VES化妆品公司营销战略研究
发布时间：2018-07-29 19:39
【摘要】：随着改革开放政策实施，中国经济快速发展，居民消费意识转变，使得化妆品的消费量每年均呈现良好的上升趋势。整个中国化妆品消费大市场深深吸引着全球化妆品企业的目光，，特别是一些大型国际著名化妆品企业在中国进行高质量低价格的全渠道渗透，已经使本土中小化妆品企业的发展空间逐步缩小。VES化妆品公司是国内知名日化集团旗下的产业公司，主要负责ER品牌护肤品的开发和营销，基于企业外部竞争环境变化和内部管理上出现的新问题，需要对公司重新进行研究，并制定营销战略。 本文本着理论结合实际的宗旨，首先，综述了研究背景和相关战略管理分析工具。其次，通过PEST分析法详细研究了VES化妆品公司的外部宏观环境，又利用波特五力模型对公司面临的整个化妆品行业环境进行呈现，接着分析了企业主要的竞争对手；针对VES化妆品公司的内部环境，又着重对企业资源和企业能力进行了详细分析。再次，利用SWOT分析法，将VES化妆品公司的优势与劣势、机会与威胁等现状都详细进行展现并进行战略匹配。在综合分析了影响公司经营发展的各方面因素后，已经研究出可以充分利用外部环境机会和自身优势，有效避开竞争威胁和改善自身劣势的营销策略。以实现销售利润逐年增长为战略目标，以坚持品牌建设为指导思想，并结合4Ps营销组合分析工具提出适合VES化妆品公司发展的营销战略。
[Abstract]:With the implementation of the policy of reform and opening up, the rapid development of Chinese economy and the change of residents' consumption consciousness make the consumption of cosmetics show a good upward trend every year. The whole large market of cosmetics consumption in China has attracted the attention of global cosmetics enterprises, especially some large and famous international cosmetics enterprises in China to carry out high quality and low price all channels infiltration. The development space of local small and medium-sized cosmetics enterprises has been gradually narrowed. Ves Cosmetics Company is an industry company under the well-known daily chemical group in China. It is mainly responsible for the development and marketing of ER brand skin care products. Based on the changes of the external competitive environment and the new problems in internal management, it is necessary to re-study the company and formulate marketing strategies. The purpose of this paper is to combine theory with practice. Firstly, the research background and related strategic management analysis tools are summarized. Secondly, the external macro environment of VES cosmetics company is studied in detail by PEST analysis method, and the whole cosmetic industry environment is presented by Porter's five-force model, and then the main competitors of the company are analyzed. Aiming at the internal environment of VES Cosmetics Company, this paper analyzes the enterprise resource and enterprise capability in detail. Thirdly, the advantages and disadvantages, opportunities and threats of VES cosmetics company are demonstrated and matched in detail by using SWOT analysis method. After a comprehensive analysis of the factors affecting the company's management and development, a marketing strategy has been developed that can make full use of the external environment opportunities and its own advantages, effectively avoid the threat of competition and improve its inferiority. The strategic goal is to realize the increase of sales profit year by year, the guiding ideology is to insist on the brand construction, and the marketing strategy suitable for the development of VES cosmetics company is put forward in combination with the 4Ps marketing combination analysis tool.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72
本文编号：2153776
[Abstract]:With the implementation of the policy of reform and opening up, the rapid development of Chinese economy and the change of residents' consumption consciousness make the consumption of cosmetics show a good upward trend every year. The whole large market of cosmetics consumption in China has attracted the attention of global cosmetics enterprises, especially some large and famous international cosmetics enterprises in China to carry out high quality and low price all channels infiltration. The development space of local small and medium-sized cosmetics enterprises has been gradually narrowed. Ves Cosmetics Company is an industry company under the well-known daily chemical group in China. It is mainly responsible for the development and marketing of ER brand skin care products. Based on the changes of the external competitive environment and the new problems in internal management, it is necessary to re-study the company and formulate marketing strategies. The purpose of this paper is to combine theory with practice. Firstly, the research background and related strategic management analysis tools are summarized. Secondly, the external macro environment of VES cosmetics company is studied in detail by PEST analysis method, and the whole cosmetic industry environment is presented by Porter's five-force model, and then the main competitors of the company are analyzed. Aiming at the internal environment of VES Cosmetics Company, this paper analyzes the enterprise resource and enterprise capability in detail. Thirdly, the advantages and disadvantages, opportunities and threats of VES cosmetics company are demonstrated and matched in detail by using SWOT analysis method. After a comprehensive analysis of the factors affecting the company's management and development, a marketing strategy has been developed that can make full use of the external environment opportunities and its own advantages, effectively avoid the threat of competition and improve its inferiority. The strategic goal is to realize the increase of sales profit year by year, the guiding ideology is to insist on the brand construction, and the marketing strategy suitable for the development of VES cosmetics company is put forward in combination with the 4Ps marketing combination analysis tool.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72
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本文编号：2153776
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