聚美优品网络营销现状及问题分析

毕业设计（论文）题目：聚美优品网络营销现状及问题分析

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2014 年 06月

聚美优品网络营销现状及问题分析

摘要

近年来，互联网在我国的应用不断普及，网络市场的发展也日渐繁荣。随着全球网络经济的飞速发展，网络营销作为企业事业单位和个人开展电子商务的核心，所涉及的理论和实践也发展迅速，同时其实践性和应用性也越发显得重要。

聚美优品以“聚集美丽，成人之美”为宗旨，以多件产品限时抢购和推荐明星产品搭配其他产品进行销售为主要发展模式，为用户提供了专业、完善的服务，让美丽变得更加简单。聚美优品进一步巩固了自身女性团购网站的品牌效应，打造出了属于自己品牌特色。如今，聚美优品已经发展成为了国内最具影响力的化妆品限时折扣网站，形成了百万以上注册用户，日成交近两万单，月销售过了3千万的发展规模。在国内化妆品这个竞争力极大的市场上，聚美优品的化妆品团购市场份额却高达了60%，已经成功成为国内化妆品团购的领头羊。聚美优品的存在，真正实现了线上服务的“专”、“精”，深度拓展了品牌内涵与外延。

本文从网络营销的含义和聚美优品的基本情况入手，首先介绍了聚美优品的网络营销环境；其次从网站建设、网络营销策略以及聚美优品的SWOT分析入手，阐述了聚美优品的网络营销现状。然后对聚美优品存在的广告投入过多、商品种类偏重大而全，竞争者的冲击以及产品信任度等五个问题进行了分析；最后对聚美优品存在的问题提出了建议。

关键词：聚美优品，网络营销，网站建设，网络营销策略，问题分析

JUMEI'S CURRENT SITUATION OF NETWORK

MARKETING AND PROBLEM ANALYSIS

ABSTRACT

In recent years, the expansion of the Internet application in our country the development of the network market is prospering. With the rapid development of global network economy, network marketing for enterprises, institutions and individuals to carry out the core of electronic commerce, theory and practice are also involved in the development is rapid, also more and more important and its practical application.

Jumei is superior to "beautiful, kindly" for the purpose, to product more flash and recommend star product with other products for sale as the main development pattern, and provides users with professional, perfect service, let beauty becomes more simple. Jumei is superior in group a, to further consolidate their female group brand effect, created their own brand characteristics. Now, get the optimal product has become the country's most influential cosmetics limited-time discount website, formed over millions of registered users, nearly twenty thousand single, clinch a deal, monthly sales over 30 million the development of the scale. In the domestic cosmetics the competitiveness of the market, Jumei is superior cosmetics market share is as high as 60%, has become the domestic cosmetics group leader. The existence of the optimal product, realize the online service "dedicated", "pure", depth to expand the brand connotation and denotation.

This article from the meaning of network marketing and the basic situation of the optimal product, first introduced the superior network marketing environment; Second from the site construction, network marketing strategy, and gather beauty is superior of the SWOT analysis, this paper expounds the network marketing status quo of gather beauty is superior. And then of the existence of the optimal product advertising spending too much on, types of goods, a lot of lay particular stress on, the impact of the competitors, and product credibility