传统化妆品企业电子商务拓展的对策研究

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III

摘要

进入 21 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情况

和新挑战。那些昔日只在商场专柜和专卖店亮相的国际顶尖化妆品品牌，开始纾

尊降贵频频现身互联网渠道，欧莱雅、宝洁、联合利华、强生等国际巨头已经直

接开设网上营销业务。据最新数据，化妆品已经成为在互联网上销售收入排名第

三的行业，越来越多的消费者开始喜欢足不出户在网上采购化妆品。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销

售和服务方式，化妆品企业只有适时而变，才能免遭淘汰。

基于互联网技术的现代销售渠道之一的电子商务正以其可观的传播力和销售

力逐渐向各类化妆品品牌渗透。尽管与发源地美国相比，中国的电子商务发展水

平还相对滞后，但伴随着快速发展的势头，中国电子商务的未来前景必将是广阔

的。本文依据作者在国内日化行业代表企业——上海家化联合股份有限公司长达

四年的实习经历，深入探究化妆品品牌商目前在寻求新的品牌传播方式，以及扩

展销售渠道的忧虑和阻碍，并通过中美电子商务发展状况的对比分析，预测中国

电子商务的发展趋势；以及通过对典型化妆品品牌开展电子商务的案例进行剖析，

了解并掌握目前中国化妆品电子商务运作的常规模式。

本文的创新点可以归纳为以下几点：通过对典型化妆品企业电子商务拓展的

分析研究，总结归纳出传统化妆品企业进行网络渠道拓展的三种模式，即：自建

平台型、渠道商合作型、平台商合作型；结合实证研究，笔者从企业的内部出发，

挖掘出阻碍传统企业电子商务拓展的最大原因是“价格体系”，并提出相应的解

决问题的三个突破口，即：品牌、经销商、数据库；本文的另一个创新点在于，

结合作者所在的实习及工作公司的实际情况，清晰了展示了一家立志成为时尚消

费品中国代表企业的公司，在面对新的经济形势，新的消费形态时，具体的举措

和战略调整。作者在实证分析的基础上，创新性地提出了传统企业进行电子商务

拓展的具体操作模式，不仅可以为化妆品企业所用，也能应用于广大正在探索电

子商务拓展之路的各行各业的企业。

关键词：化妆品电子商务价格体系实证研究操作模式

ABSTRACT

Entering the twenty-first century, also with the popularity and application of the Internet,

cosmetics industry is faced with new situations and new challenges. Those world's top

cosmetics brands, which are only seen in Shoppe and exclusive agencies, begin to put

aside their pride and frequently appeared in the Internet channels. L'Oreal, Procter &

Gamble, Unilever, Johnson & Johnson and other international giants have already set up

a direct online marketing. According to the latest data, cosmetic have become a

third-ranked industry in the internet; more and more consumers begin to choose on-line

purchasing cosmetics while staying at home.

The Internet is changing people's lifestyles and production methods, also the sales and

service of traditional mode of the cosmetics industry. Only to change with the time, can

the cosmetic company to survive. Internet-based network channel is a new sales channel,

which cosmetics companies should have a full understanding. In order to adapt to the

trend of the network, the traditional companies need to re-consider and play to their

commercial potential, and new arrangements must be made to help their channel system

to be involved into the network, then to obtain a competitive advantage in the sales of

the Internet age.

Electronic commerce, one of the modern sales channels which are based on

Internet-based technology, with its considerable force and sales force, penetrate

gradually to all types of care products brands. Although compared with the birthplace of

the United States, China's e-commerce development is lagging behind, but along with

the momentum of rapid development, China's future prospects of e-commerce is bound

to be broad.

This article is based on the author’s four years of internship experience in Jahwa United

Co., Ltd., the representative company of the domestic daily chemical industry. In-depth

exploration for the new means of communication for cosmetics brands, as well as the

companies’ concerns and obstacles when expansion of sales channels, through the

development of Sino-US Comparative analysis, forecast the development trend of

China's e-commerce; and through the benchmarking analysis of the cosmetic bands, to

understand and master the Chinese cosmetics e-commerce mode of operation.

The innovation of this article can be summarized as follows: Based on a typical

business e-commerce to expand the analysis of cosmetic research, summarized a

traditional cosmetic companies to expand the network channels, the three models,

namely: self-built platform type, channel to co-operate type, platform to co-operate type;

combination of empirical research, the author from the enterprise's internal start digging

out the obstacles of traditional companies is the biggest reason to expand e-commerce

"price system" and propose appropriate solutions to the three breakthrough, namely: the

brand, dealers the database; Another innovative point of this article is combined with

the author's internship and work where the company's actual situation. Shows a clearer

fashion consumer aspires to become the corporate representative of China in the face of

the new economic situation, the new consumption patterns, the specific initiatives and

strategic adjustments. The authors on the basis of empirical analysis, put forward the

tradition of innovative e-commerce enterprises to expand the specific mode of operation

can not only be used for cosmetic companies, but also can be applied to large

e-commerce are being explored to expand the road all walks of life business.

Key words: cosmetic, e-commerce, price system, empirical research,

operator schema

摘要 ........................................................................................................................................................

