A公司男士護(hù)膚品營銷渠道管理研究
發(fā)布時間：2018-11-10 18:42
【摘要】：隨著全球經(jīng)濟的高速發(fā)展及我國進(jìn)入世界貿(mào)易組織,我國的化妝品工業(yè)更是借勢極速擴張。目前我國的化妝品市場呈現(xiàn)出群雄逐鹿的景象，外資、合資和民營企業(yè)們絞盡腦汁、竭盡所能，想要在這片極具開發(fā)潛力的市場上分得一杯羹。而現(xiàn)階段我國的化妝品市場占據(jù)主導(dǎo)地位的仍然是外資品牌，尤其是在中高端市場，幾乎變成了外資品牌耀武揚威的舞臺，國產(chǎn)品牌全線潰退，很多只能在低端市場郎當(dāng)混跡。也有如上海家化這樣有國資背景的大型企業(yè)欲與外資品牌分庭抗禮，但效果如何還有待市場和時間的檢驗。 隨著消費理念的不斷更新，化妝品早已不再是女性消費者的專利，很多男士也開始重視面子問題，隨之專為男性消費者打造的男士護(hù)膚品悄然產(chǎn)生，很多企業(yè)也開始重視這塊具有無限潛力的市場，在女性化妝品逐漸趨于飽和的情況下，它們把目標(biāo)轉(zhuǎn)移到男士護(hù)膚品，而且把它做為新的市場增長點。很多外資企業(yè)適時地推出了同品牌或子品牌的男士護(hù)膚品，這對很多生產(chǎn)同類產(chǎn)品的民營企業(yè)來說，無疑將面臨和女性化妝品一樣激烈的競爭和嚴(yán)峻的挑戰(zhàn)。如何在競爭中成功突圍、站穩(wěn)腳跟是現(xiàn)階段民營企業(yè)應(yīng)重點思考的問題。誠然,研發(fā)出適合消費者的新產(chǎn)品非常重要,尤其是在由消費者主導(dǎo)的市場經(jīng)濟體制中，產(chǎn)品質(zhì)量就是企業(yè)的生命線，但是在化妝品行業(yè)產(chǎn)品趨于同質(zhì)化的情況下，僅僅依靠好的產(chǎn)品并不能讓企業(yè)長久發(fā)展甚至生存下去，想辦法做好渠道才是企業(yè)發(fā)展的關(guān)鍵，好的渠道能幫助企業(yè)將產(chǎn)品及時準(zhǔn)確的送到消費者手中，尤其是在我國幅員遼闊、經(jīng)濟發(fā)展不均衡的市場條件下，如何把渠道做好是每個企業(yè)都會面臨的現(xiàn)實問題。 A公司是一家專業(yè)生產(chǎn)男士護(hù)膚品的企業(yè)，在成立的初期借助男士護(hù)膚品市場的發(fā)展和競爭少的優(yōu)勢，在10多年的發(fā)展中逐步確立了自己的品牌和產(chǎn)品定位，初步完成了產(chǎn)品渠道布局，但隨著近幾年外資、合資品牌也開始加入競爭，A公司的渠道弊端完全暴露，相較于國際大品牌在渠道管理和運營方面的手法和經(jīng)驗，，更是完全處于劣勢，面對這種突如其來的市場競爭，A公司措手不及，渠道變革迫在眉睫。 本文以專業(yè)生產(chǎn)男士護(hù)膚品的A公司為研究背景，結(jié)合現(xiàn)代營銷理論,從我國化妝品現(xiàn)有市場營銷渠道入手,首先通過對國內(nèi)化妝品市場的現(xiàn)狀和發(fā)展趨勢、渠道分布、男士護(hù)膚品市場現(xiàn)狀和發(fā)展趨勢、男士護(hù)膚品渠道的分析,說明男士護(hù)膚品市場還有很大的發(fā)展空間。然后分析了A公司現(xiàn)有渠道存在的問題，并對A公司的渠道在長度、寬度、廣度和渠道系統(tǒng)方面進(jìn)行調(diào)整和優(yōu)化，使A公司的渠道布局更合理，更能適應(yīng)現(xiàn)階段市場的激烈競爭。最后給出了對渠道精細(xì)化管理方面的建議。希望通過此文能為我國同類化妝品企業(yè)在激烈的市場競爭中如何建立、完善并管理營銷渠道提供系統(tǒng)的參考。
[Abstract]:With the rapid development of the global economy and China's entry into the World Trade Organization, China's cosmetics industry is seizing the opportunity to expand rapidly. At present, the cosmetic market of our country presents the scene of a great deal, foreign capital, joint venture and private enterprises are racking their brains and trying their best to get a piece of the market with great potential for development. At the present stage, the cosmetics market in our country is still dominated by foreign brands, especially in the middle and high-end markets, which almost become the stage for foreign brands to flourish. The domestic brands have retreated all over the line, many of which can only be mixed up in the low end market. Large enterprises with state capital background, such as Shanghai Jiahua, want to compete with foreign brands, but the effect remains to be tested by market and time. With the constant renewal of consumption ideas, cosmetics are no longer the patent of female consumers, many men also begin to attach importance to face problems, and then the men's skin care products created for male consumers quietly come into being. Many companies have also begun to attach importance to this market with unlimited potential, as women's cosmetics gradually become saturated, they shift the target to men's skin care products, and regard it as a new market growth point. Many foreign-funded enterprises have introduced men's skin care products of the same brand or sub-brand, which will undoubtedly face the same fierce competition and severe challenges as women's cosmetics for many private enterprises that produce similar products. How to break through successfully in the competition and stand firm is the key problem that private enterprises should think about at present. It is true that it is very important to develop new products suitable for consumers, especially in the consumer-led market economy system, product quality is the lifeline of enterprises, but when the cosmetics industry products tend to homogenize, Relying on good products alone can not make an enterprise develop or even survive for a long time. Finding a way to do a good channel is the key to the development of an enterprise. A good channel can help an enterprise to deliver its products to consumers in a timely and accurate manner. Especially under the market conditions of vast territory and uneven economic development, how to do well the channel is a realistic problem that every enterprise will face. Company A is a company specializing in the production of men's skin care products, in the early days of its establishment, with the help of the development of men's skin care products market and the advantage of less competition, it has gradually established its own brand and product positioning in the development of more than 10 years. Initially completed the product channel layout, but with the foreign capital in recent years, the joint venture brand also began to join the competition, the channel malpractice of company A completely exposed, compared with the method and experience of the international big brand in channel management and operation, Is completely at a disadvantage, in the face of this sudden market competition, A company caught off guard, channel reform imminent. Based on the research background of company A, which specializes in the production of men's skin care products, and combining with modern marketing theory, this paper starts with the existing marketing channels of cosmetics in China. First of all, through the current situation and development trend of domestic cosmetics market, the distribution of channels. The present situation and development trend of the men's skin care market and the analysis of the men's skin care channels show that the men's skin care market still has a lot of room for development. Then it analyzes the problems existing in the existing channels of A Company, and adjusts and optimizes the channel length, width, breadth and channel system of A Company so as to make the channel layout of A Company more reasonable. More able to adapt to the current stage of fierce competition in the market. Finally, the paper gives some suggestions on channel fine management. It is hoped that this article can provide a systematic reference for the establishment, perfection and management of marketing channels in the fierce market competition of similar cosmetic enterprises in China.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72
