The Comparative Analysis Of VIP And JuMei's Toiletries Marketing Strategies

China's consumption of cosmetics is the world's fastest growing market,with a steady growth rate of 20%per year,in 2014 the scale of China's cosmetics retail reached 329.4 billion yuan,online transactions amounted to 97.5 billion yuan,online penetration rate is only 29.6%,The great potential of cosmetics online shopping has attracted lots of Electronic Commerce Companies to join the market.As the leaders in the E-commerce field,VIP and JuMei have different strategies in cosmetics business.This paper arms at comparing the difference between two appliance business'marketing strategies,and analyzing customers attitudes towards to two E-commerce business through customer satisfaction,which is concluded the advantages and disadvantages of their marketing strategies.Firstly,I compiled literature review on marketing strategy and consumer satisfaction,laid the theoretical foundation for the writing of this article.Then,I analyzed the current situation of china's cosmetics online marking from market size,structure,supervision and trends.Thirdly,I analyzed the marketing strategies of VIP and JM from cosmetics information,service,solutions strategies,information strategies,value strategies and access strategies.And analyze and compare the marketing strategies of VIP and JM from each of sides,finally,through consumers satisfaction and financial performance to evaluate the two appliance business marketing strategy.Financial performance analysis mainly analyzes three indicators that is the sales margin,asset turnover and ROE.Through consumer satisfaction we find the factors that consumer think over when their shopping online.I divided the questionnaire into four dimensions,then compared every dimensions that could affect consumers satisfaction by cross analysis,significance test.Use of regression analysis to analyze consumers satisfaction,and I find out the key factors which have most significant to customs satisfaction.Based on the results of regression analysis,and connect with the practical situation of two E-commerce business,I give some cosmetics marketing strategics recommendations to VIP and JM,also it can provide a reference for other electricity suppliers to develop cosmetics marketing strategies,And obtains the enlightenment to the cosmetics industry.