电子商务与化妆品网络营销外文文献翻译最新译文

文献出处: Markus M. The Electronic Commerce and Cosmetics Network Marketing

[J]. Electronic commerce research and applications, 2016, 10(2):50-60.

原文

The Electronic Commerce and Cosmetics Network Marketing

Markus M

Abstract

The rapid popularity of the network technology application, the network shopping market is at an unprecedented speed rapid development, the development of the Internet has promoted the rise of e-commerce and growing. The direct impact the rapid growth of online shopping market is more and more companies are focused on the network marketers, are trying to online sales, cosmetics industry is no exception. Exploration in the network marketing channels for cosmetics companies bring opportunities at the same time, also inevitably conflict with traditional channels. Cosmetic industry are analyzed in this paper the present situation of the network marketing, and puts forward the integration of network channels and some countermeasures of traditional channels.

Keywords: Cosmetics; Network marketing; Channel integration; Electronic-commerce

1 Overview of network marketing channels

Marketing channel is refers to provide products or services for use or consumption this process about a set of interdependent institutions. It involves information communication, funds transfer and product transfer, etc. Network marketing channel is refers to using the Internet transfer the products from producers to consumers in the middle of the link. Network marketing channels are provided to consumers with product information and convenient for consumers to choose. Therefore a perfect online sales channel should have three functions: order function, settlement function and distribution function. Network marketing channels are divided into the following three categories: direct marketing channels, namely direct sales network, is implemented via the Internet directly from producers to consumers online channels (hereinafter referred to as online marketing).Traditional intermediary

function change at this moment, from the links in the middle of the power to provide services on direct channel intermediaries, such as transport of goods distribution services of professional distribution company, to provide payment and settlement services online bank on the net, to provide product information and site construction of IPS and network service providers, etc. Indirect marketing channel, the channel is through information intermediaries or business center for information communication between the buyer and the seller. Traditional intermediaries because combined with Internet technology, greatly improving the transaction efficiency, the degree of specialization and economies of scale, and direct marketing is more efficient than the network. Double channels, the so-called double channel, is refers to the enterprise at the same time use the network direct sales channels and indirect sales channels, in order to achieve the purpose of sales of the largest. Sold through two channels in a buyer's market, the products are more likely than through a channel to achieve market penetration.

2 The status quo of network cosmetics marketing

Korean Netizen is gradually towards the gender balance. South Korea the main body of Internet users are under 30 years old and the young, the Internet population accounted for users of 68. 6%, of which 18 ~ 24 this phase of Internet users, most of them is the 30. 3%. Female users’ increase and the young ones, women and young people as the main sales object to show is great potential in online sales of cosmetics industry. About network applications, network shopping listed as one of the top ten web applications, marked by e-commerce practical network applications already occupy a certain position in Internet life. According to ire search statistical data, the first half of 2008 online shopping market size of $5.3 billion, close to the size of the annual $5.6 billion in 2007, showed that South Korea network shopping market development momentum. Under the macro environment of traditional real economy rising prices, the advantages of the network shopping with its price advantage and convenience, attracted the attention of more and more Internet users. At present the network shopping users has reached 63.29 million people, the network shopping utilization rate is 25%, but still less than 66% of the netizens, shows that South Korea

Internet shopping is just in its infancy, South Korea should strive to promote the development of electronic commerce. About the cause of the network shopping, ire search, according to the survey data, the purpose of the first half of 2008 users’ online shopping convenience and richness is still the top two reasons, online shopping can save time for the user, at the same time to find more unique products. According to customer's shopping behavior found that goods of attention in current Internet users has five characteristics: pop, word of mouth, new product, brand, and the public.

Along with the network popularization, the network marketing channel has become a new type of channels; many industries have to online sales. Now cosmetics have become a sales income ranked third in the Internet industry, the market potential is tremendous, many female college students, female white-collar like and used to purchase cosmetics on the Internet. Statistics show, cosmetics sales of 2.6 billion in 2007, the annual sales of more than cosmetics retail giant 2005, enough to see that the cosmetics industry huge consumer groups, in the online shopping market online sales prospects. Many international well-known cosmetics companies began to busy preparing to carry out.

