本科论文摘要互联网的出现以及伴随着互联网出现而衍生的互联网商业技术和工具改变了整体的商业生态，出现了电子商务产业以及新的互联网产品形态，这意味着在商业管理中，企业要将传统的营销理论和营销模式做出适应性的调整，才能在新的商业生态中立足。基于上述背景，本文阐述了互联网背景下整合营销的特征结合分析了化妆品行业目前的市场特征和消费者行为心理特征，对比了国际化妆品牌在中国市场惯用的营销策略和新兴国货化妆品的整合营销策略，反映了当今互联网背景下营销模式新一轮进化，本文重点以新生国货化妆品为例，结合当前互联网背景和消费者行为心理的变化，介绍他们的整合营销传播策略，分析其中的不足之处并提出解决方案，为化妆品行业的整合营销系统提供新的实施策略，由于国内新兴化妆品品牌仍然处于初期成长和国内外竞争激烈混战的状态，如何运用持续的营销手段使这些品牌脱颖而出，继续扩大品牌影响力是当前的重要任务，因此本文基于对市场上知名化妆品品牌传统整合营销传播方式的研究，结合互联网背景对该行业的影响，对化妆品行业的整合营销传播提供可行的创新方法及内容，来增加品牌的知名度和影响力。关键词：互联网整合营销新兴国货化妆品本科论文AbstractThe emergence of the Internet and the Internet business technology and toolsderived from the emergence of the Internet have changed the overall business ecology,and the emergence of e-commerce industry and new Internet product forms,whichmeans that in business management,enterprises need to make adaptive adjustments tothe traditional marketing theory and marketing model in order to be based in the newbusiness ecology.Under the background of modern business,the Internet has broughta great wave of information,and marketing has become the top priority of allenterprises'management behaviors.Meanwhile,the cosmetics industry has beenshuffled.The changes in the macro and micro market environment have made the riseof domestic cosmetics brands.With the help of Internet Marketing,the emergingdomestic cosmetics brands have risen rapidly,and with the help of marketing,the pastsemi monopoly of foreign brands has been reversed And become the leader ofdomestic cosmetics market,so their marketing methods have great referencesignificance for the industry.Based on the above background,this paper expounds thecharacteristics of integrated marketing under the background of Internet,analyzes thecurrent market characteristics of cosmetics industry and the psychologicalcharacteristics of consumers'behavior,compares the marketing strategies commonlyused by international cosmetics brands in China market and the integrated marketingstrategies of new domestic cosmetics,and reflects the new round of evolution ofmarketing mode under the background of Internet.This paper focuses on For example,new domestic cosmetics,combined with the current internet background and changesin consumer behavior and psychology,introduce their integrated marketingcommunication strategies,analyze their shortcomings and propose solutions,so as toprovide new implementation strategies for the integrated marketing system of thecosmetics industry,As the domestic emerging cosmetics brands are still in the initialgrowth and fierce competition at home and abroad,how to use continuous marketingmeans to make these brands stand out and continue to expand the brand influence isan important task at present.Therefore,based on the research on the traditionalintegrated marketing communication mode of famous cosmetics brands in the market,this paper combines the internet background with the impact of the industry Toprovide feasible innovative methods and contents for integrated marketingcommunication of cosmetics industry to increase brand awareness and influence.本科论文Key words:Internet Integrated marketing new domestic cosmetics