電子商務(wù)論文--化妝品電子商務(wù)運(yùn)營(yíng)策略中英互譯

1、化裝品店電子商務(wù)運(yùn)營(yíng)策略化裝品行業(yè)的特點(diǎn)首先，化裝品行業(yè)最大的特點(diǎn)是產(chǎn)品的種類、型號(hào)特別多，比方口紅，一個(gè) 品牌的口紅會(huì)有幾十種顏色。這么多的品種，有的好賣，有的不好賣，如果企業(yè) 不能掌握銷售信息，及時(shí)調(diào)整生產(chǎn)和供貨，必然造成好賣的產(chǎn)品脫銷，不好賣的 產(chǎn)品滯銷，造成損失。并且由丁流行趨勢(shì)的快速變化，消費(fèi)者的偏好也隨時(shí)在變 化，所以生產(chǎn)企業(yè)特別需要快速、及時(shí)掌握不同地區(qū)、不同銷售點(diǎn)的銷售信息。所以系統(tǒng)需要幫助企業(yè)有效地管理銷售網(wǎng)絡(luò)，敏捷地應(yīng)對(duì)市場(chǎng)變化。其次，企業(yè)需要合理地利用銷售網(wǎng)絡(luò)的資源，減少在銷售網(wǎng)絡(luò)上的資金占用， 優(yōu)化物流、資金流和信息流的運(yùn)作以及監(jiān)控，提高資金周轉(zhuǎn)速度，降低中間庫(kù)存, 因

2、此需要實(shí)現(xiàn)渠道扁平化和e分銷。所以管理軟件的功能必須滿足現(xiàn)有管理體制 的需要，在不全盤推翻現(xiàn)有管理體制的前提下提供新的管理思想。第三，由丁企業(yè)的經(jīng)營(yíng)規(guī)模不斷開展變化， 并且業(yè)務(wù)量也在迅速增長(zhǎng)，這就 要求系統(tǒng)的設(shè)計(jì)與實(shí)施具有可擴(kuò)充性，以滿足今后業(yè)務(wù)開展的需求。第四， 企業(yè)管理是一項(xiàng)巨大、 復(fù)雜的工程， 化裝品行業(yè)分銷系統(tǒng)應(yīng)該有很好 的開放性，具有開放的接口。第五，系統(tǒng)的使用不應(yīng)增加工作人員的勞動(dòng)量， 所以系統(tǒng)應(yīng)該降低應(yīng)用的復(fù) 雜度，到達(dá)易丁操作、使用方便的目的。市場(chǎng)分析1、產(chǎn)品競(jìng)爭(zhēng)市場(chǎng)分析(1)低端日化線與專業(yè)線產(chǎn)品日化線的活潔、滋潤(rùn)化裝品，市場(chǎng)已飽和，產(chǎn)品競(jìng)爭(zhēng)以品牌、性價(jià)比為主， 產(chǎn)品分類非常

3、細(xì)化。該類產(chǎn)品已處丁產(chǎn)品周期的成長(zhǎng)期后期，行業(yè)已進(jìn)入成熟期。 根本不屆丁新進(jìn)入企業(yè)市場(chǎng)。此類產(chǎn)品利潤(rùn)本就低，用丁網(wǎng)絡(luò)營(yíng)銷根本無(wú)利可圖。 專業(yè)線產(chǎn)品處丁開展初期，產(chǎn)品技術(shù)要求高，審批嚴(yán)格，開展較慢，且使用需要 專業(yè)美容帥，走美容院線渠道，更不適合網(wǎng)絡(luò)營(yíng)銷。(2)周端日化線廣品日化線里，彩妝、美容、護(hù)膚處丁化裝品高端市場(chǎng)，除了一些國(guó)際品牌產(chǎn) 品銷售較穩(wěn)定外，外鄉(xiāng)產(chǎn)品質(zhì)量普遍較低，名牌產(chǎn)品非常少。隨著社會(huì)生活水平 提高，需求還會(huì)加大，美妝護(hù)膚市場(chǎng)應(yīng)該屆丁重點(diǎn)市場(chǎng)。目前在淘寶網(wǎng)購(gòu)市場(chǎng)， 化裝品銷量已是第三位?？梢娀b品在網(wǎng)絡(luò)營(yíng)銷前景非常廣闊。另外一方面，在網(wǎng)購(gòu)市場(chǎng)沒有專門化裝品品牌，而一些國(guó)際知名品牌