According to the American association of utensils and cosmetics, perfume (CTFA) annual report, the world has been more and more cosmetics companies began to make full use of Internet resources, the traditional business model is converted into a more competitive mode of electronic commerce, to expand the global market. Now 27 internationally recognized world brand cosmetics, such as Estee lauder, Clinique, Olay, etc have already established brand website to realize online brand promotion and sales of the product. Traditional l 'oral cosmetics enterprise also began to try to online sales. Cosmetic giant Procter &gamble also quietly opened the network extension. DHC as a brand sales make up former Japanese communication is a pure network cosmetics company. In January 2005, DHC is formally entered the South Korean market, becoming the first South Korean cosmetics on the market use communication comprehensive cosmetics brand sales model. In 2006, DHC sales of 100 million, the South Korean market 18 months astonishing results have been obtained. Growing prosperity of the network shopping market and more and more

brands begin to try to use online sales, illustrates the cosmetics online sales prospects and great potential.

3 The existing problems

Although in the popularization of the network s, almost all the goods through the Internet marketing, online sales, but to really implement are also facing challenges. For a lot of cosmetics, especially in high-end cosmetics, they are on the implementation of online sales, met a lot of problems for the further development of the new channels, mainly for the following several aspects:

3.1 Manufacturers think harm the image of high-end brand through online sales channels, difficult to control the price

Due to the high-end product endowed with culture connotation, it is a status symbol, so want to keep a kind of mystery, and should not for the mass consumers. And network is an open platform for the marketing, so long as has the Internet you can find the products, will lose its high-end products. At the same time because of the many websites such as eBay sellers to product pricing is differ, some counter and prices far, more sellers true, makes the production is very difficult to control its brand image.

3.2 Cosmetics experience first, after buying habits of consumption

One of the most important ways of leisure shopping is a woman. Women to shop, shop to buy cosmetics, shopping are not an end, but to enjoy shopping process, experience the perfect and comfortable shopping environment and shopping pleasure. Buy cosmetics consumption habits continue after experience, first in one hundred, entrenched, cosmetics take network marketing channels, this is when first experience to overcome the difficulties. At the same time selling cosmetics online is without a face to face at the time of store sales of value-added services.

3.3 Online sales channel and the traditional marketing channel conflicts

Under the e-commerce environment, due to network sales channels among producers as far as possible to bypass channel members, deprive the traditional sales channels of distribution of interests, squeeze the living space of traditional distributors. At the same time, the enterprise network marketing channel, the advantage of low cost,

convenience and richness is bound to attract customers through the network marketing channels to obtain what they needed, leading to the loss of traditional sales channel part of the customer resources. Target is inconsistent with the realistic understanding deviation factors will cause the traditional sales channels for network marketing channel resistance, lead to channel conflict.

4 The strategy of cosmetics network marketing channel

While the cosmetic to network sales channels will encounter many problems, but the popularization of Internet, South Korea network shopping market is entering the fast rising, the next few years will usher in the golden age of rapid development. For cosmetics companies, they are faced with the problem is no longer want to expand the new channels such as network, but online shopping market is imperative. Many traditional cosmetics companies already have try water network sales channels, at the same time, the network brand also began to return to traditional channels. DHC is in South Korea to open its first shop in 2007, direct acting as their selling new channels. So, under the e-commerce environment, how to integrate network marketing channel and traditional sales channels to make two channels to realize win-win, cosmetics companies can consider from the following several aspects, choose to suit their own channel integration strategy.

4.1 Brand and pricing strategy

Since no boundary characteristic of network, network sales will inevitably impact on traditional marketing system on price. Some research has shown that the price is the main factor that causes most of the channel conflict. Therefore, when traditional cosmetics manufacturers is to increase network sales channels, to make the price strategy must be carefully. Some cosmetics companies (such as DHC and Lancome) successful experience tells us that in the online sales, create a new brand, has no price consumers and channels of contrast and conflict. Gradually growing in the product brand, to open stores to assist sales, provide consumers with a comprehensive range of consumption experience. Cosmetics, on the other hand, enterprises can also choose to maintain its high characteristics of online sales, online discount. It is more appropriate for high-end cosmetics channel strategy, it is mainly

used for parts not establishing brand shop to meet consumer, expand the sales market.

