在国内化妆品行业渠道发展的今天，市场总量不断扩大，地县市场专营店这种
新型渠道份额则呈现出快速提升趋势，专营店在河南地县市场数量剧增。因专营店
在河南地县市场庞大的数量和密集的网店，非常利于品牌的快速传播和品牌份额的
提升，国内一些品牌早已尝到专营店渠道的甜头，如自然堂、丸美等品牌，在专营
店渠道已经收获颇丰。在众多品牌都在寻求新的业绩增长点的同时，地县市场因其
独特的市场存在和市场份额的增福，成为大家必然争夺的地盘。对佰草集品牌而言，
地县市场已经成为国内化妆品企业战略渗透的主要拓展战场，在这场战役中取得胜
利就意味着市场份额的攀升，市场地位的稳固

大数据时代的到来引发了社会的巨大变革，通过大数据的分析，我们可以敏锐
的得出想要的信息并作出相应的调整策略，比如个体消费习惯，从而我们可以主动
为其推荐“最佳匹配单品”、“定制单品”及“可能需要的产品”等。在大数据背
景下，对近 30 年来化妆品行业各品牌市场份额、市场结构、消费结构等涉及量化指
标，采用定性和定量分析方法相结合的方式进行分析；对于行业和官方统计数据和
年报季报等数据，采用经济模型进行定量分析，了解佰草集品牌在国内市场行业表
现，及竞争品牌经营策略、业绩体现、消费者反馈、及所处渠道对比佰草品牌，综
合分析，最终得出佰草集品牌在河南影响力提升应对策略

网络的崛起，使得国内化妆品市场更加多元化，新的商业模式及渠道应运而生，
网络媒体更是信息革命的基础，大传媒时代的到来使得受众与转播者更加贴近。如
何正确认识、看待并运用新兴商业模式及渠道实现品牌的树立与传播，便成为了一
个值得讨论的话题

地县市场的争夺战全面展开，面对新的市场，大数据时代的到来，电子商务网
络购物的崛起，原有的品牌战略已然不再适用，竞争依旧激烈。只有创建并保持自
身的核心竞争力，柔和各个销售渠道，精准定位自身及消费群，以最完善最优质的
服务才能保证企业丰厚的利润及企业的长远发展，品牌影响力无疑就是鼎立起来的V
山头，在山头上树立起来自己的旗帜，就标志着市场占有份额的上升

透过其品牌的发现及品牌影响力的建立发展历程，得出加强品牌自身的影响力
是企业长远发展的根本，也是企业生存的第一要义的结论。因此，研究地县市场品
牌影响力的提升，有着重要意义

关键词： 大数据分析 地县市场 化妆品行业 品牌影响力 互联网VI
Abstract
This paper carries out a profound multilevel and multidimensional analysis and
investigation on how Herborist, a well-known domestic cosmetic brand, runs in the
market of Henan counties. Basing on the study, corresponding strategies of brand
influence enhancing are obtained.
As a new channel of cosmetic industry, the specific outlet in local county market is
showing a rapidly increasing trend proved by the huge growth in the number of specific
outlets in Henan’s local county market. Taking advantage of their large number, outlets as
well as those online are extremely apt at spreading their brands quickly and promoting
their brand share. For instance, some domestic brands like natural together, Marubietal.
have benefited a lot from the outlet channel and made quite abundant harvest. While
many brands are seeking new business growth point, the local county market is doomed
to be a dying-for-territory for its unique market presence and its increasing market share.
For the brand of hundred, county markets have become the main cosmetics battlefield
where the domestic enterprises compete to infiltrate their strategies with the development
of China’s cosmetics market. It means that their market share and position will rise and be
firmed if the enterprises win the battle of market expanding.
The advent of the big data era has led to huge changes of society. Through the
analysis of large data, the needing information becomes much more feasible and easier to
obtain so as to making corresponding adjustment in time. For an instance, based on the
analysis of individual consumption habits, we can take the initiative to recommend them
for the best matching sheet, custom items, the potential product needed and so on.
Likewise, this article makes a qualitative and quantitative analysis on the market share,
market structure and consumption structure that every cosmetic brand have in the recent
30 years. it resorts to the economic model and comprehensive analysis on the annual data,
quarterly data and other data counted by the industry and official department through
which we will be clear on the performance of the HERBORIST (a cosmetic brand) in theVII
domestic market, to be specific, on its management strategies for competition,
achievement, customary feedback and the advertising channel contrast with other brands
in order to work out the strategies to promoting its brand influence.
The rise of the network not makes the domestic cosmetics market more diversified
but also renews the business models and channels. Since the network media is the basis of
the information revolution, the advent of the big media era narrows the distances between
the audiences and the broadcast. Therefore, it is quite worthy discussing on what
comments and views we should hold in light of using the emerging business models to
achieve the establishment and spread of the brand.
Right now, the struggling for the county market is in full swing; however, the
original brand strategy is no longer applicable as the competition remains fiercely in the
face of new market, the advent of the era of big data and the rise of e-commerce network
shopping. Only if the brands create and maintain its core competitiveness, make balance
of various sales channels, locate themselves and their consumers accurately and supply
with the most perfect excellent service, can they be ensure to realize their corporate
profits and the long-term development of the enterprise. To make an analogy, the brand
influence is like the top of a mountain, if someone sets up their own flags on it, that
means a rising of their market share.
Reflecting the processes of how Herborist is known to people and how its brand
influence is established, any enterprise must set brand influence strengthening as its
long-term and fundamental construction in order to survive. Therefore, it is of great
significance to study on how the brand influence is enhanced in county markets.
Keywords: Big Data Analytic; County Markets; Cosmetics Industry;
Brand Influence ; InternetVIII
目 录
摘要........IV
Abstract....VI
第一章 导论..........1
1.1 研究背景及意义...1
1.1.1 研究背景.....1
1.1.2 研究目的和意义....1
1.2 国内外研究现状分析........2
1.3 研究内容及研究方法........4
1.3.1 研究内容框架.........4
1.3.2 研究方法.....5
第二章 研究的理论基础..6
2.1 大数据的概念及研究方法...........6
2.1.1 大数据的概念.........6
2.1.2 大数据的定义和特征.........
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