随着科学技术不断发展进步，人们的日常沟通和交流已经越来越离不开网络，而 应用日益广泛的网络也使得当前的消费环境发生了巨大的改变。企业必须要顺从时代 发展的潮流，在产品的产供销各个环节当中应用先进的互联网技术，实现对营销渠道 的拓展，在促进自身品牌影响力有效提升的同时，加强对产品的推广，增强在营销信 息战中的话语权。作为产品日益相同、产品差异性越来越小的化妆品行业，企业如何 在激烈的市场竞争中脱颖而出、进一步做大做强，是一个值得探讨的问题。 本文在阐述网络营销和相关理论的基础上，描述了欧莱雅（中国）的发展历程以 及网络营销策略现状，并对其进行了分析和评价，认为欧莱雅网络营销的成功之处在 于深度了解意向的需求与习惯、面对不同受众采用不同的网络营销策略以及面对机遇 时能否及时调整网络营销策略，同时欧莱雅（中国）网络营销也存在着在更长的购买 链条中线上与线下活动难融合、越来越多元化的顾客难以应对、售后维护工作滞后以 及美妆科技先进性的难保持等不足之处。基于欧莱雅（中国）面对未来网络营销的机 会和挑战，本文从产品、价格、网络营销渠道、为顾客服务等几方面提出了其网络营 销策略的优化建议，并从提升网络营销规划、引进专业人才、强化服务理念和提升物 流管理四个方面为优化策略的实施提供保障。 通过分析总结发现，欧莱雅（中国）的网络营销是成功的，但仍需要充分利用互 联网为化妆品企业带来的利好作用，在网络营销方案上再深度拓展、网络营销渠道应 加强建设以及对用户市场的服务与分析应当深度强化，才能更好的适应瞬息万变的市 场和不断更迭的消费者。 关键词：欧莱雅；网络营销；4C 理论I ABSTRACT With the continuous development of science and technology, the network has become a communication channel for people, and the popularity of the network has changed the environment and the scene of consumption. Enterprises should attach importance to the market established by the Internet, should also apply network technology to the production and sales of products, and based on a comprehensive, multi-angle marketing pattern, should manifest the good brand image of enterprises and constantly promote products to take the initiative in this competition of marketing information. In the cosmetics industry, products are becoming more and more identical, and product difference is becoming less and less, so, it is a question worth exploring for enterprises how to stand out in the fierce market competition and become further bigger and stronger. Based on the elaboration of network marketing and related theories, this paper describes the development process of L'Oreal (China) and the current situation of network marketing strategy, and analyzes and evaluates them. This paper thinks the reason of l'Oreal network marketing success is understanding deeply the needs and habits of the intention, and adopting different network marketing strategies in the face of different audiences, and adjusting the network marketing strategy in time while faceing an opportunity. At the same time, L'Oreal (China) network marketing also has deficiencies such as the difficulty of integrating online activities and offline activities in the longer purchase chain, and the difficult of coping with increasingly diversified customers, and work lags of after-sales maintenance, and the difficulty of maintaining advanced beauty technology, etc. Based on the opportunities and challenges faced by China in the future network marketing, this paper puts forward suggestions for optimizing its network marketing strategy from the aspects of products, prices, network marketing channels, and customer service. It also provides guarantee for the implementation of optimization strategies from four aspects: improving network marketing planning, introducing professional talents, strengthening service concept and improving logistics management. Through analysis and summary, it is found that L'Oreal (China) network marketing is successful, but still needs to make full use of the Internet bringing good effects for cosmetics enterprises to further expand in the network marketing program and to strengthen the construction of network marketing channels, and to deeply strengthen the service and analysis of the user market, in order to better adapt to the rapidly changing market and constantly changing consumers. KEYWORDS: L’Oreal Group;Online Marketing Strategy; The Marketing Theory of 4Cs1 目 录 第一章 绪论 ·········································································1 第一节 研究背景 ················································································ 1 第二节 研究意义 ················································································ 1 第三节 国内外研究综述········································································ 2 一、国外研究综述 ············································································· 2 二、国内研究综述 ············································································· 3 三、总结 ························································································· 3 第四节 研究内容及方法········································································ 3 一、研究内容 ··················································································· 3 二、研究方法 ··················································································· 5 第二章 相关理论分析 ·····························································6 第一节 网络营销的概念和特点······························································· 6 一、网络营销的概念 ·········································································· 6 二、网络营销的特点 ·········································································· 6 第二节 主要应用理论··········································································· 7 一、4P 理论 ····················································································· 8 二、4C 理论····················································································· 8 三、STP 理论 ··················································································· 8 四、波特五力模型 ············································································· 9 五、价值链分析 ················································································ 9 第三章 欧莱雅（中国）网络营销策略现状描述····························10 第一节 欧莱雅集团现状·······································································10 一、欧莱雅集团概况 ·········································································10 二、欧莱雅（中国）发展历程 ·····························································10 第二节 欧莱雅（中国）网络营销现行策略···············································11 一、以顾客需求为中心的产品策略 ·······················································112 二、以顾客性价比为中心的价格策略 ····················································12 三、以顾客便利为中心的网络平台策略 ·················································13 四、以顾客沟通为中心的促销策略 ·······················································13 第四章 欧莱雅（中国）网络营销策略评价与分析·························15 第一节 欧莱雅（中国）网络营销成功之处···············································15 一、深度了解意向消费者的需求与习惯 ·················································15 二、面对不同受众采用不同的网络营销策略 ···········································16 三、面对机遇，及时调整网络营销策略 ·················································17 第二节 欧莱雅（中国）现行网络营销存在的困难······································17 一、更长的购买链条、O2O 如何完成····················································17 二、越来越多元化的顾客如何应对 ·······················································17 三、售后维护工作是否跟得上快速发展的网络营销形势 ····························18 四、如何依旧保持美妆科技先进性 ·······················································18 五、如何在各竞争领域保持自身优势 ····················································18 第三节 欧莱雅（中国）网络营销面临的机会············································19 一、互为替代产品的机会 ···································································19 二、开发新市场的机会 ······································································19 第五章 欧莱雅（中国）网络营销策略优化建议····························21 第一节 欧莱雅（中国）网络营销策略的优化建议······································21 一、产品策略的优化 ·········································································21 二、价格策略的优化 ·········································································21 三、网络营销平台策略的优化 ·····························································22 四、顾客服务策略的优化 ···································································22 第二节 欧莱雅（中国）网络营销策略优化的保障措施································23 一、做好网络营销规划 ······································································23 二、引进网络营销专业人才 ································································23 三、强化服务理念 ············································································23 四、保障物流体系效率提升 ································································23 第六章 结论与展望 ·······························································243 第一节 研究结论 ···············································································24 第二节 研究不足与展望·······································································24