4.2 Channel strategy

Network marketing channel has an important limitation, is it not possible to tangible goods transport entities, most companies will still need to use traditional channels to complete the Internet order delivery task. As a result, many enterprises are now actively the middlemen to join in e-commerce, let them help online sales task. Cosmetics enterprises can also adopt this strategy, the network marketing channel after customer acquisition to clinch a deal the stage from the traditional distributor, specific transactions and services are depending on the client area by regional distributors for subsequent commercial activity.

4.3 Sales promotion strategy

According to the principle of marketing, we know that the promotion is in a persuasive way of communication and information. Network marketing channels for enterprises, is a can promote its goods to final customers directly and communication of information channel. In addition, companies can also on their site to consumers, to promote their intermediaries, to encourage consumers to use online traditional channels. For cosmetics companies, therefore, can use this kind of promotion strategy, only to provide product information on the net, and not accept online orders, can also encourage channel partners advertisement on their website, etc. Or promotion of two channels is independent, preferential take different time, different promotions, etc. 译文

电子商务与化妆品网络营销

Markus M

摘要

网络技术应用的快速普及, 网络购物市场正在以前所未有的速度迅猛发展,互联网的发展促进了电子商务的兴起与不断壮大。网络购物市场的快速成长的直接影响就是越来越多的企业都把注意力放在了网络营销商，纷纷尝试网上销售, 化妆品行业也不例外。网络销售渠道的开拓在给化妆品企业带来机遇的同时, 也不可避免地与传统渠道产生冲突。本文分析了化妆品行业网络营销的现状, 并提

出了整合网络渠道和传统渠道的一些对策。

关键词：化妆品; 网络营销; 渠道整合；电子商务

1网络营销渠道概述

营销渠道是指与提供产品或服务以供使用或消费这一过程有关的一整套相互依存的机构, 它涉及到信息沟通、资金转移和产品转移等。网络营销渠道就是指借助互联网络将产品从生产者转移到消费者的中间环节。网络营销渠道要为消费者提供产品信息, 方便消费者进行选择。因此一个完善的网上销售渠道应有三大功能: 订货功能、结算功能和配送功能。网络营销渠道主要分为以下三类：直接营销渠道，即网络直销, 是指通过互联网实现的从生产者到消费者的网络直接渠道( 简称网上直销) 。这时传统中间商的职能发生改变, 由过去环节的中间力量变为在直销渠道上提供服务的中介机构, 如提供货物运输配送服务的专业配送公司, 提供货款网上结算服务的网上银行, 提供产品信息发布和网站建设的 IPS 及网络服务商等。间接营销渠道，此渠道通过信息中介商或者商务中心来沟通买卖双方的信息。传统中间商由于融合了互联网技术, 大大提高了交易效率、专业化程度和规模经济, 从而比网络直销更有效率。双渠道，所谓双渠道, 是指企业同时使用网络直接销售渠道和网络间接销售渠道, 以达到销售量最大的目的。在买方市场下, 通过两条渠道销售产品比通过一条渠道更容易实现 市场渗透 。

2化妆品网络营销的现状

韩国的网民逐渐走向性别均衡。韩国网民的主体是 30 岁及以下的年轻群体, 这一网民群体占到网民的 68. 6% , 其中 18~ 24 岁这一阶段的网民最多, 占到

30. 3% 。女性用户的增多及年轻网民的主导, 表明以女性及年轻人为主要销售对象的化妆品行业在网上销售的潜力很大。关于网络应用方面, 网络购物列为十大网络应用之一, 标志着以电子商务为代表的实用性网络应用已经在网民生活中占据一定的地位。根据艾瑞咨询统计数据,2008 年上半年网购市场交易规模达 53 亿美元, 接近 2007年全年 56 亿美元的规模, 表明韩国网络购物市场发展势头强劲。在传统实体经济物价上涨的宏观环境下, 网络购物以其价格优势及便捷性等优势, 吸引了越来越多网民的目光。目前网络购物用户人数已经达到 6329 万人, 网络购物使用率为 25% , 但仍低于美国网民的 66%, 说明韩国的网络购