摘要：当今社会人们生活水平和经济能力都相应地有所提高,随之而来的就是购买力的上升。在这种背景下，消费者对彩妆的需求就日益增大。这也使得化妆品消费市场规模不断扩大。在这样的背景下,任何化妆品品牌都有必要看重这个市场并且提出适合自己的营销策略。

    网络自创彩妆品牌在快速发展的同时，借助了新型平台并且采取了新的营销方式。本文以网红凯莉·詹娜创立的化妆品品牌凯莉化妆品为例，分析网络自创化妆品牌的营销策略。围绕网络自创彩妆品牌在网络营销中存在的问题，在营销策略研究理论基础上进行研究，为国内自创化妆品品牌提供一些营销参考建议。

关键词：化妆品；市场营销；定位

Contents

摘要

Abstract

1. Introduction-1

1.1 Research Background-1

1.2 Research Purpose-1

1.3 Research Significance-2

1.4 Research Methods-3

2. Literature Review-4

2.1 Theoretical Research on Marketing Strategies-4

2.2 Theoretical Research on Cosmetics’ Marketing Strategies-5

3. Analysis of Kylie Cosmetics’ Online Marketing-7

3.1 Kylie Cosmetics’ Marketing Status-7

3.1.1 Kylie Cosmetics’ Introduction -7

3.1.2 Kylie Cosmetics’ Development Process -8

3.2. Kylie Cosmetics’ Online Marketing Layout-8

3.3 SWOT Analysis of Kylie Cosmetics-9

3.3.1 Advantage Analysis-9

3.3.2 Disavantage Analysis -9

3.3.3 Opportunity Analysis -10

3.3.4 Challenge Analysis -10

4. Questionnaire-11

4.1The Context of Questionnaire -11

4.2The Analysis of the Questionnaire -12

4.3The Revelation of the Questionnaire -13

5. Suggestion on Kylie Cosmetics’ Marketing-15

5.1 Problems in Marketing Strategy of Kylie Cosmetics-15

5.1.1 Negative Impact of Overmarketing -15

5.1.2 Poor Quality and Weak Brand Connotation-15

5.1.3The Extinction and Repercussion of Star Effect -16

5.2 Improve Innovation Ability-17

5.3 Improve the Quality of Poducts-17

5.4 Add Experiential Services-18

6. Conclusion-19

6.1 Summary and Conclusion-19

6.2 Limitation and Further Studies-19

Appendix

References

Acknowledgments