【摘要】：改革開放以來,中國國內(nèi)生產(chǎn)總值一直保持著約10%的速度增長,市場經(jīng)濟(jì)正快速發(fā)展,國內(nèi)消費(fèi)水平不斷提高,消費(fèi)者需求日益豐富。國內(nèi)香水行業(yè)競爭也隨著市場的發(fā)展而不斷加劇。各種國際品牌紛紛進(jìn)入國內(nèi)奢侈品香水市場,而大眾消費(fèi)品牌香水細(xì)分市場在中國仍處于發(fā)展的初級階段,市場需求不旺盛、產(chǎn)業(yè)結(jié)構(gòu)不發(fā)達(dá),除了花露水這個特殊的品種之外,鮮有為廣大消費(fèi)者所熟知的香水產(chǎn)品。從全球來看,歐美地區(qū)香水市場最為發(fā)達(dá),國際知名香水品牌舉不勝舉,然而中國市場則被視為香水品牌國際化之路的必經(jīng)地。在各個國際知名奢侈品品牌香水涌入中國市場時,大眾消費(fèi)品牌香水如何抓住機(jī)遇刺激消費(fèi)需求、擴(kuò)大市場規(guī)模?本文通過以COSCENTRA化妝品(上海)有限責(zé)任公司(以下稱C公司)為例,對中國香水市場環(huán)境、企業(yè)戰(zhàn)略發(fā)展方向、產(chǎn)品市場定位及其營銷策略進(jìn)行分析研究,為C公司制定系統(tǒng)的營銷組合策略,以便開展有效的市場營銷活動。 C公司總部是位于歐洲的一家專業(yè)經(jīng)營大眾消費(fèi)品牌香水的企業(yè),生產(chǎn)基地位于上海,產(chǎn)品主要在歐洲市場銷售。目前,公司正計劃將擴(kuò)大中國市場業(yè)務(wù),并將開拓國內(nèi)市場作為公司的重要發(fā)展戰(zhàn)略。 本文旨在結(jié)合C公司的實(shí)際情況,運(yùn)用市場營銷理論對C公司進(jìn)入中國香水市場的經(jīng)營環(huán)境進(jìn)行分析,對企業(yè)在中國市場的發(fā)展戰(zhàn)略方向進(jìn)行研究。根據(jù)企業(yè)的經(jīng)營環(huán)境及發(fā)展戰(zhàn)略對中國香水市場進(jìn)行細(xì)分,并研究C公司目標(biāo)市場及市場定位。針對C公司進(jìn)入中國香水市場所面臨的問題,提出相應(yīng)的營銷組合策略。論文由以下幾部分構(gòu)成：第一部分是對相關(guān)理論的介紹,第二部分是應(yīng)用波特五種力模型對C公司進(jìn)入國內(nèi)香水市場所面臨的行業(yè)競爭狀態(tài)進(jìn)行分析；第三部分是根據(jù)C公司的實(shí)際狀況構(gòu)建SWOT戰(zhàn)略分析矩陣；然后根據(jù)企業(yè)戰(zhàn)略發(fā)展方向,研究C公司的STP策略；最后針對性地提出C公司進(jìn)入國內(nèi)香水市場的營銷策略體系,對C公司進(jìn)入中國香水市場提出系統(tǒng)的營銷建議。
[Abstract]:Since the reform and opening up, China's GDP has maintained a growth rate of about 10 percent, the market economy is developing rapidly, the level of domestic consumption is constantly improving, and consumer demand is increasingly abundant. Domestic perfume industry competition with the development of the market and continue to intensify. A variety of international brands have entered the domestic luxury perfume market, while the popular consumption brand perfume market is still in the initial stage of development in China, the market demand is not strong, the industrial structure is not developed. Aside from the special variety of dew water, there are few perfume products well known to consumers. From the global point of view, the most developed perfume market in Europe and the United States, the international well-known perfume brands are numerous, but the Chinese market is regarded as a necessary place for the internationalization of perfume brands. How to seize the opportunity to stimulate the consumption demand and expand the market size when the perfume of various international famous luxury brands poured into the Chinese market? Taking COSCENTRA Cosmetics (Shanghai) Co., Ltd. (C Company) as an example, this paper analyzes the market environment, strategic development direction, product market positioning and marketing strategy of Chinese perfume market. Develop systematic marketing mix strategy for C Company to carry out effective marketing activities. Company C is a European company specializing in popular consumption brand perfume production base in Shanghai the products are mainly sold in the European market. At present, the company is planning to expand its business in China, and will explore the domestic market as the company's important development strategy. The purpose of this paper is to analyze the operating environment of C Company entering the Chinese perfume market by using the marketing theory, and to study the development strategy of the company in the Chinese market. According to the business environment and development strategy of the company, the perfume market in China is subdivided, and the target market and market positioning of company C are studied. In view of the problem that C company enters the Chinese perfume market, the corresponding marketing combination strategy is put forward. The paper is composed of the following parts: the first part is the introduction of relevant theories, the second part is the application of Porter five force model to C company into the domestic perfume market industry competition state analysis; The third part is to construct the SWOT strategic analysis matrix according to the actual situation of C company, and then study the STP strategy of C company according to the development direction of the enterprise strategy. Finally, the marketing strategy system of C company entering the domestic perfume market is put forward, and the systematic marketing suggestions for C company entering Chinese perfume market are put forward.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.72

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