本文編號：2323291
[Abstract]:With the rapid development of the global economy and China's entry into the World Trade Organization, China's cosmetics industry is seizing the opportunity to expand rapidly. At present, the cosmetic market of our country presents the scene of a great deal, foreign capital, joint venture and private enterprises are racking their brains and trying their best to get a piece of the market with great potential for development. At the present stage, the cosmetics market in our country is still dominated by foreign brands, especially in the middle and high-end markets, which almost become the stage for foreign brands to flourish. The domestic brands have retreated all over the line, many of which can only be mixed up in the low end market. Large enterprises with state capital background, such as Shanghai Jiahua, want to compete with foreign brands, but the effect remains to be tested by market and time. With the constant renewal of consumption ideas, cosmetics are no longer the patent of female consumers, many men also begin to attach importance to face problems, and then the men's skin care products created for male consumers quietly come into being. Many companies have also begun to attach importance to this market with unlimited potential, as women's cosmetics gradually become saturated, they shift the target to men's skin care products, and regard it as a new market growth point. Many foreign-funded enterprises have introduced men's skin care products of the same brand or sub-brand, which will undoubtedly face the same fierce competition and severe challenges as women's cosmetics for many private enterprises that produce similar products. How to break through successfully in the competition and stand firm is the key problem that private enterprises should think about at present. It is true that it is very important to develop new products suitable for consumers, especially in the consumer-led market economy system, product quality is the lifeline of enterprises, but when the cosmetics industry products tend to homogenize, Relying on good products alone can not make an enterprise develop or even survive for a long time. Finding a way to do a good channel is the key to the development of an enterprise. A good channel can help an enterprise to deliver its products to consumers in a timely and accurate manner. Especially under the market conditions of vast territory and uneven economic development, how to do well the channel is a realistic problem that every enterprise will face. Company A is a company specializing in the production of men's skin care products, in the early days of its establishment, with the help of the development of men's skin care products market and the advantage of less competition, it has gradually established its own brand and product positioning in the development of more than 10 years. Initially completed the product channel layout, but with the foreign capital in recent years, the joint venture brand also began to join the competition, the channel malpractice of company A completely exposed, compared with the method and experience of the international big brand in channel management and operation, Is completely at a disadvantage, in the face of this sudden market competition, A company caught off guard, channel reform imminent. Based on the research background of company A, which specializes in the production of men's skin care products, and combining with modern marketing theory, this paper starts with the existing marketing channels of cosmetics in China. First of all, through the current situation and development trend of domestic cosmetics market, the distribution of channels. The present situation and development trend of the men's skin care market and the analysis of the men's skin care channels show that the men's skin care market still has a lot of room for development. Then it analyzes the problems existing in the existing channels of A Company, and adjusts and optimizes the channel length, width, breadth and channel system of A Company so as to make the channel layout of A Company more reasonable. More able to adapt to the current stage of fierce competition in the market. Finally, the paper gives some suggestions on channel fine management. It is hoped that this article can provide a systematic reference for the establishment, perfection and management of marketing channels in the fierce market competition of similar cosmetic enterprises in China.
【學(xué)位授予單位】：吉林大學(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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