Network Marketing Strategy Of L'Oreal(China) And Its Optimization Research

With the continuous development of science and technology,the network has become a communication channel for people,and the popularity of the network has changed the environment and the scene of consumption.Enterprises should attach importance to the market established by the Internet,should also apply network technology to the production and sales of products,and based on a comprehensive,multi-angle marketing pattern,should manifest the good brand image of enterprises and constantly promote products to take the initiative in this competition of marketing information.In the cosmetics industry,products are becoming more and more identical,and product difference is becoming less and less,so,it is a question worth exploring for enterprises how to stand out in the fierce market competition and become further bigger and stronger.Based on the elaboration of network marketing and related theories,this paper describes the development process of L'Oreal(China)and the current situation of network marketing strategy,and analyzes and evaluates them.This paper thinks the reason of l'Oreal network marketing success is understanding deeply the needs and habits of the intention,and adopting different network marketing strategies in the face of different audiences,and adjusting the network marketing strategy in time while faceing an opportunity.At the same time,L'Oreal(China)network marketing also has deficiencies such as the difficulty of integrating online activities and offline activities in the longer purchase chain,and the difficult of coping with increasingly diversified customers,and work lags of after-sales maintenance,and the difficulty of maintaining advanced beauty technology,etc.Based on the opportunities and challenges faced by China in the future network marketing,this paper puts forward suggestions for optimizing its network marketing strategy from the aspects of products,prices,network marketing channels,and customer service.It also provides guarantee for the implementation of optimization strategies from four aspects: improving network marketing planning,introducing professional talents,strengthening service concept and improving logistics management.Through analysis and summary,it is found that L'Oreal(China)network marketing is successful,but still needs to make full use of the Internet bringing good effects for cosmetics enterprises to further expand in the network marketing program and to strengthen the construction of network marketing channels,and to deeply strengthen the service and analysis of the user market,in order to better adapt to the rapidly changing market and constantly changing consumers.