成都RT公司MAXFACTOR品牌市场策略研究

发布时间：2018-01-12 18:40

本文关键词：成都RT公司MAXFACTOR品牌市场策略研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：作为有着悠久历史和文化背景的MAXFACTOR彩妆自进入中国市场以来一直以著名的美宝莲彩妆为主要竞争对手,以图在大众彩妆领域内分得其庞大的市场份额。2008年,在RT公司的运作下MAXFACTOR以成都为起点,取得了不错的开局成绩,但随后不久她就面临了业绩下滑、份额下降等问题而后继乏力。本文以MAXFACTOR品牌在中国市场的运作作为研究对象,主要从市场定位、市场策略等方面采用了STP分析法、对比分析和3C分析的方法对MAXFACTOR进行解读。文中首先介绍了MAXFACTOR的品牌历史和RT公司的状况,在此基础上阐明了MAXFACTOR品牌现行的“更加专业的大众彩妆”的市场定位。同时介绍了该品牌立足于竞争的产品策略和价格策略、在促销和渠道策略上执行的高端路线以及其现在面临的业绩下滑,单柜产量下降、主力市场失利等问题。其次,针对这些问题,本文对MAXFACTOR的定位和策略进行了对比分析,发现了MAXFACTOR跟随美宝莲制定的“大众彩妆”的定位过于笼统、价格和产品策略缺乏方向、品牌所采用的渠道和促销方式与“大众定位”不匹配等问题。随后提出了MAXFACTOR品牌应进行深度市场细分、充分认识目标人群、重新塑造产品价值、针对目标市场选择渠道、采用客户导向定价法、促销信息聚焦化和采取有效沟通等建议。本文在针对MAXFACTOR面临的问题进行分析之后,得出了如下结论:(1)完全模仿竞争品牌的定位和市场策略并不是一条捷径,国内化妆品市场现在已处于激烈的营销竞争时代;(2)当今,化妆品营销竞争中市场定位是关键,合理的市场细分尤为重要;(3)新进入的大众彩妆品牌的市场策略应该紧紧围绕细分市场,在产品上升华价值、在价格上采用客户导向,在渠道上进行适合其目标市场的结构调整,在促销上强化客户沟通,这样才能真正支撑其市场定位,提升在目标市场的占有率;MAXFACTOR所遇到的问题是很多国产品牌都遇到过的问题。和其他产品市场一样,在一开始确立在细分市场做强远比在大众市场做大的思想要重要得多。
[Abstract]:As a long history and cultural background of MAXFACTOR makeup since entering the Chinese market has been famous Maybelline makeup as the main competitors. In 2008, under the operation of RT Company, MAXFACTOR took Chengdu as the starting point and made a good start. But soon afterwards she was faced with the problems of declining performance and declining share. This paper takes the operation of MAXFACTOR brand in China market as the research object, mainly from the market positioning. STP analysis method is used in market strategy and so on. Comparative analysis and 3C analysis of the method of interpretation of MAXFACTOR. Firstly, this paper introduces the brand history of MAXFACTOR and the status of RT company. On this basis, the market position of "more professional popular makeup" of MAXFACTOR brand is expounded, and the product strategy and price strategy based on competition are also introduced. Promotion and channel strategy in the implementation of high-end routes and its current performance decline, single-counter production decline, the main market failures. Secondly, to address these problems. In this paper, the positioning and strategy of MAXFACTOR are compared and analyzed, and it is found that the positioning of "popular makeup" made by MAXFACTOR following Maybelline is too general. The price and product strategy are lack of direction, and the channel and promotion methods used by the brand do not match with the "popular positioning". Then, the paper puts forward that MAXFACTOR brand should carry out deep market segmentation. Fully understand the target population, re-shape the value of products, the target market choice channels, the use of customer-oriented pricing method. Promotion information focusing and effective communication recommendations. This paper analyzes the problems faced by MAXFACTOR. Draw the following conclusion: 1) completely imitating the positioning of competitive brand and marketing strategy is not a shortcut, the domestic cosmetics market is now in the era of fierce marketing competition; Nowadays, market orientation is the key in cosmetics marketing competition, and reasonable market segmentation is particularly important; 3) the market strategy of the newly entered popular cosmetics brand should closely revolve around the subdivision market, sublimate the value on the product, adopt the customer orientation on the price, and carry on the structure adjustment suitable for its target market in the channel. Strengthen customer communication on sales promotion so as to truly support its market positioning and enhance its share in the target market; The problem with MAXFACTOR is that many domestic brands have encountered problems, just like other product markets. The idea of a strong market segment is much more important at the outset than being bigger in the mass market.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72

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