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grow\u201d\u8fd9\u79cd\u5206\u5272\u7684\u5f62\u6001\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c5\u96c6\u56e2\u5b98\u7f51\uff09<\/p>\n\n\n\n\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u6765\u8bf4\uff0c\u6536\u8d2d\u4e0d\u4ec5\u662f\u4e30\u5bcc\u4e86\u4ea7\u54c1\u77e9\u9635\uff0c\u8fd8\u8fdb\u4e00\u6b65\u589e\u5f3a\u4e86\u6e20\u9053\u4f18\u52bf\u30022003\u5e74\uff0c\u4e3a\u4e86\u6253\u5f00\u4e2d\u56fd\u5927\u4f17\u5316\u5986\u54c1\u7684\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u6536\u8d2d\u4e86\u5c0f\u62a4\u58eb\uff0c\u76f4\u63a5\u5c06\u517628\u4e07\u4e2a\u7ebf\u4e0b\u7f51\u70b9\u6536\u5165\u56ca\u4e2d\u3002\u501f\u6b64\uff0c\u6b27\u83b1\u96c5\u5f97\u4ee5\u5c06\u4e3b\u529b\u54c1\u724c\u5361\u5c3c\u5c14\u5f15\u5165\u4e2d\u56fd\u5e02\u573a\u3002[3]<\/p>\n\n\n\n\u5f3a\u5927\u7684\u4ea7\u54c1\u77e9\u9635+\u6e20\u9053\u8986\u76d6+\u54c1\u724c\u8425\u9500<\/strong>\uff0c\u8ba9\u6b27\u83b1\u96c5\u96c6\u56e2\u80fd\u591f\u4e0d\u65ad\u6e17\u900f\u5404\u5708\u5c42\u7684\u4eba\u7fa4\uff0c\u8ba9\u6d88\u8d39\u8005\u968f\u65f6\u770b\u5f97\u5230\u3001\u4e70\u5f97\u5230\u3002\u8fd9\u4f3c\u4e4e\u6784\u6210\u4e86\u4e00\u4e2a\u575a\u4e0d\u53ef\u6467\u7684\u5546\u4e1a\u95ed\u73af\uff0c\u591a\u5e74\u6765\u6b27\u83b1\u96c5\u96c6\u56e2\u4e00\u76f4\u4fdd\u6301\u7740\u8f83\u9ad8\u7684\u8425\u6536\u589e\u901f\uff08LFL\uff0cLike for Like\uff09\uff0c\u5927\u5e45\u9886\u5148\u5168\u7403\u5316\u5986\u54c1\u5e02\u573a\u7684\u5e73\u5747\u589e\u901f\u3002<\/p>\n\n\n\n\u7136\u800c\uff0c2008\u5e74\u91d1\u878d\u5371\u673a\u4e4b\u540e\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u51fa\u73b0\u4e86\u589e\u957f\u901f\u5ea6\u6301\u7eed\u4e0b\u6ed1\u7684\u8d8b\u52bf\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1aMorgan Stanley 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Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\uff08\u6293\u4f4f\u65b0\u673a\u4f1a\uff09<\/strong>\u201d\u4f5c\u4e3a\u516c\u53f8\u7684\u4fe1\u6761\u3002<\/p>\n\n\n\n2019\u5e74\uff0c\u65f6\u4efbCEO\u5b89\u5de9\u5728\u91c7\u8bbf\u4e2d\u89e3\u91ca\u4e86\u6536\u8d2d\u6a21\u5f0f\u7684\u79d8\u8bc0\uff1a\u201c\u9009\u62e9\u90a3\u4e9b\u6709\u6f5c\u529b\u5728\u5168\u7403\u8303\u56f4\u83b7\u5f97\u6210\u529f\u7684\u54c1\u724c\uff0c\u5728\u975e\u5e38\u65e9\u7684\u9636\u6bb5\u5c31\u4e70\u4e0b\u5b83\u3002\u201d\u6bd4\u59822000\u5e74\u6536\u8d2d\u79d1\u989c\u6c0f\u7684\u65f6\u5019\uff0c\u5b83\u5728\u7f8e\u56fd\u53ea\u6709\u4e00\u5bb6\u4e13\u5356\u5e97\uff0c\u5e74\u6536\u5165\u4e5f\u4e0d\u52302000\u4e07\u7f8e\u91d1\u3002\u7136\u800c20\u5e74\u540e\uff0c\u79d1\u989c\u6c0f\u7684\u8425\u6536\u5df2\u7ecf\u8fbe\u523013.7\u4ebf\u7f8e\u91d1\uff0c\u7ffb\u4e8668\u500d\u3002[2]<\/p>\n\n\n\n\u5728\u5b89\u5de9\u770b\u6765\uff0c\u6b27\u83b1\u96c5\u7684\u6a21\u5f0f\u53ef\u4ee5\u603b\u7ed3\u4e3a\u201cbuy and grow<\/strong>\u201d -\u2014\u2014\u5373\u6536\u8d2d\u884c\u4e3a\u4e0e\u96c6\u56e2\u589e\u957f\u7684\u87ba\u65cb\u4e0a\u5347\uff0c\u800c\u4e0d\u662f\u201cbuy or grow\u201d\u8fd9\u79cd\u5206\u5272\u7684\u5f62\u6001\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c5\u96c6\u56e2\u5b98\u7f51\uff09<\/p>\n\n\n\n\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u6765\u8bf4\uff0c\u6536\u8d2d\u4e0d\u4ec5\u662f\u4e30\u5bcc\u4e86\u4ea7\u54c1\u77e9\u9635\uff0c\u8fd8\u8fdb\u4e00\u6b65\u589e\u5f3a\u4e86\u6e20\u9053\u4f18\u52bf\u30022003\u5e74\uff0c\u4e3a\u4e86\u6253\u5f00\u4e2d\u56fd\u5927\u4f17\u5316\u5986\u54c1\u7684\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u6536\u8d2d\u4e86\u5c0f\u62a4\u58eb\uff0c\u76f4\u63a5\u5c06\u517628\u4e07\u4e2a\u7ebf\u4e0b\u7f51\u70b9\u6536\u5165\u56ca\u4e2d\u3002\u501f\u6b64\uff0c\u6b27\u83b1\u96c5\u5f97\u4ee5\u5c06\u4e3b\u529b\u54c1\u724c\u5361\u5c3c\u5c14\u5f15\u5165\u4e2d\u56fd\u5e02\u573a\u3002[3]<\/p>\n\n\n\n\u5f3a\u5927\u7684\u4ea7\u54c1\u77e9\u9635+\u6e20\u9053\u8986\u76d6+\u54c1\u724c\u8425\u9500<\/strong>\uff0c\u8ba9\u6b27\u83b1\u96c5\u96c6\u56e2\u80fd\u591f\u4e0d\u65ad\u6e17\u900f\u5404\u5708\u5c42\u7684\u4eba\u7fa4\uff0c\u8ba9\u6d88\u8d39\u8005\u968f\u65f6\u770b\u5f97\u5230\u3001\u4e70\u5f97\u5230\u3002\u8fd9\u4f3c\u4e4e\u6784\u6210\u4e86\u4e00\u4e2a\u575a\u4e0d\u53ef\u6467\u7684\u5546\u4e1a\u95ed\u73af\uff0c\u591a\u5e74\u6765\u6b27\u83b1\u96c5\u96c6\u56e2\u4e00\u76f4\u4fdd\u6301\u7740\u8f83\u9ad8\u7684\u8425\u6536\u589e\u901f\uff08LFL\uff0cLike for Like\uff09\uff0c\u5927\u5e45\u9886\u5148\u5168\u7403\u5316\u5986\u54c1\u5e02\u573a\u7684\u5e73\u5747\u589e\u901f\u3002<\/p>\n\n\n\n\u7136\u800c\uff0c2008\u5e74\u91d1\u878d\u5371\u673a\u4e4b\u540e\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u51fa\u73b0\u4e86\u589e\u957f\u901f\u5ea6\u6301\u7eed\u4e0b\u6ed1\u7684\u8d8b\u52bf\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1aMorgan