摘要近几年随着电子商务、以及移动互联网的发展，移动互联网的用户呈井喷式的增长。移动电子商务市场潜力巨大；化妆品本身在国内也拥有着庞大的市场。移动互联网社区的发展也为化妆品SNS营销创造了更多机会。本研究从移动互联网的视角，结合当下电子商务大环境以及SNS营销理论小环境，来探讨移动互联网对化妆品SNS营销的影响。通过模型构建、研究假设提出、比较分析和实证研究得出移动互联网对化妆品SNS营销产生的影响。移动互联网对化妆品的SNS营销产生的影响有以下几点：一、移动互联网的便利性促使用户购物在移动端进行，使得商家要迎合移动端用户；二、移动用户井喷式增长，移动客户端拥有巨大的市场，化妆品商家SNS营销的重心将会更偏于移动端；三、传统的化妆品SNS营销已不能满足移动端用户的需求，化妆品商家的SNS营销方式需改变。笔者将根据本文研究假设设计出一套化妆品移动互联网SNS营销方案。48011

In recent years, with the development of e-commerce, as well as a variety of mobile Internet, mobile Internet users was a growth spurt, the huge potential of mobile e-commerce market; coupled with cosmetic itself has a huge market in China, the development of mobile Internet community for cosmetics SNS marketing to create more opportunities. The study from the perspective of the mobile Internet, combined with the current environment of e-commerce and marketing theory SNS small environment to investigate the effects of mobile Internet on the marketing of cosmetic SNS. Through modeling, research assumptions, comparative analysis and empirical research results on the impact of mobile Internet SNS marketing of cosmetics produced. Mobile Internet influence of cosmetic SNS marketing have on the following points: First, the mobile Internet to promote user convenience shopping in a mobile terminal performed; two, the mobile subscriber growth spurt, so that the mobile client has a huge market; third, moving It prompted the development of the Internet user a longer stay in the online community, provide more opportunities for the marketing of cosmetics SNS. We will design a cosmetic SNS mobile Internet marketing program based on the assumption of this paper.

毕业论文关键字：移动互联网； 化妆品； SNS营销； 方案设计

Keyword: Mobile Internet；Cosmetic；SNS Marketing；Design

第一章  引言 - 4 -

1.1研究背景和意义 - 4 -

1.2研究目的和内容 - 4 -

1.3研究创新点 - 5 -

1.4研究方法和研究路线 - 5 -

第二章 文献综述 - 7 -

2.1 国外研究 - 7 -

2.2 国内研究 - 7 -

2.3 国内外研究存在的问题和发展趋势 - 8 -

第三章   SNS营销理论和移动互联网产业下的SNS营销发展 - 10 -

3.1  SNS营销理论 - 10 -

3.2  移动互联网产业下的SNS营销发展前景 - 10 -

第四章   SNS营销与化妆品的相结合性以及可能结合路径 - 12 -

4.1化妆品线上销售情况 - 12 -

4.2 化妆品与SNS营销相结合的可能路径 - 12 -

第五章  移动互联网对化妆品SNS营销的影响案例分析 - 14 -

5.1  案例——各化妆品商在微信端的活动