................................................................................................................................I ABSTRACT...............................................................................................................................II 1 绪 论.................................................................................................................................... 1 1.1 研究背景...................................................................................................................... 1 1.2 研究意义...................................................................................................................... 2 1.2.1 理论意义............................................................................................................ 2 1.2.2 实践意义............................................................................................................ 3 1.3 国内外文献综述.......................................................................................................... 3 1.3.1 国外文献综述.................................................................................................... 3 1.3.2 国内文献综述.................................................................................................... 4 1.4 研究内容与方法.......................................................................................................... 6 1.4.1 研究内容............................................................................................................ 6 1.4.2 研究方法............................................................................................................ 6 1.5 创新点.......................................................................................................................... 7 2 相关理论基础........................................................................................................................ 9 2.1 社会化媒体营销理论.................................................................................................. 9 2.2 网络口碑营销理论.................................................................................................... 12 2.3 SICAS 模型................................................................................................................. 13 2.4 价值共创理论............................................................................................................ 15 3 B 公司营销环境分析........................................................................................................... 17 3.1 B 公司概况................................................................................................................. 17 3.2 宏观环境分析............................................................................................................ 19 3.2.1 政治环境因素.................................................................................................. 20 3.2.2 经济环境因素.................................................................................................. 21 3.2.3 社会环境因素.................................................................................................. 23 3.2.4 科技环境因素................................................................................