Stanley Research\uff09<\/p>\n\n\n\n\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u8868\u73b0\u66f4\u52a0\u4e0d\u5bb9\u4e50\u89c2\uff0c\u773c\u770b\u5c31\u8981\u6389\u4e0b\u884c\u4e1a\u201c\u5e73\u5747\u7ebf\u201d\u4e86\uff1a[4]<\/p>\n\n\n\n\u6b27\u83b1\u96c5\u58f0\u79f02014\u5e74\u662f2009\u5e74\u4ee5\u6765\u6700\u5dee\u5e74\u4efd\uff0c\u968f\u540e\u5c06\u5168\u5e74\u589e\u957f\u7387\u8c03\u6574\u4e3a3%<\/li>\u4e2d\u56fd\u5e02\u573a\u4f5c\u4e3a\u96c6\u56e2\u7684\u6218\u7565\u8981\u5730\uff0c13\u5e74\u6765\u9996\u6b21\u51fa\u73b0\u4e2a\u4f4d\u6570\u589e\u957f\uff0c\u589e\u901f\u4e0b\u964d\uff0c\u8dd1\u8f93\u5e02\u573a\u5927\u76d8\uff1b<\/li>\u6b27\u83b1\u96c5\u57282013\u5e74\u6536\u8d2d\u7684\u4e2d\u56fd\u54c1\u724c\u7f8e\u5373\uff0c\u5728\u540e\u7eed\u5e76\u672a\u5e26\u6765\u7406\u60f3\u6536\u76ca\uff0c\u53cd\u800c\u57282016\u5e74\u4e1a\u7ee9\u5927\u8dcc\u3002<\/li><\/ul>\n\n\n\n\u5982\u679c\u6211\u4eec\u5bf9\u6bd4\u6b27\u83b1\u96c5\u548c\u540c\u65f6\u671f\u7684\u5176\u5b83\u5feb\u6d88\u54c1\u5de8\u5934\u7684\u4e1a\u7ee9\uff0c\u4f1a\u53d1\u73b0\u60ca\u4eba\u7684\u4e00\u81f4\u6027\uff1a<\/p>\n\n\n\n2014\u5e74\u5f00\u59cb\uff0c\u5b9d\u6d01\u516c\u53f8\u7684\u8425\u6536\u548c\u51c0\u5229\u6da6\u6301\u7eed\u4e0b\u6ed1\uff1b<\/li>2014\u5e74\u7b2c\u4e09\u5b63\u5ea6\uff0c\u8054\u5408\u5229\u534e\u5728\u4e2d\u56fd\u7684\u57fa\u7840\u8425\u6536\u4e0b\u964d\u4e8620%\uff1b<\/li>2015\u5e74\uff0c\u96c5\u8bd7\u5170\u9edb\u906d\u9047\u4e86\u7f55\u89c1\u7684\u8d1f\u589e\u957f\uff0c\u96c6\u56e2\u9500\u552e\u989d\u4e0b\u6ed11.7%\uff0c\u51c0\u5229\u6da6\u540c\u6bd4\u51cf\u5c11\u4e869.6%\u3002<\/li><\/ul>\n\n\n\n\u8fd9\u7a76\u7adf\u662f\u4ec0\u4e48\u539f\u56e0\uff1f<\/strong><\/p>\n\n\n\n\u6211\u4eec\u8ba4\u4e3a\uff0c\u4f20\u7edf\u5feb\u6d88\u54c1\u96c6\u56e2\u5982\u679c\u4ece\u89c4\u6a21\u4f18\u52bf\u51fa\u53d1\uff0c\u65e0\u8bba\u600e\u6837\u6269\u5145\u54c1\u724c\u3001\u6e17\u900f\u6e20\u9053\uff0c\u672c\u8d28\u4e0a\u8fd8\u662f\u5229\u6da6\u5bfc\u5411\u7684\uff0c\u662f\u201c\u4ee5\u751f\u4ea7\u8005\u4e3a\u4e2d\u5fc3\u201d\u7684\u6a21\u5f0f\u3002\u8fd9\u610f\u5473\u7740\uff0c\u54c1\u724c\u5728\u201c\u8d27\u201d\u4e0a\u662f\u5f3a\u52bf\u7684\uff0c\u4f46\u5bf9\u4e8e\u201c\u4eba\u201d\u548c\u201c\u573a\u201d\u7684\u54cd\u5e94\u662f\u4fdd\u5b88\u4e14\u6ede\u540e\u7684\uff0c\u8fd9\u5bfc\u81f4\u54c1\u724c\u65b9\u4e00\u65f6\u65e0\u6cd5\u9002\u5e94\u6d88\u8d39\u8005\u548c\u73af\u5883\u7684\u65b0\u53d8\u5316\u3002<\/strong>\u800c\u8fd9\u79cd\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u7684\u77db\u76fe\u57282014\u5e74\u8fbe\u5230\u4e86\u9876\u70b9\u3002<\/p>\n\n\n\n\u5148\u6765\u770b\u201c\u4eba\u201d\u7684\u7ef4\u5ea6\u3002<\/strong>2010\u5e74\u524d\u540e\uff0c\u6d88\u8d39\u8005\u4eba\u7fa4\u7ed3\u6784\u53d1\u751f\u4e86\u5de8\u5927\u7684\u53d8\u5316\uff0c\u5e76\u7387\u5148\u4f53\u73b0\u5728\u6b27\u7f8e\u56fd\u5bb6\u3002\u4ee5\u7f8e\u56fd\u4e3a\u4f8b\uff0c\u5343\u79a7\u4e00\u4ee3\uff081981\u201496\u5e74\u51fa\u751f\uff09\u4eba\u53e3\u6bd4\u4f8b\u8fc5\u901f\u63d0\u5347\uff0c\u57282014\u5e74\u8d85\u8d8a\u5a74\u513f\u6f6e\u4e00\u4ee3\uff081946\u201464\u5e74\u51fa\u751f\uff09\uff0c\u6700\u7ec8\u57282016\u5e74\u6210\u4e3a\u52b3\u52a8\u548c\u6d88\u8d39\u7684\u6700\u5927\u4eba\u7fa4\u3002[5]<\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1aPEW research center\uff09<\/p>\n\n\n\n\u5343\u79a7\u4e00\u4ee3\u4e0e\u7236\u8f88\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u6d88\u8d39\u4e60\u60ef\u6709\u7740\u5de8\u5927\u7684\u5dee\u522b\uff0c\u5176\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u4e2a\u7279\u5f81\u662f\uff1a\u4ed6\u4eec\u662f\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u7b2c\u4e00\u6279\u201c\u539f\u4f4f\u6c11\u201d\u3002\u8fd9\u4e5f\u547c\u5e94\u7740\u201c\u573a\u201d\u7684\u53d8\u5316\u8d8b\u52bf<\/strong>\u2014\u2014\u8fd9\u4e2a\u65f6\u671f\u7684\u5e74\u8f7b\u4eba\uff0c\u901a\u8fc7\u624b\u673a\u4e0a\u7f51\u8d2d\u7269\u548c\u83b7\u53d6\u4fe1\u606f\u5df2\u7ecf\u6210\u4e3a\u4e86\u523b\u5728\u9aa8\u5b50\u91cc\u7684\u751f\u6d3b\u4e60\u60ef\u30022014\u5e74\uff0c\u5168\u7403\u79fb\u52a8\u7aef\u7528\u6237\u5728\u7ebf\u65f6\u957f\u9996\u6b21\u8d85\u8fc7\u4e86PC\u7aef\u7f51\u7ad9\u7684\u7528\u6237\u5728\u7ebf\u65f6\u957f\uff0c\u5404\u79cd\u793e\u4ea4\u5e73\u53f0\u7684\u65e5\u6d3b\u4e5f\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1aStatista\uff09<\/p>\n\n\n\n\u53cd\u89c2\u6b27\u83b1\u96c5\u96c6\u56e2\uff0c\u5f53\u5e74\u4ed6\u4eec\u54cd\u5e94\u6d88\u8d39\u8005\u53d8\u5316\u7684\u901