论文旨在针对上述问题，通过文献梳理，分析福建片仔癀化妆品有限公司 电子商务的发展环境、发展条件、发展现状及问题，通过了解国内外相关案例 和学习各种先进经验，努力探索化妆品电子商务的有效途径，并研究分析公司 在电子商务发展过程中出现的困难和问题，从中总结公司电子商务的发展障碍， 并提出解决这些障碍的对策建议与发展思路，探索促进中药化妆品电子商务的 发展模式，让片仔癀“国宝神药”的作用更加深入人心。 关键词：片仔癀 化妆品 电子商务 在互联网快速发展以及国家经济水平迅猛提升的同时，人们消费理念发生 改变，我国电子商务也由此取得飞速发展。在电商领域中，化妆品电商行业属 于第三大电商品类。由艾瑞统计得出的数据可知，化妆品在电商领域中有巨大 的发展潜力，预计化妆品网购市场规模将在2015年达到1273.2亿元，在所有 化妆品零售额中化妆品网购金额占比为27.5%。但网络环境中很多事物都是未知 数的，产品与服务的质量往往无法利用感知来判断，消费者的消费有明显的跟 风性、谨慎性，一般首选消费对象都是名牌且口碑好的企业产品。 福建片仔癀化妆品有限公司属于漳州片仔癀药业股份有限公司的控股子公 司，其组成对象为漳州片仔癀药业股份有限公司及漳州市化学品厂。片仔癀化 妆品真实感受到来自新兴电子商务模式下化妆品竞争对手的冲击，于2013年开 始试水电子商务。 在国内外化妆品竞争残酷的形势下，片仔癀化妆品如何继续发扬中药护肤 美容的特色，如何利用电子商务模式开辟出新渠道，成了公司全体员工共同关 注的课题。 III Abstract With the rapid development of the Internet and the rapid improvement of the national economic level, people's consumption concept has changed, and e-commerce in China has also achieved rapid development. In the field of electronic commerce, cosmetics e-commerce industry belongs to the third largest category of electronic commerce. According to the statistics of Erie, cosmetics have great potential in the field of electronics business. It is estimated that the scale of cosmetics online shopping market will reach 127.32 billion yuan in 2015, accounting for 27.5% of all cosmetics retail sales. But in the network environment, many things are unknown. The quality of products and services can not be judged by perception. Consumers'consumption has obvious follow-up and caution. Generally, the preferred consumers are brand-name and well-known enterprise products. Fujian Pianzaihuang Cosmetics Co., Ltd. belongs to the holding subsidiary company of Zhangzhou Pianzaihuang Pharmaceutical Co., Ltd. Its constituent objects are Zhangzhou Pianzaihuang Pharmaceutical Co., Ltd. and Zhangzhou Chemicals Factory. Pianzaihuang cosmetics really felt the impact from cosmetics competitors under the new e-commerce mode, and began to test e-commerce in 2013. Under the cruel competition situation of cosmetics at home and abroad, how to continue to carry forward the characteristics of traditional Chinese medicine skin care and beauty, and how to use e-commerce model to open up new channels, has become a common concern of all employees of the company. Aiming at the above problems, this paper aims to analyze the development environment, conditions, current situation and problems of E-commerce of Fujian Pianzaihuang Cosmetics Co., Ltd. through literature review, and through understanding relevant cases at home and abroad and learning various advanced experiences, to explore effective ways of E-commerce of cosmetics, and to study and analyze the public. The difficulties and problems in the development of e-commerce in our company are summarized, and the countermeasures and suggestions for solving IV these obstacles are put forward. The development mode of e-commerce in Chinese traditional medicine cosmetics is explored, so as to make the role of "Guobao Shenyao" more popular. Keywords: Pian Zaihuang Cosmetics E-commerce V 目 录 第1章 绪论 ....................................................... 1 1.1 研究背景及意义 .............................................................................................. 1 1.1.1 研究背景: .................................................................................................. 1 1.1.2 研究意义 ................................................................................................... 2 1.2 国内外研究动态 .............................................................................................. 2 1.2.1 国外研究动态 ........................................................................................... 2 1.2.2 国内研究动态 ........................................................................................... 3 1.3 研究内容、思路和方法 .................................................................................. 3 1.3.1 研究内容 ................................................................................................... 3 1.3.2 研究思路 ................................................................................................... 4 1.3.3 研究方法 ................................................................................................... 5 1.4 论文的创新点与不足 ...................................................................................... 6 第2章 关键概念与相关理论 ......................................... 7 2.1 电子商务概念与模式 ...................................................................................... 7 2.1.1 电子商务概念 ........................................................................................... 7 2.1.2 电子商务特点 ........................................................................................... 7 2.1.3 电子商务模式 ........................................................................................... 8 2.2 化妆品电子商务概念与模式 .......................................................................... 8 2.2.1 化妆品电子商务概念 ............................................................................... 8 2.2.2 化妆品电子商务的主要特点 ................................................................... 8 2.2.3 化妆品电子商务的主要模式 ................................................................... 9 2.3 我国电子商务发展史与发展前景 ................................................................ 15 2.3.1 我国电子商务发展史 ............................................................................... 15 2.3.2 我国电子商务发展前景 ......................................................................... 17 2.4 SWOT分析工具 ............................................................................................. 18 第3章 公司电子商务的发展现状及问题 .............................. 20 3.1 福建片仔癀化妆品有限公司简介 ................................................................ 20 3.2 公司化妆品电子商务发展现状 .................................................................... 21 VI 3.2.1 公司化妆品网站发展现状 ..................................................................... 21 3.2.2 物流配送网络现状 ................................................................................. 23 3.2.3 公司化妆品电子商务商业模式 ............................................................. 24 3.3 公司化妆品电子商务现存问题 .................................................................... 25 3.3.1 化妆品线上消费制约 ............................................................................. 25 3.3.2 物流条件 ................................................................................................. 25 3.3.3 化妆品质量与评估制度不健全 ............................................................. 26 3.3.4 线上交易信用问题 ................................................................................. 27 第4章 公司电子商务环境与条件分析 ................................ 29 4.1 外部环境分析 ................................................................................................ 29 4.1.1 社会环境 ................................................................................................. 29 4.1.2 行业环境 ................................................................................................. 29 4.1.3 市场需求和消费者特征 ......................................................................... 31 4.2 内部条件分析 .......................