發(fā)布時間：2018-03-04 05:29

  本文選題：化妝品市場　切入點：營銷策略　出處：《內(nèi)蒙古財經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今社會,隨著居民可支配收入的不斷提高,人們對美的追求也不斷提升,特別是廣大的女性對美容及化妝品的需求與日俱增,促使化妝品行業(yè)形成快速增長趨勢,所以化妝品市場擁有巨大的發(fā)展?jié)摿�。正因如�?相關(guān)各類化妝品品牌層出不窮,市場競爭也日益激烈,為了搶占更多的市場份額,各大化妝品公司實施了不同的營銷策略。玫琳凱(Mary Kay)化妝品作為全球最大的護(hù)膚品和彩妝品品牌之一,產(chǎn)品受到廣大顧客的喜愛。當(dāng)玫琳凱化妝品把中國定位成最大市場并進(jìn)駐之后,她的市場份額與預(yù)期的一樣,在逐年的增加。玫琳凱之所以能夠成功的搶占市場份額,除了產(chǎn)品質(zhì)量過硬的先決條件之外,必然存在自己的特色。玫琳凱(中國)公司不僅有效應(yīng)用可佳的營銷策略,她更擁有自己獨特的企業(yè)文化,信奉“你要別人怎樣對待你,你也要怎樣對待別人”的黃金法則,大力倡導(dǎo)“信念第一、家庭第二、事業(yè)第三”的生活優(yōu)先次序,為眾多女性提供廣闊的事業(yè)發(fā)展平臺和人生價值舞臺。正是這種以工作哲學(xué)和生活哲學(xué)相結(jié)合的企業(yè)文化為依托,采用適合自身發(fā)展的營銷策略,尤其是直銷模式的有效應(yīng)用,才使其不斷做大做強。同時,隨著我國針對直銷行業(yè)出臺了一系列的法律法規(guī),為合法直銷不斷向前發(fā)展?fàn)I造了適宜的法律環(huán)境,而且人們對直銷的認(rèn)識也逐漸加深,使得直銷模式成為各大行業(yè)中非常有潛力的銷售模式�；谝陨险J(rèn)識,本文試圖以玫琳凱(中國)公司為載體,運用相關(guān)營銷理論,通過對玫琳凱(中國)公司營銷現(xiàn)狀、營銷環(huán)境的分析,找出其營銷策略存在的問題,并結(jié)合傳統(tǒng)行業(yè)的項目型營銷步驟,提出了進(jìn)一步完善玫琳凱化(中國)公司營銷策略的思考。
[Abstract]:In today's society, with the increasing disposable income of residents, people's pursuit of beauty is also rising, especially the increasing demand of women for beauty and cosmetics, which promotes the cosmetics industry to form a rapid growth trend. Therefore, the cosmetics market has great potential for development. As a result, related cosmetics brands are emerging in endlessly, and the market competition is becoming increasingly fierce. In order to seize more market share, Mary Kay Cosmetics is one of the world's largest brands of skincare and makeup products. The products are loved by a large number of customers. When Mary Kay positioned China as the largest market and moved in, her market share increased year by year as expected. Mary Kay was able to seize market share successfully. In addition to being a prerequisite for high quality, Mary Kay (China) has its own characteristics. Mary Kay (China) not only applies effective marketing strategies, but also has its own unique corporate culture, believing in "what do you want others to do to you?" How do you treat others? "the golden rule," and strongly advocate "belief first, family second, career third" life priority, To provide a broad career development platform and life value stage for many women. It is this kind of enterprise culture, which combines work philosophy and life philosophy, adopts marketing strategies suitable for their own development, especially the effective application of direct selling mode. At the same time, with the introduction of a series of laws and regulations for the direct selling industry in China, it has created a suitable legal environment for the continuous development of legal direct selling, and people's understanding of direct selling has gradually deepened. This paper attempts to use Mary Kay (China) company as a carrier, using relevant marketing theory, through the Mary Kay (China) company marketing status. This paper analyzes the marketing environment, finds out the problems existing in the marketing strategy, and puts forward some thoughts on how to further perfect the marketing strategy of Mary Kay Company combined with the project marketing steps of the traditional industry.
【學(xué)位授予單位】：內(nèi)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.72;F274

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本文編號：1564340