基于娇兰品牌的高端化妆品在中国市场的网络营销策略研究_英语论文       

The network Marketing Strategy Research Based on High-end Cosmetics of Guerlain in Chinese Market

摘要

随着当今网络的广泛使用，多种产业依靠网络而有了迅猛发展。对于高端化妆品而言，适时地拓宽网络营销渠道也会对其企业品牌以及产品进行有利的推广和销售。通常来说，对于高端化妆品而言，这类品牌在中国市场上大多通过传统的专柜或精品店进行销售。而随着网络的日益发展，部分高端化妆品牌除了采取传统销售模式以外，也开始采用网络营销模式进行化妆品的销售。网络营销不仅可以拓宽销售渠道，也可打响品牌知名度，带来更多潜在客户，实现多样化销售与盈利的手段。

本文先研究现今网络营销的策略与影响，讨论并分析网络营销所带来的优点，并通过研究找出高端化妆品牌在产品营销方面可采用的网络营销策略。同时，本文进一步以娇兰为例，了解这类国际高端化妆品在中国市场上除了传统营销模式之外所采取的网络营销策略。网络营销背后的潜力是巨大的，对于高端化妆品而言，善加利用，不仅能拓宽营销渠道，扩大消费者来源，提高销量；还能增强品牌影响力，影响更多潜在消费者群体，从而达到品牌营销目的。

关键词：网络  营销策略  娇兰  品牌营销

Abstract

In recent years, with the widespread use of network, many kinds of industries has made a rapid development. For high-end cosmetics, timely widening channels will also be a good choice to the promotion and sale of their products. Generally speaking, for the high-end cosmetics, this kind of brand mostly build counters or boutiques to sell their products. With the increasingly development of the network, in addition to traditional sales model, some high-end cosmetics brands also begin to take use of network marketing mode to sale products. Network marketing can not only broaden the sales channels, but can also widen the brand awareness, bring more potential customers, and achieve more means for sales and profit.

In this paper, we first study the current and impact of network marketing strategies to discuss and analyze their advantages, then find out the useful network marketing strategies for brands of high-end cosmetics. At the same time, this paper takes Guerlain as an example to understand more network marketing strategies of selling high-end cosmetics besides the traditional marketing modes. It contains a huge potentiality behind the network marketing. For high-end cosmetics, if it can be used rationally, it can not only expand marketing channels, widen consumer sources, increase sales; but also can enhance the brand influence, affect more potential consumer groups, so as to achieve the purpose of brand marketing.

Key words: network   marketing strategy  Guerlain  brand marketing

Contents

Chapter 1 Introduction 3

Chapter 2 Literature Review of Network Marketing Strategy 5

2.1 Definition of Network Marketing 5

2.2 Characteristics of Network Marketing 5

2.2.1 Distinct Theory 6

2.2.2 Globality and Universality 6

2.2.3 Integrative Resources 7

2.2.4 Superior Economy 7

2.2.5 Impact Strength 8

2.3 The Influences of Network Marketing 8

2.3.1 Changing Traditional Marketing Style 9

2.3.2 Reforming Organizations of Enterprises 9

2.3.3 Shift in Competitive Landscape 10

2.3.4 Reengineering of Customer Relationship 10

2.3.5 The Necessity of Transnational Operation 10

2.4 Literature Review of Network Marketing Strategies 11

2.4.1 Company Brand Strategy 11

2.4.2 Web strategy 11

2.4.3 Product Strategy 11

2.4.4 Price Strategy 12

2.4.5 Promotion Strategy 12

2.4.6 Product Channel Strategy 12

2.4.7 Consumer Service Strategy 13

2.4.8 Micro-blog Marketing Strategy 13

Chapter 3 Network Marketing Strategy of Guerlain 14

3.1 Brief Introduction of Guerlain Brand 14

3.2 Research on Network Marketing Strategies 15

3.2.1 Organization of Network Living Broadcast 15

3.2.2 Advertisements of Soft Marketing 15

3.2.3 Linkage of Online and Offline 16

3.3 Advantages of Network Marketing Strategies of Guerlain 16

3.3.1 The Expansion of Marketing Scope 16

3.3.2 The Diminution of Costs and Time 16

3.3.3 Breaking through the Geographical Boundaries 17

Chapter 4 Shortcomings and Suggestions of Guerlain's Network Marketing 18

4.1 Shortcomings of Guerlain’s Network Marketing 18

4.2 Suggestions for Guerlain 19

Chapter 5 Conclusion 21

Acknowledgment 23

References 25