本文選題：美容產(chǎn)業(yè) + 青島YD公司��； 參考：《中國(guó)海洋大學(xué)》2014年碩士論文

【摘要】：美容產(chǎn)業(yè)盡管所需投資較少，但卻與人們?nèi)粘Ｉ钕⑾⑾嚓P(guān)，目前已經(jīng)發(fā)展成為影響廣泛、增速驚人的日用消費(fèi)品之一。在眾多美容類產(chǎn)品中，被稱為“美麗因子”的EGF(Epidermal Growth Factor)，是頗具科技含量的創(chuàng)新成果，是調(diào)控皮膚生長(zhǎng)、更新和代謝的重要細(xì)胞生長(zhǎng)因子，對(duì)皮膚具有卓越的修復(fù)功效。如今，從事EGF產(chǎn)品研發(fā)、制造及銷售的國(guó)內(nèi)企業(yè)開始涌現(xiàn)，如何通過營(yíng)銷策略組合有效推動(dòng)企業(yè)可持續(xù)發(fā)展，成為理論界和企業(yè)界普遍關(guān)注的焦點(diǎn)問題。 青島YD生物科技有限公司作為細(xì)胞生長(zhǎng)因子領(lǐng)域的典型企業(yè)，經(jīng)過不懈努力和多年發(fā)展，業(yè)已取得了較為優(yōu)異的成長(zhǎng)成績(jī)，產(chǎn)品及品牌獲得了廣大經(jīng)銷商、代理商、美容院及最終顧客的一致贊譽(yù)。然而，面對(duì)科技進(jìn)步、信息泛濫以及競(jìng)爭(zhēng)加劇等眾多挑戰(zhàn)，青島YD生物科技有限公司應(yīng)該不斷思考和改進(jìn)公司的營(yíng)銷策略和實(shí)施措施。 本文主要選擇了案例研究、實(shí)地訪談和文獻(xiàn)分析等研究方法，通過營(yíng)銷環(huán)境分析及營(yíng)銷策略理論的具體運(yùn)用，基于七章篇幅研究了案例企業(yè)的營(yíng)銷問題。具體章節(jié)標(biāo)題為：緒論、理論基礎(chǔ)、青島YD生物科技有限公司外部營(yíng)銷環(huán)境分析、青島YD生物科技有限公司內(nèi)部營(yíng)銷環(huán)境分析、青島YD生物科技有限公司營(yíng)銷策略選擇、青島YD生物科技有限公司營(yíng)銷策略實(shí)施措施和研究總結(jié)與未來展望。其中，內(nèi)外部環(huán)境分析以及營(yíng)銷策略組合的各項(xiàng)選擇是本文的研究重點(diǎn)。 論文研究得出，青島YD生物科技有限公司的外部營(yíng)銷環(huán)境表現(xiàn)為：細(xì)胞生長(zhǎng)因子產(chǎn)品著眼于改善肌膚、抗衰緩老等功能，因此其產(chǎn)品不同于日用美容品，只能在美容院借助專業(yè)美容設(shè)備儀器進(jìn)行操作；細(xì)胞生長(zhǎng)因子產(chǎn)品屬于美容專業(yè)線范疇，需要通過廠家——代理商——美容院多層渠道銷售；細(xì)胞生長(zhǎng)因子產(chǎn)品主要通過專業(yè)銷售渠道以口碑營(yíng)銷和獨(dú)特功能贏得消費(fèi)者，該類產(chǎn)品市場(chǎng)需求以每年40%的態(tài)勢(shì)增長(zhǎng)；由于專業(yè)線美容行業(yè)尚處于發(fā)展階段，因此缺乏行業(yè)標(biāo)準(zhǔn)，營(yíng)銷模式類似，產(chǎn)品差異性不大，專業(yè)線美容行業(yè)版圖尚未定型。 青島YD生物科技有限公司的內(nèi)部營(yíng)銷環(huán)境表現(xiàn)為：公司創(chuàng)業(yè)者擁有多家企業(yè)的工作經(jīng)歷，掌握了比價(jià)全面的企業(yè)管理知識(shí)；公司重視產(chǎn)品研發(fā)，先后與省內(nèi)外多家從事細(xì)胞、基因等領(lǐng)域研究的科研院所合作，并突出海洋生物基因的特色；公司已經(jīng)從生產(chǎn)外包階段發(fā)展為自建工廠，為產(chǎn)學(xué)研結(jié)合以及工業(yè)旅游和體驗(yàn)營(yíng)銷創(chuàng)造了條件；公司重視渠道商管理，在對(duì)各類合作伙伴的培訓(xùn)輔導(dǎo)方面不斷加大力度；公司是全國(guó)美容美發(fā)行業(yè)協(xié)會(huì)副會(huì)長(zhǎng)單位，除了能夠融入產(chǎn)業(yè)環(huán)境、提升知名度和美譽(yù)度以外，對(duì)整個(gè)美容產(chǎn)業(yè)的影響力也不斷呈現(xiàn)。 