电子商务与化妆品网络营销外文文献翻译最新译文

文献出处: Markus M. The Electronic Commerce and Cosmetics Network Marketing [J]. Electronic commerce research and applications, 2016, 10(2):50-60.

原文

The Electronic Commerce and Cosmetics Network Marketing

Markus M

Abstract

The rapid popularity of the network technology application, the network shopping market is at an unprecedented speed rapid development, the development of the Internet has promoted the rise of e-commerce and growing. The direct impact the rapid growth of online shopping market is more and more companies are focused on the network marketers, are trying to online sales, cosmetics industry is no exception. Exploration in the network marketing channels for cosmetics companies bring opportunities at the same time, also inevitably conflict with traditional channels. Cosmetic industry are analyzed in this paper the present situation of the network marketing, and puts forward the integration of network channels and some countermeasures of traditional channels.

Keywords: Cosmetics; Network marketing; Channel integration; Electronic-commerce

1 Overview of network marketing channels

Marketing channel is refers to provide products or services for use or consumption this process about a set of interdependent institutions. It involves information communication, funds transfer and product transfer, etc. Network marketing channel is refers to using the Internet transfer the products from producers to consumers in the middle of the link. Network marketing channels are provided to consumers with product information and convenient for consumers to choose. Therefore a perfect online sales channel should have three functions: order function, settlement function and distribution function. Network marketing channels are divided into the following three categories: direct marketing channels, namely direct sales network, is implemented via the Internet directly from producers to consumers online channels (hereinafter referred to as online marketing).Traditional intermediary

function change at this moment, from the links in the middle of the power to provide services on direct channel intermediaries, such as transport of goods distribution services of professional distribution company, to provide payment and settlement services online bank on the net, to provide product information and site construction of IPS and network service providers, etc. Indirect marketing channel, the channel is through information intermediaries or business center for information communication between the buyer and the seller. Traditional intermediaries because combined with Internet technology, greatly improving the transaction efficiency, the degree of specialization and economies of scale, and direct marketing is more efficient than the network. Double channels, the so-called double channel, is refers to the enterprise at the same time use the network direct sales channels and indirect sales channels, in order to achieve the purpose of sales of the largest. Sold through two channels in a buyer's market, the products are more likely than through a channel to achieve market penetration.

2 The status quo of network cosmetics marketing

Korean Netizen is gradually towards the gender balance. South Korea the main body of Internet users are under 30 years old and the young, the Internet population accounted for users of 68. 6%, of which 18 ~ 24 this phase of Internet users, most of them is the 30. 3%. Female users’ increase and the young ones, women and young people as the main sales object to show is great potential in online sales of cosmetics industry. About network applications, network shopping listed as one of the top ten web applications, marked by e-commerce practical network applications already occupy a certain position in Internet life. According to ire search statistical data, the first half of 2008 online shopping market size of $5.3 billion, close to the size of the annual $5.6 billion in 2007, showed that South Korea network shopping market development momentum. Under the macro environment of traditional real economy rising prices, the advantages of the network shopping with its price advantage and convenience, attracted the attention of more and more Internet users. At present the network shopping users has reached 63.29 million people, the network shopping utilization rate is 25%, but still less than 66% of the netizens, shows that South Korea