A公司男士护肤品营销渠道管理研究

发布时间：2018-11-10 18:42

【摘要】：随着全球经济的高速发展及我国进入世界贸易组织,我国的化妆品工业更是借势极速扩张。目前我国的化妆品市场呈现出群雄逐鹿的景象，外资、合资和民营企业们绞尽脑汁、竭尽所能，想要在这片极具开发潜力的市场上分得一杯羹。而现阶段我国的化妆品市场占据主导地位的仍然是外资品牌，尤其是在中高端市场，几乎变成了外资品牌耀武扬威的舞台，国产品牌全线溃退，很多只能在低端市场郎当混迹。也有如上海家化这样有国资背景的大型企业欲与外资品牌分庭抗礼，但效果如何还有待市场和时间的检验。随着消费理念的不断更新，化妆品早已不再是女性消费者的专利，很多男士也开始重视面子问题，随之专为男性消费者打造的男士护肤品悄然产生，很多企业也开始重视这块具有无限潜力的市场，在女性化妆品逐渐趋于饱和的情况下，它们把目标转移到男士护肤品，而且把它做为新的市场增长点。很多外资企业适时地推出了同品牌或子品牌的男士护肤品，这对很多生产同类产品的民营企业来说，无疑将面临和女性化妆品一样激烈的竞争和严峻的挑战。如何在竞争中成功突围、站稳脚跟是现阶段民营企业应重点思考的问题。诚然,研发出适合消费者的新产品非常重要,尤其是在由消费者主导的市场经济体制中，产品质量就是企业的生命线，但是在化妆品行业产品趋于同质化的情况下，仅仅依靠好的产品并不能让企业长久发展甚至生存下去，想办法做好渠道才是企业发展的关键，好的渠道能帮助企业将产品及时准确的送到消费者手中，尤其是在我国幅员辽阔、经济发展不均衡的市场条件下，如何把渠道做好是每个企业都会面临的现实问题。 A公司是一家专业生产男士护肤品的企业，在成立的初期借助男士护肤品市场的发展和竞争少的优势，在10多年的发展中逐步确立了自己的品牌和产品定位，初步完成了产品渠道布局，但随着近几年外资、合资品牌也开始加入竞争，A公司的渠道弊端完全暴露，相较于国际大品牌在渠道管理和运营方面的手法和经验，，更是完全处于劣势，面对这种突如其来的市场竞争，A公司措手不及，渠道变革迫在眉睫。本文以专业生产男士护肤品的A公司为研究背景，结合现代营销理论,从我国化妆品现有市场营销渠道入手,首先通过对国内化妆品市场的现状和发展趋势、渠道分布、男士护肤品市场现状和发展趋势、男士护肤品渠道的分析,说明男士护肤品市场还有很大的发展空间。然后分析了A公司现有渠道存在的问题，并对A公司的渠道在长度、宽度、广度和渠道系统方面进行调整和优化，使A公司的渠道布局更合理，更能适应现阶段市场的激烈竞争。最后给出了对渠道精细化管理方面的建议。希望通过此文能为我国同类化妆品企业在激烈的市场竞争中如何建立、完善并管理营销渠道提供系统的参考。
[Abstract]:With the rapid development of the global economy and China's entry into the World Trade Organization, China's cosmetics industry is seizing the opportunity to expand rapidly. At present, the cosmetic market of our country presents the scene of a great deal, foreign capital, joint venture and private enterprises are racking their brains and trying their best to get a piece of the market with great potential for development. At the present stage, the cosmetics market in our country is still dominated by foreign brands, especially in the middle and high-end markets, which almost become the stage for foreign brands to flourish. The domestic brands have retreated all over the line, many of which can only be mixed up in the low end market. Large enterprises with state capital background, such as Shanghai Jiahua, want to compete with foreign brands, but the effect remains to be tested by market and time. With the constant renewal of consumption ideas, cosmetics are no longer the patent of female consumers, many men also begin to attach importance to face problems, and then the men's skin care products created for male consumers quietly come into being. Many companies have also begun to attach importance to this market with unlimited potential, as women's cosmetics gradually become saturated, they shift the target to men's skin care products, and regard it as a new market growth point. Many foreign-funded enterprises have introduced men's skin care products of the same brand or sub-brand, which will undoubtedly face the same fierce competition and severe challenges as women's cosmetics for many private enterprises that produce similar products. How to break through successfully in the competition and stand firm is the key problem that private enterprises should think about at present. It is true that it is very important to develop new products suitable for consumers, especially in the consumer-led market economy system, product quality is the lifeline of enterprises, but when the cosmetics industry products tend to homogenize, Relying on good products alone can not make an enterprise develop or even survive for a long time. Finding a way to do a good channel is the key to the development of an enterprise. A good channel can help an enterprise to deliver its products to consumers in a timely and accurate manner. Especially under the market conditions of vast territory and uneven economic development, how to do well the channel is a realistic problem that every enterprise will face. Company A is a company specializing in the production of men's skin care products, in the early days of its establishment, with the help of the development of men's skin care products market and the advantage of less competition, it has gradually established its own brand and product positioning in the development of more than 10 years. Initially completed the product channel layout, but with the foreign capital in recent years, the joint venture brand also began to join the competition, the channel malpractice of company A completely exposed, compared with the method and experience of the international big brand in channel management and operation, Is completely at a disadvantage, in the face of this sudden market competition, A company caught off guard, channel reform imminent. Based on the research background of company A, which specializes in the production of men's skin care products, and combining with modern marketing theory, this paper starts with the existing marketing channels of cosmetics in China. First of all, through the current situation and development trend of domestic cosmetics market, the distribution of channels. The present situation and development trend of the men's skin care market and the analysis of the men's skin care channels show that the men's skin care market still has a lot of room for development. Then it analyzes the problems existing in the existing channels of A Company, and adjusts and optimizes the channel length, width, breadth and channel system of A Company so as to make the channel layout of A Company more reasonable. More able to adapt to the current stage of fierce competition in the market. Finally, the paper gives some suggestions on channel fine management. It is hoped that this article can provide a systematic reference for the establishment, perfection and management of marketing channels in the fierce market competition of similar cosmetic enterprises in China.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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