Study On the Influence of Short Video Opinion Leaders on Consumers' Willingness to Buy Beauty Products and Their Coping Strategies

This paper takes beauty opinion leaders active on TikTok platform as the research object, selects some representative marketing cases of beauty opinion leaders in China and studies the short video content released by them, summarizes the main strategies adopted by them in the process of marketing communication, explores the advantages in depth, and tries to find out the problems. It is expected to further optimize and improve the marketing communication of beauty opinion leaders in the future by building a new marketing strategy model. The article is divided into four parts. The first part is the introduction, from the research background, research significance, research methods and innovation points and difficulties of the four parts of the overall framework and structure of the paper have a clear understanding; The second part mainly defines the relevant concepts and literature review of opinion leader marketing, uses the relevant theories of opinion leaders, brand marketing theories, social marketing theories and other relevant knowledge and combing, further discusses the value and development status of beauty marketing on TikTok platform, and summarizes the characteristics and functions of beauty opinion leaders on TikTok platform. The third part mainly starts from two aspects of advantages and problems, conducts in-depth interviews and content analysis in combination with representative marketing cases of beauty opinion leaders on the platform, summarizes the current status of marketing communication strategies of beauty opinion leaders on the platform, and provides certain references for the construction of the following strategy model. In the fourth part, based on the theoretical basis and case analysis above, a new marketing strategy model is constructed and its application value in the beauty industry is explored.