f\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5feb\u30022010\u5e74\uff0c\u516c\u53f8\u8425\u9500\u8d39\u7528\u4e2d\u4ec5\u67095%\u6295\u5165\u5230\u6570\u5b57\u5316\u5a92\u4f53\uff0c\u5373\u4f7f\u5230\u4e862014\u5e74\uff0c\u8be5\u6bd4\u4f8b\u4e5f\u6ca1\u6709\u8d85\u8fc716%\u3002\u800c\u957f\u671f\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5bf9\u4e8e\u7ebf\u4e0b\u767e\u8d27\u6e20\u9053\u7684\u4f9d\u8d56\u975e\u5e38\u4e25\u91cd\u3002\u4ee5\u4e2d\u56fd\u5e02\u573a\u4e3a\u4f8b\uff0c2010\u5e74\u4e4b\u524d\u6b27\u83b1\u96c5\u6ca1\u6709\u4efb\u4f55\u7535\u5546\u7684\u5e03\u5c40\uff0c\u96c6\u56e2\u8d85\u8fc770%\u7684\u4ea7\u54c1\u90fd\u662f\u5728\u767e\u8d27\u6e20\u9053\u8fdb\u884c\u9500\u552e\uff0c\u51fa\u8d27\u4e5f\u4e3b\u8981\u4f9d\u8d56\u5168\u56fd\u4e0a\u767e\u5bb6\u7ecf\u9500\u5546\u3002[5][6]<\/p>\n\n\n\n2010\u5e74\u4e4b\u540e\uff0c\u4f20\u7edf\u7ebf\u4e0b\u5546\u8d85\u4f5c\u4e3a\u62a4\u80a4\u54c1\u9500\u552e\u7684\u4e3b\u8981\u6e20\u9053\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u4e00\u76f4\u5904\u4e8e\u8870\u9000\u7684\u8d8b\u52bf\uff0c\u800c\u7535\u5546\u6e20\u9053\u5219\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u539f\u672c\u4f9d\u8d56\u7684\u767e\u8d27\u5546\u5e97\u548c\u6742\u8d27\u96f6\u552e\u5546\u6e20\u9053\uff0c\u5360\u6bd4\u4e0d\u65ad\u4e0b\u6ed1\uff0c\u4e2d\u56fd\u7684\u7535\u5546\u6e17\u900f\u7387\u5374\u572810\u5e74\u65f6\u95f4\u91cc\u589e\u957f\u4e86\u5341\u51e0\u500d\u3002\u7136\u800c\uff0c\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u7535\u5546\u6e20\u9053\u7684\u8425\u6536\u4e5f\u53ea\u5360\u96c6\u56e2\u603b\u8425\u6536\u76843%\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\u770b\u4e0a\u53bb\uff0c\u6b27\u83b1\u96c5\u9762\u4e34\u7684\u77db\u76fe\u662f\u65e7\u7684\u589e\u957f\u6a21\u578b\u4e0e\u65b0\u7684\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u4e0d\u5339\u914d<\/strong>\u3002\u6d88\u8d39\u8005\u5728\u54ea\u91cc\uff0c\u54c1\u724c\u5c31\u8981\u53bb\u54ea\u91cc\u2014\u2014\u663e\u7136\u4f20\u7edf\u7684\u7ebf\u4e0b\u6a21\u5f0f\u548c\u65e7\u7684\u6d88\u8d39\u8005\u5e76\u4e0d\u8db3\u4ee5\u652f\u6491\u672a\u6765\u7684\u7528\u6237\u589e\u91cf\uff0c\u54c1\u724c\u66f4\u9700\u8981\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u7684\u6d88\u8d39\u8005\u5efa\u7acb\u8d77\u5168\u65b0\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n\u6211\u4eec\u8fc7\u5f80\u7684\u7814\u7a76\u4e5f\u663e\u793a\uff0cGUCCI\u3001NIKE\u3001\u5b9d\u6d01\u7b49\u884c\u4e1a\u5de8\u5934\uff0c\u7eb7\u7eb7\u57282014\u5e74\u524d\u540e\u542f\u52a8\u4e86\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6218\u7565\uff0c\u5e76\u5728\u968f\u540e\u7684\u51e0\u5e74\u53d6\u5f97\u4e86\u60ca\u4eba\u7684\u6210\u7ee9\u3002\u8fd9\u5e76\u4e0d\u662f\u5de7\u5408\u2014\u2014\u4f20\u7edf\u4f01\u4e1a\u501f\u52a9\u6570\u5b57\u5316\u624b\u6bb5\u8f6c\u53d8\u6210\u201c\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u3001\u8fce\u5408\u5e74\u8f7b\u4e00\u4ee3\u7684\u9700\u6c42\uff0c\u624d\u662f\u672a\u6765\u7684\u8d8b\u52bf\u3002<\/strong><\/p>\n\n\n\n\u4e8e\u662f\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u57282014\u5e74\u8fdb\u884c\u4e86\u5927\u5200\u9614\u65a7\u7684\u6539\u9769\uff0c\u6570\u5b57\u5316\u7684\u8fdc\u5f81\u4e5f\u5c31\u6b64\u542f\u822a\u3002<\/p>\n\n\n\n\u5176\u5b9e\uff0c\u6b27\u83b1\u96c5\u5f53\u65f6\u7684CEO\u5b89\u5de9\u5f88\u65e9\u5c31\u6d1e\u5bdf\u5230\u4e86\u5373\u5c06\u6765\u4e34\u7684\u6570\u5b57\u5316\u6d6a\u6f6e\u3002\u4f46\u8981\u6539\u53d8\u4e00\u4e2a\u5e1d\u56fd\u7684\u8f68\u8ff9\uff0c\u4e0d\u80fd\u53ea\u9760\u62cd\u8111\u888b\u7684\u7b80\u5355\u51b3\u7b56\u3002\u4e8e\u662f\uff0c\u4ece2010\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fdb\u884c\u4e86\u4e00\u4e9b\u6570\u5b57\u5316\u9886\u57df\u7684\u521d\u6b65\u5c1d\u8bd5\uff0c\u6bd4\u5982\u5165\u9a7b\u7535\u5546\u5e73\u53f0\u3001\u6295\u5165\u7ebf\u4e0a\u8425\u9500\u6d3b\u52a8\u3001\u5efa\u7acb\u81ea\u5df1\u7684app\u7b49\u7b49\u3002<\/p>\n\n\n\n\u76f4\u52302014\u5e743\u670818\u65e5\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6b63\u5f0f\u53d1\u5e03\u58f0\u660e\uff0c\u4efb\u547d36\u5c81\u7684Lubomira Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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grow\u201d\u8fd9\u79cd\u5206\u5272\u7684\u5f62\u6001\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c5\u96c6\u56e2\u5b98\u7f51\uff09<\/p>\n\n\n\n\u4ece\u53e6\u4e00\u4e2a\u89d2\u5ea6\u6765\u8bf4\uff0c\u6536\u8d2d\u4e0d\u4ec5\u662f\u4e30\u5bcc\u4e86\u4ea7\u54c1\u77e9\u9635\uff0c\u8fd8\u8fdb\u4e00\u6b65\u589e\u5f3a\u4e86\u6e20\u9053\u4f18\u52bf\u30022003\u5e74\uff0c\u4e3a\u4e86\u6253\u5f00\u4e2d\u56fd\u5927\u