在对社会化媒体营销和扎根理论的文献梳理后，本文采用扎根理论对完美日记的社会化媒体营销，进行归纳分析，在劳特朋教授提出的4C营销理论上，将其修改扩充至6C来阐释完美日记的社会化媒体营销模式。“以顾客为中心”的营销理念（customer）贯穿完美日记的社会化媒体营销，初期通过明星、头部KOL等知名人士扩大品牌知名度（celebrity），日常营销重视营销的内容（content）、重视与客户的沟通和关系管理（communication）、重视促销和客户的购买便利性（cost）。近期推出的极具个性化的联名款更是切中年轻人的痛点（collaboration）。依据网络营销4I原则，总结出完美日记区别于其他美妆品牌的营销优势：①极具趣味性和功能性的营销内容，吸引消费者主动观看；②注重营造私域流量，培养了一批忠实、复购率高的顾客；③极具个性化的联名产品切中年轻消费者痛点。但目前完美日记的营销存在“过度营销”和“夸大产品功效”等问题，这会对品牌的声誉和产品的口碑产生不良的影响。

After combing the literature on social media marketing and grounded theory, this article uses the grounded theory research method to conduct a detailed inductive analysis of social media marketing cases in the Perfect Diary. Based on the 4C marketing theory proposed by Professor Lauterbone, expanding its modification to 6C to explain the social media marketing of the Perfect Diary. The "customer-centric" marketing concept runs through the social media marketing of the perfect diary (customer). Initially, it expanded brand awareness through celebrities such as celebrities and head KOLs (celebrity). Daily marketing focused on marketing content (content）, communication with customers and relationship management (communication), and promotion, and customer convenience (cost). The recently launched highly personalized co-branded model is a pain point for young people (collaboration). According to the 4I principle of online marketing, the paper summarizes the marketing advantages of a perfect diary different from other beauty brands: ①Fun and functional marketing content to attract consumers to watch actively; ②Focus on creating private domain traffic and cultivate a group of loyalty and high repurchase rate; ③ Extremely personalized joint products hit the pain points of young consumers. However, the current perfect diary marketing has "over-marketing" and "exaggerated product efficacy" and other issues, which will have a negative impact on the brand's reputation and product reputation.