本文關(guān)鍵詞： 安利雅姿 市場營銷 策略研究　出處：《西北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國經(jīng)濟(jì)體制改革,人們可支配收入增加,物質(zhì)文化、審美要求也日益提高,因此近二十年來化妝品行業(yè)進(jìn)入高速成長期并且崛起為新興產(chǎn)業(yè),這對化妝品行業(yè)既是機(jī)遇也是挑戰(zhàn),面對雅姿化妝品增長較小,在高端化妝品市場份額減少的現(xiàn)狀,如何保持直銷企業(yè)品牌市場地位,解決雅姿化妝品在高端化妝品市場定位不清淅,產(chǎn)品結(jié)構(gòu)缺乏針對性和多元化,產(chǎn)品價格不穩(wěn)定,銷售團(tuán)隊人員結(jié)構(gòu)老化,促銷和推廣手段單一等一系列問題,最終需要通過對企業(yè)市場營銷策略調(diào)整來進(jìn)一步提升市場競爭能力。論文以如何制訂直銷企業(yè)營銷市場策略為選題研究,為如何滿足消費者的多層次需求提出建議,不僅具有重要的理論意義,而且有助于推動整個化妝品行業(yè)的發(fā)展。 本文以安利雅姿品牌為例,同時結(jié)合國內(nèi)外市場營銷理論以及相關(guān)化妝品公司的營銷經(jīng)驗,制定符合中國化妝品行業(yè)的營銷策略,試圖為安利雅姿化妝品開展市場營銷活動提供有價值的參考意見。 本文的研究內(nèi)容主要包括以下5個方面： 第一部分是引言,介紹了研究背景、研究框架和研究意義。 第二部分是相關(guān)理論綜述。主要包括傳統(tǒng)營銷理論、現(xiàn)代營銷理論以及創(chuàng)新營銷理論。 第三部分是安利雅姿化妝品營銷現(xiàn)狀與存在問題。本章立足于安利雅姿化妝品現(xiàn)狀,試圖分析其營銷策略存在的問題。 第四部分營銷環(huán)境分析。本章對安利雅姿化妝品進(jìn)行SWOT分析,為營銷策略設(shè)計奠定基礎(chǔ)。 第五部分安利雅姿化妝品的營銷策略設(shè)計。本章根據(jù)4P理論對其進(jìn)行產(chǎn)品、價格渠道、促銷的策略進(jìn)行設(shè)計。 本文研究內(nèi)容對于安利雅姿以及相關(guān)直銷企業(yè)或者化妝品企業(yè)具有一定的借鑒意義。
[Abstract]:With the reform of China's economic system, people's disposable income, material culture, aesthetic requirements are also increasing, so the cosmetics industry has entered a period of rapid growth in the past two decades and has emerged as a new industry. This is both an opportunity and a challenge for the cosmetics industry. In the face of the fact that the growth of Yazhi cosmetics is relatively small and the market share of high-end cosmetics is decreasing, how to maintain the market position of direct-selling enterprise brands? To solve a series of problems, such as the unclear positioning of Yazhi cosmetics in the high-end cosmetics market, the lack of pertinence and diversification of the product structure, the instability of product prices, the aging structure of the sales team, the single means of promotion and promotion, and so on. Finally, we need to adjust the marketing strategies of enterprises to further enhance the competitiveness of the market. This paper studies how to formulate marketing strategies for direct selling enterprises, and puts forward some suggestions on how to meet the multi-level needs of consumers. Not only has important theoretical significance, but also helps to promote the development of the entire cosmetics industry. Taking Amway brand as an example, combining the marketing theory at home and abroad and the marketing experience of relevant cosmetics companies, this paper formulates the marketing strategy in line with the Chinese cosmetics industry. Try to provide valuable reference for Amway cosmetics marketing activities. The research contents of this paper mainly include the following five aspects:. The first part is the introduction, introduces the research background, the research frame and the research significance. The second part is a review of relevant theories, including traditional marketing theory, modern marketing theory and innovative marketing theory. The third part is the current situation and existing problems of Amway cosmetics marketing. This chapter is based on the current situation of Amway cosmetics and tries to analyze the problems in its marketing strategy. 4th part of marketing environment analysis. This chapter analyzes Amway cosmetics by SWOT, which lays a foundation for marketing strategy design. This chapter designs the product, price channel and promotion strategy according to 4P theory. The research content of this paper has certain reference significance for Amway and related direct selling enterprises or cosmetics enterprises.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72

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本文編號：1523496