4f17\u5316\u5986\u54c1\u7684\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u6536\u8d2d\u4e86\u5c0f\u62a4\u58eb\uff0c\u76f4\u63a5\u5c06\u517628\u4e07\u4e2a\u7ebf\u4e0b\u7f51\u70b9\u6536\u5165\u56ca\u4e2d\u3002\u501f\u6b64\uff0c\u6b27\u83b1\u96c5\u5f97\u4ee5\u5c06\u4e3b\u529b\u54c1\u724c\u5361\u5c3c\u5c14\u5f15\u5165\u4e2d\u56fd\u5e02\u573a\u3002[3]<\/p>\n\n\n\n\u5f3a\u5927\u7684\u4ea7\u54c1\u77e9\u9635+\u6e20\u9053\u8986\u76d6+\u54c1\u724c\u8425\u9500<\/strong>\uff0c\u8ba9\u6b27\u83b1\u96c5\u96c6\u56e2\u80fd\u591f\u4e0d\u65ad\u6e17\u900f\u5404\u5708\u5c42\u7684\u4eba\u7fa4\uff0c\u8ba9\u6d88\u8d39\u8005\u968f\u65f6\u770b\u5f97\u5230\u3001\u4e70\u5f97\u5230\u3002\u8fd9\u4f3c\u4e4e\u6784\u6210\u4e86\u4e00\u4e2a\u575a\u4e0d\u53ef\u6467\u7684\u5546\u4e1a\u95ed\u73af\uff0c\u591a\u5e74\u6765\u6b27\u83b1\u96c5\u96c6\u56e2\u4e00\u76f4\u4fdd\u6301\u7740\u8f83\u9ad8\u7684\u8425\u6536\u589e\u901f\uff08LFL\uff0cLike for Like\uff09\uff0c\u5927\u5e45\u9886\u5148\u5168\u7403\u5316\u5986\u54c1\u5e02\u573a\u7684\u5e73\u5747\u589e\u901f\u3002<\/p>\n\n\n\n\u7136\u800c\uff0c2008\u5e74\u91d1\u878d\u5371\u673a\u4e4b\u540e\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u51fa\u73b0\u4e86\u589e\u957f\u901f\u5ea6\u6301\u7eed\u4e0b\u6ed1\u7684\u8d8b\u52bf\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1aMorgan Stanley Research\uff09<\/p>\n\n\n\n\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u8868\u73b0\u66f4\u52a0\u4e0d\u5bb9\u4e50\u89c2\uff0c\u773c\u770b\u5c31\u8981\u6389\u4e0b\u884c\u4e1a\u201c\u5e73\u5747\u7ebf\u201d\u4e86\uff1a[4]<\/p>\n\n\n\n\u6b27\u83b1\u96c5\u58f0\u79f02014\u5e74\u662f2009\u5e74\u4ee5\u6765\u6700\u5dee\u5e74\u4efd\uff0c\u968f\u540e\u5c06\u5168\u5e74\u589e\u957f\u7387\u8c03\u6574\u4e3a3%<\/li>\u4e2d\u56fd\u5e02\u573a\u4f5c\u4e3a\u96c6\u56e2\u7684\u6218\u7565\u8981\u5730\uff0c13\u5e74\u6765\u9996\u6b21\u51fa\u73b0\u4e2a\u4f4d\u6570\u589e\u957f\uff0c\u589e\u901f\u4e0b\u964d\uff0c\u8dd1\u8f93\u5e02\u573a\u5927\u76d8\uff1b<\/li>\u6b27\u83b1\u96c5\u57282013\u5e74\u6536\u8d2d\u7684\u4e2d\u56fd\u54c1\u724c\u7f8e\u5373\uff0c\u5728\u540e\u7eed\u5e76\u672a\u5e26\u6765\u7406\u60f3\u6536\u76ca\uff0c\u53cd\u800c\u57282016\u5e74\u4e1a\u7ee9\u5927\u8dcc\u3002<\/li><\/ul>\n\n\n\n\u5982\u679c\u6211\u4eec\u5bf9\u6bd4\u6b27\u83b1\u96c5\u548c\u540c\u65f6\u671f\u7684\u5176\u5b83\u5feb\u6d88\u54c1\u5de8\u5934\u7684\u4e1a\u7ee9\uff0c\u4f1a\u53d1\u73b0\u60ca\u4eba\u7684\u4e00\u81f4\u6027\uff1a<\/p>\n\n\n\n2014\u5e74\u5f00\u59cb\uff0c\u5b9d\u6d01\u516c\u53f8\u7684\u8425\u6536\u548c\u51c0\u5229\u6da6\u6301\u7eed\u4e0b\u6ed1\uff1b<\/li>2014\u5e74\u7b2c\u4e09\u5b63\u5ea6\uff0c\u8054\u5408\u5229\u534e\u5728\u4e2d\u56fd\u7684\u57fa\u7840\u8425\u6536\u4e0b\u964d\u4e8620%\uff1b<\/li>2015\u5e74\uff0c\u96c5\u8bd7\u5170\u9edb\u906d\u9047\u4e86\u7f55\u89c1\u7684\u8d1f\u589e\u957f\uff0c\u96c6\u56e2\u9500\u552e\u989d\u4e0b\u6ed11.7%\uff0c\u51c0\u5229\u6da6\u540c\u6bd4\u51cf\u5c11\u4e869.6%\u3002<\/li><\/ul>\n\n\n\n\u8fd9\u7a76\u7adf\u662f\u4ec0\u4e48\u539f\u56e0\uff1f<\/strong><\/p>\n\n\n\n\u6211\u4eec\u8ba4\u4e3a\uff0c\u4f20\u7edf\u5feb\u6d88\u54c1\u96c6\u56e2\u5982\u679c\u4ece\u89c4\u6a21\u4f18\u52bf\u51fa\u53d1\uff0c\u65e0\u8bba\u600e\u6837\u6269\u5145\u54c1\u724c\u3001\u6e17\u900f\u6e20\u9053\uff0c\u672c\u8d28\u4e0a\u8fd8\u662f\u5229\u6da6\u5bfc\u5411\u7684\uff0c\u662f\u201c\u4ee5\u751f\u4ea7\u8005\u4e3a\u4e2d\u5fc3\u201d\u7684\u6a21\u5f0f\u3002\u8fd9\u610f\u5473\u7740\uff0c\u54c1\u724c\u5728\u201c\u8d27\u201d\u4e0a\u662f\u5f3a\u52bf\u7684\uff0c\u4f46\u5bf9\u4e8e\u201c\u4eba\u201d\u548c\u201c\u573a\u201d\u7684\u54cd\u5e94\u662f\u4fdd\u5b88\u4e14\u6ede\u540e\u7684\uff0c\u8fd9\u5bfc\u81f4\u54c1\u724c\u65b9\u4e00\u65f6\u65e0\u6cd5\u9002\u5e94\u6d88\u8d39\u8005\u548c\u73af\u5883\u7684\u65b0\u53d8\u5316\u3002<\/strong>\u800c\u8fd9\u79cd\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u7684\u77db\u76fe\u57282014\u5e74\u8fbe\u5230\u4e86\u9876\u70b9\u3002<\/p>\n\n\n\n\u5148\u6765\u770b\u201c\u4eba\u201d\u7684\u7ef4\u5ea6\u3002<\/strong>2010\u5e74\u524d\u540e\uff0c\u6d88\u8d39\u8005\u4eba\u7fa4\u7ed3\u6784\u53d1\u751f\u4e86\u5de8\u5927\u7684\u53d8\u5316\uff0c\u5e76\u7387\u5148\u4f53\u73b0\u5728\u6b27\u7f8e\u56fd\u5bb6\u3002\u4ee5\u7f8e\u56fd\u4e3a\u4f8b\uff0c\u5343\u79a7\u4e00\u4ee3\uff081981\u201496\u5e74\u51fa\u751f\uff09\u4eba\u53e3\u6bd4\u4f8b\u8fc5\u901f\u63d0\u5347\uff0c\u57282014\u5e74\u8d85\u8d8a\u5a74\u513f\u6f6e\u4e00\u4ee3\uff081946\u201464\u5e74\u51fa\u751f\uff09\uff0c\u6700\u7ec8\u57282016\u5e74\u6210\u4e3a\u52b3\u52a8\u548c\u6d88\u8d39\u7684\u6700\u5927\u4eba\u7fa4\u3002[5]<\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1aPEW research