基于以上內(nèi)外部環(huán)境分析，提出青島YD生物科技有限公司的營(yíng)銷目標(biāo)：覆蓋并服務(wù)國(guó)內(nèi)所有地區(qū)抗衰來美容顧客需求，在1/3市場(chǎng)區(qū)域做到份額領(lǐng)先，持續(xù)保持并提升與各級(jí)代理商的合作關(guān)系和合作能力，完善并改進(jìn)公司產(chǎn)品營(yíng)銷體系、供應(yīng)鏈流程及品牌推廣技能，，持續(xù)拓展以海洋科技為特色的抗衰老基因美顏產(chǎn)品系列。為了實(shí)現(xiàn)以上目標(biāo)，青島YD生物科技有限公司下一步營(yíng)銷策略為： （1）產(chǎn)品策略。加大科研力度及科技創(chuàng)新市場(chǎng)化速度，推出采用不同科技、不同功能和添加不同營(yíng)養(yǎng)成分的不同容量、不同價(jià)位的多檔產(chǎn)品；充分運(yùn)用公司生產(chǎn)資源及研發(fā)能力，適當(dāng)推出日化線美容產(chǎn)品，打破以往只在美容院銷售的限制；實(shí)現(xiàn)完全一體化的產(chǎn)品研發(fā)、制造、包裝、運(yùn)輸鏈條。 （2）價(jià)格策略：產(chǎn)品定位為高技術(shù)、高附加值的小眾市場(chǎng)，采取高售價(jià)、高盈利、高成本的運(yùn)作模式；隨著公司產(chǎn)品的豐富化和系列化，定價(jià)策略應(yīng)該相應(yīng)調(diào)整，采取更具針對(duì)性的、細(xì)分的、差異化定價(jià)策略。 （3）渠道策略。隨著公司規(guī)模擴(kuò)大，品類增加，實(shí)力提升，針對(duì)那些市場(chǎng)規(guī)模比較大、市場(chǎng)潛力比家好的省市如青島、湖北、重慶，應(yīng)該建立直營(yíng)分公司；由于公司新產(chǎn)品策略包含推出多款日化線美容產(chǎn)品，這些產(chǎn)品則非常適合利用網(wǎng)絡(luò)平臺(tái)直接對(duì)終端客戶，或者通過日化線進(jìn)行銷售。 （4）促銷策略。強(qiáng)化公共關(guān)系營(yíng)銷，建立企業(yè)與政府、與消費(fèi)者、與員工之間的溝通和傳播關(guān)系，贏取公眾對(duì)組織的信任、理解、支持和認(rèn)可，樹立組織在公眾中的良好形象；重視網(wǎng)絡(luò)營(yíng)銷和微營(yíng)銷推廣，增加在美容產(chǎn)業(yè)協(xié)會(huì)、美容業(yè)博覽會(huì)的品牌塑造，組織各層級(jí)顧客到公司參觀、體驗(yàn)和培訓(xùn)。
[Abstract]:Although the beauty industry needs less investment, but it is closely related to people's daily life, it has developed into one of the daily consumption products that have a wide impact and an amazing growth rate. In many beauty products, the EGF (Epidermal Growth Factor), called "beauty factor", is a scientific and technological innovation, which regulates the growth of the skin. The important cell growth factor, which is updated and metabolize, has excellent repair effect on the skin. Now, the domestic enterprises engaged in the research and development, manufacture and sale of EGF products are beginning to emerge. How to effectively promote the sustainable development of enterprises through marketing strategy combination has become the focus of concern in both the theoretical and the business circles.
