近年“国潮风”盛行，Z时代消费者作为新时代消费主力军，越来越把关注点聚焦于国货品牌。完美日记作为“国潮”美妆品牌，洞悉消费者需求，靠着一流的内容营销进行流量变现，一跃成为国货黑马。为了更好地了解完美日记的内容营销，本文通过结合相关理论文献，针对完美日记的目标群体进行问卷调研，并运用描述性统计分析方法，对完美日记进行分析，得出其应如何在内容营销方面进行设置，从而更好的符合当下消费者的需求，弥补自身不足的同时寻求更好的突破和发新时代发展方向。

关键词：国潮、完美日记、内容营销、消费者需求

In recent years, the “national fashion” prevails. Generation Z consumers, as the new era of consumer force, focus more and more on the domestic brand. Perfect Diary as a “national fashion” beauty brand, can understand consumer demand, rely on first-class content marketing flow to cash out, and leap into an unexpected winner. In order to better understand the content marketing of Perfect Diary, this research combined relevant theoretical literatures and investigated the target group of Perfect Diary through questionnaire. Descriptive statistical analysis methods are used to find out the setting in content marketing in order to better meet the needs of contemporary consumers, make up for their own shortcomings, and seek a better breakthrough at the same time.

Keywords: National Fashion, Perfect Diary, Content Marketing, Consumer Demand