基于AISAS模型的美妆产品短视频营销双案例研究

Multiple Case Research on Internet Celebrity Short Video Marketing of Beauty Products based on AISAS Model

随着互联网的快速发展,短视频营销模式快速崛起,短视频营销模式具有流量基数大、吸引力强、传播范围广的特点。本文基于AISAS模型,以叶公子、骆王宇等短视频营销为例,研究美妆网红短视频营销模式,探索移动互联网时代消费者行为模式:通过创意性内容引起消费者注意;寻找消费痛点引起消费者共鸣;进而激发购买兴趣,产生信息搜索。在消费者购买后,对相关产品信息等进行分享和传播。本研究提出在营销中要注重高质量的内容营销,满足消费痛点,加强产品测评等策略,以期为美妆企业实施网红短视频提供借鉴。

With the rapid growth and update of the Internet,the short video marketing model has risen rapidly.Although the internet celebrity short video is a form that has only appeared in recent years,the influence of its large traffic base,strong appeal,and wide spread can not be underestimated.Based on the AISAS model of consumer behavior in the new media era,this article takes the short video marketing of Internet celebrities such as Ye Gong zi,Luo Wang yu as examples to study the marketing model of beauty makeup celebrities:Attract consumers'attention through creative expression of lifestyle content,find consumer pain points to resonate with consumers,and then stimulate purchase desire,encourage sharing and communication in communication with consumers,and then complete sales behavior.This study puts forward the strategies of paying attention to high-quality content marketing,meeting consumption pain points,and strengthening product evaluation,so as to provide reference for beauty enterprises to implement online short videos.