摘要
近年来，随着中国经济迅猛发展，人民生活水平日新月异，以大数据、流量营销为
背景的互联网经济的快速发展，带动了中国化妆品消费水平的不断提高，其中以完美日
记、花西子、半亩花田等为代表的新国货品牌高倍速的增长，打破了近年由国际品牌占
据主导地位的中国美妆市场格局，崛起中的国货美妆品牌也逐步进入到了一线美妆赛道
的行列中。
本文正是从完美日记品牌创立到成功赴美上市过程中所采取的一系列市场策略出
发，以经典的营销管理理论为依据，分析研究完美日记的“完美进阶之路”，以及运营
数据背后差异化的营销思想，同时预测完美日记未来的发展趋势。在研究内容上，本文
首先对完美日记品牌的发展历程进行介绍，然后深入剖析完美日记品牌目前所采取的市
场营销策略，全方位揭示完美日记品牌在“前有强敌、后有追兵”的美妆市场成功突围
的战略逻辑。同时指出“完美日记”品牌在市场营销过程中存在的品牌定位、产品研发
及生产、渠道建设等方面的问题。最后结合完美日记所面临的内部、外部市场营销环境
现状及行业趋势，提出几点参考性的营销策略优化方案建议以及优化方案得以顺利实施
的保障措施。在研究方法上，本文以经典市场营销学相关理论作为研究基础，同时结合
目前大数据流量时代实践经验，以实际市场数据为依据，应用经典的战略分析工具
SWOT分析法，对完美日记在高手如云的美妆行业得以成功突围的营销逻辑进行深入探
讨和剖析。
综合全文我们看到，完美日记作为国货新锐美妆品牌的杰出代表，能够在竞争激烈
的国内美妆市场迅速崛起并成功上市，既充分利用了良好的外部市场环境，又有其自身
独具匠心的创意营销思路。因此，通过本文的研究，希望能为美妆行业品牌尤其国货品
牌的市场操作提供可供参考的案例启示。
关键词：美妆，完美日记，营销策略，7Ps营销理论
研究类型：应用研究
I

Abstract
In recent years, along with the continued ascent of the national
consumption level, on the background of big data, traffic marketing on the
Internet the rapid development of economy, China's cosmetics consumption also
rise rapidly, with perfect diary, such as flowers west, a half acre field of new
domestic brand of high speed growth, broken by the international brand in
recent years the dominant Chinese beauty makeup market pattern, the rise of the
Chinese beauty makeup brand also gradually into the line beauty makeup circuit.
This article is from the perfect brand to success in the process of going
public diary has taken a series of marketing strategy, based on the classical
theory of marketing management, analysis and study to perfect diary "perfect
advanced road", differentiated marketing idea behind and operational data, and
forecasts the trend of the development of perfect diary.In the research content,
this paper first of all to the perfect diary brand development process is
introduced, and then in-depth analysis of the perfect diary brand currently
adopted marketing strategy, a full range of perfect diary brand in the "before a
strong enemy, after the pursuit of soldiers" beauty cosmetics market successful
break out of the strategic logic.At the same time, it points out the problems of
brand positioning, product development and production, channel construction
and so on in the marketing process of "Perfect Diary" brand.Finally, combining
with the current situation of internal and external marketing environment of
Perfect Diary, this paper gives some suggestions for marketing strategy
optimization and the guarantee measures for implementation of the optimization
plan.On the research methods, this article is based on the classical marketing
related theory, combining the practical experience, big data traffic era based on
the actual market data, application of classic strategy analysis tools of SWOT, to
perfect the diary in the beauty industry successful breakthrough of ace as the
marketing logic for in-depth discussion and analysis.
II
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