本论文是是市场营销的毕业论文。下面给出一个中英文摘要。
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
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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