摘要：二十一世纪的今天，互联网的快速发展和其使用人数的增加，已经使它逐步成为了人们日常生活中频繁使用的交流工具。同时伴随着淘宝等电商平台的产生，人们的消费习惯和购物方式也随之改变（特别是80,90后的年轻人），他们崇尚方便、快捷、新颖，这给网购平台创造了巨大的财富商机，许多的个人或公司在淘宝这样的电商平台上开店铺销售产品。女性自古以来就是购买力的主力军，在网购平台当然也不例外。在女性的网购物品中，又以化妆品居多,所以化妆品的网络消费市场非常庞大，而且被誉为是最具发展潜力、增长最迅速的行业。伴随着网购的热潮，一些品牌因为在淘宝上的高销售额而打响名号，它们被大众称之为“淘品牌”。本文以淘品牌“阿芙”作为研究对象对阿芙的营销策略进行了分析，并通过研究阿芙的营销环境和市场，得出淘品牌阿芙在营销策略中积极的一面和存在的问题。希望通过本文对阿芙营销策略的研究，增强淘品牌阿芙在化妆品行业的竞争力，扩大其销售额，进一步开拓市场，让阿芙的营销策略更加完善。同时也希望通过本文为其他的化妆品品牌，在营销策略上提供借鉴意见。62227

毕业论文关键词：淘品牌；阿芙；营销策略

Research on the marketing strategy of Amoy brand AFU

Abstract:Twenty-first Century today, the rapid development of the Internet and the increase in the number of its use, so that it has gradually become a frequent use of people's daily life communication tools. Accompanied by the generation of electronic business platform Taobao, people's consumption habits and shopping patterns changed, especially 80,90 emerged after the young people, they advocate convenient novel, which to online shopping created enormous wealth of business opportunities, many inpiduals or enterprises in Taobao such a business platform to open shops selling items. Since ancient times, the purchasing power of women is the main force, of course, Taobao network is no exception. In women's online shopping items, but also to the majority of cosmetics. Cosmetics online consumer market is very large, and is known as the most potential for development, the most rapid growth of the industry. With the trend of online shopping, but also gave birth to a number of Taobao and fire up the brand, they are called Amoy brand". "AFU" is such a Amoy brand.This paper to Amoy brand "Aurora" as the object of study of "Aurora" marketing strategy analysis, elaborate the Amoy brand "Aurora" research background, research purpose, and through analysis the marketing environment of the "Aurora" and "Aurora" marketing strategy, which reached Amoy brand "Aurora" in the marketing strategy of positive side and existing problems. Hope that through this "Aurora" marketing strategy research, enhanced "Aurora" in Amoy brand of cosmetics industry competitiveness, expanding its sales and further open up the market, make the marketing strategy of "Aurora" more perfect. At the same time, also hope that through this article for other Taobao cosmetics brand, in the marketing strategy to provide advice.

KeyWords： Amoy brand;AFU; marketing strategy

 目  录

一、 绪论 1

(一) 研究的意义和背景 1

(二) 国内外研究现状 1

(三) 研究的内容和方法’ 2

二、 淘品牌“阿芙”概况 3

(一) 阿芙品牌的简介 3

(二) 阿芙的发展历程 3