摘要：近年来在互联网迅猛普及的大背景下，消费者的消费行为正在不断演变，消费者正逐渐从被动消费走向主动消费，消费的主动性增强，日趋追求个性化消费，因此，定制化的产品或服务受到青睐，也成为少数品牌实现溢价的理由，体现营销新理念的定制化营销已经成为新世纪营销发展的新趋势。同时因电子商务在网络购物方面的迅速发展，众多一线品牌都在网络上有了自己的店铺，在经营线下实体店的基础上扩展了网售业务，竞争的激烈程度也随之升温。本文将分析定制营销策略的利与弊，分析基于网络技术的定制营销与传统的定制营销的异同，并探讨定制营销策略在我国电商领域中应用的必要性和主要问题，并选取欧莱雅小美盒作为研究案例，从该产品的营销环境入手，分析市场细分和消费者心理，进一步针对该品牌的经营和发展提出了相应的定制营销策略及建议。71066

毕业论文关键词：定制营销；电商；网络；欧莱雅小美盒

Customized marketing strategy and its application in the e-commerce ---- My Beauty Box

Abstract: In recent years, with the background of the rapid development of Internet, consumers’ consumption behavior is evolving. Consumers gradually change from passive consumption into active consumption with initiative performance, and increasingly pursue of personalized consumption. Therefore, customized product or service are popular, and also become the reason for achieving premium by a few companies, reflecting that the customized marketing with new concept of marketing has become a new trend of marketing development. At the same time, because of the rapid development of e-commerce about online shopping, a number of first-line brand have their own shops on the Internet, expanded the on-line sales business on the basis of operating offline store with the fierce competitive situation. This article will analyze the advantages and disadvantages of customized marketing strategy, and differences between customized marketing based on network technology and the traditional marketing strategy, also discusses the necessity and main problems of the application of the customized marketing in field of e-commerce in our country. In addition, this article pick up The Beauty box as a case study, ,analyze market segmentation and consumer psychology, from the marketing environment to further give marketing strategy suggestion for the operation and development of the brand.

Key words:  Customized Marketing; E-commerce; Internet; My Beauty Box 

目 录

一、绪 论 1

（一）研究背景 1

（二）研究意义 1

（三）研究方法 2

1．文献研究法 2

2. 市场调查法 2

二、定制营销策略概述 3

（一）定制营销 3

（二）定制营销现状 3

（三）消费者对定制营销认知情况分析 4

（四）定制营销与传统营销 6

1.定制营销优势 6

2.定制营销劣势 7

三、定制营销在电子商务中的应用 8

（一）电子商务时代特点 8

1.信息全球化 8

2.网络便捷性 8

3.用户交互性