【摘要】：改革開(kāi)放以來(lái),中國(guó)國(guó)內(nèi)生產(chǎn)總值一直保持著約10%的速度增長(zhǎng),市場(chǎng)經(jīng)濟(jì)正快速發(fā)展,國(guó)內(nèi)消費(fèi)水平不斷提高,消費(fèi)者需求日益豐富。國(guó)內(nèi)香水行業(yè)競(jìng)爭(zhēng)也隨著市場(chǎng)的發(fā)展而不斷加劇。各種國(guó)際品牌紛紛進(jìn)入國(guó)內(nèi)奢侈品香水市場(chǎng),而大眾消費(fèi)品牌香水細(xì)分市場(chǎng)在中國(guó)仍處于發(fā)展的初級(jí)階段,市場(chǎng)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(gè)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(lái)看,歐美地區(qū)香水市場(chǎng)最為發(fā)達(dá),國(guó)際知名香水品牌舉不勝舉,然而中國(guó)市場(chǎng)則被視為香水品牌國(guó)際化之路的必經(jīng)地。在各個(gè)國(guó)際知名奢侈品品牌香水涌入中國(guó)市場(chǎng)時(shí),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(chǎng)規(guī)模?本文通過(guò)以COSCENTRA化妝品(上海)有限責(zé)任公司(以下稱C公司)為例,對(duì)中國(guó)香水市場(chǎng)環(huán)境、企業(yè)戰(zhàn)略發(fā)展方向、產(chǎn)品市場(chǎng)定位及其營(yíng)銷(xiāo)策略進(jìn)行分析研究,為C公司制定系統(tǒng)的營(yíng)銷(xiāo)組合策略,以便開(kāi)展有效的市場(chǎng)營(yíng)銷(xiāo)活動(dòng)。 C公司總部是位于歐洲的一家專(zhuān)業(yè)經(jīng)營(yíng)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(chǎng)銷(xiāo)售。目前,公司正計(jì)劃將擴(kuò)大中國(guó)市場(chǎng)業(yè)務(wù),并將開(kāi)拓國(guó)內(nèi)市場(chǎng)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(chǎng)營(yíng)銷(xiāo)理論對(duì)C公司進(jìn)入中國(guó)香水市場(chǎng)的經(jīng)營(yíng)環(huán)境進(jìn)行分析,對(duì)企業(yè)在中國(guó)市場(chǎng)的發(fā)展戰(zhàn)略方向進(jìn)行研究。根據(jù)企業(yè)的經(jīng)營(yíng)環(huán)境及發(fā)展戰(zhàn)略對(duì)中國(guó)香水市場(chǎng)進(jìn)行細(xì)分,并研究C公司目標(biāo)市場(chǎng)及市場(chǎng)定位。針對(duì)C公司進(jìn)入中國(guó)香水市場(chǎng)所面臨的問(wèn)題,提出相應(yīng)的營(yíng)銷(xiāo)組合策略。論文由以下幾部分構(gòu)成：第一部分是對(duì)相關(guān)理論的介紹,第二部分是應(yīng)用波特五種力模型對(duì)C公司進(jìn)入國(guó)內(nèi)香水市場(chǎng)所面臨的行業(yè)競(jìng)爭(zhēng)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(duì)性地提出C公司進(jìn)入國(guó)內(nèi)香水市場(chǎng)的營(yíng)銷(xiāo)策略體系,對(duì)C公司進(jìn)入中國(guó)香水市場(chǎng)提出系統(tǒng)的營(yíng)銷(xiāo)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F416.72

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