泊美小样网络消费行为分析

摘　要

随着我国市场经济体系逐渐建立并完善，人民的生活水平不断提高，人们花费在化妆品上的资金越来越多，化妆品行业的生产和消费保持快速增长，市场竞争也日趋激烈。物美价廉是每一个消费者所追求的目标，然而在我们的生活中好的化妆品牌也意味着高昂的价格，并不是每一个消费者都能消费的起。随着网络的出现，电子商务的发展，各个品牌的小样产品开始在网上销售，满足了消费者对物美价廉的追求欲望，受到了人们的青睐，迅速发展起来。
本文主要把泊美小样网络消费者作为研究对象，根据问卷调查结果和亲身实际购物经验，结合所学营销知识，分析了泊美小样网络消费者的消费行为，对其基本信息和消费行为特点有了大致的把握，并结合访谈所得信息，对泊美小样在小样市场关于新产品开发、产品组合、价格制定、进货渠道、促销方式、售后服务等方面的营销策略提出自己的意见和建议。
 
关键词：泊美小样；网络销售；消费者行为；营销策略

 Abstract

      
      With the establishment and perfection of our country’s market economy system and the improvement of living standard, people spend more and more money on cosmetics, which makes the cosmetics industry production and consumption maintain rapid growth and the market competition fierce. Every consumer pursues goods with excellent quality and reasonable price, but in our life good cosmetic brands usually mean a high price, and not every consumer can afford it. While the appearance of the network, and the e-commerce make it possible to sell the course of each brand products online, which meets the consumers’ strong desire for good quality and low price. So they get the favor of people, and develop rapidly.
      We mainly take network consumers on the beautiful small kind of Pure & Mild as the research objects, analyzing their consumption behavior according to the questionnaire investigation and our personal shopping experience and also unifying the marketing knowledge we have studied. By doing that we grasp the basic information about the consumer and their behavior characteristics in rough . Based on the research, we give advice on the beautiful small kind of Pure & Mild such the following: new product development, product portfolio, price-setting, wholesale channels, promotion way, after-sale service and other aspects of marketing strategy put forward their views and Suggestions.

Key Words: pure&mild;small package; sales network; consumers behavior; marketing                                        
           strategy

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