网红经济下中国男性化妆品的营销策略探讨

A Discussion on the Marketing Strategy of Chinese Male Cosmetics under the Internet Celebrity Economy Effect

中国的女性美妆市场已经逐渐饱和,网红经济下的男性美妆业的崛起无疑将为化妆品行业提供新的出路。本文结合文献调研和问卷调查结果,分析网红经济下男性化妆品市场的发展现状和趋势、传统性别观念给男性化妆品消费带来的困境和促进男性消费者购买化妆品的因素,提出网红经济下中国男性化妆品的三种营销策略。一是采用男女有别的差异化营销;二是引导消费观念,抓住男性消费者的兴趣点,唤起消费需求和动机;三是搭建博主与粉丝的互动直播平台,增强粉丝的社会临场感;四是推出迎合男生审美和护肤需求的化妆品。

The female beauty market in China has gradually become saturated,and the rise of the male beauty industry in the internet celebrity economy effect will undoubtedly provide a new outlet for the cosmetics industry.Based on literature research and questionnaire survey results,this paper analyzes the development status and trends of the male cosmetics market under the internet celebrity economy effect,the difficulties brought by traditional gender concepts to male cosmetics consumption,and the factors that promote male consumers to purchase cosmetics,and proposes three marketing strategies for Chinese male cosmetics under the online celebrity economy.The first is to adopt gender differentiated marketing.The second is to guide consumption concepts,seize the interests of male consumers,and arouse consumer demand and motivation.The third is to build an interactive live broadcast platform between bloggers and fans to enhance the social presence of fans.The fourth is to introduce cosmetics that cater to the aesthetic and skin care needs of boys.