4、對(duì)網(wǎng) 絡(luò)營(yíng)銷比擬慎重，因此此市場(chǎng)大有可為。XXXXX溫牌品牌的網(wǎng)絡(luò)營(yíng)銷場(chǎng)定位正應(yīng)該定位丁此。2.化裝品網(wǎng)購(gòu)市場(chǎng)分析(1)化裝品網(wǎng)上銷售的優(yōu)勢(shì)網(wǎng)購(gòu)區(qū)別丁傳統(tǒng)購(gòu)物方式的優(yōu)勢(shì)是交易本錢低、支付便捷、購(gòu)物不受時(shí)間空 間約束、且線上品牌也更為豐富?；b品在互聯(lián)網(wǎng)上銷售是排名第三的產(chǎn)品， 市 場(chǎng)是巨大的。化裝品的品牌認(rèn)知度比擬高化裝品是需要頻繁購(gòu)置的產(chǎn)品化裝品是有標(biāo)準(zhǔn)規(guī)格的產(chǎn)品有些化裝品是可以試用的，一般來(lái)說(shuō)，化裝品都是大家比擬熟悉的產(chǎn)品， 不翻開包裝可以購(gòu)置的產(chǎn)品(2)網(wǎng)購(gòu)消費(fèi)者分析女大學(xué)生：因?yàn)橐话闩髮W(xué)生都沒有自己掙錢， 可是在化裝品方面的需求 量也比擬大，她們會(huì)選擇優(yōu)質(zhì)低價(jià)的化裝品，而網(wǎng)上購(gòu)物無(wú)疑

5、是一個(gè)最好的選擇。 據(jù)調(diào)查，一般相同的化裝品，網(wǎng)絡(luò)和實(shí)體的價(jià)格相差從5元到30元不等。 2028歲的工資不高的上班族：這一類人群雖然自己開始賺錢，可由丁工 資不高，2028歲之間是一個(gè)愛打扮的年齡，她們想用一些效果好，性價(jià)比高的 產(chǎn)品，網(wǎng)絡(luò)熱銷品成了她們熱衷的追求。喜愛網(wǎng)上購(gòu)物的宅女：這類人群不喜歡外出購(gòu)物，一般都在網(wǎng)上購(gòu)置。一 些時(shí)間較少，或者討厭人多，喜歡上網(wǎng)淘貨的消費(fèi)者。(3)消費(fèi)者化裝品網(wǎng)購(gòu)的選擇范圍國(guó)產(chǎn)品牌的選擇，國(guó)產(chǎn)品牌普遍的價(jià)格較低，比擬滿足需求。選擇了國(guó)產(chǎn)品 牌中性價(jià)比擬高的昭貴，萊思美等品牌。在日韓產(chǎn)品中，韓國(guó)的護(hù)膚品價(jià)格要比日系的偏低一些， 因此，選擇了一些 中檔和中檔偏高

6、的韓國(guó)護(hù)膚品品牌。例如現(xiàn)在大熱的the face shop,skin food , missha, JUJU韓菲等品牌。彩妝品牌選擇了國(guó)產(chǎn)的查明，火烈鳥，還有韓國(guó)的愛麗小屋，憶自美等。歐美品牌較貴，為了滿足一些消費(fèi)者對(duì)丁歐美品牌的偏爰，但是在價(jià)格上有些高的，可以選擇一些小樣給這樣的消費(fèi)者。網(wǎng)絡(luò)熱銷品。很多的網(wǎng)絡(luò)熱銷都是從韓國(guó)和臺(tái)灣過(guò)來(lái)的， 因?yàn)榇蠹冶葦M喜歡 看一些臺(tái)灣，日韓的關(guān)丁護(hù)膚的綜藝節(jié)目，這些東西的牌子也許不知名，但是某 一方面做的相當(dāng)好。目前化裝品電子商務(wù)的盈利情況 C2C類：如淘寶，易趣等平臺(tái)的賣家。步入盈利的，月純收入大概三千至 三萬(wàn)不等，收入幾白或者沒收入的也不在少數(shù)。 B2C類

