DHC化妆品复合式营销模式研究分析.docVIP

A Research on the E-commerce Compound Marketing Pattern of DHC Brand BY Jin Jingji A thesis submitted in partial fulfillment of the requirements for the Degree of BACHELOR OF BUSINESS ADMINISTRATION for Joint Bachelor of Business Administration (BBA) Program between Tianjin University of Technology (TUT), Tianjin City, P. R. China and Thompson Rivers University (TRU), Kamloops, B. C., Canada May 20th, 2013 摘要 日本DHC化妆品品牌于2005年全面进军中国，是采用通讯销售的第一品牌。该品牌虽然比欧美等品牌进入中国的时间较晚，但是它打破了传统的店铺销售或直销的营销模式，建立了新的电子商务复合式营销模式，并确定了自己独特的品牌定位。电子商务复合营销模式是通信销售、电子商务和店铺销售相结合的组合营销运营模式，即通信销售+网络营销+传统的营销模式。当欧莱雅用一百年的时间造就了现在的霸业时