摘要化妆品经济被称为“美丽经济”，经过20多年的高速发展，以令人惊讶的速度，取得了前所未有的成就。化妆品市场已经跃居为全世界最大的新兴市场，而化妆品电商更是以打破地域限制，将不同的化妆品展现在消费者面前的鲜明特点成为了化妆品行业的新星。如今众多传统化妆品品牌也纷纷瞄准了电商平台，正在积极地对自己的电商渠道进行着开拓。本文将以天猫平台为基点，研究在天猫平台上优化化妆品店铺的运营策略。通过分析化妆品店铺的宏观环境（天猫美妆平台的4p战略和天猫美妆店铺的机遇与挑战），总结化妆品店铺运营的常规策略，进一步分析并对此提出优化意见,再根据来医生化妆品旗舰店的真实数据进行实证分析。最后提出了从视觉优化、搜索优化、推广、活动、数据统计五大方面进行优化的策略和建议。44101

Cosmetics economy called "beauty economy", after more than 20 years of rapid development, with surprising speed, has achieved unprecedented success. Cosmetic market has been among the largest emerging market in the world, and cosmetics business is to break down the geographical restrictions, the distinctive characteristics of different cosmetics show in front of consumers became star of the cosmetics industry. Today many traditional cosmetics brands have also zeroed in on the e-commerce platform, is actively to develop their e-commerce channel. This will be the day cats and platforms on the basis of, research on cat platforms optimized cosmetics shop operations strategy. Through the analysis of cosmetics shops in the macro environment (Tmall platform 4p strategy of beauty shop's opportunities and challenges), summarize the general policies of cosmetics store operations to further analyze and optimize comments on this, according to doctor cosmetic flagship store real-world data analysis. Concludes with a Visual optimization, search optimization, promotion, optimization, statistics in five essential areas of activity strategies and recommendations.

毕业论文关键词：天猫； 化妆品； 运营；优化;

Keyword: Tmall； cosmetics； Operation；optimization

目    录

摘    要 2

一 引言 5

1.1 研究背景及意义 5

1.2 研究内容 5

1.3 拟解决的主要问题 5

1.4 本文创新点 5

1.5 研究方法 6

1.6 文献综述 6

二 天猫美妆店铺营销现状分析 9

2.1 化妆品电商现状 9

2.2 天猫美妆4P策略现状分析 10

2.2.1 产品策略 10

2.2.2 价格策略 10

2.2.3 渠道策略 10

2.2.4 促销策略 11

2.3 天猫美妆店铺SWOT分析 11

2.4 天猫美妆店铺运营纯在的问题 12

2.4.1 信誉低,商品品质问题无法得以证明 12

2.4.2 网络环境、付款安全性无法得到保障 12

2.4.3 店铺产品的定价问题 12

2.4.4 物流配送体系脱节 12

三 天猫平台化妆品店铺一般运营策略