论电子商务企业御泥坊的线下发展  

On the Off-line Development of the E-commerce Enterprise Yunifang

作　　者：蔡瑞雷[1] 王培森[1] 

机构地区：[1]莆田学院商学院,福建莆田351100

出　　处：《莆田学院学报》2014年第1期54-58,共5页Journal of putian University

摘　　要：以御泥坊发展现状为个案,运用SWOT分析方法探讨其在线下发展中的优势与不足。借鉴其他著名化妆品品牌成功经验,结合市场营销理论、方法,从御泥坊实际出发,为御泥坊的线下发展提出建议,也为一些借由电子商务平台发展起来的新兴化妆品品牌的线下销售渠道建设提供借鉴。The paper takes the current developing situation of Yunifang for case analysis. It explores the advantages and shortages of its off-line development through SWOT analysis. And then it takes the successful experience of other well-known cosmetic brands for reference. Combining with Marketing theories and methods, it puts forward some effective suggestions for Yunifang＇s off-line development and provides some references for the oftline distribution channel building of the newly emerging cosmetic brands based on the e-commerce platform.

关 键 词：御泥坊 线下发展 电子商务企业 SWOT分析 

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