扬州谢馥春公司化妆产品的网络营销策略研究

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东南大学学士学位论文第一章扬州谢馥春公司化妆产品与网络营销概述

扬州谢馥春公司化妆产品的网络营销

及其策略研究

摘　　　要

由于互联网技术的快速发展，对我国化妆品企业营销策略和模式产生了巨大变革，

同时也带来了巨大机遇。本文结合美容化妆品业的特点，对网络营销进行了深入细致的

研究。调查了我国化妆品企业网络营销发展和应用的现状，讨论了企业网络营销策略与

传统营销策略的区别和联系，分析了网络营销的优势，提出两者不可相互取代, 只有

有机结合, 才能制定更有效的企业营销策略。

文中通过对扬州谢馥春化妆品公司的总体情况分析，根据网络营销的理论, 以及

我国互联网的基本状况，总结归纳了美容化妆品企业网络营销的发展现状、存在的问题

并提出了发展扬州谢馥春化妆品公司网络营销应采取的营销模式和基本策略。同时，

找出企业网络营销策略应用的制约因素，并探求解决这些问题的方法。文中旗帜鲜明地

指出：网络营销是互联网时代企业融入知识经济的基本管理工具和思维方法，传统企

业只有充分利用网络营销，及时改变市场营销策略，实现以消费者为中心的战略性转

变，才能免遭时代淘汰。

关键词

化妆品网络营销营销策略

东南大学学士学位论文第一章扬州谢馥春公司化妆产品与网络营销概述

The network marketing and strategy of cosmetics for

Yangzhou Xiefuchun Company

Abstract

The rapid development of Internet has imposed great impacts upon the marketing strategy and modes

of the hairdressing cosmetics enterprises in China. Their marketing strategy and modes have changed a

lot. Meanwhile great opportunities are available. In this thesis we combined the characteristics of

the hairdressing cosmetics industry and carried on the thorough careful research to the

network marketing. We surveyed the developing route of network marketing strategy and the situation

of their application and then discussed contact and differentiation of the network marketing

strategy and the traditional marketing strategy. We also analyzed the advantages of the network

marketing, proposed the both can not be replaced mutually. Only organically combining the

both can we constitute more effective enterprise marketing strategy.

Through analyzing the total circumstance of Yangzhou Xiefuchun Cosmetics Company

in this thesis, according to the theory of network marketing in this thesis, as well as the basic

condition of our country’s Internet, we summarized the developing actuality and existent

problems of the hairdressing cosmetics enterprises in network marketing, and put forward the

basic strategy and modes to develop network marketing of Yangzhou Xiefuchun Cosmetics

Company. Meanwhile we tried to find out the factors that are restricting the application of the marketing

strategy and explored the solutions to these problems. This thesis pointed it out clearly that the

network marketing is the basic management tool and the thinking method which the

enterprises integrate knowledge economy at Internet ages. The traditional enterprises must

make full use of the network marketing, change marketing strategy in time and carry out the

strategic changes which take consumers as the center. Only in this way can the traditional

enterprises avoid being eliminated by ages.

Keywords

Cosmetics; Network Marketing; Marketing Strategy

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摘要：

东南大学学士学位论文第一章扬州谢馥春公司化妆产品与网络营销概述扬州谢馥春公司化妆产品的网络营销及其策略研究摘　　　要由于互联网技术的快速发展，对我国化妆品企业营销策略和模式产生了巨大变革，同时也带来了巨大机遇。本文结合美容化妆品业的特点，对网络营销进行了深入细致的研究。调查了我国化妆品企业网络营销发展和应用的现状，讨论了企业网络营销策略与传统营销策略的区别和联系，分析了网络营销的优势，提出两者不可相互取代,只有有机结合,才能制定更有效的企业营销策略。文中通过对扬州谢馥春化妆品公司的总体情况分析，根据网络营销的理论,以及我国互联网的基本状况，总结归纳了美容化妆品企业网络营销的发展现状、存在的问题...

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