文献出处: Markus M. The Electronic Commerce and Cosmetics Network Marketing [J]. Electronic commerce research and applications, 2016, 10(2):50-60.原文The Electronic Commerce and Cosmetics Network MarketingMarkus MAbstractThe rapid popularity of the network technology application, the network shopping market is at an unprecedented speed rapid development, the development of the Internet has promoted the rise of e-commerce and growing. The direct impact the rapid growth of online shopping market is more and more companies are focused on the network marketers, are trying to online sales, cosmetics industry is no exception. Exploration in the network marketing channels for cosmetics companies bring opportunities at the same time, also inevitably conflict with traditional channels. Cosmetic industry are analyzed in this paper the present situation of the network marketing, and puts forward the integration of network channels and some countermeasures of traditional channels.Keywords: Cosmetics; Network marketing; Channel integration; Electronic-commerce1 Overview of network marketing channelsMarketing channel is refers to provide products or services for use or consumption this process about a set of interdependent institutions. It involves information communication, funds transfer and product transfer, etc. Network marketing channel is refers to using the Internet transfer the products from producers to consumers in the middle of the link. Network marketing channels are provided to consumers with product information and convenient for consumers to choose. Therefore a perfect online sales channel should have three functions: order function, settlement function and distribution function. Network marketing channels are divided into the following three categories: direct marketing channels, namely direct sales network, is implemented via the Internet directly from producers to consumers online channels (hereinafter referred to as online marketing).Traditional intermediaryfunction change at this moment, from the links in the middle of the power to provide services on direct channel intermediaries, such as transport of goods distribution services of professional distribution company, to provide payment and settlement services online bank on the net, to provide product information and site construction of IPS and network service providers, etc. Indirect marketing channel, the channel is through information intermediaries or business center for information communication between the buyer and the seller. Traditional intermediaries because combined with Internet technology, greatly improving the transaction efficiency, the degree of specialization and economies of scale, and direct marketing is more efficient than the network. Double channels, the so-called double channel, is refers to the enterprise at the same time use the network direct sales channels and indirect sales channels, in order to achieve the purpose of sales of the largest. Sold through two channels in a buyer's market, the products are more likely than through a channel to achieve market penetration.2 The status quo of network cosmetics marketingKorean Netizen is gradually towards the gender balance. South Korea the main body of Internet users are under 30 years old and the young, the Internet population accounted for users of 68. 6%, of which 18 ~ 24 this phase of Internet users, most of them is the 30. 3%. Female users’ increase and the young ones, women and young people as the main sales object to show is great potential in online sales of cosmetics industry. About network applications, network shopping listed as one of the top ten web applications, marked by e-commerce practical network applications already occupy a certain position in Internet life. According to ire search statistical data, the first half of 2008 online shopping market size of $5.3 billion, close to the size of the annual $5.6 billion in 2007, showed that South Korea network shopping market development momentum. Under the macro environment of traditional real economy rising prices, the advantages of the network shopping with its price advantage and convenience, attracted the attention of more and more Internet users. At present the network shopping users has reached 63.29 million people, the network shopping utilization rate is 25%, but still less than 66% of the netizens, shows that South KoreaInternet shopping is just in its infancy, South Korea should strive to promote the development of electronic commerce. About the cause of the network shopping, ire search, according to the survey data, the purpose of the first half of 2008 users’ online shopping convenience and richness is still the top two reasons, online shopping can save time for the user, at the same time to find more unique products. According to customer's shopping behavior found that goods of attention in current Internet users has five characteristics: pop, word of mouth, new product, brand, and the public.Along with the network popularization, the network marketing channel has become a new type of channels; many industries have to online sales. Now cosmetics have become a sales income ranked third in the Internet industry, the market potential is tremendous, many female college students, female white-collar like and used to purchase cosmetics on the Internet. Statistics show, cosmetics sales of 2.6 billion in 2007, the annual sales of more than cosmetics retail giant 2005, enough to see that the cosmetics industry huge consumer groups, in the online shopping market online sales prospects. Many international well-known cosmetics companies began to busy preparing to carry out.According to the American association of utensils and cosmetics, perfume (CTFA) annual report, the world has been more and more cosmetics companies began to make full use of Internet resources, the traditional business model is converted intoa more competitive mode of electronic commerce, to expand the global market. Now27 internationally recognized world brand cosmetics, such as Estee lauder, Clinique, Olay, etc have already established brand website to realize online brand promotion and sales of the product. Traditional l 'oral cosmetics enterprise also began to try to online sales. Cosmetic giant Procter &gamble also quietly opened the network extension. DHC as a brand sales make up former Japanese communication is a pure network cosmetics company. In January 