化妆品网络营销分析.docVIP

摘 要 进入二十一世纪，随着国际互联网络的普及和应用，化妆品行业又面临着新的情况和新的挑战。其一是互联网络正在不断改变着人们的生活方式和生产方式，同样也在改变着化妆品行业传统的生产方式和服务方式，化妆品企业只有适时而变，才能不被淘汰。其次，基于互联网的网络营销是一种划时代的营销方式，是传统企业融入知识经济的管理工具和思维方法，对此美容化妆品企业应该有充分的认识。 本论文详细介绍了网络营销的概念和基本理论，讨论了网络营销与传统营销的联系和区别,两者只有有机结合，才能制定更有效的企业营销策略。通过广泛的市场调查和大量的资料分析，总结归纳了我国化妆品企业网络营销的发展现状、存在的问题，并提出了发展我国化妆品企业网络营销的基本对策。论文结合化妆品业的特点及现状，根据网络营销的理论，详细研究了化妆品网络营销的市场细分策略、产品策略、价格策略、渠道策略、促销策略和包装策略，能否提出科学合理的网络营销策略组合，是实施企业网络营销成功与否的关键。 笔者在研究中试图将网络营销理论引入化妆品领域，找出二者的最佳结合点，着重分析研究了适合化妆品企业的网络营销策略及实用的策略组合，以及网站建设策略，从而更好地为化妆品企业开展网络营销提供整体思路和具体的策略帮助，并进一步推动网络营销在中国化妆品企业的应用和发展。 关键词：网络营销；化妆品；营销策略；网站建设 Abstract Having Entered twenty-first Century, the Internet now is widely used, for which the cosmetic industry is faced with new situations and challenges. One is that the Internet is changing the life styles of many people and the mode of production, as well as the traditional mode of production and services in the cosmetics industry. What cosmetics enterprises can do is only to make change to avoid being eliminated one day. On the other hand, the e-marketing based on the Internet is an epoch-making manner in marketing, and is also a management tool and the method of thinking for traditional business wanting enter the knowledge economy., which should be totally understood by the cosmetics enterprises. In this thesis,it introduced concept and basic theory,discuss the differences between cyber marketing and traditional marketing,which can’t be replaced by traditional way,only if we combine both of them,can we make more efficient enterprise marketing strategies.From the market survey and related data analysis,the writer made a summary on the current cosmetic situation in our country and pointed out the current problems cyber marketing.The writer also gave some advice on how to develop the cosmetic cyber marketing in our country.Based on the characteristics of the cosmetic cyber marketing,the writer offered the strategy of classification,the product strateg