7、：據(jù)真實(shí)內(nèi)部人員講，每天的純利有二至三萬(wàn)元，其總監(jiān)都為開寶 馬的級(jí)別?；b品B2C電子商務(wù)運(yùn)營(yíng)策略(1)商 品本身：好的商品是根底，這個(gè)“好，指的就是品質(zhì)好、拿貨價(jià)位好！兩者缺一不可！品質(zhì)與價(jià)位的同時(shí)提升，可以保證有人感興趣，引起潛在消費(fèi)者 的注意，拿貨價(jià)好那么可以提升你的利潤(rùn)空間與競(jìng)爭(zhēng)力。(2)用戶活潑度與粘度的培養(yǎng)：網(wǎng)站商品再好，你的價(jià)格再真誠(chéng)，如果想有足 夠的盈利，那么需要相當(dāng)長(zhǎng)時(shí)間的用戶積累才行。 如果用一些提升活潑度與粘度的 方式，那么提升白分之五十的盈利能力都不止，具體有以下幾方面：多做活動(dòng)：各個(gè)節(jié)日舉辦用戶反應(yīng)活動(dòng)；比方購(gòu)物返現(xiàn)、積分換購(gòu)、限時(shí) 搶購(gòu)、尋寶等，這樣隨然降低了利潤(rùn)，

8、但是提高了用戶的活潑度，加上優(yōu)秀的商 品，乂可以多些口碑效應(yīng)。也許當(dāng)下利益會(huì)有一定程度的偏低， 但是化裝品行業(yè) 最最有潛力的是后續(xù)的消費(fèi)能力，后續(xù)的消費(fèi)能力跟得上就能賺的更多。在網(wǎng)站互動(dòng)方面加強(qiáng)：?jiǎn)为?dú)的B2C就搜索方面來(lái)講，內(nèi)容偏少，讓用戶積 極發(fā)布文章、發(fā)布使用報(bào)告等資訊可以提升網(wǎng)站的權(quán)重， 也能增加后續(xù)用戶的購(gòu) 買信心。如果發(fā)布文章可以得積分、積分可換商品、積分可自己的文章固頂?shù)取昂?處用戶積極性一定會(huì)調(diào)動(dòng)起來(lái)。這就是抓住人們“占廉價(jià)和“表現(xiàn)欲方面 來(lái)著手讓用戶主動(dòng)為網(wǎng)站宣傳：您可以讓購(gòu)置過(guò)的用戶秀寶貝到別的社區(qū)， 到達(dá) 一定的條件(根據(jù)情況自己來(lái)做決定)，可返現(xiàn)，可下次購(gòu)物打折等，用戶的

9、口碑 宣傳效果會(huì)更好。(3)積極拓展盈利方式：做B2C就是想要賺錢，除了直接銷售，還有別的許多 途勁來(lái)盈利，這個(gè)要靠自己的商業(yè)嗅覺與思維能力了。 例如，可以直接讓出局部 利潤(rùn)給直接購(gòu)置你會(huì)員卡的成員，當(dāng)然購(gòu)置會(huì)員卡是要付出一小局部金錢的， 雖 說(shuō)商品利潤(rùn)降低了，可會(huì)員卡的銷售卻呈幾何倍數(shù)上升， 單個(gè)錢不多，但是滴水成海，并且賣會(huì)員卡并不用再參加到包裝商品等繁瑣的工作中還有一點(diǎn)重要的是，化裝品行業(yè)因市場(chǎng)需求變化快，導(dǎo)致常常出現(xiàn)脫貨及庫(kù) 存現(xiàn)象，如何快速建立基丁電子商務(wù)的即時(shí)供給鏈，實(shí)現(xiàn)對(duì)信息流、物流、資金流的集成管理，顯得至關(guān)重要。采用分銷物流一體化模式，即主要是劃分地區(qū)或 者大區(qū)，與第三方物流

