電子商務(wù)論文-化妝品電子商務(wù)運(yùn)營策略

1、化妝品店電子商務(wù)運(yùn)營策略化妝品行業(yè)的特點(diǎn)首先，化妝品行業(yè)最大的特點(diǎn)是產(chǎn)品的種類、型號(hào)特別多，比如口紅，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。并且由于流行趨勢的快速變化，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，降低中間庫存，

2、因此需要實(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，由于企業(yè)的經(jīng)營規(guī)模不斷發(fā)展變化，并且業(yè)務(wù)量也在迅速增長，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)發(fā)展的需求。第四，企業(yè)管理是一項(xiàng)巨大、復(fù)雜的工程，化妝品行業(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，達(dá)到易于操作、使用方便的目的。市場分析1、產(chǎn)品競爭市場分析（1）低端日化線與專業(yè)線產(chǎn)品日化線的清潔、滋潤化妝品，市場已飽和，產(chǎn)品競爭以品牌、性價(jià)比為主， 產(chǎn)品分類非常細(xì)化。該

3、類產(chǎn)品已處于產(chǎn)品周期的成長期后期，行業(yè)已進(jìn)入成熟期。 基本不屬于新進(jìn)入企業(yè)市場。此類產(chǎn)品利潤本就低，用于網(wǎng)絡(luò)營銷基本無利可圖。 專業(yè)線產(chǎn)品處于發(fā)展初期，產(chǎn)品技術(shù)要求高，審批嚴(yán)格，發(fā)展較慢，且使用需要 專業(yè)美容師，走美容院線渠道，更不適合網(wǎng)絡(luò)營銷。（2）高端日化線產(chǎn)品日化線里，彩妝、美容、護(hù)膚處于化妝品高端市場，除了一些國際品牌產(chǎn) 品銷售較穩(wěn)定外，本土產(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)膚市場應(yīng)該屬于重點(diǎn)市場。目前在淘寶網(wǎng)購市場， 化妝品銷量已是第三位?？梢娀瘖y品在網(wǎng)絡(luò)營銷前景非常廣闊。另外一方面，在網(wǎng)購市場沒有專門化妝品品牌，而一些國際知名品牌對(duì)網(wǎng) 絡(luò)

4、營銷比較慎重，因此此市場大有可為。XXXXXX品牌品牌的網(wǎng)絡(luò)營銷場定位正 應(yīng)該定位于此。2.化妝品網(wǎng)購市場分析（1）化妝品網(wǎng)上銷售的優(yōu)勢網(wǎng)購區(qū)別于傳統(tǒng)購物方式的優(yōu)勢是交易成本低、支付便捷、購物不受時(shí)間空 間約束、且線上品牌也更為豐富?；瘖y品在互聯(lián)網(wǎng)上銷售是排名第三的產(chǎn)品，市 場是巨大的?；瘖y品的品牌認(rèn)知度比較高化妝品是需要頻繁購買的產(chǎn)品化妝品是有標(biāo)準(zhǔn)規(guī)格的產(chǎn)品有些化妝品是可以試用的，一般來說，化妝品都是大家比較熟悉的產(chǎn)品， 不打開包裝可以購買的產(chǎn)品（2）網(wǎng)購消費(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，可是在化妝品方面的需求 量也比較大，她們會(huì)選擇優(yōu)質(zhì)低價(jià)的化妝品，而網(wǎng)上購物無疑是一個(gè)最

5、好的選擇。 據(jù)調(diào)查，一般相同的化妝品，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，可由于工 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)上購物的宅女：這類人群不喜歡外出購物，一般都在網(wǎng)上購買。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)者化妝品網(wǎng)購的選擇范圍國產(chǎn)品牌的選擇，國產(chǎn)品牌普遍的價(jià)格較低，比較滿足需求。選擇了國產(chǎn)品 牌中性價(jià)比較高的昭貴，萊思美等品牌。在日韓產(chǎn)品中，韓國的護(hù)膚品價(jià)格要比日系的偏低一些，因此，選擇了一些 中檔和中檔偏高的韓國護(hù)膚品

