巢湖学院2020届本科毕业论文（设计）PAGE\*MERGEFORMATI基于移动互联网时代小红书的营销策略分析PAGE\*MERGEFORMATII移动互时代屈臣氏联网营销策略研究摘要阐述了在移动互联网时代下针对屈臣氏的营销策略的研究。首先对屈臣氏企业进行简要的介绍，从成功的三大法宝中能迅速地了解用户对商品的种种需求，以及对宏观环境分析屈臣氏处于怎样的营销环境，通过对屈臣氏的SWOT营销策略分析，了解企业内部环境的优势、劣势，外部环境存在的机会和威胁，再通过了解屈臣氏的战略分析了解到屈臣氏的发展战略和竞争战略，通过对屈臣氏的4P营销策略分析，找到屈臣氏的不足之处，根据屈臣氏的不足提出相应改进建议，通过提高自有产品宣传力度，参照行业平均水平定价，努力扩大门店的选址，适当增加广告的投放，促进屈臣氏的长久发展。关键词：移动互联网；屈臣氏；自有品牌；营销策略移动互联网时代小红书营销策略分析PAGE\*MERGEFORMAT1移动互联网时代屈臣氏营销策略研究PAGE\*MERGEFORMATIIResearchonInternetMarketingStrategyofWatsonsinMobileMutualEraAbstractThispaperexpoundstheresearchonmarketingstrategyofwatsonsintheeraofmobileInternet.Towatsonsenterprisebriefintroductioninthefirstplace，fromthesuccessofthethreemagicweaponthatcanquicklyunderstandtheuseralldemandforgoods，aswellastothemacroenvironmentanalysishowWatsoninthemarketingenvironment，throughtheSWOTanalysisofmarketingstrategyofwatsons，understandtheenterpriseinternalenvironmentofthestrengths，weaknesses，opportunitiesandthreatsexistingintheexternalenvironment，andthenthroughtheintroductiontothestrategicanalysisofwatsonsunderstandswatsonsdevelopmentstrategyandcompetitionstrategy，throughtothewatsons4pmarketingstrategyanalysis，findthewatsonsdeficiency，accordingtotheshortageofthewatsonsputforwardthecorrespondingimprovementSuggestions，byraisingtheirownproductspublicity，Referringtotheindustryaveragelevelofpricing，effortstoexpandthelocationofstores，theappropriateincreaseinadvertising，topromotethelong-termdevelopmentofwatsons.Keywords:mobileInternet;A.s.Watson.Privatebrand;Themarketingstrategy目录HYPERLINK\l"_Toc19172_WPSOffice_Level1"引言1HYPERLINK\l"_Toc2040_WPSOffice_Level1"1.屈臣氏企业概述1HYPERLINK\l"_Toc2040_WPSOffice_Level2"1.1屈臣氏发展历史1HYPERLINK\l"_Toc13494_WPSOffice_Level2"1.2屈臣氏成功三大法宝2HYPERLINK\l"_Toc19512_WPSOffice_Level2"2.屈臣氏营销环境分析4HYPERLINK\l"_Toc13494_WPSOffice_Level1"2.1屈臣氏PEST宏观环境分析4HYPERLINK\l"_Toc4594_WPSOffice_Level2"2.2屈臣氏企业的SWOT分析52.HYPERLINK\l"_Toc11186_W