center\uff09<\/p>\n\n\n\n\u5343\u79a7\u4e00\u4ee3\u4e0e\u7236\u8f88\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u6d88\u8d39\u4e60\u60ef\u6709\u7740\u5de8\u5927\u7684\u5dee\u522b\uff0c\u5176\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u4e2a\u7279\u5f81\u662f\uff1a\u4ed6\u4eec\u662f\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u7b2c\u4e00\u6279\u201c\u539f\u4f4f\u6c11\u201d\u3002\u8fd9\u4e5f\u547c\u5e94\u7740\u201c\u573a\u201d\u7684\u53d8\u5316\u8d8b\u52bf<\/strong>\u2014\u2014\u8fd9\u4e2a\u65f6\u671f\u7684\u5e74\u8f7b\u4eba\uff0c\u901a\u8fc7\u624b\u673a\u4e0a\u7f51\u8d2d\u7269\u548c\u83b7\u53d6\u4fe1\u606f\u5df2\u7ecf\u6210\u4e3a\u4e86\u523b\u5728\u9aa8\u5b50\u91cc\u7684\u751f\u6d3b\u4e60\u60ef\u30022014\u5e74\uff0c\u5168\u7403\u79fb\u52a8\u7aef\u7528\u6237\u5728\u7ebf\u65f6\u957f\u9996\u6b21\u8d85\u8fc7\u4e86PC\u7aef\u7f51\u7ad9\u7684\u7528\u6237\u5728\u7ebf\u65f6\u957f\uff0c\u5404\u79cd\u793e\u4ea4\u5e73\u53f0\u7684\u65e5\u6d3b\u4e5f\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1aStatista\uff09<\/p>\n\n\n\n\u53cd\u89c2\u6b27\u83b1\u96c5\u96c6\u56e2\uff0c\u5f53\u5e74\u4ed6\u4eec\u54cd\u5e94\u6d88\u8d39\u8005\u53d8\u5316\u7684\u901f\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5feb\u30022010\u5e74\uff0c\u516c\u53f8\u8425\u9500\u8d39\u7528\u4e2d\u4ec5\u67095%\u6295\u5165\u5230\u6570\u5b57\u5316\u5a92\u4f53\uff0c\u5373\u4f7f\u5230\u4e862014\u5e74\uff0c\u8be5\u6bd4\u4f8b\u4e5f\u6ca1\u6709\u8d85\u8fc716%\u3002\u800c\u957f\u671f\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5bf9\u4e8e\u7ebf\u4e0b\u767e\u8d27\u6e20\u9053\u7684\u4f9d\u8d56\u975e\u5e38\u4e25\u91cd\u3002\u4ee5\u4e2d\u56fd\u5e02\u573a\u4e3a\u4f8b\uff0c2010\u5e74\u4e4b\u524d\u6b27\u83b1\u96c5\u6ca1\u6709\u4efb\u4f55\u7535\u5546\u7684\u5e03\u5c40\uff0c\u96c6\u56e2\u8d85\u8fc770%\u7684\u4ea7\u54c1\u90fd\u662f\u5728\u767e\u8d27\u6e20\u9053\u8fdb\u884c\u9500\u552e\uff0c\u51fa\u8d27\u4e5f\u4e3b\u8981\u4f9d\u8d56\u5168\u56fd\u4e0a\u767e\u5bb6\u7ecf\u9500\u5546\u3002[5][6]<\/p>\n\n\n\n2010\u5e74\u4e4b\u540e\uff0c\u4f20\u7edf\u7ebf\u4e0b\u5546\u8d85\u4f5c\u4e3a\u62a4\u80a4\u54c1\u9500\u552e\u7684\u4e3b\u8981\u6e20\u9053\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u4e00\u76f4\u5904\u4e8e\u8870\u9000\u7684\u8d8b\u52bf\uff0c\u800c\u7535\u5546\u6e20\u9053\u5219\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u539f\u672c\u4f9d\u8d56\u7684\u767e\u8d27\u5546\u5e97\u548c\u6742\u8d27\u96f6\u552e\u5546\u6e20\u9053\uff0c\u5360\u6bd4\u4e0d\u65ad\u4e0b\u6ed1\uff0c\u4e2d\u56fd\u7684\u7535\u5546\u6e17\u900f\u7387\u5374\u572810\u5e74\u65f6\u95f4\u91cc\u589e\u957f\u4e86\u5341\u51e0\u500d\u3002\u7136\u800c\uff0c\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u7535\u5546\u6e20\u9053\u7684\u8425\u6536\u4e5f\u53ea\u5360\u96c6\u56e2\u603b\u8425\u6536\u76843%\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\u770b\u4e0a\u53bb\uff0c\u6b27\u83b1\u96c5\u9762\u4e34\u7684\u77db\u76fe\u662f\u65e7\u7684\u589e\u957f\u6a21\u578b\u4e0e\u65b0\u7684\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u4e0d\u5339\u914d<\/strong>\u3002\u6d88\u8d39\u8005\u5728\u54ea\u91cc\uff0c\u54c1\u724c\u5c31\u8981\u53bb\u54ea\u91cc\u2014\u2014\u663e\u7136\u4f20\u7edf\u7684\u7ebf\u4e0b\u6a21\u5f0f\u548c\u65e7\u7684\u6d88\u8d39\u8005\u5e76\u4e0d\u8db3\u4ee5\u652f\u6491\u672a\u6765\u7684\u7528\u6237\u589e\u91cf\uff0c\u54c1\u724c\u66f4\u9700\u8981\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u7684\u6d88\u8d39\u8005\u5efa\u7acb\u8d77\u5168\u65b0\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n\u6211\u4eec\u8fc7\u5f80\u7684\u7814\u7a76\u4e5f\u663e\u793a\uff0cGUCCI\u3001NIKE\u3001\u5b9d\u6d01\u7b49\u884c\u4e1a\u5de8\u5934\uff0c\u7eb7\u7eb7\u57282014\u5e74\u524d\u540e\u542f\u52a8\u4e86\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6218\u7565\uff0c\u5e76\u5728\u968f\u540e\u7684\u51e0\u5e74\u53d6\u5f97\u4e86\u60ca\u4eba\u7684\u6210\u7ee9\u3002\u8fd9\u5e76\u4e0d\u662f\u5de7\u5408\u2014\u2014\u4f20\u7edf\u4f01\u4e1a\u501f\u52a9\u6570\u5b57\u5316\u624b\u6bb5\u8f6c\u53d8\u6210\u201c\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u3001\u8fce\u5408\u5e74\u8f7b\u4e00\u4ee3\u7684\u9700\u6c42\uff0c\u624d\u662f\u672a\u6765\u7684\u8d8b\u52bf\u3002<\/strong><\/p>\n\n\n\n\u4e8e\u662f\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u57282014\u5e74\u8fdb\u884c\u4e86\u5927\u5200\u9614\u65a7\u7684\u6539\u9769\uff0c\u6570\u5b57\u5316\u7684\u8fdc\u5f81\u4e5f\u5c31\u6b64\u542f\u822a\u3002<\/p>\n\n\n\n\u5176\u5b9e\uff0c\u6b27\u83b1\u96c5\u5f53\u65f6\u7684CEO\u5b89\u5de9\u5f88\u65e9\u5c31\u6d1e\u5bdf\u5230\u4e86\u5373\u5c06\u6765\u4e34\u7684\u6570\u5b57\u5316\u6d6a\u6f6e\u3002\u4f46\u8981