Study On The Marketing Strategy Of Kans Online Cosmetics Stores

E-commerce is a new business model in recent years, it is through the network communication technology and modern logistics business and customers will be linked together across time and space. Due to the imbalance of regional economic development in China, the retail industry is mainly concentrated in the central and eastern cities, and the western region and the less developed areas. The development of e-commerce can effectively solve this problem, overcome the contradiction between the development of retail industry in China's unbalanced, and the use of cheap labor cost advantage, breaking the geographical barrier of consumers and businesses. With the rise of mobile Internet and the rapid popularization, and puts forward the national "Internet plus" strategy and steady implementation can be expected in the next ten years, e-commerce will play a greater role in China. It will effectively narrow the differences in regional development, integration of domestic and international consumer markets, for more people to create employment and entrepreneurial opportunities, but also greatly enrich the people's material and cultural life.In this paper, Kans online cosmetics stores beam as the research object, using the related marketing theory, carries on the analysis and evaluation of the current marketing situation, on this basis, draw the general strategies and methods of online marketing, and hope to provide useful reference for related enterprise business marketing. The author found in the Kans cosmetics marketing review process, the official flagship store: Kans problems lack of brand cultivation of network marketing, lack of innovation, lack of professional marketing management personnel, logistics system is not perfect, lack of credibility and false propaganda,marketing channel disorder, ask a thorough understanding of the causes of these problems. This paper analyzes the kans cosmetics shop marketing environment from macro and micro perspective, the macro marketing environment mainly includes legal environment, market environment, cultural environment, network environment, and micro marketing environment mainly refers to the Han culture, the main beam cosmetics business competitors. shop consumer psychology and purchasing behavior. On the basis of the above analysis, the author uses the SWOT analysis method to evaluate the overall marketing environment, summarizes its advantages and disadvantages, opportunities and threats. In marketing strategy formulation process, the author through the STP theory of marketing strategy analysis of market positioning,Kans products target market and product positioning; through the 4P marketing theory,respectively expounds the kans cosmetics marketing strategies from four aspects of product strategy, pricing strategy, channel strategy, promotion strategy, and from the consumer the angle of demand, by using the 4C method to supplement and perfect for Kans online cosmetics stores beam from the marketing strategy of customer demand, customer cost, convenience and communication in four aspects. Finally, this paper also describes the principles and matters needing attention in the actual operation process.