6、品牌。例如現(xiàn)在大熱的the face shop,skin food， missha，JUJU，韓菲等品牌。彩妝品牌選擇了國產(chǎn)的查明，火烈鳥，還有韓國的愛麗小屋，憶自美等。歐美品牌較貴，為了滿足一些消費(fèi)者對(duì)于歐美品牌的偏愛，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)熱銷都是從韓國和臺(tái)灣過來的，因?yàn)榇蠹冶容^喜歡 看一些臺(tái)灣，日韓的關(guān)于護(hù)膚的綜藝節(jié)目，這些東西的牌子也許不出名，但是某 一方面做的相當(dāng)好。目前化妝品電子商務(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 三萬不等，收入幾百或者沒收入的也不在少數(shù)。B2C類：據(jù)真實(shí)內(nèi)部人員講，

7、每天的純利有二至三萬元，其總監(jiān)都為開寶 馬的級(jí)別?；瘖y品B2C電子商務(wù)運(yùn)營策略（1）商品本身：好的商品是基礎(chǔ)，這個(gè)“好”，指的就是品質(zhì)好、拿貨價(jià)位妤 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)好則可以提升你的利潤空間與競爭力。（2）用戶活躍度與粘度的培養(yǎng)：網(wǎng)站商品再好，你的價(jià)格再真誠，如果想有足 夠的盈利，則需要相當(dāng)長時(shí)間的用戶積累才行。如果用一些提升活躍度與粘度的 方式，則提升百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)日舉辦用戶反饋活動(dòng)；比如購物返現(xiàn)、積分換購、限時(shí) 搶購、尋寶等，這樣隨然降低了利潤，但是提高了用戶的活躍度，加上

8、優(yōu)秀的商 品，又可以多些口碑效應(yīng)。也許當(dāng)下利益會(huì)有一定程度的偏低，但是化妝品行業(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)：單獨(dú)的B2C就搜索方面來講，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 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。這就是抓住人們“占便宜”和“表現(xiàn)欲”方面 來著手讓用戶主動(dòng)為網(wǎng)站宣傳：您可以讓購買過的用戶秀寶貝到別的社區(qū)，達(dá)到 一定的條件（根據(jù)情況自己來做決定），可返現(xiàn)，可下次購物打折等，用戶的口碑 宣傳效果會(huì)更好。（3）

9、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，可以直接讓出部分 利潤給直接購買你會(huì)員卡的成員，當(dāng)然購買會(huì)員卡是要付出一小部分金錢的，雖 說商品利潤降低了，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，化妝品行業(yè)因市場需求變化快，導(dǎo)致常常出現(xiàn)脫貨及庫 存現(xiàn)象，如何快速建立基于電子商務(wù)的即時(shí)供應(yīng)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)，與第三方物流公(3PL)合作，以專柜作為

10、主要的和直接的營銷網(wǎng)點(diǎn)和庫 存點(diǎn)，從而建立起覆蓋全國的分銷物流一體化網(wǎng)絡(luò)，在此模式下，運(yùn)作模式的渠 道變得極為清晰。物流、資金流、信息流達(dá)到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，降低中間庫存，提高企業(yè)的經(jīng)濟(jì)效益。Cosmetics shop e-commerce operation strategy Cosmetics industry characteristicsFirst, the cosmetics industry i

11、s the biggest characteristic of the types of products, models in particular, such as lipstick, a brand of lipstick will have dozens of color.So many varieties, some is good to sell, some bad , if the enterprise can grasp the sales information, timely adjustment of production and supply, will inevita

12、bly 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, so production enterprises especially need rapid, timely grasp the different regions, different point of sale sales informat

13、ion.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 network in the capital, the optimization of logistics, capital flow and informati

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

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

16、ourth, enterprise management is a huge, complex project, the cosmetics industry distribution system should 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 reduce the complexity of the application, easy operat

17、ion, to achieve the purpose of convenient use. market analysisProduct market competition analysisThe lower end of line and professional line of productsOn line cleaning, moisturizing cosmetics, saturation of the market, product competition to brand, price, product classification very detailed.The pr

