隨著世界各國人們生活水平的提高,化妝品行業(yè)成為可選消費(fèi)領(lǐng)域最大亮點(diǎn)之一。該行業(yè)的最新發(fā)展趨勢是功能性化妝品成為行業(yè)近幾年來最大風(fēng)口之一,成分黨、輕醫(yī)美等大行其道,消費(fèi)者從過去的被動(dòng)接受品牌營銷到今天主動(dòng)參與產(chǎn)品選擇。同時(shí),隨著人們對(duì)美麗的要求越來越高,傳統(tǒng)意義上的化妝品已經(jīng)不能完全滿足人們的需求,越來越多的人不僅僅關(guān)注美麗,而且逐漸開始關(guān)注如何健康的美麗。藥妝品又以其獨(dú)特的安全性和非致敏性,逐漸受到消費(fèi)者的青睞。藥妝品是指介于化妝品與藥品之間的,不添加任何對(duì)人體有害的護(hù)膚品。在中國,目前并沒有對(duì)藥妝品的界定,只在行業(yè)中運(yùn)用此概念。2019年1月10日,國家藥品監(jiān)督局化妝品監(jiān)管司發(fā)布《化妝品監(jiān)督管理常見問題解答》,明確我國對(duì)于“藥妝”,“醫(yī)學(xué)護(hù)膚品”,“藥妝品”概念的監(jiān)管態(tài)度——即以化妝品名義注冊(cè)或備案的產(chǎn)品,宣稱“藥妝”,“醫(yī)學(xué)護(hù)膚品”等“藥妝品”概念的,均屬于違法行為(代若鈺,2019)。從中國國內(nèi)藥妝品發(fā)展來看,未來3-5年內(nèi)藥妝品店必將在我國的大城市壯大,在中小型城市萌芽。對(duì)大多數(shù)企業(yè)而言,“藥妝品”是一個(gè)全新的品類細(xì)分與渠道細(xì)分的門路,是一種存在的市場機(jī)遇。本文以藥妝品牌雅漾為...

【文章頁數(shù)】：86 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ABSTRACT
摘要
Chapter Ⅰ Introduction
    1.1 Introduction
        1.1.1 Research Background
        1.1.2 Purpose and Significance
        1.1.3 Structure and Methodology
    1.2 Literature Review
        1.2.1 Foreign Research
        1.2.2 Domestic Research
Chapter Ⅱ Cosmeceuticals Market Development Status and Trend
    2.1 Cosmeceuticals Related Concepts
        2.1.1 Definition of Cosmeceuticals
        2.1.2 Differences Between Cosmeceuticals and Ordinary Cosmetics
        2.1.3 Functions of Cosmeceuticals
    2.2 Development Status and Trend of Global Cosmeceuticals
        2.2.1 Development Status of Global Cosmeceuticals
        2.2.2 Development Trend of Global Cosmeceuticals
    2.3 Development Status and Trend of Cosmeceuticals in China
        2.3.1 Development Status of Cosmeceuticals in China
        2.3.2 Development Trend of Cosmeceuticals in China
    2.4 Development Status and Trend of Avène
        2.4.1 Brief Introduction of Avène
        2.4.2 Development Status and Trend of Avène in China
Chapter Ⅲ SWOT Analysis of Avène
    3.1 Strengths
        3.1.1 Geographical Advantage and Advanced Production Base
        3.1.2 Proper Price
        3.1.3 Excellent R&D Team
        3.1.4 Complete Product Series and Strong Product Effectiveness
        3.1.5 Loyal Consumers
    3.2 Weaknesses
        3.2.1 Lack of Fashion in Design
        3.2.2 Brand Awareness Needed Promoting
        3.2.3 Lack of New Products
    3.3 Opportunities
        3.3.1 Latest Regulation of Cosmeceuticals Market in China
        3.3.2 Mainstream Position of Middle and High-end Cosmetics Market
        3.3.3 Growing Demand for Cosmetics
        3.3.4 Changes in Consumers' Attitude
    3.4 Threats
        3.4.1 Intense Market Competition
        3.4.2 Decreasing Market Share
Chapter Ⅳ Avène's Marketing Strategies in China
    4.1 Avène's Marketing Strategies in China
        4.1.1 Product
        4.1.2 Price
        4.1.3 Promotion
        4.1.4 Place
    4.2 Problems in Cosmeceuticals Market in China
        4.2.1 Lack of Sound Supporting Operations
        4.2.2 Low Scientific Research Level and Low Content of Technology
        4.2.3 Fuzzy Brand Positioning
        4.2.4 Single Brand Marketing Methods
Chapter Ⅴ Suggestions for Cosmeceuticals Development in China
    5.1 The Opportunities of Cosmeceuticals in China
        5.1.1 Reliable Sources and Strict Censorship
        5.1.2 High Profit, Huge Growth Space
    5.2 Suggestions for Cosmeceuticals Development in China
        5.2.1 Improve Relevant Laws and Regulations
        5.2.2 Establish a Good Brand Image
        5.2.3 Improve the Social Awareness of Cosmeceuticals
        5.2.4 Give Full Play to the Price Advantages of Local Brands
        5.2.5 Improve the Innovation Ability of Local Cosmeceuticals Enterprises
Chapter Ⅵ Conclusions
    6.1 Research Findings
    6.2 Innovation and Limitation of the Research
References
Acknowledgements



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