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南京工业大学本科生毕业设计（论文）毕业论文题目电子商务品牌营销研究——以奢侈化妆品为例学生姓名彭彩萍学号2204060106专业电子商务班级电商0601指导教师张琳二○一○年六月南京工业大学本科生毕业设计（论文）I电子商务品牌营销研究——以奢侈化妆品为例摘要近年来，关于网络经济的研究一直是个热点和前沿的话题。特别是在网络经济经历2000年的大起大落和大喜大悲以后，人们对于网络经济有了更为冷静的反思。本文以电子商务条件为背景，重点研究奢侈化妆品的品牌营销策略，指出了其不同于传统营销的品牌营销模式。论文基于品牌营销理论，通过对电子品牌营销传统策略的研究，对我国现阶段奢侈化妆品电子商务品牌营销的研究，以及兰蔻在中国电子商务品牌营销市场分析，揭示了奢侈化妆品品牌营销难的症结所在，为奢侈化妆品营销制定了一个粗略并且笼统的电子商务品牌营销方案。并在对兰蔻在中国的市场分析基础上，为其专门制定了一套适合兰蔻的具体方案。本文以理论研究和案例分析相结合，根据电子商务条件下品牌营销的新特点，利用典型案例，重点分析了奢侈化妆品的品牌营销模式。为今后类似企业在电子商务条件下进行品牌营销提供了具有可操作性的运行模式。关键字：网络经济电子商务奢侈化妆品品牌营销ABSTRACTE-commerceBrandMarketingResearchAbstractThisisalwaysahotpointandfrontlinegambitaboutInterneteconomyinrecentyears.Afterthewildroller-coasterrideoftheInterneteconomyintheyear2000,wearesomehowslippingintoamorecalmnessthought.Thispaperemphasisresearcheshowtofigureluxuriousbrandbackgroundofbrandmarketingcountermeasureintheconditionofelectroniccommerce.Itpointoutthedifferentabouttraditionalmarketingandon-linemarketing.Atfirst,thispaperpointoutthatthemeaningofbrand、brandmarketingandbrandmarketingandsoon.Itprintthatbrandmarketingcountermeasureintheconditionofelectroniccommercewillbethetrendinthefuture.analyzedthestatusofluxurycosmeticsbrandmarketinginthee-commerceenvironment.Besides,thispaperbasedonthebrandmarketingplanofDHC,givesomeadvicestobrandmarketingofluxurycosmeticsinourcountry.Finally,itanalysestheforegroundofthatimplementinge-commercebrandmarketingaboutluxurycosmeticsinourcountry.ThispapersumuptennewcurrentsofInternetbrandfiguringinconditionofInterneteconomybaseonthebasicofanalyzeandcontrastwiththeconditionoftraditionaleconomyandInterneteconomy.ThesenewcurrentsbringsomenewcharacteristicwithInternetbrandfiguringpolicycompareInternetbrandwithtraditionalbrand.Infact,theInternetbrandfiguringandthetraditionalbrandfiguringstillhavecommonground.Weshouldextendingthetraditionalwaysoffoundbrandinsteadofspurnthem.Inthispaper,combiningtheoreticalresearchandcasestudies,accordingtoe-commercemarketingunderthebrandnewfeatures,usingtypicalcases,analyzingtheluxurycosmeticsbrandmarketing.ItgivesusamaneuverabilitycirculatemodeonhowanalogycorporationstofigurebrandintheconditionofInterneteconomy.Keywords：InternetEconomyE-commerceLuxuryCosmeticsBrandFiguring南京工业大学本科生毕业设计（论文）I目录摘要.................................................................................................................................................IAbstract............................................................................................................................................II第一章导论..................................................................................................................................11.1论文研究背景........................................................................................................................11.2论文研究的目的和意义........................................................................................................11.3国内外研究综述....................................................................................................................21.3.1国外品牌营销综述.........................................................................................................21.3.2国内品牌与电子商务营销现状综述.............................................................................31.4论文研究内容与方法............................................................................................................4第二章电子商务品牌营销的概述...............................................................................................12.1品牌营销概念........................................................................................................................12.1.1品牌的定义.....................................................................................................................12.1.2品牌营销定义.................................................................................................................12.2品牌营销传统策略研究........................................................................................................22.2.1品牌营销战略组合研究.................................................................................................22.2.2品牌营销定位策略研究.................................................................................................32.2.3品牌营销传播策略研究.................................................................................................42.2.4品牌营销分销策略研究.................................................................................................62.3电子商务品牌营销的概述....................................................................................................72.3.2电子商务品牌营销策略研究.........................................................................................72.3.3电子商务品牌营销的与传统品牌营销的比较.............................................................8第三章奢侈化妆品电子商务品牌营销研究...............................................................................13.1奢侈化妆品概述....................................................................................................................13.1.1奢侈化妆品定义..............................