摘要：世界著名营销大师菲利普·科特勒认为：“新经济的发展带来了新的营销法则，网络营销是21世纪的营销”。众所周知，网络营销具有很强的实践性特征，从实践中发现网络营销的一般方法和规律，比空洞的理论讨论更有实际意义。因此如何利用网络营销获取更大的经济效益，已经引起企业的广泛关注。

　　　本文以江苏千妮花园化妆品公司为研究对象，在对网络营销及女性消费心理等相关文献进行理论研究基础之上，运用案例分析、比较分析等研究方法对江苏千妮花园公司的网络营销发展及存在问题进行研究，认为主要问题如下：产品系列单一；网络营销渠道过于集中，而实体销售渠道匮乏；对女性消费心理把握不当。最后根据问题进一步提出了江苏千妮化妆品公司基于女性消费心理的网络营销策略的改进建议：针对女性网民的消费特点，完善和发展系列产品；迎合女性消费心理，完善网络定价策略；建立实体与网络销售渠道联动，树立可靠的品牌形象；更好的利用女性网上论坛进行品牌宣传，改变女性崇洋的心理。希望此次的研究可以帮助江苏千妮花园公司更好地完善其网络营销策略，从而将千妮花园在化妆品行业的发展推向新的高度。

　　　综上所述，笔者通过对江苏千妮花园化妆品公司的研究，分析得出了适合化妆品企业的网络营销策略，从而在整体思路和具体策略上更好地为化妆品企业开展网络营销提供了帮助，并进一步推动网络营销在中国化妆品企业的应用和发展。

关键字  网络营销；女性消费心理；化妆品

Abstract：The famous marketing master Philip Kotler states that "The development of the new economy has brought new marketing principles and network marketing is the marketing’s form in twenty-first Century". As we all known, the network marketing has very strong practical characteristics and the general methods and rules that found in practice of network marketing have more practical meanings than those empty theoretical discussions. Therefore how to use network marketing to obtain greater economic benefits has aroused widespread concern for the enterprises.

　　　This paper using “JiangSu QianNi Garden“ cosmetics company as the research object, tease out the theory of network marketing and female consumer psychology, do in-depth research of the development status of “JiangSu QianNi Garden“ cosmetics company network marketing and its esisted problems by using the case analysis, comparative analysis and other research methods, find out the main problems as follows:single product series, focus too much on network marketing channel, lack of physical sales channel,improper command of female consumer psychology. Finally, according to the problems give out the improved strategy based on the female consumer psychology:perfect and develop series products aimed for remale net citizen,network pricing conform to female consumer psychology, set up the linkage of sales channels and network entities, establish a reliable brand image, change women’s worship psychology by better using female online forum for brand promotion.Writer hopes the research can help jiangsu qian ni garden companies better improve their Internet marketing strategy, thus to qian ni garden in development of cosmetic industry to a new height.

　　　To sum up, through the study of “JiangSu QianNi Garden“ cosmetics company, writer found out the marketing strategy that is suitable for cosmetic enterprises, which can offer help to those cosmetic enterprises that want to improve its network marketing, it also will promote the network marketing’s development in Chinese cosmetic enterprises.

Keywords  network marketing  female consumption psychology  cosmetics