摘要互联网这种新媒介的出现催发了互联网企业为代表新经济，作为市场竞争力研究的重要组成部分,互联网化妆品品牌的构建与营销传播日益成为各企业探索发展的主要道路之一。互联网化妆品企业要想能长期稳定的发展下去,必须重视品牌的塑造和营销传播,知名品牌已经成为企业组织形象的标志、是抢得市场先机的必须要素。在消费者心目中形成一个清晰、独特的品牌形象,保持顾客的满意与忠诚,并形成强大的品牌价值观,能够为互联网化妆品企业带来更多的利益,从同类竞争对手中脱颖而出,形成强有力的品牌特色和市场亮点,从而可以在经济缓慢发展的今天大大地扩大市场范围。本文两大部分是互联网化妆品品牌构建设计与营销传播模式，这两部分是相互联系的，前一部分是后一部分的基础。本文创新性点是将互联网化妆品品牌进行定义并建立互联网化妆品品牌的传播模式。73717

毕业论文关键词：互联网化妆品品牌； 品牌构建设计； 品牌营销传播

Abstract Emergence of this new Internet medium muster the Internet business as an important part of the representatives of the new economy, as market competitiveness, building and marketing communications cosmetics brand Internet is becoming one of the main roads to explore the development of enterprises. Internet cosmetics companies in order to develop long-term stability, we must pay attention to shaping and marketing communications brand, has become a well-known brand image of the organization logo is to grab market opportunities must feature. In the minds of consumers formed a clear, distinct brand image, maintaining customer satisfaction and loyalty, and create a strong brand values, can bring more benefits to the Internet cosmetics companies, apart from similar competitors, forming strong brand characteristics and market highlights, which can greatly expand the scope of the market in the slow economic development today. This article is the Internet's two most cosmetics brand building design and marketing communication model, the two parts are interconnected, the first part is the basis of the latter part. This innovation of the Internet point is to define and establish the cosmetics brand cosmetics brand Internet mode of transmission.

Keyword: Internet cosmetics brand； Brand building design； Brand marketing communications；

目    录

第1章  引言 4

1.1   研究背景及意义 4

1.2    研究内容 4

1.3    研究方法 4

第2章  文献综述 5

2.1   互联网化妆品品牌构建设计相关研究 5

2.2  互联网化妆品品牌营销传播相关研究 5

第3章  互联网化妆品品牌构建设计 5

3.1   互联网化妆品品牌定义 5

3.2   构建设计的显性内容——品牌符号 5

3.3   构建设计的隐性内容 6

3.3.1  品牌属性 6

3.3.2  品牌关系 7

3.3.3  品牌价值观 7

第4章  互联网化妆品品牌营销传播 7

4.1   口碑营销 7

4.2    搜索引擎推广 互联网品牌的构建设计与营销传播研究互联网化妆品品牌为例:http://www.youerw.com/jingji/lunwen_84150.html