聚美优品网络营销策略研究.doc

摘要:随着网络的飞速发展以及国际互联网的普及和运用，网络营销逐渐成为企业市场营销的重要营销方式。网络营销具有范围广、速度快、成本低的特点，任何企业都可以平等地分享市场信息，平等地参与市场竞争，企业想要更好地进行网络营销，这就需要巧妙地运用网络营销策略。网络营销策略的成功运用有利于企业的长远发展。成功的网络营销策略有利于促进企业销售增长，提高企业品牌价值，树立良好企业形象。本文针对美妆电商聚美优品的网络营销策略进行研究与分析，希望能从中得到启示，形成完善的网络营销体系，形成具有特色的网络营销策略，更好地促进企业的长远发展。

　　　本文首先对聚美优品的网络营销环境进行Swot分析，然后有针对性地从产品策略、价格策略、促销策略、渠道策略、网页策略、品牌策略等几个方面进行分析，同时指出聚美优品网络营销策略存在的问题并提出改进措施，最后进行分析总结。

　　　通过分析和研究聚美优品的网络营销策略，取其精华，去其糟粕。选择正确且适合的网络营销策略促使聚美优品更好地去适应复杂的市场环境，降低成本，增加产品竞争力，树立良好的企业形象，吸引更多的消费者，扩大其市场份额。

关键词：网络营销策略  研究  聚美优品

ABSTRACT:Along with the popularization and application of the rapid development of the network and the Internet, network marketing has gradually become an important marketing mode of enterprise marketing. The network marketing has the characteristics of wide range, fast speed, low cost, any enterprise can equally share the market information, equal participation in market competition, enterprises want to better marketing network, which requires the clever use of network marketing strategy. The successful use of Internet marketing strategy is favorable to the long-term development of enterprises. Network marketing strategy is successful is conducive to promoting enterprise sales growth, enhance the brand value of enterprise, establish a good corporate image. Network marketing strategy aimed at beauty electric Jumei Youpin conducted research and analysis, hoping to get inspiration from which, formed a complete network marketing system, network marketing strategy with characteristics, to better promote the long-term development of enterprises.

　　　This paper first carries on the Swot analysis Jumei Youpin network marketing environment, and then targeted from product strategy, price strategy, promotion strategy, channel strategy, webpage strategy, several brand strategy and other aspects of analysis, points out at the same time Jumei Youpin network marketing strategy existing problems and put forward the measures of improvement, finally summarized.

　　　　Network marketing strategy through the analysis and study of Jumei Youpin, takes its essence, goes to its dregs. Select the network marketing strategy is correct and suitable to Jumei Youpin better adapt to the complex market environment, reduce cost, increase the competitiveness of products, establish a good corporate image, attract more customers, expand its market share.

Keywords: Network marketing strategy ；Study； Jumei Youpin