Author(s)

ZhaoShuo Wu

Affiliation(s)

School of Mathematics and Statistics, Guangxi Normal University, Guilin 541006, Guangxi, China.

Corresponding Author

ZhaoShuo Wu

ABSTRACT

With the rapid development of digital technology, digital economy has become one of the main driving forces for global economic growth. In China, the digital economy has made remarkable achievements. Among them, digital technologies such as e-commerce, social media, big data and artificial intelligence have been widely used in various industries. In this context, the domestic beauty industry has also ushered in unprecedented development opportunities and challenges. From the perspective of digital economy, this study aims to deeply analyze the strategies and practices of domestic beauty brands represented by PROYA in digital marketing, explore their successful factors and development paths, and provide theoretical reference and practical guidance for the future development of domestic beauty brands. Logistic regression model is used to analyze the influencing factors of customer purchase decision, and chi-square test is used to analyze and study PROYA's product categories, so as to study the current situation and future development trend of domestic cosmetics industry under the digital economy. Finally, combined with the conclusions drawn from the model analysis, suggestions and prospects are put forward.

KEYWORDS

Digital economy; Cosmetic industry; Logistic regression analysis; Chi-square test

CITE THIS PAPER

ZhaoShuo Wu. Research on the marketing strategy of domestic beauty industry from the perspective of digital economy. Trends in Social Sciences and Humanities Research. 2024, 2(4): 78-83. DOI: 10.61784/tsshr3014.

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