市场营销-基于网红经济下的化妆品的网络口碑营销研究——以李佳琦为例论文.doc

基于网红经济下的化妆品的网络口碑营销研究 ——以李佳琦为例 【摘要】随着经济发展和人均GDP的提高，化妆品不再是奢侈品，现在可成了多数人的日常消耗品，特别是在女性群体中得到普及。购买化妆品的顾客群体不断增加。中国是人口大国，其化妆品市场的潜力是巨大的、发展空间大。因此化妆品行业收益可观，吸引了越来越多网红加入了化妆品市场。在当今的网红经济下，面对如此激烈的市场竞争，网络口碑营销正是适用于网红经济发展下的营销策略。本文以网红经济为背景，用了SWOT分析和5T模型的分析方法，以李佳琦为成功案例，对比得出了网络口碑营销在化妆品行业的优势。发现了运用网络口碑营销方法会出现负面口碑等问题。因此本文希望解决问题，而且通过成功案例进一步挖掘网络口碑营销的优点，给其他企业带来借鉴意义。 【关键词】网红经济；化妆品；网络口碑；营销 Research on Online word-of-mouth marketing of cosmetics based on web celebrity economy-- take li jiaqi as an example [Abstract] With the development of economy and the increase of GDP per capita, cosmetics is no longer a luxury, but now can become the daily consumption of most people, especially in the female population. The number of people who buy cosmetics is increasing. China is a country with a large population, and the potential of its cosmetics market is huge. Therefore, the cosmetics industry has considerable profits, attracting more and more web celebrity to join the cosmetics market. In todays web celebrity economy, in the face of such a fierce market competition, Internet word of mouth marketing is suitable for web celebrity economy under the marketing strategy. Based on the background of Internet celebrity economy, this paper uses SWOT analysis and 5T model to analyze the advantages of Internet word-of-mouth marketing in the cosmetics industry. Found that the use of online word-of-mouth marketing methods will appear negative word-of-mouth and other issues. Therefore, this article hopes to solve the problem, and through the success of further mining network word-of-mouth marketing, for other enterprises to bring reference. [Keywords] Web celebrity economy Toiletries Online word of mouth Marketing 目 录 TOC \o 1-3 \h \u 5443 1 前言 1 15790 1.1选题背景 1 15090 1.2 研究目的和意义 1 5190 1.3研究内容和方法 2 14043 1.3.1研究内容 2 7578 1.3.2研究方法 2 12117 2 网红经济下的化妆品网络口碑营销相关概述 4 21487 2.1 网红经济的相关概述 4 5552 2.1.1 网红经济的定义 4 19181 2.1.2 网红经济的特点 4 24619 2.1.3 网红经济的SWOT分析 5 7914 2.2 化妆品的界定 7 2.3 网络口碑营销相关概述