随着互联网经济的快速发展和移动手机的普及率提高，中国的洗护发品牌 需要结合新型数字营销的媒体和手段，以更高效地方式寻找和连接年轻一代的 消费者，而非以往的数字投放方式，散点式地与消费者单向沟通，不注重他们 行为轨迹的变化，错失机会点。洗护发品牌需要基于消费者行为的变动，设计 全新的数字营销优化策略，这将会对品牌长期的发展具有深刻意义。 本论文以欧莱雅洗护发产品为例，通过基于移动互联时代下的SICAS消费 行为模型，系统性地分析了欧莱雅洗护发产品在数字营销策略上的缺点和短板， 并重点运用该模型对于数字营销策略提出的优化建议。将潜在消费者进行五大 行为轨迹分析和追踪，动态式地记录和追踪，洞察背后的动机和原因，提升欧 莱雅洗护发产品在数字营销上的成功性，建立品牌全链路数字数据库。 关键词：数字营销；消费者行为；洗护发产品 III Abstract With the rapid development of the Internet economy and the increase in the popularity of mobile phones, Chinese hair care brands need to combine new digital marketing media and means to find and connect younger consumers in a more efficient manner than the previous digital Delivery method, one-way communication with consumers in a scattered manner, not paying attention to changes in their behavior trajectory, and missing opportunities. Shampoo brands need to establish changes based on consumer behavior and suggest a new digital marketing optimization strategy, which is of great significance to the long-term development of the brand. This paper takes L'Oreal haircare products as an example. Through the SICAS consumer behavior model based on the mobile Internet era, it systematically analyzes the shortcomings of L'Oreal haircare in digital marketing strategies, and focuses on using this model for Optimization suggestions made by digital marketing. Analyze and track the five major behavior trajectories of potential consumers, dynamically record and track them, gain insight into the motives and reasons behind them, improve the success of L'Oreal haircare in digital marketing, and establish a brand full-link digital database. Keywords：Digital Marketing; Consumer Behavior; Haircare 目录 致谢 ............................................................................................................................................... I 摘要 .............................................................................................................................................. II Abstract....................................................................................................................................... III 第1章 绪论 ................................................................................................................................ 1 1.1选题背景及研究意义 ......................................................................................................... 1 1.1.1选题背景 ...................................................................................................................... 1 1.1.2研究目的 ...................................................................................................................... 3 1.1.3研究意义 ...................................................................................................................... 3 1.2国内外研究现状 ................................................................................................................. 4 1.2.1国外研究现状 .............................................................................................................. 4 1.2.2国内研究现状 .............................................................................................................. 5 1.3 研究的主要内容与研究方法 ............................................................................................. 6 1.3.1研究内容 ...................................................................................................................... 6 1.3.2研究方法 ...................................................................................................................... 7 1.3.3基本框架 ...................................................................................................................... 7 1.4本文创新点 ......................................................................................................................... 8 第2章 欧莱雅洗护发产品数字营销现状及存在的问题 ............................................................ 9 2.1 中国洗护发产品市场规模和趋势 ..................................................................................... 9 2.1.1 中国洗护发市场规模 .................................................................................................. 9 2.1.2中国洗护发产品市场发展趋势 ................................................................................. 10 2.2 欧莱雅公司及洗护发产品简介 ....................................................................................... 12 2.2.1 公司简介 ................................................................................................................... 12 2.2.2 主营洗护发产品介绍 ................................................................................................ 13 2.2.3 欧莱雅洗护发主要竞争对手数字营销分析 ............................................................. 15 2.3 欧莱雅洗护发产品现行的数字营销策略 ........................................................................ 16 2.3.1 品牌公众号运维 ....................................................................................................... 16 2.3.2 意见领袖合作 ........................................................................................................... 17 2.3.3 电商导流活动 ........................................................................................................... 18 2.4欧莱雅洗护发产品数字营销策略存在的问题 ................................................................. 18 2.4.1.营销模式保守 ............................................................................................................ 18 2.4.2 在消费者行为中存在全路径断层 ............................................................................. 19 2.5 存在问题的成因分析 ...................................................................................................... 23 2.5.1 数字营销模式保守的成因分析................................................................................. 23 2.5.2 消费者链路断层的成因分析 .................................................................................... 23 第3章 欧莱雅洗护发产品数字营销存在的问题综合分析 ...................................................... 25 3.1数字营销问题研究的理论依据 ........................................................................................ 25 3.1.1消费者行为理论 ........................................................................................................ 25 3.1.2互联网时代背景下的SICAS理论 ............................................................................ 25 3.2 SICAS在数字营销策略中的应用性 ................................................................................ 27 3.3 基于SICAS理论的欧莱雅洗护发产品的数字营销问题聚焦性分析 ............................. 27 第4章 基于消费者行为的欧莱雅洗护发产品数字营销优化策略制定 ................................... 38 4.1加强品牌数字化标示 ....................................................................................................... 38 4.1.1重新规划定位 ............................................................................................................ 38 4.1.2强化品牌符号 ............................................................................................................ 40 4.1.3加强包装创意 ............................................................................................................ 42 4.2激发用户数字化兴趣 ....................................................................................................... 43 4.2.1营销创意迭代 ............................................................................................................ 43 4.2.2营销互动加强 ...