【摘要】：中國的入世使國際化妝品品牌加快了迅速進入中國市場的有力步伐,全面增強滲透和搶占我們中國市場的力度。這一系列措施將很大程度上改變中國化妝品市場的現有競爭格局,使中國的化妝品產業(yè)和化妝品市場融入全球化妝品產業(yè)體系和市場體系之中。本國的化妝品生產企業(yè)和運營企業(yè)必須根據自身特點,審時度勢,利用貼近中國本土化妝品消費者的先天優(yōu)勢,盡快學習先進的化妝品營銷理念和方法,培養(yǎng)本企業(yè)的核心競爭力,才能在未來的市場競爭格局中掌握主動權。 為了使最終的研究結論能真正具備實踐意義,本文以超英化妝品公司為背景,運用專題研究的方法,分析了超英化妝品公司目前所處的市場營銷環(huán)境、化妝品行業(yè)的未來發(fā)展趨勢以及安徽省化妝品市場的現狀,明確存在的市場機會和面臨的競爭威脅,深入研究了超英化妝品公司在安徽省市場的營銷現狀和已采取的營銷組合策略,在詳細分析的基礎上,指出了超英化妝品公司在安徽市場的營銷管理和營銷策略中存在的問題及其原因,表明了在當前市場競爭日趨激烈的情況下開展營銷組合策略改進的必要性,并結合相關營銷管理理論,有針對性的提出了營銷改進策略,以及一系列的保障措施。例如在產品上不斷完善產品架構和引進知名品牌；退出價格戰(zhàn)的老思路,從增加其他支持力度上增加品牌的附加值和競爭力；渠道為王是硬道理,要從現有渠道出發(fā),豐富渠道方式,并科學管理渠道；同時采取豐富的促銷形式和內容增加市場業(yè)績。良好的后勤保障措施是市場成功的重要組成部分,因此最后根據公司的實際發(fā)展需求,提出了在保障措施方面的改進意見。這些改進措施和建議,為超英化妝品公司在安徽市場的化妝品營銷工作指明了方向,同時也為公司制定整體營銷策略提供了決策依據。
[Abstract]:With China's entry into the WTO, the international cosmetics brand has quickened the strong step of entering the Chinese market, and strengthened the penetration and seizing the strength of our Chinese market in an all-round way. This series of measures will greatly change the present competition pattern of Chinese cosmetics market, and make China's cosmetics industry and cosmetics market integrate into the global cosmetics industry system and market system. Domestic cosmetics manufacturers and operators must study advanced cosmetic marketing ideas and methods as soon as possible by taking advantage of the inherent advantages close to local cosmetic consumers, according to their own characteristics, judging the current situation, and taking advantage of the inherent advantages of China's native cosmetics consumers. Only by cultivating the core competence of the enterprise can we master the initiative in the future market competition pattern. In order to make the final research conclusion really have practical significance, this paper analyzes the marketing environment of Super British Cosmetics Company in the current marketing environment with the background of Super British Cosmetics Company and using the method of special research. The future development trend of cosmetics industry, the present situation of cosmetics market in Anhui Province, the market opportunity and the competition threat that exist clearly, Based on a detailed analysis of the current marketing situation and marketing mix strategy adopted by Super British Cosmetics Company in Anhui Province, this paper makes a deep research on the marketing situation of Super British Cosmetics Company in Anhui Province. This paper points out the problems and reasons existing in the marketing management and marketing strategy of Super British Cosmetics Company in Anhui market, and points out the necessity of improving the marketing mix strategy under the increasingly fierce market competition. Combined with the relevant marketing management theory, the marketing improvement strategy and a series of safeguard measures are put forward. For example, constantly improve the product structure and introduce well-known brands in the product; withdraw from the old thinking of price war, and increase the added value and competitiveness of the brand by increasing other support efforts; The channel is king is the hard truth, should proceed from the existing channel, enrich the channel way, and the scientific management channel; at the same time adopt the rich promotion form and the content to increase the market performance. Good logistics measures are an important part of the success of the market, so finally, according to the actual development needs of the company, some suggestions on the improvement of the safeguard measures are put forward. These improvement measures and suggestions point out the direction of cosmetics marketing in Anhui market, and also provide the decision-making basis for the company to formulate the overall marketing strategy.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.72;F274

【參考文獻】

相關期刊論文 前1條

1 張鵬;;網絡經濟下化妝品網絡營銷策略分析[J];北方經貿;2011年04期

，

本文編號：2447330