大数据背景下巴黎欧莱雅的网络营销效果研究【摘要】早在 10 年前，麦肯锡研究院的一份报告就已经揭开了大数据时代的序幕。大数据被应用在了各行各业中。本文主要研究以消费者为核心的巴黎欧莱雅品牌在网络营销活动中，是如何应用大数据手段获得消费者主动求购、认同品牌价值的效果。本文主要运用的研究方法是文献研究法、案例分析法。本文首先根据国内外学术界对化妆品行业网络营销中大数据的应用的相关研究进行了论文综述。再通过具体案例，得出巴黎欧莱雅在产品研发、用户体验、品牌代言、打造热点、用户触达方面借助了大数据进行网络营销活动，并给出了营销建议。本文在对巴黎欧莱雅网络营销活动中对大数据应用的案例进行研究的同时，希望对于化妆品行业中其他正在进行数字化转型的品牌提供一定的参考借鉴。【关键词】大数据；网络营销；案例分析法 Research on the network marketing effect of L'Oreal Paris under the background of big data[Abstract] As early as 10 years ago, a report of McKinsey Research Institute has opened the prelude to the era of big data. Big data is used in all walks of life. This paper mainly studies how the Paris L'Oreal brand, which takes consumers as the core, applies big data to obtain the effect of consumers' active purchase and recognition of brand value in online marketing activities.The main research methods used in this paper are literature research and case analysis. Firstly, this paper summarizes the related research on the application of big data in cosmetics online marketing in the academic circles at home and abroad. Through specific cases, we can conclude that L'Oreal Paris uses big data to carry out online marketing activities in product research and development, user experience, brand endorsement, hot spots and user touch, and gives marketing suggestions. This paper studies the case of big data application in the network marketing activities of L'Oreal in Paris, and hopes to provide some reference for ot...
