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1摘要随着科学技术的不断发展和进步，人们的日常交往和交流已经越来越离不开互联网，而互联网的日益广泛使用也引起了当前消费环境的巨大变化。企业必须顺应时代发展趋势，将先进的互联网技术应用到产品产供销各个环节，拓展营销渠道。在有效提升自身品牌影响力的同时，还必须加强产品推广，提升营销能力。信息战中的声音。在化妆品行业产品越来越雷同、产品差异越来越小的情况下，企业如何在激烈的市场竞争中脱颖而出，做大做强是一个值得探讨的问题。 本文在阐述互联网营销及相关理论的基础上，描述了欧莱雅（中国）的发展历史和互联网营销策略的现状，并对其进行了分析和评价，认为欧莱雅互联网的成功营销在于对意图的深刻理解。需求和习惯，针对不同受众采取不同的网络营销策略，并能够在面临机会时及时调整网络营销策略。与此同时，欧莱雅（中国）线上营销也面临着在较长的购买链中整合线上线下活动的困难。一体化、难以应对日益多元化的客户、售后维护工作滞后、难以保持美容技术的先进性等都是缺点。本文结合欧莱雅（中国）未来网络营销面临的机遇和挑战，从产品、价格、网络营销渠道、客户服务等方面提出优化其网络营销策略的建议。并对网络营销策划、专业人才引进等提出优化建议。人才、强化服务理念、完善物流管理四个方面为优化战略的实施提供了保障。
通过分析总结发现，欧莱雅（中国）的网络营销是成功的，但仍需充分利用互联网对化妆品企业的有利作用，进一步拓展网络营销计划，加强网络营销力度。建设线上营销渠道，提升用户体验。要深度加强市场服务和分析，才能更好地适应不断变化的市场和不断变化的消费者。关键词：欧莱雅；网络营销； 4C理论I,,.,ducts,sive,multi-n,.ry,,s,so,.,f欧莱雅(中国),.',,.,欧莱雅(中国),,- ,,等等,,,nels,。它也代表四个的 ： 、 、 和 。并且，发现欧莱雅（中国）是，但仍需要充分利用用户的好去处，以适应和：欧莱雅集团； ; 4Cs1目录 第一章简介·············································· ···························· 1 第一节 研究背景················ ························································· ········1 第二节研究意义······································ ······································· ····························································· ··················· 2 1. 国外研究概况························ ·························································· 2 2. 国内研究概况·········································· ······························ 3. 概要··················· ······················································· ···················· 3 第四节 研究内容与方法······················ ··············································3 1.研究内容··················································· ·····································3 2. 研究方法············· ························································· ··················· 5 第二章相关理论分析······························ ·································· 6 第一节 网络营销的概念与特征········ ······················································· ··· 6 1.网络营销的概念······································· ····································· 6 2. 网络营销的特点······ ························································································································· ················6
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