\u6539\u53d8\u4e00\u4e2a\u5e1d\u56fd\u7684\u8f68\u8ff9\uff0c\u4e0d\u80fd\u53ea\u9760\u62cd\u8111\u888b\u7684\u7b80\u5355\u51b3\u7b56\u3002\u4e8e\u662f\uff0c\u4ece2010\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fdb\u884c\u4e86\u4e00\u4e9b\u6570\u5b57\u5316\u9886\u57df\u7684\u521d\u6b65\u5c1d\u8bd5\uff0c\u6bd4\u5982\u5165\u9a7b\u7535\u5546\u5e73\u53f0\u3001\u6295\u5165\u7ebf\u4e0a\u8425\u9500\u6d3b\u52a8\u3001\u5efa\u7acb\u81ea\u5df1\u7684app\u7b49\u7b49\u3002<\/p>\n\n\n\n\u76f4\u52302014\u5e743\u670818\u65e5\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6b63\u5f0f\u53d1\u5e03\u58f0\u660e\uff0c\u4efb\u547d36\u5c81\u7684Lubomira Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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center\uff09<\/p>\n\n\n\n\u5343\u79a7\u4e00\u4ee3\u4e0e\u7236\u8f88\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u6d88\u8d39\u4e60\u60ef\u6709\u7740\u5de8\u5927\u7684\u5dee\u522b\uff0c\u5176\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u4e2a\u7279\u5f81\u662f\uff1a\u4ed6\u4eec\u662f\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u7b2c\u4e00\u6279\u201c\u539f\u4f4f\u6c11\u201d\u3002\u8fd9\u4e5f\u547c\u5e94\u7740\u201c\u573a\u201d\u7684\u53d8\u5316\u8d8b\u52bf<\/strong>\u2014\u2014\u8fd9\u4e2a\u65f6\u671f\u7684\u5e74\u8f7b\u4eba\uff0c\u901a\u8fc7\u624b\u673a\u4e0a\u7f51\u8d2d\u7269\u548c\u83b7\u53d6\u4fe1\u606f\u5df2\u7ecf\u6210\u4e3a\u4e86\u523b\u5728\u9aa8\u5b50\u91cc\u7684\u751f\u6d3b\u4e60\u60ef\u30022014\u5e74\uff0c\u5168\u7403\u79fb\u52a8\u7aef\u7528\u6237\u5728\u7ebf\u65f6\u957f\u9996\u6b21\u8d85\u8fc7\u4e86PC\u7aef\u7f51\u7ad9\u7684\u7528\u6237\u5728\u7ebf\u65f6\u957f\uff0c\u5404\u79cd\u793e\u4ea4\u5e73\u53f0\u7684\u65e5\u6d3b\u4e5f\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1aStatista\uff09<\/p>\n\n\n\n\u53cd\u89c2\u6b27\u83b1\u96c5\u96c6\u56e2\uff0c\u5f53\u5e74\u4ed6\u4eec\u54cd\u5e94\u6d88\u8d39\u8005\u53d8\u5316\u7684\u901f\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5feb\u30022010\u5e74\uff0c\u516c\u53f8\u8425\u9500\u8d39\u7528\u4e2d\u4ec5\u67095%\u6295\u5165\u5230\u6570\u5b57\u5316\u5a92\u4f53\uff0c\u5373\u4f7f\u5230\u4e862014\u5e74\uff0c\u8be5\u6bd4\u4f8b\u4e5f\u6ca1\u6709\u8d85\u8fc716%\u3002\u800c\u957f\u671f\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5bf9\u4e8e\u7ebf\u4e0b\u767e\u8d27\u6e20\u9053\u7684\u4f9d\u8d56\u975e\u5e38\u4e25\u91cd\u3002\u4ee5\u4e2d\u56fd\u5e02\u573a\u4e3a\u4f8b\uff0c2010\u5e74\u4e4b\u524d\u6b27\u83b1\u96c5\u6ca1\u6709\u4efb\u4f55\u7535\u5546\u7684\u5e03\u5c40\uff0c\u96c6\u56e2\u8d85\u8fc770%\u7684\u4ea7\u54c1\u90fd\u662f\u5728\u767e\u8d27\u6e20\u9053\u8fdb\u884c\u9500\u552e\uff0c\u51fa\u8d27\u4e5f\u4e3b\u8981\u4f9d\u8d56\u5168\u56fd\u4e0a\u767e\u5bb6\u7ecf\u9500\u5546\u3002[5][6]<\/p>\n\n\n\n2010\u5e74\u4e4b\u540e\uff0c\u4f20\u7edf\u7ebf\u4e0b\u5546\u8d85\u4f5c\u4e3a\u62a4\u80a4\u54c1\u9500\u552e\u7684\u4e3b\u8981\u6e20\u9053\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u4e00\u76f4\u5904\u4e8e\u8870\u9000\u7684\u8d8b\u52bf\uff0c\u800c\u7535\u5546\u6e20\u9053\u5219\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u539f\u672c\u4f9d\u8d56\u7684\u767e\u8d27\u5546\u5e97\u548c\u6742\u8d27\u96f6\u552e\u5546\u6e20\u9053\uff0c\u5360\u6bd4\u4e0d\u65ad\u4e0b\u6ed1\uff0c\u4e2d\u56fd\u7684\u7535\u5546\u6e17\u900f\u7387\u5374\u572810\u5e74\u65f6\u95f4\u91cc\u589e\u957f\u4e86\u5341\u51e0\u500d\u3002\u7136\u800c\uff0c\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u7535\u5546\u6e20\u9053\u7684\u8425\u6536\u4e5f\u53ea\u5360\u96c6\u56e2\u603b\u8425\u6536\u76843%\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\u770b\u4e0a\u53bb\uff0c\u6b27\u83b1\u96c5\u9762\u4e34\u7684\u77db\u76fe\u662f\u65e7\u7684\u589e\u957f\u6a21\u578b\u4e0e\u65b0\u7684\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u4e0d\u5339\u914d<\/strong>\u3002\u6d88\u8d39\u8005\u5728\u54ea\u91cc\uff0c\u54c1\u724c\u5c31\u8981\u53bb\u54ea\u91cc\u2014\u2014\u663e\u7136\u4f20\u7edf\u7684\u7ebf\u4e0b\u6a21\u5f0f\u548c\u65e7\u7684\u6d88\u8d39\u8005\u5e76\u4e0d\u8db3\u4ee5\u652f\u6491\u672a\u6765\u7684\u7528\u6237\u589e\u91cf\uff0c\u54c1\u724c\u66f4\u9700\u8981\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u7684\u6d88\u8d39\u8005\u5efa\u7acb\u8d77\u5168\u65b0\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n\u6211\u4eec\u8fc7\u5f80\u7684\u7814\u7a76\u4e5f\u663e\u793a\uff0cGUCCI\u3001NIKE\u3001\u5b9d\u6d01\u7b49\u884c\u4e1a\u5de8\u5934\uff0c\u7eb7\u7eb7\u57282014\u5e74\u524d\u540e\u542f\u52a8\u4e86\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6218\u7565\uff0c\u5e76\u5728\u968f\u540e\u7684\u51e0\u5e74\u53d6\u5f97\u4e86\u60ca\u4eba\u7684