《聚美优品网站营销策略研究》-毕业设计(论文).docVIP

PAGE II 密级：内部 聚美优品网站营销策略研究 Research on the Marketing Strategy of Jumeiyoupin Website 学院：管理学院 专业班级：市场营销0902 学号：090503050 学生姓名： 指导教师： (副教授） 2013年 06月 摘 要 随着团购市场的火爆，人们也把目光聚焦在了垂直型化妆品团购网站上。聚美优品是中国第一家也是中国最大的化妆品限时特卖商城，聚美优品创立于2010年3月，致力于有趣、创造简单、值得信赖的化妆品购物体验。网络营销具有速度快、范围广、成本低、任何企业都不受自身规模的绝对限制，都能平等的获取信息及平等的展示自己的优点，它可以使企业迅速扩大知名度，网络营销的趋势已经席卷全国，互联网的飞跃式的发展，带动了网络营销的发展，使原本只是停留在传统营销方式的大中小企业纷纷向网络营销迈进，将传统的渠道营销向网络营销整合发展。 本文以聚美优品网站的营销策略为主要研究对象。在相关理论的基础上，首先对该网站进行简单的介绍及市场定位分析。其次通过对聚美优品网站进行内外部环境分析，提出聚美优品存在的问题，包括消费者群体单一、广告投入太多以及产品偏重大而全等，并提出先关的改进方法即满足顾客的要求、将价格优势与品牌品质充分体现和减少广告的投入以及将现有产品做到专而精等。分析我国企业在网络营销中存在的问题，研究一下问题的解决对策，使我国企业能够适应当前的发展，开展好网络营销，同时也为聚美优品网站提供一些参考建议。 关键字：网络营销；聚美优品；娱乐营销；营销策略 Abstract As the group buying market , Vc also focused on in the vertical cosmetics website gather beauty is superior is the first and Chinas largest cosmetics limited-time sale store. Gather beauty is superior, founded in March 2010, is committed to creating a simple, fun, trustworthy cosmetics shopping experience. Network marketing has a wide range, high speed, low cost, any enterprise are not the size of the absolute limit, can equal access to information and equal to show their advantages, it can make enterprises rapidly expanding popularity, the trend of the network marketing has swept across the country, Internet leap type development, led the development of network marketing, make originally only stay in the traditional marketing mode and medium companies to network marketing, the traditional old marketing channels (traditional marketing) to the development of network marketing integration. In this paper the optimum product website marketing strategy as the main research object. On the basis of relevant theories, first carries on the simple introduction of the site and market positioning analysis. Second through to gather beauty is superior to analysis the advantages and disadvantages in the sites, and put forward the problems of gather beauty