2005, DHC is formally entered the South Korean market, becoming the first South Korean cosmetics on the market use communication comprehensive cosmetics brand sales model. In 2006, DHC sales of 100 million, the South Korean market 18 months astonishing results have been obtained. Growing prosperity of the network shopping market and more and morebrands begin to try to use online sales, illustrates the cosmetics online sales prospects and great potential.3 The existing problemsAlthough in the popularization of the network s, almost all the goods through the Internet marketing, online sales, but to really implement are also facing challenges. For a lot of cosmetics, especially in high-end cosmetics, they are on the implementation of online sales, met a lot of problems for the further development of the new channels, mainly for the following several aspects:3.1 Manufacturers think harm the image of high-end brand through online sales channels, difficult to control the priceDue to the high-end product endowed with culture connotation, it is a status symbol, so want to keep a kind of mystery, and should not for the mass consumers. And network is an open platform for the marketing, so long as has the Internet you can find the products, will lose its high-end products. At the same time because of the many websites such as eBay sellers to product pricing is differ, some counter and prices far, more sellers true, makes the production is very difficult to control its brand image.3.2 Cosmetics experience first, after buying habits of consumptionOne of the most important ways of leisure shopping is a woman. Women to shop, shop to buy cosmetics, shopping are not an end, but to enjoy shopping process, experience the perfect and comfortable shopping environment and shopping pleasure. Buy cosmetics consumption habits continue after experience, first in one hundred, entrenched, cosmetics take network marketing channels, this is when first experience to overcome the difficulties. At the same time selling cosmetics online is without a face to face at the time of store sales of value-added services.3.3 Online sales channel and the traditional marketing channel conflictsUnder the e-commerce environment, due to network sales channels among producers as far as possible to bypass channel members, deprive the traditional sales channels of distribution of interests, squeeze the living space of traditional distributors. At the same time, the enterprise network marketing channel, the advantage of low cost,convenience and richness is bound to attract customers through the network marketing channels to obtain what they needed, leading to the loss of traditional sales channel part of the customer resources. Target is inconsistent with the realistic understanding deviation factors will cause the traditional sales channels for network marketing channel resistance, lead to channel conflict.4 The strategy of cosmetics network marketing channelWhile the cosmetic to network sales channels will encounter many problems, but the popularization of Internet, South Korea network shopping market is entering the fast rising, the next few years will usher in the golden age of rapid development. For cosmetics companies, they are faced with the problem is no longer want to expand the new channels such as network, but online shopping market is imperative. Many traditional cosmetics companies already have try water network sales channels, at the same time, the network brand also began to return to traditional channels. DHC is in South Korea to open its first shop in 2007, direct acting as their selling new channels. So, under the e-commerce environment, how to integrate network marketing channel and traditional sales channels to make two channels to realize win-win, cosmetics companies can consider from the following several aspects, choose to suit their own channel integration strategy.4.1 Brand and pricing strategySince no boundary characteristic of network, network sales will inevitably impact on traditional marketing system on price. Some research has shown that the price is the main factor that causes most of the channel conflict. Therefore, when traditional cosmetics manufacturers is to increase network sales channels, to make the price strategy must be carefully. Some cosmetics companies (such as DHC and Lancome) successful experience tells us that in the online sales, create a new brand, has no price consumers and channels of contrast and conflict. Gradually growing in the product brand, to open stores to assist sales, provide consumers with a comprehensive range of consumption experience. Cosmetics, on the other hand, enterprises can also choose to maintain its high characteristics of online sales, online discount. It is more appropriate for high-end cosmetics channel strategy, it is mainlyused for parts not establishing brand shop to meet consumer, expand the sales market.4.2 Channel strategyNetwork marketing channel has an important limitation, is it not possible to tangible goods transport entities, most companies will still need to use traditional channels to complete the Internet order delivery task. As a result, many enterprises are now actively the middlemen to join in e-commerce, let them help online sales task. Cosmetics enterprises can also adopt this strategy, the network marketing channel after customer acquisition to clinch a deal the stage from the traditional distributor, specific transactions and services are depending on the client area by regional distributors for subsequent commercial activity.4.3 Sales promotion strategyAccording to the principle of marketing, we know that the promotion is in a persuasive way of communication and information. Network marketing channels for enterprises, is a can promote its goods to final customers directly and communication of information channel. In addition, companies can also on their site to consumers, to promote their intermediaries, to encourage consumers to use online traditional channels. For cosmetics companies, therefore, can use this kind of promotion strategy, only to provide product information on the net, and not accept online orders, can also encourage channel partners advertisement on their website, etc. Or promotion of two channels is independent, preferential take different time, different promotions, etc.译文电子商务与化妆品网络营销Markus M摘要网络技术应用的快速普及, 网络购物市场正在以前所未有的速度迅猛发展,互联网的发展促进了电子商务的兴起与不断壮大。