尼雅化妆品公司营销策略研究

发布时间：2018-01-05 07:28

本文关键词：尼雅化妆品公司营销策略研究　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：自中国改革开放三十年以来,经济取得了世界瞩目的快速发展,随着物质生活水平的提高,居民收入的增加,人们的消费观念也逐步升级,从解决温饱的物质层面,逐步上升到追求身体健康、自身美丽,追求个性展示等精神层面的需求。以美丽经济著称的化妆品市场,伴随着改革开发,经过30年的迅猛发展,现今已经取得了前所未有的成绩。随着中国成为新兴经济体,中国已成为亚洲第二大、世界第八大化妆品市场,据国家统计局数字显示,中国化妆品市场销售额平均以每年23.8%的速度增长,最高年份达41%。 20世纪80年代,中国化妆品市场形成初期,伴随着改革开发的脚步世界化妆品著名品牌纷纷进驻中国市场,抢滩进驻中国一线城市市场,展开各自布局,设置工厂,进驻大型百货商场渠道,争夺资源。而国内本土化妆品企业由于技术、资金、品牌知名度等方面的限制,曾经一度在与欧美、日韩等进口化妆品竞争中一直处于下风,生产的产品也多流入低端市场,品牌形象差,发展速度一度极其滞后,中低端化妆品市场产品也良莠不齐,竞争极为混乱。近几年来随着一些本土化妆品企业资金、经验、技术等多方面积累,重视产品质量提升及品牌打造,中国本土化妆品牌正逐步得到国民大众的认可,本土化妆品企业在市场上反弹之势逐步走强,并展现出新的活力。当下,中外化妆品企业力量对比已经发生了实质性变化,本土化妆品企业凭借多年的多方面的经验积累,正逐步走出最困难的发展时期。本土化妆品企业品牌化竞争格局已经形成,对外资化妆品企业形成-定程度的威胁。尽管如此,仍有一大批国内化妆品企业面临着管理落后,高投入低利润、技术创新不足,消费者认可度低的情况。国内化妆品企业如何在日益激烈的市场竞争中站稳脚跟,取得更大主动权,夺得更多国际大牌产品市场空间?正是本文的研究目的。本文选取了民营尼雅化妆品公司作为分析对象,运用市场营销理论、企业经营战略、营销组合等理论,通过较多第一手企业资料,结合企业实际情况对其营销策略进行深入探讨。希望通过对尼雅化妆品公司的个案分析,寻找国内化妆品企业可以借鉴的营销策略分析、制定、实施的模式。让国内化妆品企业竞争能力得以更加增强,企业得以长足的发展。本文首先介绍尼雅化妆品公司的基本情况、营销现状和存在的问题,明确论文分析的目的；其次运用PEST分析法对尼雅化妆品公司内外部营销环境进行分析,得出其基本营销策略；再次,采用STP理论对市场进行了细分,修正目标市场定位；同时根据未来行业发展的趋势进一步提出了尼雅化妆品公司要尽早拓宽产品渠道,开发新产品的策略。最后,本文针对尼雅营销职能人员和部门,从营销组织机构、岗位职能、业务流程再造等几个方面设计了营销策略实施保障方案,使策略得以有效实施。本文的分析结合了笔者工作中遇到的大量实际情况,营销策略制定详细可行,策略实施的组织保障具体实用。将所学理论知识真正应用于实践工作的指导思想与写作思路,使得本文研究成果对尼雅化妆品公司的营销工作具有较强的现实指导意义,对国内化妆品企业颇具借鉴价值。
[Abstract]:Since thirty years of reform and opening up Chinese, economy has achieved rapid development in the world. With the improvement of living standards, the increase in the income of residents, people's consumption concept is also gradually upgrade, from food and clothing material level, gradually rising to the pursuit of health, self body beauty, the pursuit of personality and other spiritual needs. The cosmetics market is famous for its beautiful economy, along with the reform and development, after 30 years of rapid development, now has been hitherto unknown results. With Chinese into emerging economies, Chinese has become the second largest in Asia, the world's eighth largest cosmetics market, according to figures from the National Bureau of statistics, China cosmetics market sales of an average annual growth of 23.8% the highest speed, up to 41%.
In 1980s, Chinese cosmetics market in the early formation, with the pace of reform and development of the world famous cosmetics brands have entered the market Chinese, landing into the Chinese first-tier cities market, expand their layout, set up factories in large department stores channels for resources. While the domestic cosmetics enterprises because of technology, capital, brand awareness and other restrictions once in Europe and the United States, Japan and South Korea imported cosmetics competition has been at a disadvantage, the products produced more into the low-end market, brand image, development speed is extremely backward, in the low-end cosmetics market competition is extremely uneven in quality products, confusion. In recent years with the funds, some local cosmetics enterprise experience, technology etc. many aspects of accumulation, pay attention to product quality and enhance the brand, Chinese domestic cosmetics brand is gradually to the national public recognition, the Local cosmetics enterprise in the market rebound trend gradually strengthened, and show a new vitality. At present, Chinese and foreign cosmetics companies comparative power has undergone substantial changes in the local cosmetics companies with many years of experience accumulation, is gradually out of the most difficult period of development. The local cosmetics enterprise brand competition pattern has been formed the formation, - degree of threat to foreign cosmetics enterprises. However, there are still a large number of domestic cosmetics enterprises are facing backward management, high investment and low profits, lack of technological innovation, consumer acceptance is low. How the domestic cosmetics enterprises gain a firm foothold in the fierce market competition, to achieve greater initiative and win more international big market space? Is the purpose of this study.
This paper selects private Niya cosmetics company as the research object, using the theory of marketing, business strategy, marketing mix theory, by means of a lot of first-hand data of enterprises, combined with the actual situation of the enterprise marketing strategy are discussed. Through the case of hope, the cosmetics company for analysis, analysis, development of domestic cosmetics enterprises can learn from the marketing strategy, the implementation of the model. So the domestic cosmetics enterprise competition ability to further enhance, enterprises have considerable development.
This paper first introduces the basic situation, the cosmetics company, marketing situation and existing problems, the paper analysis the purpose; then uses the PEST method to analysis the internal and external marketing environment, cosmetics companies are analyzed, the basic marketing strategy; thirdly, using STP theory of market segmentation, target market positioning and correction; according to the future the development trend of the industry, further put forward the cosmetics company as soon as possible to broaden the product channels, new product development strategy. Finally, in this paper, marketing personnel and departments, positions from the marketing organization, several functions, business process reengineering design aspects of marketing strategy for the implementation of security scheme, the strategy can be implemented effectively.
This paper combines a large number of the actual situation the author encountered in the work, formulate detailed and feasible marketing strategy, strategy implementation organization specific and practical. The guiding ideology and writing ideas of the theory of knowledge used in the real practice, the results of this study has practical significance to Nigeria and cosmetics company marketing. The domestic cosmetics enterprises have considerable reference value.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

【引证文献】