摘要
隨著中國電子商務環境發展成熟，社會經濟與消費環境不斷優化，在中國開始出現新潮消費現象，新銳美妝品牌拔地而起，部分老派民族品牌在新消費環境下，致力於創新研發，打破技術壁壘，民族品牌競爭力不斷增強，在消費市場中牢牢佔據穩固地位。本文圍繞電商美妝品牌發展歷史，結合了案例分析、質性研究、內容分析等相關理論作為研究支撐，對美妝品牌的新潮概念作出了總結與梳理。通過第二章文獻綜述，分析出電商美妝品牌新潮概念的面向要素：品牌、產品、行銷三個主要面向結構。通過深度訪談5名不同維度的受訪人並歸納提取有效資訊，結合以往學者研究，總結出美妝品牌新潮概念，同時也為新興品牌的打造面向提供了可借鑒方向。
並列摘要
With the development of China's e-commerce environment matures, the social economy and the consumption environment constantly optimized, trendy consumption phenomenon, began to appear in the China new beauty makeup brand, part of the old national brand under the new consumption environment, committed to innovation, break the technical barriers, to enhance national brand competitiveness, dominated the stable status in the consumer market. Centering on the development history of e-commerce beauty makeup brands, this paper summarizes and combs the new concept of beauty makeup brands by combining case analysis, qualitative research, content analysis and other relevant theories as research support. Through the literature review in chapter two, this paper analyzes the new concept oriented elements of e-commerce beauty brands: brand, product and marketing. Through in-depth interviews with five interviewees from different dimensions and inductive extraction of effective information, combined with previous scholars' research, the new concept of beauty makeup brand is summarized, and it also provides a reference direction for the building of emerging brands.