201623410643-罗嘉欣-上海家化集团的网络营销策略研究.pdfVIP

上海家化集团的网络营销策略研究 内 容 摘 要 近几年，随着 5G 时代的到来以及网络营销呈现高速的增长，推动中国成长 为世界上最大的互联网零售市场。随之而来的是日化行业营销渠道也更加丰富多 样。近两年流行起一个词“直播带货”，涌现出不少直播博主，像薇娅、李佳琦 这些知名博主。这是一种新兴的网络营销手段。 随着人们生活水平的提高，化妆品也成为日常生活中都会用到的产品。中国 的化妆品市场有巨大的利润发展空间，也吸引了国外的各大品牌慢慢向中国市场 靠拢，严重扰乱了国内化妆品行业的正常秩序。 本文运用传统营销理论和网络营销理论，选取上海家化集团作为研究对象， 深入分析我国日化市场的现状，然后从其内外部环境分析、经营过程中存在的问 题等方面进行了评价和分析，进一步了解上海家化在国内日化行业的地位。根据 市场发展趋势和企业存在的问题，因地制宜提出适合上海家化发展的营销思路， 制定正确的营销策略，同时为国内本土日化企业开展网络营销活动提供参考。 关键词：网络营销；营销环境；营销策略 I Research on the Network Marketing Strategy of Shanghai Jahwa Corporation Abstract In the last few years, with the approaching of the 5G and the quick growth of network marketing, China has become the worlds biggest Internet resale market. Following is the day chemical industry marketing channels are aslo more diverse. Nearly two years, there has been a buzzword live with goods, and many live bloggers have appeared, such as well-known bloggers like Wei ya and Li Jia qi. This is an emerging network marketing method. As people living standard rise, cosmetics also become a product is used in everyday life. Chinas cosmetics market has huge profit development space, and it has also attracted major foreign brands to slowly move closer to the Chinese market, seriously disrupting the normal order of the domestic cosmetics industry. This article uses traditional marketing theory and network marketing theory, selects Shanghai Jahwa Corporation as the research object, analyzes the current situation of Chinas daily chemical market in depth, and then evaluates and analyzes from its internal and external environment analysis and problems in the manag