化妆品网络营销策略研究——以孔凤春为例【摘要】随着中国的经济飞速发展，化妆品已经从奢侈品逐渐转化成必需品，中国的国货品牌也越做越大。然而有些曾经拥有盛名的国货化妆品却逐渐衰败。网络营销策略对一个品牌的影响极其重要，特别是在如今电子商务发展飞快的时代。因此，我们有必要对这些国货化妆品品牌的网络营销策略进行深入研究。本文采用文献分析法和问卷调查法对国内的这些国货化妆品的网络营销策略进行分析，选择有代表性的“孔凤春”品牌为研究对象，在介绍该公司后，对消费者进行问卷调查，发现其问题主要在于没有充分利用互联网来宣传，网店销售产品的质量和客服质量有待提高等，并针对这几个问题提出了相关的解决策略。【关键词】孔凤春；国货化妆品；网络营销；网红经济 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为：____________。A study on the marketing strategy of cosmetics online -- Taking Kong Fengchun as an example [Abstract] As China's rapid economic development, cosmetics has gradually from luxury into necessities, cosmetics have become a basic necessity from luxury goods, and China's national brand has become more and more important.However, some once-famous domestic cosmetics gradually declined. The influence of online marketing strategies on a brand is extremely important, especially in the era of rapid development of e-commerce. Therefore, it is necessary for us to conduct in-depth research on the internet marketing strategies of these domestic cosmetic brands. This article uses literature analysis and questionnaires to discuss national online marketing strategies for these home cosmetics, selects the representative "Kong Fengchun" brand as the research object, after introducing the company, conducts a questionnaire survey on consumers and finds that The main problem is that the Internet is not fully used for publicity, the quality of products sold in online stores and the quality of...
