化妆品网络营销的现状及对策分析.docVIP

护肤品网络营销的现状、问题及对策分析 网络营销是21世纪的营销，随人们生活水平的提高，护肤品越来越受到人 们的关注。本论文讨论了网络营销的优势和护肤品行业的发展现状，总结分析了 化妆品网络营销的特点和前景；同时，依据统计数据总结归纳了现阶段护肤品网 络销售所遇见的问题，提出消费者对网购护肤品的不信任及网络经销与传统营销 商的利益冲突将阻碍护肤品网络销售的发展；并且，从提升销售商的信誉度，突 出网销护肤品的产品特色及护肤品销售网站的建设等方面提出一定的建议。 关键词：护肤品；网络营销；策略 Abstract Cyber-marketing will be a trend in the 21st century，which creats opportunities and brings great challenges to companies. With the development of peoples’life levels,cosmetics have changed from luxuries to daily necessities and attracted more and more attention from consumers. From the marketing survey and related data ananlysis，this paper discussed the advantages of cyber marketing and the current situation of the cosmetics industries. Combining the characteristics of the cosmetics, prospects and specialists of the cosmetics have been summerised. At the same time， the paper show that only conmbining both of them，can we make more efficient enterprise marketing strategies. Based on the statistical figures and related consequences, this paper points out the current problems about cosmetic cyber marketing and the reasons of the problems. The writer shows that the developments of the cosmetic cyber marketing will be hampered by the distrusts of consumers to shopping on the internet and the conflicts between internet sales agents and traditional sales agents. Combining with the developments of current cosmetic marketing industries, this thesis also gives some advises on how to promotes the degrees of comparison of internet sales agents, how to highlight the characteristics of the cosmetic products, how to construct and defend the of the cosmetic marketing network. Keywords： Cosmetics； Marketing internet； Countermeasures 目录 TOC \o 1-5 \h \z HiJ a 5 绪论 6 HYPERLINK \l bookmark6 \o Current Document \h 研究意义及目的 6 HYPERLINK \l bookmark7 \o Current Document \h 国内外研究现状 6 HYPERLINK \l bookmark8 \o Current Document \h 国内研宄现状 6 国外研究现状 7 HYPERLINK \l bookmark10 \o Current Document \h 二、 护肤品网上销售现状 8 HYPERLINK \l bookmark11 \