C公司香水在中国市场营销策略研究
发布时间：2018-12-30 11:51
【摘要】：改革开放以来,中国国内生产总值一直保持着约10%的速度增长,市场经济正快速发展,国内消费水平不断提高,消费者需求日益丰富。国内香水行业竞争也随着市场的发展而不断加剧。各种国际品牌纷纷进入国内奢侈品香水市场,而大众消费品牌香水细分市场在中国仍处于发展的初级阶段,市场需求不旺盛、产业结构不发达,除了花露水这个特殊的品种之外,鲜有为广大消费者所熟知的香水产品。从全球来看,欧美地区香水市场最为发达,国际知名香水品牌举不胜举,然而中国市场则被视为香水品牌国际化之路的必经地。在各个国际知名奢侈品品牌香水涌入中国市场时,大众消费品牌香水如何抓住机遇刺激消费需求、扩大市场规模?本文通过以COSCENTRA化妆品(上海)有限责任公司(以下称C公司)为例,对中国香水市场环境、企业战略发展方向、产品市场定位及其营销策略进行分析研究,为C公司制定系统的营销组合策略,以便开展有效的市场营销活动。 C公司总部是位于欧洲的一家专业经营大众消费品牌香水的企业,生产基地位于上海,产品主要在欧洲市场销售。目前,公司正计划将扩大中国市场业务,并将开拓国内市场作为公司的重要发展战略。 本文旨在结合C公司的实际情况,运用市场营销理论对C公司进入中国香水市场的经营环境进行分析,对企业在中国市场的发展战略方向进行研究。根据企业的经营环境及发展战略对中国香水市场进行细分,并研究C公司目标市场及市场定位。针对C公司进入中国香水市场所面临的问题,提出相应的营销组合策略。论文由以下几部分构成：第一部分是对相关理论的介绍,第二部分是应用波特五种力模型对C公司进入国内香水市场所面临的行业竞争状态进行分析；第三部分是根据C公司的实际状况构建SWOT战略分析矩阵；然后根据企业战略发展方向,研究C公司的STP策略；最后针对性地提出C公司进入国内香水市场的营销策略体系,对C公司进入中国香水市场提出系统的营销建议。
[Abstract]:Since the reform and opening up, China's GDP has maintained a growth rate of about 10 percent, the market economy is developing rapidly, the level of domestic consumption is constantly improving, and consumer demand is increasingly abundant. Domestic perfume industry competition with the development of the market and continue to intensify. A variety of international brands have entered the domestic luxury perfume market, while the popular consumption brand perfume market is still in the initial stage of development in China, the market demand is not strong, the industrial structure is not developed. Aside from the special variety of dew water, there are few perfume products well known to consumers. From the global point of view, the most developed perfume market in Europe and the United States, the international well-known perfume brands are numerous, but the Chinese market is regarded as a necessary place for the internationalization of perfume brands. How to seize the opportunity to stimulate the consumption demand and expand the market size when the perfume of various international famous luxury brands poured into the Chinese market? Taking COSCENTRA Cosmetics (Shanghai) Co., Ltd. (C Company) as an example, this paper analyzes the market environment, strategic development direction, product market positioning and marketing strategy of Chinese perfume market. Develop systematic marketing mix strategy for C Company to carry out effective marketing activities. Company C is a European company specializing in popular consumption brand perfume production base in Shanghai the products are mainly sold in the European market. At present, the company is planning to expand its business in China, and will explore the domestic market as the company's important development strategy. The purpose of this paper is to analyze the operating environment of C Company entering the Chinese perfume market by using the marketing theory, and to study the development strategy of the company in the Chinese market. According to the business environment and development strategy of the company, the perfume market in China is subdivided, and the target market and market positioning of company C are studied. In view of the problem that C company enters the Chinese perfume market, the corresponding marketing combination strategy is put forward. The paper is composed of the following parts: the first part is the introduction of relevant theories, the second part is the application of Porter five force model to C company into the domestic perfume market industry competition state analysis; The third part is to construct the SWOT strategic analysis matrix according to the actual situation of C company, and then study the STP strategy of C company according to the development direction of the enterprise strategy. Finally, the marketing strategy system of C company entering the domestic perfume market is put forward, and the systematic marketing suggestions for C company entering Chinese perfume market are put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72
本文编号：2395543
[Abstract]:Since the reform and opening up, China's GDP has maintained a growth rate of about 10 percent, the market economy is developing rapidly, the level of domestic consumption is constantly improving, and consumer demand is increasingly abundant. Domestic perfume industry competition with the development of the market and continue to intensify. A variety of international brands have entered the domestic luxury perfume market, while the popular consumption brand perfume market is still in the initial stage of development in China, the market demand is not strong, the industrial structure is not developed. Aside from the special variety of dew water, there are few perfume products well known to consumers. From the global point of view, the most developed perfume market in Europe and the United States, the international well-known perfume brands are numerous, but the Chinese market is regarded as a necessary place for the internationalization of perfume brands. How to seize the opportunity to stimulate the consumption demand and expand the market size when the perfume of various international famous luxury brands poured into the Chinese market? Taking COSCENTRA Cosmetics (Shanghai) Co., Ltd. (C Company) as an example, this paper analyzes the market environment, strategic development direction, product market positioning and marketing strategy of Chinese perfume market. Develop systematic marketing mix strategy for C Company to carry out effective marketing activities. Company C is a European company specializing in popular consumption brand perfume production base in Shanghai the products are mainly sold in the European market. At present, the company is planning to expand its business in China, and will explore the domestic market as the company's important development strategy. The purpose of this paper is to analyze the operating environment of C Company entering the Chinese perfume market by using the marketing theory, and to study the development strategy of the company in the Chinese market. According to the business environment and development strategy of the company, the perfume market in China is subdivided, and the target market and market positioning of company C are studied. In view of the problem that C company enters the Chinese perfume market, the corresponding marketing combination strategy is put forward. The paper is composed of the following parts: the first part is the introduction of relevant theories, the second part is the application of Porter five force model to C company into the domestic perfume market industry competition state analysis; The third part is to construct the SWOT strategic analysis matrix according to the actual situation of C company, and then study the STP strategy of C company according to the development direction of the enterprise strategy. Finally, the marketing strategy system of C company entering the domestic perfume market is put forward, and the systematic marketing suggestions for C company entering Chinese perfume market are put forward.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.72
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