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摘要21世纪，伴随着互联网的发展，世界市场打开，商贸全球化，国内与国外网购成为时下风靡的潮流。网购消费者数量持续攀升，网购市场呈现着交易规模和用户规模双增长的姿态，尤其是化妆品领域。根据近两年来的网购市场调查，近七成的中国网购者钟情于通过网购来购买化妆品，我国近年化妆品网购的交易规模保持在网络销售的前三位，交易额不断创新高。基于网购的优势，国内化妆品品牌有了全面拓展的空间，但国外一流化妆品品牌的入驻也让国内化妆品市场受到了相当大的冲击。化妆品市场的不平衡以及网购环境的混乱致使了消费者在网购时心理与行为也发生了变化。因此除了网购平台自身的优势外，对于国内化妆品企业而言，正确把握好消费者的心理与行为特色，将有利于彻底掌握网购运营技巧，有的放矢地调整营销策略、创新产品等举措，对实现国内化妆品市场的全面开拓，有着重要的战略意义。49366
In twenty-first Century, with the development of the Internet, the world market opened, business globalization, domestic and foreign online shopping has become a popular trend. Online shopping continued to rise in the number of consumers, online shopping market is showing a double growth of the scale and size of the user's user profile. According to the nearly two years of online shopping market survey, nearly 70% of China's online shoppers love to buy cosmetics, in recent years in our country cosmetics online shopping transaction size remained in the sales network of the top three, the volume of transactions innovative high. Based on the advantages of online shopping, the domestic cosmetics brand has a comprehensive space to expand, but foreign first-class cosmetics brands settled in the domestic cosmetics market has been a considerable impact. So in addition to the advantages of online shopping platform itself, for the domestic cosmetics companies, correctly grasp the consumer psychology and behavior characteristics, will be conducive to completely grasp the operation skills online shopping, have a definite object in view to adjust marketing strategy, product innovation, to realize the comprehensive development of the domestic cosmetics market has a important strategic significance.
毕业论文关键词：化妆品网购消费者；心理与行为；营销策略
Keyword : Cosmetics online shopping consumer; psychology and behavior; marketing strategy
目 录
第一章 引 言 5
1．1选题的背景、意义以及目的 5
1.1.1 研究的背景 5
1.1.2 研究意义 6
1.1.3研究目的 7
1.2 研究内容 7
1.2.1 研究主要内容 7
1.2.2 研究内容的主要结构 9
1.3 研究方法 9
2.1化妆品网购消费者心理与行为研究的文献综述 10
2.1.1 化妆品的相关研究 10
2.1.2 中国化妆品市场的研究 10
2.1.3 化妆品网购的渠道研究 12
2.2 影响化妆品消费心理与行为的因素的相关研究 13
2.2.1化妆品网购消费者心理的相关研究 13
2.2.2化妆品网购消费者行为的相关研究