青岛YD生物科技有限公司营销策略研究

发布时间：2018-06-07 03:00

本文选题：美容产业 + 青岛YD公司　；参考：《中国海洋大学》2014年硕士论文

【摘要】：美容产业尽管所需投资较少，但却与人们日常生活息息相关，目前已经发展成为影响广泛、增速惊人的日用消费品之一。在众多美容类产品中，被称为“美丽因子”的EGF(Epidermal Growth Factor)，是颇具科技含量的创新成果，是调控皮肤生长、更新和代谢的重要细胞生长因子，对皮肤具有卓越的修复功效。如今，从事EGF产品研发、制造及销售的国内企业开始涌现，如何通过营销策略组合有效推动企业可持续发展，成为理论界和企业界普遍关注的焦点问题。青岛YD生物科技有限公司作为细胞生长因子领域的典型企业，经过不懈努力和多年发展，业已取得了较为优异的成长成绩，产品及品牌获得了广大经销商、代理商、美容院及最终顾客的一致赞誉。然而，面对科技进步、信息泛滥以及竞争加剧等众多挑战，青岛YD生物科技有限公司应该不断思考和改进公司的营销策略和实施措施。本文主要选择了案例研究、实地访谈和文献分析等研究方法，通过营销环境分析及营销策略理论的具体运用，基于七章篇幅研究了案例企业的营销问题。具体章节标题为：绪论、理论基础、青岛YD生物科技有限公司外部营销环境分析、青岛YD生物科技有限公司内部营销环境分析、青岛YD生物科技有限公司营销策略选择、青岛YD生物科技有限公司营销策略实施措施和研究总结与未来展望。其中，内外部环境分析以及营销策略组合的各项选择是本文的研究重点。论文研究得出，青岛YD生物科技有限公司的外部营销环境表现为：细胞生长因子产品着眼于改善肌肤、抗衰缓老等功能，因此其产品不同于日用美容品，只能在美容院借助专业美容设备仪器进行操作；细胞生长因子产品属于美容专业线范畴，需要通过厂家——代理商——美容院多层渠道销售；细胞生长因子产品主要通过专业销售渠道以口碑营销和独特功能赢得消费者，该类产品市场需求以每年40%的态势增长；由于专业线美容行业尚处于发展阶段，因此缺乏行业标准，营销模式类似，产品差异性不大，专业线美容行业版图尚未定型。青岛YD生物科技有限公司的内部营销环境表现为：公司创业者拥有多家企业的工作经历，掌握了比价全面的企业管理知识；公司重视产品研发，先后与省内外多家从事细胞、基因等领域研究的科研院所合作，并突出海洋生物基因的特色；公司已经从生产外包阶段发展为自建工厂，为产学研结合以及工业旅游和体验营销创造了条件；公司重视渠道商管理，在对各类合作伙伴的培训辅导方面不断加大力度；公司是全国美容美发行业协会副会长单位，除了能够融入产业环境、提升知名度和美誉度以外，对整个美容产业的影响力也不断呈现。基于以上内外部环境分析，提出青岛YD生物科技有限公司的营销目标：覆盖并服务国内所有地区抗衰来美容顾客需求，在1/3市场区域做到份额领先，持续保持并提升与各级代理商的合作关系和合作能力，完善并改进公司产品营销体系、供应链流程及品牌推广技能，，持续拓展以海洋科技为特色的抗衰老基因美颜产品系列。为了实现以上目标，青岛YD生物科技有限公司下一步营销策略为：（1）产品策略。加大科研力度及科技创新市场化速度，推出采用不同科技、不同功能和添加不同营养成分的不同容量、不同价位的多档产品；充分运用公司生产资源及研发能力，适当推出日化线美容产品，打破以往只在美容院销售的限制；实现完全一体化的产品研发、制造、包装、运输链条。（2）价格策略：产品定位为高技术、高附加值的小众市场，采取高售价、高盈利、高成本的运作模式；随着公司产品的丰富化和系列化，定价策略应该相应调整，采取更具针对性的、细分的、差异化定价策略。（3）渠道策略。随着公司规模扩大，品类增加，实力提升，针对那些市场规模比较大、市场潜力比家好的省市如青岛、湖北、重庆，应该建立直营分公司；由于公司新产品策略包含推出多款日化线美容产品，这些产品则非常适合利用网络平台直接对终端客户，或者通过日化线进行销售。（4）促销策略。强化公共关系营销，建立企业与政府、与消费者、与员工之间的沟通和传播关系，赢取公众对组织的信任、理解、支持和认可，树立组织在公众中的良好形象；重视网络营销和微营销推广，增加在美容产业协会、美容业博览会的品牌塑造，组织各层级顾客到公司参观、体验和培训。
[Abstract]:Although the beauty industry needs less investment, but it is closely related to people's daily life, it has developed into one of the daily consumption products that have a wide impact and an amazing growth rate. In many beauty products, the EGF (Epidermal Growth Factor), called "beauty factor", is a scientific and technological innovation, which regulates the growth of the skin. The important cell growth factor, which is updated and metabolize, has excellent repair effect on the skin. Now, the domestic enterprises engaged in the research and development, manufacture and sale of EGF products are beginning to emerge. How to effectively promote the sustainable development of enterprises through marketing strategy combination has become the focus of concern in both the theoretical and the business circles.
Qingdao YD Biotechnology Co., Ltd., as a typical enterprise in the field of cell growth factor, has achieved excellent results after unremitting efforts and years of development. The products and brands have been praised by the vast majority of dealers, agents, beauty salons and final customers. However, in the face of scientific and technological progress, information flooding and competition Drama and many other challenges, Qingdao YD Biotechnology Co., Ltd. should constantly consider and improve the company's marketing strategy and implementation measures.
This paper mainly selects case study, field interview and literature analysis and other research methods, through the specific application of marketing environment analysis and marketing strategy theory, based on the seven chapters to study the marketing problems of case companies. The specific chapter is the introduction, the theoretical basis, the analysis of the external marketing environment of the Qingdao YD Biotechnology Co., Ltd., The internal marketing environment of island YD Biotechnology Co., Ltd., the marketing strategy selection of Qingdao YD Biotechnology Co., Ltd., the implementation measures and research summary and future prospect of the marketing strategy of Qingdao YD Biotechnology Co., Ltd. are the key points of this paper.
