【摘要】：隨著改革開(kāi)放政策實(shí)施，中國(guó)經(jīng)濟(jì)快速發(fā)展，居民消費(fèi)意識(shí)轉(zhuǎn)變，使得化妝品的消費(fèi)量每年均呈現(xiàn)良好的上升趨勢(shì)。整個(gè)中國(guó)化妝品消費(fèi)大市場(chǎng)深深吸引著全球化妝品企業(yè)的目光，，特別是一些大型國(guó)際著名化妝品企業(yè)在中國(guó)進(jìn)行高質(zhì)量低價(jià)格的全渠道滲透，已經(jīng)使本土中小化妝品企業(yè)的發(fā)展空間逐步縮小。VES化妝品公司是國(guó)內(nèi)知名日化集團(tuán)旗下的產(chǎn)業(yè)公司，主要負(fù)責(zé)ER品牌護(hù)膚品的開(kāi)發(fā)和營(yíng)銷，基于企業(yè)外部競(jìng)爭(zhēng)環(huán)境變化和內(nèi)部管理上出現(xiàn)的新問(wèn)題，需要對(duì)公司重新進(jìn)行研究，并制定營(yíng)銷戰(zhàn)略。 本文本著理論結(jié)合實(shí)際的宗旨，首先，綜述了研究背景和相關(guān)戰(zhàn)略管理分析工具。其次，通過(guò)PEST分析法詳細(xì)研究了VES化妝品公司的外部宏觀環(huán)境，又利用波特五力模型對(duì)公司面臨的整個(gè)化妝品行業(yè)環(huán)境進(jìn)行呈現(xiàn)，接著分析了企業(yè)主要的競(jìng)爭(zhēng)對(duì)手；針對(duì)VES化妝品公司的內(nèi)部環(huán)境，又著重對(duì)企業(yè)資源和企業(yè)能力進(jìn)行了詳細(xì)分析。再次，利用SWOT分析法，將VES化妝品公司的優(yōu)勢(shì)與劣勢(shì)、機(jī)會(huì)與威脅等現(xiàn)狀都詳細(xì)進(jìn)行展現(xiàn)并進(jìn)行戰(zhàn)略匹配。在綜合分析了影響公司經(jīng)營(yíng)發(fā)展的各方面因素后，已經(jīng)研究出可以充分利用外部環(huán)境機(jī)會(huì)和自身優(yōu)勢(shì)，有效避開(kāi)競(jìng)爭(zhēng)威脅和改善自身劣勢(shì)的營(yíng)銷策略。以實(shí)現(xiàn)銷售利潤(rùn)逐年增長(zhǎng)為戰(zhàn)略目標(biāo)，以堅(jiān)持品牌建設(shè)為指導(dǎo)思想，并結(jié)合4Ps營(yíng)銷組合分析工具提出適合VES化妝品公司發(fā)展的營(yíng)銷戰(zhàn)略。
[Abstract]:With the implementation of the policy of reform and opening up, the rapid development of Chinese economy and the change of residents' consumption consciousness make the consumption of cosmetics show a good upward trend every year. The whole large market of cosmetics consumption in China has attracted the attention of global cosmetics enterprises, especially some large and famous international cosmetics enterprises in China to carry out high quality and low price all channels infiltration. The development space of local small and medium-sized cosmetics enterprises has been gradually narrowed. Ves Cosmetics Company is an industry company under the well-known daily chemical group in China. It is mainly responsible for the development and marketing of ER brand skin care products. Based on the changes of the external competitive environment and the new problems in internal management, it is necessary to re-study the company and formulate marketing strategies. The purpose of this paper is to combine theory with practice. Firstly, the research background and related strategic management analysis tools are summarized. Secondly, the external macro environment of VES cosmetics company is studied in detail by PEST analysis method, and the whole cosmetic industry environment is presented by Porter's five-force model, and then the main competitors of the company are analyzed. Aiming at the internal environment of VES Cosmetics Company, this paper analyzes the enterprise resource and enterprise capability in detail. Thirdly, the advantages and disadvantages, opportunities and threats of VES cosmetics company are demonstrated and matched in detail by using SWOT analysis method. After a comprehensive analysis of the factors affecting the company's management and development, a marketing strategy has been developed that can make full use of the external environment opportunities and its own advantages, effectively avoid the threat of competition and improve its inferiority. The strategic goal is to realize the increase of sales profit year by year, the guiding ideology is to insist on the brand construction, and the marketing strategy suitable for the development of VES cosmetics company is put forward in combination with the 4Ps marketing combination analysis tool.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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本文編號(hào)：2153776