美容行业电子商务化现状和发展趋势初探

摘要
随着电脑普及率和互联网渗透率的提高，各行各业朝电子商务化发展的趋势愈加明显。尽管目前美容行业（本文中特指护肤品和彩妆行业，下同）发展态势良好，但激烈的市场竞争对各美容企业的经营管理、营销策略等提出了更大的挑战。只有创新地利用科技进行更好地营销、管理，才可能在市场中立于不败之地。本文就美容行业发展电子商务的环境、条件以及该行业目前电子商务化的发展现状、存在的问题和未来的发展趋势作初步的探讨。
关键词：美容行业，电子商务，营销，广告

ABSTRACT
With the increasing of the computer penetration and internet penetration rate, the trend of e-commerce in all walks of life is more and more obviously.Nowadays the beauty industry(it refers specifically to skin care and color cosmetics industry,the same below) is trending up,but great challenges is brought on the beauty business management and marketing strategies by the fierce market.There is a only way to win out in the market,that is to make innovative use of technology in order to market and run better.This article discuss on the environment and conditions of e-commerce in the beauty industry ,what’s more, development in the current status quo ,existing problems and future development trend of e-commerce in this walk are also discussed.
Key  Words: beauty industry,E-commerce,marketing,advertise

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