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摘要化妆品网购已经成为人们消费的手段，化妆品网络零售保持高速稳定增长，整体网购市场正在逐步向成熟期过渡，网民的网络购物习惯已经养成，加之众多化妆品品牌纷纷建立官网商城、入驻电商平台开设旗舰店，更多的消费者将会选择通过线上渠道购买化妆品，其渗透率正逐年增长。本文通过分析化妆品现状与变化趋势，化妆品网购营销策略对消费者的影响，分析化妆品消费者在购买商品时是如何决策、消费者的购买动机及心理过程。揭示出化妆品网购消费者在网络上购买化妆品的独特心理和行为倾向，找到影响化妆品网购消费者购买意愿的因素，以及这些因素对消费行为的影响力。本课题以客观的方式，基于数据的分析，完成对化妆品网购消费者心理与行为的分析。 46757
本文有助于化妆品电商企业制定市场营销组合策略，也可以为化妆品电商企业进行市场细分和市场定位、进而选择目标市场提供依据，对化妆品电商企业确定市场营销目标也具有重大意义。化妆品网购消费者心理与行为的研究构成营销决策的基础，它与电商企业市场的营销活动是密不可分的。它对于指导和服务化妆品电商，提高企业的营销决策水平，增强化妆品电商企业营销策略的有效性方面有着很重要的意义。
Abstract: Cosmetics online shopping has become the means of consumption, cosmetics retail network to keep high and stable growth, the overall online shopping market is gradually transition to maturity, the network shopping habits of Internet users has been formed, in addition to many cosmetics brands have set up the official website of the mall, in the electric business platform flagship store, more consumers will choose to buy cosmetics through online channels, the permeability is growing year by year. In this paper, through the analysis of the current situation and trend of changes of cosmetics, cosmetics online shopping marketing strategy for consumers, analyzes how consumers decision, consumers purchase motivation and psychological process in the purchase of goods. It reveals the unique psychological and behavioral tendency of cosmetics online shopping consumers buy cosmetics on the network, find the factors that affect consumers' willingness to buy cosmetics online shopping, and the influence of these factors on consumer behavior. The issue in an objective manner, based on the analysis of the data, to complete the analysis of cosmetics online shopping consumer psychology and behavior.
This paper contributes to the business enterprise marketing mix strategy, and then select the target market can also provide the basis for the business enterprise to carry out market segmentation and market positioning, but also is of great significance to the business enterprise to determine marketing objectives. Research forms the basis for marketing decisions cosmetics online shopping consumer psychology and behavior, it is with the market the business enterprise marketing activities are inseparable. It is for the guidance and services cosmetics electricity supplier, improve marketing decision-making level, has a very important significance to enhance the effectiveness of marketing strategy.
毕业论文关键词：化妆品网购；网络零售； 消费者心理与行为；电商营销
Keyword: Cosmetics online shopping; online retail; consumer behavior; marketing electricity supplier
目 录
1.引言 5
1.1研究背景和意义 5
1.2研究内容 5
1.3本文创新点 5
2.文献综述 7
2.1基于化妆品网购的研究