消费者网上购物行为与聚美化妆品营销策略
This paper analyses factors influencing consumers’ online shopping and JUMEI’s consumer-driven marketing strategies. Besides, by analyzing the marketing strategies of JUMEI, this paper explores their marketing strategies in advertising, positioning, promotion and communicating. On the basis of defects in JUMEI’s strategies, this paper will give some suggestions for them.
Key words: Consumer Behavior Shopping Psychology Online Shopping Marketing strategy JUMEI
摘 要艾瑞咨询数据显示，2014年中国网络购物市场交易规模达到2.8万亿，增长48.7%，仍然文持在较高的增长水平。根据国家统计局2014年全年社会消费品零售总额数据，2014年，网络购物交易额大致相当于社会消费品零售总额的10.7%，年度线上渗透率首次突破10%。面对如此巨大的网络消费人群，研究消费者在网络环境下的购物行为的影响因素和消费者的购物心理非常必要。如此蓬勃发展且潜力巨大的网络购物领域，吸引了大量电商加入。聚美优品作为化妆品电商领域中的领先者，在化妆品业务中有着其独特的营销策略，吸引了大批的网购化妆品消费群体。
本研究分为以下几个方面：首先是对在网络环境下影响消费者的消费行为的因素的研究。基于网上消费者的购买行为来分析聚美针对消费者的购买行为制定的营销策略。从化妆品产品定位、降价促销、广告宣传和用户沟通四个方面来分析聚美的营销策略。最后针对聚美营销策略不足提出建议。
毕业论文关键词：消费者行为 消费心理 网络购物 营销策略 聚美
Contents
Abstract i
摘要 ii
Introduction 1
Chapter One Factors Influencing Consumers’ Online Shopping Behavior 4
1.1 Advertising 4
1.2 Quality of Products 5
1.3 Low Price 5
1.4 Service 6
Chapter Two Consumers-driven Marketing Strategy of JUMEI 8
2.1 Advertising Strategy of JUMEI 8
2.2 Positioning Strategy of JUMEI 9
2.3 Promotion Strategy of JUMEI 10
2.4 Communicating Strategy of JUMEI 11
Chapter Three Suggestions for JUMEI’s Marketing Strategies 12
3.1 Suggestion for Advertising Strategy 12
3.2 Suggestion for Positioning Strategy 12
3.3 Suggestion for Promotion Strategy 13
3.4 Suggestion for Communicating Strategy 13
Conclusion 15
References 16
On the Consumers Online Shopping Behavior and Network Marketing Strategy --- Take JUMEI’s Cosmetic Marketing Strategy as an Example
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