【作者】 郭瑞；

【导师】 沈庆宁；

【作者基本信息】 中国石油大学(北京) ， 工商管理（专业学位）， 2023， 硕士

【摘要】 随着电子商务的迅猛发展,国内化妆品网络销售市场不断扩大。传统的化妆品通过实物广告、批发商、供应商及商贸公司中间环节,来构建产品销售体系的模式,但这些中间环节在解决了化妆品的销售问题外,也大大提高了其流通成本。同时化妆行业的产品日益相同、产品差异性越来越小,面临着产品同质化严重的销售问题,也亟需在销售模式上创新解决。借助电商平台迅猛发展的机遇,如何建立高水平的网络营销体系,开拓广阔的网络销售市场,是化妆品行业突围传统销售困境,进一步做大做强,在行业内脱颖而出的关键运营环节。H品牌是国内知名有着生物科技研发背景的化妆品生产企业,作为近两年的美妆业黑马,H品牌所在的集团公司实现了从化妆品原料供应端向成品销售商身份的转变,跻身于国货化妆品销售领域前列,因此研究其网络营销策略对该品牌战略竞争目标的实现有良好的应用价值。本文首先对H品牌的网络营销环境,运用了PEST分析模型、波特五力分析模型、SWOT分析模型等方法做了分析,明晰了该品牌在日益增长的美妆需求、多样化的网络销售渠道、“国潮风”流行等方面存在网络营销的机会,应该充分利用互联网平台发展结合企业自身资源条件,采用差异化的竞争策略制定“互联网+国潮风”的网络营销策略,以优化网络渠道营销,实现精准营销和提高全方位的顾客服务体验。为了梳理H品牌在网络营销方面存在的具体问题,本文通过问卷调查法了解H品牌的网络营销现状,再通过访谈法与愿意接受访谈的消费者进行深度交流,并对消费者的意见整理,使用扎根理论对访谈数据进行分析和归纳,得到当前H品牌网络营销存在的知名度较低、品牌定位不清晰、竞争优势较弱等问题。为解决这些网络营销问题,基于H品牌的网络营销机会,制定了追求国潮时尚,深化品牌内涵,做最适合中国特色皮肤品质的化妆品的市场定位目标,营销策略要体现趣味性、利益性、互动性、个性化的原则,具体包括网络品牌族建设策略、互联网产品差异化策略、优化线上产品定价策略、挖掘消费者价值关系的线上互动策略、基于新媒体客户的精准营销实施策略、“线上+线下”融合的销售平台建设策略等几项具体优化策略。并从绩效管理制度改革、网络营销管理规划、专业人才队伍建设、企业网络文化建设方面提出了策略的实施保障措施。本文对H品牌网络营销策略进行了优化的研究,本研究对于未来该品牌化妆品网络营销方案的合理改进具有良好应用价值,也为中国化妆品牌升级建设提供有益借鉴。更多还原

【Abstract】 With the rapid development of e-commerce,the domestic market for online sales of cosmetics continues to expand.The traditional model of building a product sales system for cosmetics through physical advertising,wholesalers,suppliers and intermediate links in trade companies,but these intermediate links,in addition to solving the sales problem of cosmetics,have also greatly increased their distribution costs.At the same time,the cosmetic industry is facing a serious problem of product homogenisation,with products becoming more and more identical and less and less differentiated,and there is an urgent need for innovative solutions in the sales model.With the opportunity of the rapid development of e-commerce platforms,how to establish a high-level network marketing system and develop a broad network sales market is a key operational link for the cosmetics industry to break out of the traditional sales dilemma,further grow bigger and stronger and stand out in the industry.As the dark horse of the beauty industry in the past two years,the group of companies in which H Brand is located has transformed from a supplier of cosmetic raw materials to a seller of finished products,and has become one of the leading sellers of national cosmetics,so the study of its online marketing strategy has good application value for the achievement of the brand’s strategic competitive goals.This thesis first analyses the online marketing environment of Brand H,using the PEST analysis model,Porter’s Five Forces analysis model and SWOT analysis model,to clarify that there are online marketing opportunities for the brand in terms of growing demand for beauty products,diversified online sales channels and the popularity of the ‘national trend’,which should The brand should make full use of the Internet platform to develop and combine its own resources and adopt a differentiated competitive strategy to develop a‘Internet + Chinese fashion’ online marketing strategy,in order to optimise online channel marketing,achieve accurate marketing and improve the overall customer service experience.In order to sort out the specific problems of H brand’s online marketing,this thesis understands the current situation of H brand’s online marketing through questionnaire survey method,then through interview method and willing to accept the interview of consumer in-depth communication,and the consumer’s opinion collated,using the rooting theory to analyse and summarise the interview data,get the current H brand online marketing exists in the low visibility,brand positioning is not clear,competitive advantage Weak competitive advantages.In order to solve these online marketing problems,based on the online marketing opportunities of H brand,the market positioning objectives of pursuing national fashion,deepening the brand connotation and making the most suitable cosmetics with Chinese characteristics and skin quality were formulated,and the marketing strategy should reflect the principles of fun,benefit,interaction and personalisation,specifically including online brand family construction strategy,internet product differentiation strategy,optimising online product pricing strategy,tapping The specific strategies include online brand family building strategy,internet product differentiation strategy,optimised online product pricing strategy,online interaction strategy to explore consumer value relationship,precise marketing implementation strategy based on new media customers,‘online +offline’ integrated sales platform construction strategy and several other specific optimisation strategies.The company has also put forward measures to ensure the implementation of the strategy in terms of performance management system reform,network marketing management planning,professional talent team building and corporate network culture construction.This thesis presents a study on the optimisation of H brand’s online marketing strategy.This study has good application value for the rational improvement of the brand’s cosmetic online marketing plan in the future,and also provides useful reference for the upgrading construction of Chinese cosmetic brands.更多还原