\u6210\u7ee9\u3002\u8fd9\u5e76\u4e0d\u662f\u5de7\u5408\u2014\u2014\u4f20\u7edf\u4f01\u4e1a\u501f\u52a9\u6570\u5b57\u5316\u624b\u6bb5\u8f6c\u53d8\u6210\u201c\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u3001\u8fce\u5408\u5e74\u8f7b\u4e00\u4ee3\u7684\u9700\u6c42\uff0c\u624d\u662f\u672a\u6765\u7684\u8d8b\u52bf\u3002<\/strong><\/p>\n\n\n\n\u4e8e\u662f\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u57282014\u5e74\u8fdb\u884c\u4e86\u5927\u5200\u9614\u65a7\u7684\u6539\u9769\uff0c\u6570\u5b57\u5316\u7684\u8fdc\u5f81\u4e5f\u5c31\u6b64\u542f\u822a\u3002<\/p>\n\n\n\n\u5176\u5b9e\uff0c\u6b27\u83b1\u96c5\u5f53\u65f6\u7684CEO\u5b89\u5de9\u5f88\u65e9\u5c31\u6d1e\u5bdf\u5230\u4e86\u5373\u5c06\u6765\u4e34\u7684\u6570\u5b57\u5316\u6d6a\u6f6e\u3002\u4f46\u8981\u6539\u53d8\u4e00\u4e2a\u5e1d\u56fd\u7684\u8f68\u8ff9\uff0c\u4e0d\u80fd\u53ea\u9760\u62cd\u8111\u888b\u7684\u7b80\u5355\u51b3\u7b56\u3002\u4e8e\u662f\uff0c\u4ece2010\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fdb\u884c\u4e86\u4e00\u4e9b\u6570\u5b57\u5316\u9886\u57df\u7684\u521d\u6b65\u5c1d\u8bd5\uff0c\u6bd4\u5982\u5165\u9a7b\u7535\u5546\u5e73\u53f0\u3001\u6295\u5165\u7ebf\u4e0a\u8425\u9500\u6d3b\u52a8\u3001\u5efa\u7acb\u81ea\u5df1\u7684app\u7b49\u7b49\u3002<\/p>\n\n\n\n\u76f4\u52302014\u5e743\u670818\u65e5\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6b63\u5f0f\u53d1\u5e03\u58f0\u660e\uff0c\u4efb\u547d36\u5c81\u7684Lubomira Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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center\uff09<\/p>\n\n\n\n\u5343\u79a7\u4e00\u4ee3\u4e0e\u7236\u8f88\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u6d88\u8d39\u4e60\u60ef\u6709\u7740\u5de8\u5927\u7684\u5dee\u522b\uff0c\u5176\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u4e2a\u7279\u5f81\u662f\uff1a\u4ed6\u4eec\u662f\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u7b2c\u4e00\u6279\u201c\u539f\u4f4f\u6c11\u201d\u3002\u8fd9\u4e5f\u547c\u5e94\u7740\u201c\u573a\u201d\u7684\u53d8\u5316\u8d8b\u52bf<\/strong>\u2014\u2014\u8fd9\u4e2a\u65f6\u671f\u7684\u5e74\u8f7b\u4eba\uff0c\u901a\u8fc7\u624b\u673a\u4e0a\u7f51\u8d2d\u7269\u548c\u83b7\u53d6\u4fe1\u606f\u5df2\u7ecf\u6210\u4e3a\u4e86\u523b\u5728\u9aa8\u5b50\u91cc\u7684\u751f\u6d3b\u4e60\u60ef\u30022014\u5e74\uff0c\u5168\u7403\u79fb\u52a8\u7aef\u7528\u6237\u5728\u7ebf\u65f6\u957f\u9996\u6b21\u8d85\u8fc7\u4e86PC\u7aef\u7f51\u7ad9\u7684\u7528\u6237\u5728\u7ebf\u65f6\u957f\uff0c\u5404\u79cd\u793e\u4ea4\u5e73\u53f0\u7684\u65e5\u6d3b\u4e5f\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\uff08\u8d44\u6599\u6765\u6e90\uff1aStatista\uff09<\/p>\n\n\n\n\u53cd\u89c2\u6b27\u83b1\u96c5\u96c6\u56e2\uff0c\u5f53\u5e74\u4ed6\u4eec\u54cd\u5e94\u6d88\u8d39\u8005\u53d8\u5316\u7684\u901f\u5ea6\u5e76\u6ca1\u6709\u90a3\u4e48\u5feb\u30022010\u5e74\uff0c\u516c\u53f8\u8425\u9500\u8d39\u7528\u4e2d\u4ec5\u67095%\u6295\u5165\u5230\u6570\u5b57\u5316\u5a92\u4f53\uff0c\u5373\u4f7f\u5230\u4e862014\u5e74\uff0c\u8be5\u6bd4\u4f8b\u4e5f\u6ca1\u6709\u8d85\u8fc716%\u3002\u800c\u957f\u671f\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u5bf9\u4e8e\u7ebf\u4e0b\u767e\u8d27\u6e20\u9053\u7684\u4f9d\u8d56\u975e\u5e38\u4e25\u91cd\u3002\u4ee5\u4e2d\u56fd\u5e02\u573a\u4e3a\u4f8b\uff0c2010\u5e74\u4e4b\u524d\u6b27\u83b1\u96c5\u6ca1\u6709\u4efb\u4f55\u7535\u5546\u7684\u5e03\u5c40\uff0c\u96c6\u56e2\u8d85\u8fc770%\u7684\u4ea7\u54c1\u90fd\u662f\u5728\u767e\u8d27\u6e20\u9053\u8fdb\u884c\u9500\u552e\uff0c\u51fa\u8d27\u4e5f\u4e3b\u8981\u4f9d\u8d56\u5168\u56fd\u4e0a\u767e\u5bb6\u7ecf\u9500\u5546\u3002[5][6]<\/p>\n\n\n\n2010\u5e74\u4e4b\u540e\uff0c\u4f20\u7edf\u7ebf\u4e0b\u5546\u8d85\u4f5c\u4e3a\u62a4\u80a4\u54c1\u9500\u552e\u7684\u4e3b\u8981\u6e20\u9053\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\u4e00\u76f4\u5904\u4e8e\u8870\u9000\u7684\u8d8b\u52bf\uff0c\u800c\u7535\u5546\u6e20\u9053\u5219\u5448\u73b0\u7206\u53d1\u5f0f\u589e\u957f\u3002\u5728\u4e2d\u56fd\u5e02\u573a\uff0c\u6b27\u83b1\u96c5\u539f\u672c\u4f9d\u8d56\u7684\u767e\u8d27\u5546\u5e97\u548c\u6742\u8d27\u96f6\u552e\u5546\u6e20\u9053\uff0c\u5360\u6bd4\u4e0d\u65ad\u4e0b\u6ed1\uff0c\u4e2d\u56fd\u7684\u7535\u5546\u6e17\u900f\u7387\u5374\u572810\u5e74\u65f6\u95f4\u91cc\u589e\u957f\u4e86\u5341\u51e0\u500d\u3002\u7136\u800c\uff0c\u76f4\u52302014\u5e74\uff0c\u6b27\u83b1\u96c5\u7535\u5546\u6e20\u9053\u7684\u8425\u6536\u4e5f\u53ea\u5360\u96c6\u56e2\u603b\u8425\u6536\u76843%\u3002<\/p>\n\n\n\n<\/figure>\n\n\n\n\u770b\u4e0a\u53bb\uff0c\u6b27\u83b1\u96c5\u9762\u4e34\u7684\u77db\u76fe\u662f\u65e7\u7684\u589e\u957f\u6a21\u578b\u4e0e\u65b0\u7684\u6d88\u8d39\u8005\u4e4b\u95f4\u7684\u4e0d\u5339\u914d<\/strong>\u3002\u6d88\