摘要：随着网络时代的来临，网络已经融入到人们的生活当中，并成为了不可或缺的一部分。它使人们的生活发生了巨大的改变，无论是我国社会经济的发展还是人们的生活习惯、思想观念以及消费方式等等都因为网络时代的不断发展而变化。因此很多企业为了与时俱进不被形势所淘汰，纷纷摒弃了传统的营销模式，加入到新的网络营销的行列当中。

　　  聚美优品作为中国第一家最大的化妆品限时特卖商城，同时又由一个年轻的创业团队所创立的一家新兴企业，从创立以来就受到了人们的关注。但是尽管我国电子商务竞争如此激烈，聚美优品仍旧一路向前，成为该行业领域里的一匹黑马。

　　  本课题将结合目前网络时代的特征对在化妆品网购业具有代表性的聚美优品做具体分析并提出一些可行性建议，为那些刚刚步入该行业的新兴企业提供一定的启示和引导。

关键词：网络时代 聚美优品 消费特征 营销策略

Abstract:With the development of the Internet , the network has gradually entered into people 's lives , and become an indispensable part . It makes people's life have a lot of change . Social-economic development of our country ,people's living habits , ideas , consumption patterns , etc have changed because of the continuous development of the Internet . So many companies  in order not to be eliminated by the situation, have abandoned the traditional marketing model , used the new network marketing model.

　　  Jumei as China 's first largest cosmetics limited sale mall,is founded by a young entrepreneurial team .It is a new company and it has attracted people 's attention. Despite our e-commerce competition is so fierce, Jumei is still the way forward, to become the dark horse in the field of the industry .

　　  This topic will combine the features of the current network era to make a specific analysis and summary for Jumei which as a representative of online shopping in the cosmetics industry .  Some inspiration and guidance will be provided for the emerging enterprises those who have just entered the industry .

KEY WORDS: Network era  Jumei Youpin  Consumption characteristics  Marketing strategy