J化妆品代理公司营销策略研究

发布时间：2018-04-18 15:11

本文选题：J公司 + 化妆品代理　；参考：《哈尔滨工业大学》2015年硕士论文

【摘要】：改革开放之后,中国经济腾飞,人民的购买力不断提升,对化妆品的需求量越来越大。消费者强大的需求力、购买力、消费力及购物影响力促进了整个化妆品市场的蓬勃发展,也促使无数商家争先开辟化妆品的专属市场,同时化妆品代理公司如雨后春笋般出现,行业竞争越来越激烈。J化妆品公司虽然在黑龙江地区化妆品行业取得一定的成绩,但是随着消费者的消费习惯的变化,目前的营销策略不断地受到冲击,J公司迫切需要对目前的营销策略优化升级。本文在充分的了解和认识公司面临的发展环境并在此基础上建立更加合理的营销策略。本文首先简要介绍了化妆品的定义和起源,回顾了营销理论的相关文献将全面分析J公司内外部环境,挖掘分析公司外部环境中的威胁和机会,内部环境中的优势和劣势,并进一步对J公司目前的营销策略现状进行分析,对相应的问题进行分析总结,提出适合J公司化妆品的营销策略优化的措施,给出改善营销策略的措施,包括产品营销策略、渠道营销策略、促销策略、网络营销策略。本文的分析研究为J化妆品对目前内部外部的形势有一个清晰的认识,帮助J企业管理层提升和优化目前的营销策略方案,打造企业新的核心竞争力,在激烈的化妆品市场竞争中占据有力位置。
[Abstract]:After reform and opening up, China's economy has taken off, people's purchasing power has been rising, and the demand for cosmetics is increasing.Consumers' strong demand, purchasing power, consumption power and shopping influence have promoted the vigorous development of the entire cosmetics market, and also prompted countless businesses to open up the exclusive market of cosmetics first, while cosmetics agency companies have sprung up like bamboo shoots.Although the industry competition is becoming more and more intense. J Cosmetics Company has made certain achievements in the cosmetics industry in Heilongjiang region, but with the change of consumer's consumption habits,The current marketing strategy is constantly affected by the company's urgent need to optimize and upgrade the current marketing strategy.Based on the understanding and understanding of the development environment faced by the company, this paper establishes a more reasonable marketing strategy.This paper first briefly introduces the definition and origin of cosmetics, reviews the relevant literature of marketing theory will comprehensively analyze the internal and external environment of J Company, explore and analyze the threats and opportunities in the external environment of the company, the strengths and weaknesses of the internal environment.Furthermore, this paper analyzes the current situation of J Company's marketing strategy, analyzes and summarizes the corresponding problems, puts forward the measures to optimize the marketing strategy suitable for J Company's cosmetics, and puts forward the measures to improve the marketing strategy, including the product marketing strategy.Channel marketing strategy, promotion strategy, network marketing strategy.The analysis and research of this paper provide a clear understanding of the internal and external situation of J cosmetics, help J enterprise management to upgrade and optimize the current marketing strategy, and create a new core competitiveness of the enterprise.In the fierce cosmetics market competition occupies a strong position.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

【参考文献】