跨境电商环境下国产护肤品牌线上发展研究——以“百雀羚”为例【摘要】随着互联网电商不断深入我们的生活，消费者更加依赖于线上购买护肤品的方式，选择样式丰富，不受时间和地理因素限制，这些原因促使电商渠道成为第一选择。在跨境电商环境下，欧美日韩等国外护肤品不断涌入中国，消费者对其使用程度远高于国产护肤品。本文以百雀羚为例，通过对它的电商发展现状和营销模式的分析引发思考，归纳得出国产护肤品在质量、颜值、线上营销手段方面的不足，提出提升质量颜值、升级营销方式的对策，让国产护肤品能够打入高端护肤细分市场并走出国门。【关键词】跨境电商；国产护肤品；电商发展Research on the online development of domestic skin care brands in the cross-border e-commerce environment-A case study of the "Pechoin"[Abstract] With the deepening of Internet e-commerce in our lives,consumers are more dependent on the way they buy skin care products online.The choice of various styles is not limited by time and geographical factors, which make e-commerce channels the first choice.In the context of cross-border e-commerce, foreign skincare products from Europe, the United States, South Korea and other countries have been pouring into China, and consumers are using them to a much greater extent than domestic skincare products.In this paper,Pechoin as an example,through the analysis of its e-commerce development status and marketing model,concluded that domestic skin care products in the quality, appearance level, online marketing means of deficiencies.Putting forward to improve the quality of appearance level, upgrade the marketing strategy.So that making the domestic skin care products can enter the high-end skin care market segmentation and go abroad.[Key words] Cross-Border Electronic Commerce; Domestic Skin Care Products; the Development of Electronic Commerce目录1 前言..........................................................................
