摘要：我国现有的化妆品市场以市场营销为主体，二十一世纪，随着国际互联网的普及和应用，化妆品行业又面临着新情况和新挑战，化妆品企业只有适时而变，才能避免淘汰。互联网网络给化妆品行业带来了新的发展契机。为了适应网络发展的趋势，传统的化妆品企业必须重新考虑并发挥自己的商业潜质，以网络营销为武器，使产品和服务能让顾客满意，从而获得竞争优势。欧莱雅公司借助网络这一有效的传播渠道，制定了各种不同的网络营销策略，以开拓其产品的销售市场，占据化妆品市场份额。在对欧莱雅的网络营销策略进行分析的基础上对其进行总体概括，同时对其面临的问题如广告缺乏创意，投入过多等也进行了分析，从网络营销策略方面对其提出了相应的改进对策，以期提高其网络营销水平。基于欧莱雅公司网络营销策略的分析，对我国化妆品行业进行网络营销提出建议，从而更好地进行网络营销。48520

毕业论文关键词：欧莱雅公司；化妆品；网络营销

Research on the Network Marketing Strategy of Loreal Cosmetics

Abstract: Now, in our country，the existing cosmetics market is mainly based on marketing .In the 21th century, with the popularization and application of Internet, cosmetics industry is facing new situation and new challenges. To avoid elimination, cosmetics enterprises only change themselves to adapt the development of the times. By the aid of this effective communication channel, Loreal has developed a various of network marketing strategy to exploit their product’s sales market and occupy cosmetics market shares. On the basis of the analysis of the network marketing strategy of Loreal, it carries on the overall summary, at the same time, it also analyzes the problems it faces such as their advertisement is short of creativity and put a lot of effort. From the network marketing strategy put forward corresponding improvement measures on it to improve the network marketing level. Based on the analysis of the network marketing strategy of Loreal Company, it puts forward suggestions to the cosmetics industry in our country, so as to make the network marketing better.

Key words: Loreal; Cosmetics; Network Marketing

目  录

摘  要 1

Abstract 1

一、欧莱雅公司化妆品网络营销现状 2

（一）欧莱雅公司及品牌简介 2

（二）欧莱雅公司化妆品网络营销现状 3

二、当前欧莱雅化妆品营销环境与市场细分 5

（一）欧莱雅公司化妆品当前的网络营销环境 5

（二）欧莱雅公司化妆品的网络营销市场细分 8

（三）网络环境下欧莱雅公司化妆品的产品定位 9

三、欧莱雅公司化妆品网络营销策略 9

（一）网站设计策略 10

（二）品牌策略 11

（三）价格策略 11

（四）服务策略 12

四、欧莱雅公司化妆品网络营销策略存在的问题 13

（一）品牌影响力不足 13

（二）广告投入的过多且缺乏新意 13

（三）企业网站设计简单且没有深度 14

（四）服务缺乏个性化