安利雅姿化妆品市场营销策略研究

发布时间：2018-02-22 03:09

本文关键词： 安利雅姿市场营销策略研究　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济体制改革,人们可支配收入增加,物质文化、审美要求也日益提高,因此近二十年来化妆品行业进入高速成长期并且崛起为新兴产业,这对化妆品行业既是机遇也是挑战,面对雅姿化妆品增长较小,在高端化妆品市场份额减少的现状,如何保持直销企业品牌市场地位,解决雅姿化妆品在高端化妆品市场定位不清淅,产品结构缺乏针对性和多元化,产品价格不稳定,销售团队人员结构老化,促销和推广手段单一等一系列问题,最终需要通过对企业市场营销策略调整来进一步提升市场竞争能力。论文以如何制订直销企业营销市场策略为选题研究,为如何满足消费者的多层次需求提出建议,不仅具有重要的理论意义,而且有助于推动整个化妆品行业的发展。本文以安利雅姿品牌为例,同时结合国内外市场营销理论以及相关化妆品公司的营销经验,制定符合中国化妆品行业的营销策略,试图为安利雅姿化妆品开展市场营销活动提供有价值的参考意见。本文的研究内容主要包括以下5个方面：第一部分是引言,介绍了研究背景、研究框架和研究意义。第二部分是相关理论综述。主要包括传统营销理论、现代营销理论以及创新营销理论。第三部分是安利雅姿化妆品营销现状与存在问题。本章立足于安利雅姿化妆品现状,试图分析其营销策略存在的问题。第四部分营销环境分析。本章对安利雅姿化妆品进行SWOT分析,为营销策略设计奠定基础。第五部分安利雅姿化妆品的营销策略设计。本章根据4P理论对其进行产品、价格渠道、促销的策略进行设计。本文研究内容对于安利雅姿以及相关直销企业或者化妆品企业具有一定的借鉴意义。
[Abstract]:With the reform of China's economic system, people's disposable income, material culture, aesthetic requirements are also increasing, so the cosmetics industry has entered a period of rapid growth in the past two decades and has emerged as a new industry. This is both an opportunity and a challenge for the cosmetics industry. In the face of the fact that the growth of Yazhi cosmetics is relatively small and the market share of high-end cosmetics is decreasing, how to maintain the market position of direct-selling enterprise brands? To solve a series of problems, such as the unclear positioning of Yazhi cosmetics in the high-end cosmetics market, the lack of pertinence and diversification of the product structure, the instability of product prices, the aging structure of the sales team, the single means of promotion and promotion, and so on. Finally, we need to adjust the marketing strategies of enterprises to further enhance the competitiveness of the market. This paper studies how to formulate marketing strategies for direct selling enterprises, and puts forward some suggestions on how to meet the multi-level needs of consumers. Not only has important theoretical significance, but also helps to promote the development of the entire cosmetics industry. Taking Amway brand as an example, combining the marketing theory at home and abroad and the marketing experience of relevant cosmetics companies, this paper formulates the marketing strategy in line with the Chinese cosmetics industry. Try to provide valuable reference for Amway cosmetics marketing activities. The research contents of this paper mainly include the following five aspects:. The first part is the introduction, introduces the research background, the research frame and the research significance. The second part is a review of relevant theories, including traditional marketing theory, modern marketing theory and innovative marketing theory. The third part is the current situation and existing problems of Amway cosmetics marketing. This chapter is based on the current situation of Amway cosmetics and tries to analyze the problems in its marketing strategy. 4th part of marketing environment analysis. This chapter analyzes Amway cosmetics by SWOT, which lays a foundation for marketing strategy design. This chapter designs the product, price channel and promotion strategy according to 4P theory. The research content of this paper has certain reference significance for Amway and related direct selling enterprises or cosmetics enterprises.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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