毕业设计（论文）- 电子商务品牌营销研究--以奢侈化妆品为例.doc

? 毕 业 题 目 电子商务品牌营销研究 ——以奢侈化妆品为例 ? 学生姓名 学 号 专 业 级 指导教师 ? ? 二○一○年六月电子商务品牌营销研究 ——以奢侈化妆品为例 摘 要 近年来，关于网络经济的研究一直是个热点和前沿的话题。特别是在网络经济经历2000年的大起大落和大喜大悲以后，人们对于网络经济有了更为冷静的反思。本文以电子商务条件为背景，重点研究奢侈化妆品的品牌营销策略，指出了其不同于传统营销的品牌营销模式。 论文基于品牌营销理论，通过对电子品牌营销传统策略的研究，对我国现阶段奢侈化妆品电子商务品牌营销的研究，以及兰蔻在中国电子商务品牌营销市场分析，揭示了奢侈化妆品品牌营销难的症结所在，为奢侈化妆品营销制定了一个粗略并且笼统的电子商务品牌营销方案。并在对兰蔻在中国的市场分析基础上，为其专门制定了一套适合兰蔻的具体方案。 本文以理论研究和案例分析相结合，根据电子商务条件下品牌营销的新特点，利用典型案例，重点分析了奢侈化妆品的品牌营销模式。为今后类似企业在电子商务条件下进行品牌营销提供了具有可操作性的运行模式。 关键字：网络经济 电子商务 奢侈化妆品 品牌营销 E- commerce Brand Marketing Research Abstract This is always a hot point and front line gambit about Internet economy in recent years. After the wild roller-coaster ride of the Internet economy in the year 2000, we are somehow slipping into a more calmness thought. This paper emphasis researches how to figure luxurious brand background of brand marketing countermeasure in the condition of electronic commerce. It point out the different about traditional marketing and on-line marketing. At first, this paper point out that the meaning of brand 、brand marketing and brand marketing and so on. It print that brand marketing countermeasure in the condition of electronic commerce will be the trend in the future. analyzed the status of luxury cosmetics brand marketing in the e-commerce environment. Besides, this paper based on the brand marketing plan of DHC, give some advices to brand marketing of luxury cosmetics in our country. Finally , it analyses the foreground of that implementing e-commerce brand marketing about luxury cosmetics in our country. 　This paper sum up ten new currents of Internet brand figuring in condition of Internet economy base on the basic of analyze and contrast with the condition of traditional economy and Internet economy. These new currents bring some new characteristic with Internet brand figuring policy compare Internet brand with traditional brand .In fact