C化妆品公司营销策略研究

发布时间：2018-01-14 14:41

本文关键词：C化妆品公司营销策略研究　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：在改革开放的30多年中，中国经济得到了迅猛的发展，人们的生活水平和消费能力大幅提升，人们对美的追求和消费也提高一个新的高度，护肤品这个贩卖美丽的行业充分吸纳了巨大的改革红利，由小到大、由弱到强迅速地发展起来，市场规模成功跻身世界三甲。中国的护肤品生产和销售企业90%以上都是中小型企业，中小型企业的经营水平和营销能力对整个护肤品行业的发展起着至关重要的作用。本文以C化妆品公司为研究对象，以点带面地发现中小型护肤品企业面临的经营问题，并提出建设性改进策略，期望对中国护肤品行业的健康发展做出一定的贡献。在案例介绍部分，本文首先对C化妆品公司的背景、发展历程、营销战略和营销策略进行介绍，然后对C化妆品公司的经营现状进行描述，最后总结出该公司面临的营销问题：1、营销战略的制定过于一厢情愿，2、产品同质化严重，3、品牌力严重不足，4、渠道系统运行效率不高，5、促销手段效果不佳。案例分析部分，采用PEST法对C公司所处的宏观环境进行了分析，运用五力模型深入探讨了C公司所处的行业环境和竞争结构，对C公司的资源、能力和核心专长进行了总结，并应用SWOT分析了C公司所面临的机会、威胁、以及自身的优势与劣势。根据C公司面临的问题和所处的内外部环境，建议采用ST战略，以目前消费者对效果的期望未得到真正满足、护肤产品同质化严重为契机，充分发挥C公司韩方股东的产品研发实力，推出“护肤品+小型美容仪”这一新型的跨界护肤产品，走差异化的路线；同时，，本文结合C公司的资源禀赋与核心专长、外部环境和新型护肤品特性，对该新型护肤品的目标市场界定提出建议，并对该新型护肤品在品牌、产品、定价、渠道和促销等方面提出策略性建议。
[Abstract]:In the more than 30 years of reform and opening up, China's economy has been rapid development, people's living standards and consumption ability have been greatly improved, people's pursuit and consumption of the United States has also increased a new height. Skin care, this beautiful trade has fully absorbed the huge reform dividend, from small to large, from weak to strong rapid development, market scale successfully ranked among the world's top three. China's skincare products production and sales enterprises more than 90% are small and medium-sized enterprises. The management level and marketing ability of small and medium-sized enterprises play a vital role in the development of the whole skin care industry. This paper takes C Cosmetics Company as the research object. This paper finds out the management problems faced by small and medium-sized skin care enterprises and puts forward constructive improvement strategies in order to contribute to the healthy development of Chinese skin care industry. In the case introduction part, this paper first introduces the background, development process, marketing strategy and marketing strategy of C Cosmetics Company, and then describes the current business situation of C Cosmetics Company. Finally summarizes the marketing problem facing the company: 1, the marketing strategy is too wishful thinking, the product homogenization is serious, the brand strength is not enough, the channel system operation efficiency is not high. 5. The means of promotion are not effective. In the part of case analysis, PEST method is used to analyze the macro environment of C Company, and the industry environment and competition structure of C Company are deeply discussed by using the five-force model, and the resources of C Company are also discussed. Ability and core expertise are summarized, and SWOT is applied to analyze the opportunities, threats, strengths and weaknesses faced by C Company, according to the problems faced by C Company and the internal and external environment. It is suggested that St strategy should be adopted to give full play to the R & D strength of the Korean shareholders of C Company with the hope that the current consumers' expectations on the effect are not really satisfied and the skin care products are seriously homogenized. The introduction of "skin care products small beauty instrument", this new cross-border skin care products, take the line of differentiation; At the same time, combined with C company's resource endowment and core expertise, external environment and characteristics of new skin care products, the target market of the new skin care products to define the recommendations, and the new skin care products in the brand, products. Provide strategic advice on pricing, channels and promotions.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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