本文關(guān)鍵詞：C化妝品公司營(yíng)銷策略研究　出處：《華南理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：在改革開放的30多年中，中國(guó)經(jīng)濟(jì)得到了迅猛的發(fā)展，人們的生活水平和消費(fèi)能力大幅提升，人們對(duì)美的追求和消費(fèi)也提高一個(gè)新的高度，護(hù)膚品這個(gè)販賣美麗的行業(yè)充分吸納了巨大的改革紅利，由小到大、由弱到強(qiáng)迅速地發(fā)展起來(lái)，市場(chǎng)規(guī)模成功躋身世界三甲。 中國(guó)的護(hù)膚品生產(chǎn)和銷售企業(yè)90%以上都是中小型企業(yè)，中小型企業(yè)的經(jīng)營(yíng)水平和營(yíng)銷能力對(duì)整個(gè)護(hù)膚品行業(yè)的發(fā)展起著至關(guān)重要的作用。本文以C化妝品公司為研究對(duì)象，以點(diǎn)帶面地發(fā)現(xiàn)中小型護(hù)膚品企業(yè)面臨的經(jīng)營(yíng)問題，并提出建設(shè)性改進(jìn)策略，期望對(duì)中國(guó)護(hù)膚品行業(yè)的健康發(fā)展做出一定的貢獻(xiàn)。 在案例介紹部分，本文首先對(duì)C化妝品公司的背景、發(fā)展歷程、營(yíng)銷戰(zhàn)略和營(yíng)銷策略進(jìn)行介紹，然后對(duì)C化妝品公司的經(jīng)營(yíng)現(xiàn)狀進(jìn)行描述，最后總結(jié)出該公司面臨的營(yíng)銷問題：1、營(yíng)銷戰(zhàn)略的制定過于一廂情愿，2、產(chǎn)品同質(zhì)化嚴(yán)重，3、品牌力嚴(yán)重不足，4、渠道系統(tǒng)運(yùn)行效率不高，5、促銷手段效果不佳。 案例分析部分，采用PEST法對(duì)C公司所處的宏觀環(huán)境進(jìn)行了分析，運(yùn)用五力模型深入探討了C公司所處的行業(yè)環(huán)境和競(jìng)爭(zhēng)結(jié)構(gòu)，對(duì)C公司的資源、能力和核心專長(zhǎng)進(jìn)行了總結(jié)，并應(yīng)用SWOT分析了C公司所面臨的機(jī)會(huì)、威脅、以及自身的優(yōu)勢(shì)與劣勢(shì)。根據(jù)C公司面臨的問題和所處的內(nèi)外部環(huán)境，建議采用ST戰(zhàn)略，以目前消費(fèi)者對(duì)效果的期望未得到真正滿足、護(hù)膚產(chǎn)品同質(zhì)化嚴(yán)重為契機(jī)，充分發(fā)揮C公司韓方股東的產(chǎn)品研發(fā)實(shí)力，推出“護(hù)膚品+小型美容儀”這一新型的跨界護(hù)膚產(chǎn)品，走差異化的路線；同時(shí)，，本文結(jié)合C公司的資源稟賦與核心專長(zhǎng)、外部環(huán)境和新型護(hù)膚品特性，對(duì)該新型護(hù)膚品的目標(biāo)市場(chǎng)界定提出建議，并對(duì)該新型護(hù)膚品在品牌、產(chǎn)品、定價(jià)、渠道和促銷等方面提出策略性建議。
[Abstract]:In the more than 30 years of reform and opening up, China's economy has been rapid development, people's living standards and consumption ability have been greatly improved, people's pursuit and consumption of the United States has also increased a new height. Skin care, this beautiful trade has fully absorbed the huge reform dividend, from small to large, from weak to strong rapid development, market scale successfully ranked among the world's top three. China's skincare products production and sales enterprises more than 90% are small and medium-sized enterprises. The management level and marketing ability of small and medium-sized enterprises play a vital role in the development of the whole skin care industry. This paper takes C Cosmetics Company as the research object. This paper finds out the management problems faced by small and medium-sized skin care enterprises and puts forward constructive improvement strategies in order to contribute to the healthy development of Chinese skin care industry. In the case introduction part, this paper first introduces the background, development process, marketing strategy and marketing strategy of C Cosmetics Company, and then describes the current business situation of C Cosmetics Company. Finally summarizes the marketing problem facing the company: 1, the marketing strategy is too wishful thinking, the product homogenization is serious, the brand strength is not enough, the channel system operation efficiency is not high. 5. The means of promotion are not effective. In the part of case analysis, PEST method is used to analyze the macro environment of C Company, and the industry environment and competition structure of C Company are deeply discussed by using the five-force model, and the resources of C Company are also discussed. Ability and core expertise are summarized, and SWOT is applied to analyze the opportunities, threats, strengths and weaknesses faced by C Company, according to the problems faced by C Company and the internal and external environment. It is suggested that St strategy should be adopted to give full play to the R & D strength of the Korean shareholders of C Company with the hope that the current consumers' expectations on the effect are not really satisfied and the skin care products are seriously homogenized. The introduction of "skin care products small beauty instrument", this new cross-border skin care products, take the line of differentiation; At the same time, combined with C company's resource endowment and core expertise, external environment and characteristics of new skin care products, the target market of the new skin care products to define the recommendations, and the new skin care products in the brand, products. Provide strategic advice on pricing, channels and promotions.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72

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