Qingdao YD Biotechnology Co., Ltd., as a typical enterprise in the field of cell growth factor, has achieved excellent results after unremitting efforts and years of development. The products and brands have been praised by the vast majority of dealers, agents, beauty salons and final customers. However, in the face of scientific and technological progress, information flooding and competition Drama and many other challenges, Qingdao YD Biotechnology Co., Ltd. should constantly consider and improve the company's marketing strategy and implementation measures.
This paper mainly selects case study, field interview and literature analysis and other research methods, through the specific application of marketing environment analysis and marketing strategy theory, based on the seven chapters to study the marketing problems of case companies. The specific chapter is the introduction, the theoretical basis, the analysis of the external marketing environment of the Qingdao YD Biotechnology Co., Ltd., The internal marketing environment of island YD Biotechnology Co., Ltd., the marketing strategy selection of Qingdao YD Biotechnology Co., Ltd., the implementation measures and research summary and future prospect of the marketing strategy of Qingdao YD Biotechnology Co., Ltd. are the key points of this paper.
The paper studies that the external marketing environment of Qingdao YD Biotechnology Co., Ltd. shows that cell growth factor products focus on improving skin and anti aging function, so its products are different from daily beauty products and can only be operated in the beauty salon with the help of professional beauty equipment instruments; cell growth factor products belong to the beauty specialty. Line category needs to be sold through multi-layer channels of the manufacturer - agent - beauty salon; cell growth factor products are mainly won by word-of-mouth marketing and unique functions through professional marketing channels. The market demand for this kind of products grows by 40% a year. Industry standard, marketing mode is similar, product difference is not big, professional line beauty industry layout has not yet been finalized.
The internal marketing environment of Qingdao YD Biological Technology Co., Ltd. shows that the company has a lot of business experience and has a comprehensive knowledge of enterprise management. The company attaches great importance to product research and development, and has cooperated with a number of research institutes in the field of cell and gene research at home and abroad, and highlights the special marine genes. Color; the company has developed from the production outsourcing stage to the self built factory, created conditions for the integration of industry, research and research, industrial tourism and experience marketing; the company attaches great importance to the management of channel merchants and increases the training and coaching of all kinds of partners; the company is the vice president of the National Association for beauty and hairdressing industry, in addition to being able to integrate. Besides the upgrading of reputation and reputation, the influence on the whole beauty industry is constantly showing.
Based on the analysis of the internal and external environment, the marketing target of Qingdao YD Biotechnology Co., Ltd. is put forward: covering and serving all areas of China to resist the demand of beauty customers, leading the share of the 1/3 market, maintaining and improving the cooperation and cooperation with agents at all levels, improving and improving the product marketing system of the company. In order to achieve the above goals, the next marketing strategy of Qingdao YD Biotechnology Co., Ltd. is to achieve the above objectives.
(1) product strategy. Increase the speed of scientific research and technological innovation market, introduce the different capacity of different science and technology, different functions and adding different nutritive components, different prices of different price products; make full use of the company's production resources and R & D ability, properly launch the cosmetic product of daily chemical line, break the limitation of the sale in the beauty salon. To achieve complete integration of product development, manufacturing, packaging, transportation chain.
(2) price strategy: product positioning is high technology, high value-added small market, high price, high profit, high cost operation mode; with the enrichment and serialization of the company's products, the pricing strategy should be adjusted accordingly, to adopt more targeted, subdivided, differential pricing strategy.
(3) channel strategy. With the expansion of the company, the increase in category, and the improvement of the strength, we should set up a direct branch for the larger market scale, such as Qingdao, Hubei and Chongqing, which have better market potential than home, and the new product strategy of the company includes the introduction of a number of cosmetic products for daily chemical lines, which are very suitable for the use of the network platform. Direct sales to terminal customers or through daily lines.
(4) promotion strategy. Strengthen the public relations marketing, establish the communication and communication relationship between the enterprise and the government, the consumers, and the employees, win the public trust, understanding, support and approval of the organization, establish the good image of the organization in the public; attach importance to the network marketing and the promotion of micromarketing, and increase the beauty industry association and the beauty industry fair. Brand building, organize customer visits, experience and training at all levels.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F274

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本文編號(hào)：1989433