本文關(guān)鍵詞：成都RT公司MAXFACTOR品牌市場(chǎng)策略研究　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： MAXFACTOR 化妝品 大眾彩妝 營(yíng)銷策略 STP

【摘要】：作為有著悠久歷史和文化背景的MAXFACTOR彩妝自進(jìn)入中國(guó)市場(chǎng)以來一直以著名的美寶蓮彩妝為主要競(jìng)爭(zhēng)對(duì)手,以圖在大眾彩妝領(lǐng)域內(nèi)分得其龐大的市場(chǎng)份額。2008年,在RT公司的運(yùn)作下MAXFACTOR以成都為起點(diǎn),取得了不錯(cuò)的開局成績(jī),但隨后不久她就面臨了業(yè)績(jī)下滑、份額下降等問題而后繼乏力。本文以MAXFACTOR品牌在中國(guó)市場(chǎng)的運(yùn)作作為研究對(duì)象,主要從市場(chǎng)定位、市場(chǎng)策略等方面采用了STP分析法、對(duì)比分析和3C分析的方法對(duì)MAXFACTOR進(jìn)行解讀。文中首先介紹了MAXFACTOR的品牌歷史和RT公司的狀況,在此基礎(chǔ)上闡明了MAXFACTOR品牌現(xiàn)行的“更加專業(yè)的大眾彩妝”的市場(chǎng)定位。同時(shí)介紹了該品牌立足于競(jìng)爭(zhēng)的產(chǎn)品策略和價(jià)格策略、在促銷和渠道策略上執(zhí)行的高端路線以及其現(xiàn)在面臨的業(yè)績(jī)下滑,單柜產(chǎn)量下降、主力市場(chǎng)失利等問題。其次,針對(duì)這些問題,本文對(duì)MAXFACTOR的定位和策略進(jìn)行了對(duì)比分析,發(fā)現(xiàn)了MAXFACTOR跟隨美寶蓮制定的“大眾彩妝”的定位過于籠統(tǒng)、價(jià)格和產(chǎn)品策略缺乏方向、品牌所采用的渠道和促銷方式與“大眾定位”不匹配等問題。隨后提出了MAXFACTOR品牌應(yīng)進(jìn)行深度市場(chǎng)細(xì)分、充分認(rèn)識(shí)目標(biāo)人群、重新塑造產(chǎn)品價(jià)值、針對(duì)目標(biāo)市場(chǎng)選擇渠道、采用客戶導(dǎo)向定價(jià)法、促銷信息聚焦化和采取有效溝通等建議。本文在針對(duì)MAXFACTOR面臨的問題進(jìn)行分析之后,得出了如下結(jié)論:(1)完全模仿競(jìng)爭(zhēng)品牌的定位和市場(chǎng)策略并不是一條捷徑,國(guó)內(nèi)化妝品市場(chǎng)現(xiàn)在已處于激烈的營(yíng)銷競(jìng)爭(zhēng)時(shí)代;(2)當(dāng)今,化妝品營(yíng)銷競(jìng)爭(zhēng)中市場(chǎng)定位是關(guān)鍵,合理的市場(chǎng)細(xì)分尤為重要;(3)新進(jìn)入的大眾彩妝品牌的市場(chǎng)策略應(yīng)該緊緊圍繞細(xì)分市場(chǎng),在產(chǎn)品上升華價(jià)值、在價(jià)格上采用客戶導(dǎo)向,在渠道上進(jìn)行適合其目標(biāo)市場(chǎng)的結(jié)構(gòu)調(diào)整,在促銷上強(qiáng)化客戶溝通,這樣才能真正支撐其市場(chǎng)定位,提升在目標(biāo)市場(chǎng)的占有率;MAXFACTOR所遇到的問題是很多國(guó)產(chǎn)品牌都遇到過的問題。和其他產(chǎn)品市場(chǎng)一樣,在一開始確立在細(xì)分市場(chǎng)做強(qiáng)遠(yuǎn)比在大眾市場(chǎng)做大的思想要重要得多。
[Abstract]:As a long history and cultural background of MAXFACTOR makeup since entering the Chinese market has been famous Maybelline makeup as the main competitors. In 2008, under the operation of RT Company, MAXFACTOR took Chengdu as the starting point and made a good start. But soon afterwards she was faced with the problems of declining performance and declining share. This paper takes the operation of MAXFACTOR brand in China market as the research object, mainly from the market positioning. STP analysis method is used in market strategy and so on. Comparative analysis and 3C analysis of the method of interpretation of MAXFACTOR. Firstly, this paper introduces the brand history of MAXFACTOR and the status of RT company. On this basis, the market position of "more professional popular makeup" of MAXFACTOR brand is expounded, and the product strategy and price strategy based on competition are also introduced. Promotion and channel strategy in the implementation of high-end routes and its current performance decline, single-counter production decline, the main market failures. Secondly, to address these problems. In this paper, the positioning and strategy of MAXFACTOR are compared and analyzed, and it is found that the positioning of "popular makeup" made by MAXFACTOR following Maybelline is too general. The price and product strategy are lack of direction, and the channel and promotion methods used by the brand do not match with the "popular positioning". Then, the paper puts forward that MAXFACTOR brand should carry out deep market segmentation. Fully understand the target population, re-shape the value of products, the target market choice channels, the use of customer-oriented pricing method. Promotion information focusing and effective communication recommendations. This paper analyzes the problems faced by MAXFACTOR. Draw the following conclusion: 1) completely imitating the positioning of competitive brand and marketing strategy is not a shortcut, the domestic cosmetics market is now in the era of fierce marketing competition; Nowadays, market orientation is the key in cosmetics marketing competition, and reasonable market segmentation is particularly important; 3) the market strategy of the newly entered popular cosmetics brand should closely revolve around the subdivision market, sublimate the value on the product, adopt the customer orientation on the price, and carry on the structure adjustment suitable for its target market in the channel. Strengthen customer communication on sales promotion so as to truly support its market positioning and enhance its share in the target market; The problem with MAXFACTOR is that many domestic brands have encountered problems, just like other product markets. The idea of a strong market segment is much more important at the outset than being bigger in the mass market.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.72

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1 張?chǎng)?成都RT公司MAXFACTOR品牌市場(chǎng)策略研究[D];電子科技大學(xué);2013年

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本文編號(hào)：1415502