The paper studies that the external marketing environment of Qingdao YD Biotechnology Co., Ltd. shows that cell growth factor products focus on improving skin and anti aging function, so its products are different from daily beauty products and can only be operated in the beauty salon with the help of professional beauty equipment instruments; cell growth factor products belong to the beauty specialty. Line category needs to be sold through multi-layer channels of the manufacturer - agent - beauty salon; cell growth factor products are mainly won by word-of-mouth marketing and unique functions through professional marketing channels. The market demand for this kind of products grows by 40% a year. Industry standard, marketing mode is similar, product difference is not big, professional line beauty industry layout has not yet been finalized.
The internal marketing environment of Qingdao YD Biological Technology Co., Ltd. shows that the company has a lot of business experience and has a comprehensive knowledge of enterprise management. The company attaches great importance to product research and development, and has cooperated with a number of research institutes in the field of cell and gene research at home and abroad, and highlights the special marine genes. Color; the company has developed from the production outsourcing stage to the self built factory, created conditions for the integration of industry, research and research, industrial tourism and experience marketing; the company attaches great importance to the management of channel merchants and increases the training and coaching of all kinds of partners; the company is the vice president of the National Association for beauty and hairdressing industry, in addition to being able to integrate. Besides the upgrading of reputation and reputation, the influence on the whole beauty industry is constantly showing.
Based on the analysis of the internal and external environment, the marketing target of Qingdao YD Biotechnology Co., Ltd. is put forward: covering and serving all areas of China to resist the demand of beauty customers, leading the share of the 1/3 market, maintaining and improving the cooperation and cooperation with agents at all levels, improving and improving the product marketing system of the company. In order to achieve the above goals, the next marketing strategy of Qingdao YD Biotechnology Co., Ltd. is to achieve the above objectives.
(1) product strategy. Increase the speed of scientific research and technological innovation market, introduce the different capacity of different science and technology, different functions and adding different nutritive components, different prices of different price products; make full use of the company's production resources and R & D ability, properly launch the cosmetic product of daily chemical line, break the limitation of the sale in the beauty salon. To achieve complete integration of product development, manufacturing, packaging, transportation chain.
(2) price strategy: product positioning is high technology, high value-added small market, high price, high profit, high cost operation mode; with the enrichment and serialization of the company's products, the pricing strategy should be adjusted accordingly, to adopt more targeted, subdivided, differential pricing strategy.
(3) channel strategy. With the expansion of the company, the increase in category, and the improvement of the strength, we should set up a direct branch for the larger market scale, such as Qingdao, Hubei and Chongqing, which have better market potential than home, and the new product strategy of the company includes the introduction of a number of cosmetic products for daily chemical lines, which are very suitable for the use of the network platform. Direct sales to terminal customers or through daily lines.
(4) promotion strategy. Strengthen the public relations marketing, establish the communication and communication relationship between the enterprise and the government, the consumers, and the employees, win the public trust, understanding, support and approval of the organization, establish the good image of the organization in the public; attach importance to the network marketing and the promotion of micromarketing, and increase the beauty industry association and the beauty industry fair. Brand building, organize customer visits, experience and training at all levels.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

【参考文献】