u8d39\u8005\u5728\u54ea\u91cc\uff0c\u54c1\u724c\u5c31\u8981\u53bb\u54ea\u91cc\u2014\u2014\u663e\u7136\u4f20\u7edf\u7684\u7ebf\u4e0b\u6a21\u5f0f\u548c\u65e7\u7684\u6d88\u8d39\u8005\u5e76\u4e0d\u8db3\u4ee5\u652f\u6491\u672a\u6765\u7684\u7528\u6237\u589e\u91cf\uff0c\u54c1\u724c\u66f4\u9700\u8981\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u7684\u6d88\u8d39\u8005\u5efa\u7acb\u8d77\u5168\u65b0\u7684\u5173\u7cfb\u3002<\/p>\n\n\n\n\u6211\u4eec\u8fc7\u5f80\u7684\u7814\u7a76\u4e5f\u663e\u793a\uff0cGUCCI\u3001NIKE\u3001\u5b9d\u6d01\u7b49\u884c\u4e1a\u5de8\u5934\uff0c\u7eb7\u7eb7\u57282014\u5e74\u524d\u540e\u542f\u52a8\u4e86\u6570\u5b57\u5316\u8f6c\u578b\u7684\u6218\u7565\uff0c\u5e76\u5728\u968f\u540e\u7684\u51e0\u5e74\u53d6\u5f97\u4e86\u60ca\u4eba\u7684\u6210\u7ee9\u3002\u8fd9\u5e76\u4e0d\u662f\u5de7\u5408\u2014\u2014\u4f20\u7edf\u4f01\u4e1a\u501f\u52a9\u6570\u5b57\u5316\u624b\u6bb5\u8f6c\u53d8\u6210\u201c\u6d88\u8d39\u8005\u4e3a\u4e2d\u5fc3\u201d\u3001\u8fce\u5408\u5e74\u8f7b\u4e00\u4ee3\u7684\u9700\u6c42\uff0c\u624d\u662f\u672a\u6765\u7684\u8d8b\u52bf\u3002<\/strong><\/p>\n\n\n\n\u4e8e\u662f\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u57282014\u5e74\u8fdb\u884c\u4e86\u5927\u5200\u9614\u65a7\u7684\u6539\u9769\uff0c\u6570\u5b57\u5316\u7684\u8fdc\u5f81\u4e5f\u5c31\u6b64\u542f\u822a\u3002<\/p>\n\n\n\n\u5176\u5b9e\uff0c\u6b27\u83b1\u96c5\u5f53\u65f6\u7684CEO\u5b89\u5de9\u5f88\u65e9\u5c31\u6d1e\u5bdf\u5230\u4e86\u5373\u5c06\u6765\u4e34\u7684\u6570\u5b57\u5316\u6d6a\u6f6e\u3002\u4f46\u8981\u6539\u53d8\u4e00\u4e2a\u5e1d\u56fd\u7684\u8f68\u8ff9\uff0c\u4e0d\u80fd\u53ea\u9760\u62cd\u8111\u888b\u7684\u7b80\u5355\u51b3\u7b56\u3002\u4e8e\u662f\uff0c\u4ece2010\u5e74\u8d77\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fdb\u884c\u4e86\u4e00\u4e9b\u6570\u5b57\u5316\u9886\u57df\u7684\u521d\u6b65\u5c1d\u8bd5\uff0c\u6bd4\u5982\u5165\u9a7b\u7535\u5546\u5e73\u53f0\u3001\u6295\u5165\u7ebf\u4e0a\u8425\u9500\u6d3b\u52a8\u3001\u5efa\u7acb\u81ea\u5df1\u7684app\u7b49\u7b49\u3002<\/p>\n\n\n\n\u76f4\u52302014\u5e743\u670818\u65e5\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u6b63\u5f0f\u53d1\u5e03\u58f0\u660e\uff0c\u4efb\u547d36\u5c81\u7684Lubomira Rochet\u4e3a\u9996\u5e2d\u6570\u5b57\u5b98\uff08Chief Digital Officer\uff09\uff0c\u540c\u65f6\u4e5f\u5728\u6218\u7565\u53d1\u5e03\u4f1a\u4e0a\u7acb\u4e0b\u4e86\u8c6a\u8a00\u58ee\u8bed\uff1aBecoming the leader in digital beauty\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n(\u8d44\u6599\u6765\u6e90\uff1a\u6b27\u83b1\u96c52014\u5e74\u8d22\u62a5\uff09<\/p>\n\n\n\nDigital Beauty\u7684\u6218\u7565\u5206\u4e3a\u4e86\u4e09\u5927\u6a21\u5757\uff1a[7]<\/p>\n\n\n\n\u7535\u5546<\/strong>\uff08Ecommerce\uff09\uff1a\u62d3\u5c55\u7528\u6237\u7684\u8d2d\u4e70\u6e20\u9053\uff0c\u6e17\u900f\u65b0\u5174\u56fd\u5bb6\u548c\u66f4\u5e74\u8f7b\u7684\u4eba\u7fa4\uff1b<\/li>\u6570\u636e\u6280\u672f<\/strong>\uff08Data 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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(\u8d44\u6599\u6765\u6e90\uff1aMorgan Stanley Research\uff09<\/p>\n\n\n\n
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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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\u5ba2\u6237\u4f53\u9a8c\uff1a\u793e\u4ea4\u5546\u52a1+\u573a\u666f\u8d4b\u80fd\u63d0\u5347\u58c1\u5792<\/strong><\/h1>\n\n\n\n\u4ece2014\u5e74\u6b63\u5f0f\u542f\u52a8Digital 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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Beauty\u6218\u7565\u5f00\u59cb\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u7684\u6570\u5b57\u5316\u5a92\u4ecb\u6295\u5165\u5360\u6bd4\u5c31\u9010\u5e74\u63d0\u5347\uff0c\u4ece2014\u5e74\u768416%\u4e0a\u6da8\u5230\u4e862020\u5e74\u768463%\u3002\u5728\u4e2d\u56fd\uff0c\u6b27\u83b1\u96c5\u7ebf\u4e0a\u8425\u9500\u7684\u8d39\u7528\u66f4\u662f\u8fbe\u5230\u4e8680%\u4ee5\u4e0a\u3002<\/p>\n\n\n\n\u6211\u4eec\u6ce8\u610f\u5230\uff0c\u6b27\u83b1\u96c5\u96c6\u56e2\u8fd1\u5e74\u6765\u4e0d\u65ad\u7684\u52a0\u5927\u7ad9\u5916\u7684\u793e\u4ea4\u5a92\u4f53\u6295\u5165\uff0c\u4e0d\u518d\u805a\u7126\u5355\u4e00\u7684\u7535\u5546\u5e73\u53f0\u6e20\u9053\u3002\u8fd9\u8868\u660e\uff0c\u6b27\u83b1\u96c5\u8d8a\u6765\u8d8a\u770b\u91cd\u5229\u7528\u6570\u5b57\u5316\u624b\u6bb5\u63d0\u5347\u6d88\u8d39\u8005\u4f53\u9a8c\uff0c\u60f3\u8981\u4e0e\u6d88\u8d39\u8005\u4ea7\u751f\u5168\u57df\u7684\u3001\u4e2a\u6027\u5316\u7684\u4e92\u52a8\uff0c\u8fdb\u4e00\u6b65\u589e\u5f3a\u54c1\u724c\u7684\u7ade\u4e89\u529b\u3002<\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n3.1 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