摘要

国内化妆品市场在不断发展，大学生越来越普遍地接触护肤品和彩妆。受到经济能力的制约，爱国情的影响，大学生对于平价的国产化妆品的接受度很高。完美日记成立以来，以社交媒体营销迅速在大学生群体中打响知名度。但是在社交媒体上大众对于完美日记的购买体验好坏不一，导致完美日记在很多潜在顾客心中形象很差。发现问题，并积极完善社交媒体营销中存在的问题对完美日记而言非常重要。

本文通过搜集相关文献和数据对完美日记社交媒体营销进行了较为详细的了解，又通过对南京大学生进行问卷调查，发现了完美日记在南京大学生市场的社交媒体营销存在的问题，并分析了问题成因。之后用PEST和五力模型分析完美日记社交媒体营销的宏观环境和行业竞争。最后结合理论知识，对完美日记在南京大学生市场社交媒体营销存在的问题提出建议和保障措施。该研究对完美日记改善在南京大学生市场上的社交媒体营销策略有一定的借鉴意义。

关键词：完美日记；社交媒体营销；南京大学生；营销策略

Abstract

With the continuous development of the domestic cosmetics market,college students are more and more commonly exposed to skin care products and cosmetics. Restricted by economic ability and influenced by national conditions,college students have a high acceptance of affordable domestic cosmetics. Since the establishment of Perfect Diary,it has rapidly gained popularity among college students through social media marketing. However, the public's purchase experience of perfect diary on social media is not good orbad, which leads to the poor image of perfect diary in the mind of many potential customers. Identifying problems and actively improving problems in socialmedia marketing is very important for a perfect diary.

Through collecting relevant literature and data,this paper has a detailed understanding of thesocial media marketing of Perfect Diary,and through the questionnaire survey of Nanjing university students, it has found out the problems existing in the social media marketing of Perfect Diary in Nanjing university students market, and analyzed the causes of the problems. Then, PEST and five Forces model are used to analyze the macro environment and industry competition of perfect diary social media marketing. Finally, combined with theoretical knowledge,this paper puts forward suggestions and safeguard measures for the problems existing in the social media marketing of perfect diary for college students in Nanjing. This research has certain reference significance for perfect diary to improve social media marketing strategy in Nanjing college students market.

Key words: Perfect diary, Social Media Marketing,Nanjing University Students, Marketing strategies