10、公3PL合作，以專柜作為主要的和直接的營(yíng)銷網(wǎng)點(diǎn)和庫(kù) 存點(diǎn)，從而建立起覆蓋全國(guó)的分銷物流一體化網(wǎng)絡(luò)，在此模式下，運(yùn)作模式的渠道變得極為活晰。物流、資金流、信息流到達(dá)良好的控制和完全集成， 實(shí)現(xiàn)了整 個(gè)分銷網(wǎng)絡(luò)資源的整合，從而可以幫助企業(yè)有效地管理銷售網(wǎng)絡(luò)， 合理地利用銷 售網(wǎng)絡(luò)的資源，減少在銷售網(wǎng)絡(luò)上的資金占用，優(yōu)化物流、資金流和信息流的運(yùn) 作以及監(jiān)控，提高資金周轉(zhuǎn)速度，降低中間庫(kù)存，提高企業(yè)的經(jīng)濟(jì)效益。Cosmetics shop e-commerce operation strategy Cosmetics industry characteristicsFirst, the cosmeti

11、cs industry is the biggest characteristic of the types of products, models inparticular, such as lipstick, a brand of lipstick will have dozens of color.So many varieties, some isgood to sell, some bad , if the enterprise can grasp the sales information, timely adjustment of productionand supply, wi

12、ll inevitably lead to sell products out of stock, not sold the product is slow-moving,resulting in the loss .Due to the rapid changes and trends, consumer preference is always changing, soproduction enterprises especially need rapid, timely grasp the different regions, different point of salesales i

13、nformation.So the system needs to help the enterprise to effective management of the sales network,quickly respond to market changes.Second, enterprises need to reasonably use the sales network of resources, reduce the sales networkin the capital, the optimization of logistics, capital flow and info

14、rmation flow of operation and control,speed up the capital turnover, reduce intermediate inventory, hence the need to achieve flat channel andE distribution.So the management software function must satisfy the existing management system, in theoverthrowing of existing management system under the pre

15、mise of providing new management thought.In third, due to the scale of the enterprise continuous development and changes, and the businessvolume is increasing rapidly, which requires the design and implementation of the system has goodscalability, to meet the future demand for business development.F

16、ourth, enterprise management is a huge, complex project, the cosmetics industry distribution systemshould have very good open, with the open interface.Fifth, the system should not be used to increase the staffs labor amount, so the system should reducethe complexity of the application, easy operatio

17、n, to achieve the purpose of convenient use. market analysis1.1. ProductProduct marketmarket competitioncompetition analysisanalysis(1) The lower end of line and professional line of productsOn line cleaning, moisturizing cosmetics, saturation of the market, product competition to brand,price, produ

18、ct classification very detailed.The product has been in the product cycle growth period, theindustry has entered a mature period.Basic does not belong to the new enterprises to enter the market.Thiskind of product profit this low, for network marketing basic profitless.Professional line of products

19、inthe early stage of development, the technical requirements of the product is high, approval strictly,progress is slower, and the use of professional beauticians, go TV channels, more suitable for networkmarketing.(2) The high-end cosmetic product lineOn the line of cosmetics, skin care, beauty cos

20、metics, in the high-end market, in addition to a numberof international brand products sales were stable, native products quality is generally low, famous brandproduct is very little.Along with the social life level, will increase the demand, beauty skin care marketshould belong to key markets.Now i

21、n Taobao online shopping market, cosmetics sales is third.Visible networkmarketing cosmetics in the foreground is very wide.On the other hand, in the online shopping market has no special brand of cosmetics, and some well-knowninternational brand on the network marketing more carefully, so the marke

22、t have a brilliant future.XXXXXXbrand marketing orientation is should be oriented to the.2.2. CosmeticsCosmetics onlineonline shoppingshopping marketmarket analysisanalysis(1) Online cosmetics sales advantageOnline shopping is different from the traditional way of shopping advantage is low transacti