ABSTRACT ......................................................................................................................................... IV

目录 ....................................................................................................................................................... V

第一章绪论 ........................................................................................................................................ 1

§1.1 论题的提出及意义 .............................................................................................................1

§1.2 论文的框架、思路及方法 .................................................................................................3

§1.3 本文的创新点 .....................................................................................................................4

§1.４文献综述 ............................................................................................................................ 4

1.4.1 电子商务的相关定义 ....................................................................................................4

1.4.2 电子商务的政策环境 ....................................................................................................5

1.4.2 国内外化妆品企业电子商务拓展的发展现状 ........................................................... 6

第二章电子商务市场的发展状况 ......................................................................................................9

§2.1 国内外电子商务市场概况 .................................................................................................9

§2.1.1 全球互联网用户的发展 .............................................................................................9

§2.1.2 全球电子商务的发展 ................................................................................................9

§2.1.3 中国互联网的发展历程 .............................................................................................9

§2.1.4 中国电子商务的发展现状 ......................................................................................10

§2.2 化妆品电子商务市场概况 ..............................................................................................13

§2.2.1 国际化妆品的电子商务市场 ...................................................................................13

§2.2.2 中国化妆品电子商务市场 ......................................................................................14

§2.2.3 发展过程中遇到的问题 ...........................................................................................17

§2.2.4 解决问题的思路 ......................................................................................................18

第三章传统化妆品企业拓展电子商务的典型案例分析 ............................................................... 20

§3.1 线下品牌代表：兰寇 Lanmome ........................................................................................20

§3.1.1 基本情况 ...................................................................................................................20

§3.1.2 发展战略及规模 .......................................................................................................20

§3.1.3 总体运营情况 ...........................................................................................................21

§3.2 线上品牌代表：DHC........................................................................................................23

§3.2.1 基本情况 ...................................................................................................................23

§3.2.2 发展战略及规模 .......................................................................................................24

§3.2.3 总体运营情况 ...........................................................................................................25

§3.3 综合零售连锁渠道代表：丝芙兰 Sephora .................................................................. 26

§3.3.1 基本情况 ...................................................................................................................26

§3.3.2 发展战略及规模 .......................................................................................................27

§3.3.3 总体运营情况 ...........................................................................................................27

§3.4 三个案例的比较与总结 ..................................................................................................29

§3.4.1 战略先行 ...................................................................................................................29

§3.4.2 职能外包 ...................................................................................................................29

§3.4.3 拓展模式梳理 ...........................................................................................................29

第四章传统服装行业电子商务拓展的借鉴 ....................................................................................31

§4.1 基本情况介绍 ...................................................................................................................31

§4.1.1 公司简介 ...................................................................................................................31

§4.1.2 拓展电子商务的战略思路 .......................................................................................32

§4.2 电子商务拓展的运营情况 ..............................................................................................32

§4.2.1 执行部门 ...................................................................................................................32

§4.2.2 业务流程 ..................................................................................................................33

§4.2.3 市场表现 ..................................................................................................................34

§4.3 成功“转型”的关键因素 ..............................................................................................34

§4.3.1 产品定位 ..................................................................................................................34

§4.3.2 品牌信用 ..................................................................................................................34

§4.3.3 双网实现无缝对接 ..................................................................................................35

§4.4 有待完善的环节 ..............................................................................................................35

§4.4.1 营销推广 ..................................................................................................................35

§4.4.2 物流配送 ..................................................................................................................36

§4.4.3 售后服务 ..................................................................................................................36

§4.4.4 客户关系管理 ..........................................................................................................36

§4.4 本章小结 ..........................................................................................................................37

第五章家化公司的电子商务拓展探索 ............................................................................................39

§5.1 探索第一阶段：市场的扫描（2006-2007 年） .......................................................... 39

§5.1.1 基本情况 ...................................................................................................................39

§5.1.2 得失分析 ...................................................................................................................40

§5.2 探索第二阶段：自建自营平台（2007-2008 年） ...................................................... 42

§5.2.1 基本情况 ...................................................................................................................42

§5.2.2 得失分析 ...................................................................................................................43

VII

§5.3 探索第三阶段：充分借力第三方平台（2008-2009 年） .......................................... 44

§5.3.1 基本情况 ...................................................................................................................44

§5.3.2 得失分析 ...................................................................................................................46

第六章总结和政策建议 ....................................................................................................................49

§6.1 总结 .................................................................................................................................. 49

§6.1.1 化妆品企业电子商务拓展的整体情况 ................................................................. 49

§6.1.2 传统化妆品企业“转型”的运作模式 ................................................................. 50

§6.1.3 化妆品电子商务发展的壁垒及对策 ..................................................................... 52

§6.2 传统化妆品企业突围电子商务的具体对策 ................................................................. 54

§6.2.1“自上而下”的重视和执行 ....................................................................................54

§6.2.2 构架集权式网店后台 ...............................................................................................54

§6.2.3 打造统一网商销售体系 ...........................................................................................55

§6.2.4 协调网络和实体销售渠道大户利益关系 .............................................................. 56

§6.2.5 创建新的网络品牌 ...................................................................................................56

§6.3 本文的不足之处 ..............................................................................................................57

参考文献 .............................................................................................................................................. 59

在读期间公开发表的论文和承担科研项目及取得成果 ................................................................. 61

致谢 ...................................................................................................................................................... 63

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摘要：

III摘要进入21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情况和新挑战。那些昔日只在商场专柜和专卖店亮相的国际顶尖化妆品品牌，开始纾尊降贵频频现身互联网渠道，欧莱雅、宝洁、联合利华、强生等国际巨头已经直接开设网上营销业务。据最新数据，化妆品已经成为在互联网上销售收入排名第三的行业，越来越多的消费者开始喜欢足不出户在网上采购化妆品。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销售和服务方式，化妆品企业只有适时而变，才能免遭淘汰。基于互联网技术的现代销售渠道之一的电子商务正以其可观的传播力和销售力逐渐向各类化妆品品牌渗透。尽管与发源地美国相比，中国...

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