18、oduct has been in the product cycle growth period, the industry has entered a mature period.Basic does not belong to the new enterprises to enter the market.This kind of product profit this low, for network marketing basic profitless.Professional line of products in the early stage of development, t

19、he technical requirements of the product is high, approval strictly, progress is slower, and the use of professional beauticians, go TV channels, more suitable for network marketing.The high-end cosmetic product lineOn the line of cosmetics, skin care, beauty cosmetics, in the high-end market, in ad

20、dition to a number of international brand products sales were stable, native products quality is generally low, famous brand product is very little.Along with the social life level, will increase the demand, beauty skin care market should belong to key markets.Now in Taobao online shopping market, c

21、osmetics sales is third.Visible network marketing 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-known international brand on the network marketing more carefully, so the market have a brilliant future.XXXXXX

22、 brand marketing orientation is should be oriented to the.Cosmetics online shopping market analysisOnline cosmetics sales advantageOnline shopping is different from the traditional way of shopping advantage is low transaction costs, convenient shopping, payment by time and space constraints, and onl

23、ine brand also rich.Cosmetics on the Internet sales is the third product, the market is huge.Cosmetics brand awarenessCosmetics are frequently purchased productsCosmetics are standard productsSome cosmetics trial, in general, cosmetics are we are more familiar with the product, without opening the p

24、ackaging can purchase productsOnline shopping consumer analysisFemale college students: because the general female students have their own money, but in the cosmetic aspects of demand is also relatively large, they will choose high-quality low-priced cosmetics, and online shopping is undoubtedly one

25、 of the best choices.According to the survey, generally the same cosmetics, 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 money, but because the wages are not high, between 2028 years old is a love

26、 dress age, they want to use some 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 online purchase.Some time is less, or hate people, like the Internet to find bargains

27、consumers.The selection range of cosmetics online shopping consumersDomestic brand choice, domestic brands generally lower prices, compared to meet demand.Choice of domestic brand neutral valence higher Zogu, the United States and other brands of rice.In Japan and South Korea in the Korean products,

28、 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 now hot, skin food, MISSHA, JUJU, Han Fei and other brands.Cosmetics brand choice made in identifying, flamingo, and South Koreas Etude house, recalli

29、ng from the United States and other.European and American brands are more expensive, in order to meet the needs of consumers in Europe and the United States brand preference, but at the price of some high, can choose a few samples for the customer.Network hot commodities.Many network - are from Sout

30、h Korea and Taiwan over, because people like to see some of Taiwan, Japan and South Korea on the skin variety shows, these things may not be famous brand, but some do quite well.Currently cosmetics electronic business profitabilityC2C categories: such as Taobao, eBay sellers, platform.Into profit, n

31、et income of about three thousand 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.cosmetics B2C e-commerce operation strategyThe commodity itself: a goo

32、d product is the foundation, the good, refers to the good quality, good price with goods both quality and price! the upgrade at the same time, can guarantee that someone who is interested in, getting attention from potential customers, with a good price can increase your profits and competitiveness.

33、The user active degree and viscosity of culture: website commodity is again good, your prices and sincere, if you want to have enough profit, need quite long time users accumulate.If some ascending active degree and viscosity, and enhance the profitability of all more than fifty percent, specific ha

34、ve the following 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 active users, with excellent products, but also more reputation effect.May

35、be there will be a certain degree of current 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.In interactive web site: to strengthen the separate B2C search terms, content slants little, make the user acti

36、vely publishes articles, published reports and other information can be used to enhance the site weight, also can increase the subsequent users purchase confidence.If you publish articles can be integral, integral exchange goods, integral can be their own articles originally benefits user enthusiasm

37、 will 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, meet certain conditions (according to the circumstances of his decision to do), but is now back, the next time the shopping discount, custome

38、r word-of-mouth publicity effect will be better.Actively expand the profit way: B2C is want to make money, in addition to direct sales, and many other 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 a membership card is to pay a small part of the money, though goods lower profits, but membership card sales were a geometric increase, the single is not much, b