23、on costs,convenient shopping, payment by time and space constraints, and online brand also rich.Cosmetics on theInternet sales is the third product, the market is huge.Cosmetics brand awarenessCosmetics are frequently purchased productsCosmetics are standard productsSome cosmetics trial, in general,

24、 cosmetics are we are more familiar with the product, withoutopening the packaging can purchase products(2) Online shopping consumer analysis Female college students: because the general female students have their own money, but in thecosmetic aspects of demand is also relatively large, they will ch

25、oose high-quality low-priced cosmetics,and online shopping is undoubtedly one of the best choices.According to the survey, generally the samecosmetics, network entity and prices vary from 5 yuan to 30 yuan.2028 years salary is not high office workers: this type of crowd even though they start making

26、money, but because the wages are not high, between 2028 years old is a love dress age, they want to usesome good effect, high cost performance products, network products into their keen hot pursuit.Like online shopping indoorswoman: such people dont like to go shopping, generally in the onlinepurcha

27、se.Some time is less, or hate people, like the Internet to find bargains consumers.(3) The selection range of cosmetics online shopping consumersDomestic brand choice, domestic brands generally lower prices, compared to meet demand.Choice ofdomestic brand neutral valence higher Zogu, the United Stat

28、es and other brands of rice.In Japan and South Korea in the Korean products, skin care products prices than is low, therefore,the choice of some mid-range and high-end high Korea skincare brand.For example, the the face shop nowhot, skin food, MISSHA, JUJU, Han Fei and other brands.Cosmetics brand c

29、hoice made in identifying, flamingo, and South Koreas Etude house, recalling fromthe United States and other.European and American brands are more expensive, in order to meet the needs of consumers in Europeand the United States brand preference, but at the price of some high, can choose a few sampl

30、es for thecustomer.Network hot commodities.Many network - are from South Korea and Taiwan over, because people liketo see some of Taiwan, Japan and South Korea on the skin variety shows, these things may not be famousbrand, but some do quite well. Currently cosmetics electronic business profitabilit

31、y C2C categories: such as Taobao, eBay sellers, platform.Into profit, net income of about threethousand to thirty thousand per hundred or no income, income also is absent a few.B2C: according to the real insiders say, every net profit is two yuan to thirty thousand yuan,its director for BMW level. c

32、osmetics B2C e-commerce operation strategy(1) The commodity itself: a good product is the foundation, the good, refers to the good quality, goodprice with goods both quality and price! the upgrade at the same time, can guarantee that someone whois interested in, getting attention from potential cust

33、omers, with a good price can increase your profitsand competitiveness.(2) The user active degree and viscosity of culture: website commodity is again good, your prices andsincere, if you want to have enough profit, need quite long time users accumulate.If some ascending activedegree and viscosity, a

34、nd enhance the profitability of all more than fifty percent, specific have thefollowing several aspects:Do more activities: various festivals held user feedback activity; such as shopping for refund,points redemption, flash sale, treasure hunt, such as likelihood reduces profit, but improve the acti

35、veusers, with excellent products, but also more reputation effect.Maybe there will be a certain degree ofcurrent interest is low, but the cosmetic industry the most potential is a follow-up to consume ability,follow-up consumption capacity up to earn more.n interactive web site: to strengthen the se

36、parate B2C search terms, content slants little, makethe user actively publishes articles, published reports and other information can be used to enhance thesite weight, also can increase the subsequent users purchase confidence.If you publish articles can beintegral, integral exchange goods, integra

37、l can be their own articles originally benefits user enthusiasmwill be aroused.This is catching people bargain and desire to startLet users active website promotion: you can buy to let the show baby to other communities, meetcertain conditions (according to the circumstances of his decision to do),

38、but is now back, the next timethe shopping discount, customer word-of-mouth publicity effect will be better.(3) Actively expand the profit way: B2C is want to make money, in addition to direct sales, and manyother ways to gain strength, this depends on their own business sense and thinking ability.For example,can be directly part of the profits to buy direct your membership card member, of course, to purchase amembership card is to pay a small part of the money, though goods lower profits, but membership card saleswere a geometric increase, the sing