深圳XX化妆品公司专业彩妆营销策略研究

发布时间：2018-03-05 08:22

本文选题：专业彩妆　切入点：品牌营销策略　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：化妆品行业在我国这么多年发展,目前是我国经济发展最为迅速的行业之一,中国化妆品行业近些年中,一直保持迅猛的发展时候,据网络查询数据统计,2004年的销售突破600亿元,截止到2012年,我国化妆品市场的销售总额突破千亿元,早就已经超过很多日本、韩国,市场容量的总和,已经成为了世界第5大化妆品消费市场,是亚洲最大的化妆品消费市场。由于多种原因,国内专业线彩妆在产品渠道建设和营销策略体系上相对较为薄弱,XX公司专业线彩妆化妆品,想要在激烈的市场竞争中占有一席之地,还需在营销策略、营销规划、营销执行上多下苦功。运用各种市场营销理论,PEST营销分析理论,波特五力模型,SWOT分析理论,STP定位分析,4PS营销战术策略,经过逻辑推导和数据论证,得出本文的理论系统和策略结论,并依此来做相关企业的营运保障系统和实施计划。研究XX公司专业线彩妆化妆品营销策略选择问题,这对推动国货产业化的发展,以及根据市场需求,创新营销策略组合,及时调整产品定位,优化产业结构,提升国产彩妆的市场竞争力本论文立足国内专业线彩妆线化妆品本身特点,试图从营销的角度,创新营销策略组合,提高国产专业线彩妆化妆品的市场竞争力,探索国产专业线彩妆化妆品营销的发展道路。
[Abstract]:The cosmetics industry has been developing for so many years in our country, and is currently one of the fastest developing industries in our country. In recent years, China's cosmetics industry has maintained a period of rapid development. According to network inquiry data, in 2004, sales exceeded 60 billion yuan. By 2012, the total sales volume of China's cosmetics market had exceeded 100 billion yuan, which had already exceeded the combined market capacity of many Japan, South Korea, and the market. Has become the world's fifth largest cosmetics consumer market, is the largest cosmetics consumer market in Asia. For a variety of reasons, Domestic professional line makeup is relatively weak in the product channel construction and marketing strategy system. If you want to have a place in the fierce market competition, you also need to be in the marketing strategy, marketing planning, Many hard work has been done on the implementation of marketing. By using all kinds of marketing theory and pest marketing analysis theory, Porter's five-force model and SWOT analysis theory, STP positioning and analyzing 4PS marketing tactics are analyzed. Through logical derivation and data argumentation, the theoretical system and strategic conclusions of this paper are obtained. According to this, we will do the operation guarantee system and implementation plan of related enterprises. Study XX company professional line cosmetics marketing strategy choice problem, this will promote the development of domestic product industrialization, and according to the market demand, innovate the marketing strategy combination, Adjust the position of products in time, optimize the industrial structure, and enhance the market competitiveness of domestic color makeup. Based on the characteristics of domestic professional line cosmetics, this paper tries to innovate the combination of marketing strategies from the perspective of marketing, to improve the market competitiveness of domestic professional line cosmetics. To explore the development of domestic professional line cosmetics marketing.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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