摘要：我国电子商务起步较晚，但发展速度比较快，涉及面广，已经渗透到社会的各个领域，对我国的经济发展起了巨大的推动作用。这对企业来说，既是机遇又是挑战。屈臣氏作为一家连锁零售企业，如何抓住目前的电子商务发展时机，抢占网络市场，扩大销售渠道成为企业面临的第一要务。本文通过分析屈臣氏电子商务发展的现状和问题，探讨屈臣氏的网络营销创新策略。基于成本和便利性的考虑，当前屈臣氏主要利用第三方平台“淘宝商城”进行网络营销。因此，屈臣氏首先应在做好网络推广和广告投放的基础上，充分利用好已有的各种淘宝营销工具，提高电子商务的深度，进而可以尝试微博营销、BBS营销、团购营销、移动商务营销等多种与时俱进的网络营销方式，提高屈臣氏的营销效益。

关键词: 屈臣氏,电子商务,网络营销

Abstract：Our country electronic commerce start is late, but the development speed is quite quick, the affected area is broad, already seeped to society's each domain, to our country's economic development huge promotion effect. This to the enterprise, since the opportunity is also challenges. Watson takes a chain-like Retail business, how to seize the present electronic commerce development opportunity, the grab network market, the expansion marketing channel becomes the first important matter which the enterprise faces. This article through analyzes the Watson electronic commerce development the present situation and the question, discusses Watson's network marketing innovation strategy. Based on the cost and the convenient consideration, current Watson mainly “washes the valuable commercial city” using the third party platform to carry on the network marketing. Therefore, Watson first should in complete the network promotion and in the advertisement delivery foundation, uses the good existing each kind to wash the valuable marketing tool fully, enhances the electronic commerce the depth, then may attempt the micro abundant marketing, the BBS marketing, the group to buy the marketing, the motion commerce marketing and so on many kinds of innovation network marketing ways, raises Watson 's marketing benefit.

Key Words：Watson , e-commerce , Network marketing

　　　日新月异的互联网技术正逐步改变着我们的生活，网络己渗透到我们生活的每一个角落。为了更好的适应网络时代的到来，并利用网络的优势实现企业的发展，就必须将互联网整合到企业的日常运营中来。电子商务和网络营销伴随着互联网技术的兴起和发展，也必将在不远的将来成为营销的一大主流。而作为零售企业这一模式，屈臣氏今后的运营与网络营销息息相关，网络营销策略的制定将直接影响到其在竞争激烈的市场中的生存和发展。当前，屈臣氏的电子商务要想取得持续稳定的发展，重点是做好网络推广和广告投放，在提高网络知名度的前提下，在充分利用好各种淘宝营销工具的基础上，尝试微博营销、BBS营销、团购营销、移动商务营销等多种与时俱进的营销方式，从而提高屈臣氏的整体营销效益。