本文關(guān)鍵詞：尼雅化妝品公司營銷策略研究　出處：《蘭州大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：自中國改革開放三十年以來,經(jīng)濟(jì)取得了世界矚目的快速發(fā)展,隨著物質(zhì)生活水平的提高,居民收入的增加,人們的消費(fèi)觀念也逐步升級,從解決溫飽的物質(zhì)層面,逐步上升到追求身體健康、自身美麗,追求個性展示等精神層面的需求。以美麗經(jīng)濟(jì)著稱的化妝品市場,伴隨著改革開發(fā),經(jīng)過30年的迅猛發(fā)展,現(xiàn)今已經(jīng)取得了前所未有的成績。隨著中國成為新興經(jīng)濟(jì)體,中國已成為亞洲第二大、世界第八大化妝品市場,據(jù)國家統(tǒng)計局?jǐn)?shù)字顯示,中國化妝品市場銷售額平均以每年23.8%的速度增長,最高年份達(dá)41%。 20世紀(jì)80年代,中國化妝品市場形成初期,伴隨著改革開發(fā)的腳步世界化妝品著名品牌紛紛進(jìn)駐中國市場,搶灘進(jìn)駐中國一線城市市場,展開各自布局,設(shè)置工廠,進(jìn)駐大型百貨商場渠道,爭奪資源。而國內(nèi)本土化妝品企業(yè)由于技術(shù)、資金、品牌知名度等方面的限制,曾經(jīng)一度在與歐美、日韓等進(jìn)口化妝品競爭中一直處于下風(fēng),生產(chǎn)的產(chǎn)品也多流入低端市場,品牌形象差,發(fā)展速度一度極其滯后,中低端化妝品市場產(chǎn)品也良莠不齊,競爭極為混亂。近幾年來隨著一些本土化妝品企業(yè)資金、經(jīng)驗、技術(shù)等多方面積累,重視產(chǎn)品質(zhì)量提升及品牌打造,中國本土化妝品牌正逐步得到國民大眾的認(rèn)可,本土化妝品企業(yè)在市場上反彈之勢逐步走強(qiáng),并展現(xiàn)出新的活力。當(dāng)下,中外化妝品企業(yè)力量對比已經(jīng)發(fā)生了實質(zhì)性變化,本土化妝品企業(yè)憑借多年的多方面的經(jīng)驗積累,正逐步走出最困難的發(fā)展時期。本土化妝品企業(yè)品牌化競爭格局已經(jīng)形成,對外資化妝品企業(yè)形成-定程度的威脅。盡管如此,仍有一大批國內(nèi)化妝品企業(yè)面臨著管理落后,高投入低利潤、技術(shù)創(chuàng)新不足,消費(fèi)者認(rèn)可度低的情況。國內(nèi)化妝品企業(yè)如何在日益激烈的市場競爭中站穩(wěn)腳跟,取得更大主動權(quán),奪得更多國際大牌產(chǎn)品市場空間?正是本文的研究目的。 本文選取了民營尼雅化妝品公司作為分析對象,運(yùn)用市場營銷理論、企業(yè)經(jīng)營戰(zhàn)略、營銷組合等理論,通過較多第一手企業(yè)資料,結(jié)合企業(yè)實際情況對其營銷策略進(jìn)行深入探討。希望通過對尼雅化妝品公司的個案分析,尋找國內(nèi)化妝品企業(yè)可以借鑒的營銷策略分析、制定、實施的模式。讓國內(nèi)化妝品企業(yè)競爭能力得以更加增強(qiáng),企業(yè)得以長足的發(fā)展。 本文首先介紹尼雅化妝品公司的基本情況、營銷現(xiàn)狀和存在的問題,明確論文分析的目的；其次運(yùn)用PEST分析法對尼雅化妝品公司內(nèi)外部營銷環(huán)境進(jìn)行分析,得出其基本營銷策略；再次,采用STP理論對市場進(jìn)行了細(xì)分,修正目標(biāo)市場定位；同時根據(jù)未來行業(yè)發(fā)展的趨勢進(jìn)一步提出了尼雅化妝品公司要盡早拓寬產(chǎn)品渠道,開發(fā)新產(chǎn)品的策略。最后,本文針對尼雅營銷職能人員和部門,從營銷組織機(jī)構(gòu)、崗位職能、業(yè)務(wù)流程再造等幾個方面設(shè)計了營銷策略實施保障方案,使策略得以有效實施。 本文的分析結(jié)合了筆者工作中遇到的大量實際情況,營銷策略制定詳細(xì)可行,策略實施的組織保障具體實用。將所學(xué)理論知識真正應(yīng)用于實踐工作的指導(dǎo)思想與寫作思路,使得本文研究成果對尼雅化妝品公司的營銷工作具有較強(qiáng)的現(xiàn)實指導(dǎo)意義,對國內(nèi)化妝品企業(yè)頗具借鑒價值。
[Abstract]:Since thirty years of reform and opening up Chinese, economy has achieved rapid development in the world. With the improvement of living standards, the increase in the income of residents, people's consumption concept is also gradually upgrade, from food and clothing material level, gradually rising to the pursuit of health, self body beauty, the pursuit of personality and other spiritual needs. The cosmetics market is famous for its beautiful economy, along with the reform and development, after 30 years of rapid development, now has been hitherto unknown results. With Chinese into emerging economies, Chinese has become the second largest in Asia, the world's eighth largest cosmetics market, according to figures from the National Bureau of statistics, China cosmetics market sales of an average annual growth of 23.8% the highest speed, up to 41%.
In 1980s, Chinese cosmetics market in the early formation, with the pace of reform and development of the world famous cosmetics brands have entered the market Chinese, landing into the Chinese first-tier cities market, expand their layout, set up factories in large department stores channels for resources. While the domestic cosmetics enterprises because of technology, capital, brand awareness and other restrictions once in Europe and the United States, Japan and South Korea imported cosmetics competition has been at a disadvantage, the products produced more into the low-end market, brand image, development speed is extremely backward, in the low-end cosmetics market competition is extremely uneven in quality products, confusion. In recent years with the funds, some local cosmetics enterprise experience, technology etc. many aspects of accumulation, pay attention to product quality and enhance the brand, Chinese domestic cosmetics brand is gradually to the national public recognition, the Local cosmetics enterprise in the market rebound trend gradually strengthened, and show a new vitality. At present, Chinese and foreign cosmetics companies comparative power has undergone substantial changes in the local cosmetics companies with many years of experience accumulation, is gradually out of the most difficult period of development. The local cosmetics enterprise brand competition pattern has been formed the formation, - degree of threat to foreign cosmetics enterprises. However, there are still a large number of domestic cosmetics enterprises are facing backward management, high investment and low profits, lack of technological innovation, consumer acceptance is low. How the domestic cosmetics enterprises gain a firm foothold in the fierce market competition, to achieve greater initiative and win more international big market space? Is the purpose of this study.
This paper selects private Niya cosmetics company as the research object, using the theory of marketing, business strategy, marketing mix theory, by means of a lot of first-hand data of enterprises, combined with the actual situation of the enterprise marketing strategy are discussed. Through the case of hope, the cosmetics company for analysis, analysis, development of domestic cosmetics enterprises can learn from the marketing strategy, the implementation of the model. So the domestic cosmetics enterprise competition ability to further enhance, enterprises have considerable development.
This paper first introduces the basic situation, the cosmetics company, marketing situation and existing problems, the paper analysis the purpose; then uses the PEST method to analysis the internal and external marketing environment, cosmetics companies are analyzed, the basic marketing strategy; thirdly, using STP theory of market segmentation, target market positioning and correction; according to the future the development trend of the industry, further put forward the cosmetics company as soon as possible to broaden the product channels, new product development strategy. Finally, in this paper, marketing personnel and departments, positions from the marketing organization, several functions, business process reengineering design aspects of marketing strategy for the implementation of security scheme, the strategy can be implemented effectively.
This paper combines a large number of the actual situation the author encountered in the work, formulate detailed and feasible marketing strategy, strategy implementation organization specific and practical. The guiding ideology and writing ideas of the theory of knowledge used in the real practice, the results of this study has practical significance to Nigeria and cosmetics company marketing. The domestic cosmetics enterprises have considerable reference value.

【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.72;F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 計辰曦;基于微信B2C的韓束公司競爭戰(zhàn)略研究[D];武漢工程大學(xué);2016年

2 王嵐;我國化妝品品牌營銷策略研究[D];蘇州大學(xué);2016年

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本文編號：1382154