江苏省连云港市惠诚化妆品公司营销策略研究

发布时间：2018-04-21 20:16

本文选题：快速消费品 + 营销策略　；参考：《安徽大学》2014年硕士论文

【摘要】：快速消费品市场具有复杂的渠道,而营销的竞争一贯非常激烈。首先,快速消费品行业进入难度小,任何投资者进入都比较容易,无论哪类产品都是有众多竞争品牌；其次,快速消费品市场对应的是遍布各地的最终消费者,所以快速消费品行业有很难管理的渠道。在分析现代中国快速销费品市场时有一个事实令很多国产品牌的管理者汗颜：快速消费品这个行业的很多分类里,大多数国产品牌仍在市场的中低端徘徊,国产品牌目前的竞争也都是打打价格战。许多快速消费品企业还面临诸多方面的问题。一个快速消费品品牌是需要以不断创新来支撑其生命力的。但快速消费品与数码产品不同的是,快速消费品无法立即实现新技术的应用、新功能的增加,从根本上讲产品无法实现大幅度的革新。营销创新的收效明显高于产品创新的收效。所以快速消费品行业一直都在尝试更为新鲜的营销方法,营销手法也不断变化、层出不穷。也正如此,在各行业市场营销中快速消费品行业的市场营销一直走在前列。本文通过理论和案例分析,以一个特定的快速消费品企业——惠诚化妆品公司为例,研究快速消费品市场的环境。用市场营销学理论分析企业现有情况；通过数据分析找出市场营销过程中存在的优点和不足；针对实际情况设计出相应的营销策略；根据所设计的营销策略拟定相关的保障措施。希望能帮助惠诚化妆品公司和类似的快速消费品企业提高自身市场营销的水平。本文以市场营销、战略管理等相关基础理论为根基,适应案例研究这一方式,共分为五个章节：第一章是文章的引言。阐述了文章的研究背景和研究意义、相关的国内外研究概况、研究所使用方法及思路等内容。第二章着重介绍了市场营销学的相关理论基础以及对于快速消费品市场的做出基础分析。其中包括市场营销分析所用到的相关理论,和对于快速消费品行业的简单介绍,并对快速消费品市场的需求、消费者的偏好、市场营销的模式等方面做出分析。第三部分首先介绍了惠诚化妆品公司,并列举了惠诚化妆品公司在目前营销策略下所面临的问题,然后对惠诚化妆品公司的内部环境、惠诚化妆品公司外部环境、惠诚化妆品公司自身特点、惠诚化妆品公司核心竞争力进行了分析。第四部分以惠诚化妆品公司为例,通过分析公司的情况寻找适合其发展且便于实施的营销策略,并且对与快速消费品市场网络营销做出规划。第五部分首先阐述了保证营销策略顺利实施,需要采取的保障措施及注意点。然后结合前面理论分析和案例分析,总结了本文研究结论、对类似于惠诚化妆品这样的快速消费品企业提出了营销策略方面的一些建议。本文的特色及创新之处在于网络营销和实体渠道相结合在快速消费品营销中属于比较创新做法,对网络营销与实体渠道相结合作为研究目标的人不多。本人利用于惠诚化妆品公司工作的机会,获得了很多宝贵的第一手的市场数据和资料。并运用市场营销学,战略管理学,经济心理学等知识对快速消费品行业所面临的市场环境,惠诚化妆品公司所运用的营销策略进行分析,指出惠诚化妆品公司现有营销策略中存在的一些问题,并寻找相应的解决方案,从而试图帮助像惠诚化妆品公司这样的快速消费品行业中的中小企业在市场竞争中取得更大的优势。
[Abstract]:The fast consumer goods market has a complex channel , and the competition of marketing has always been very fierce . First , the fast consumer goods industry is very difficult to enter , and any investor can easily enter it , no matter which kind of products are many competing brands ;
Second , the fast consumer goods market corresponds to the end consumers all over the country , so the fast consumer goods industry has very difficult management channel . In the analysis of the modern China ' s fast sales market , there is a fact that most domestic brands are still in the middle and low end of the market , and the current competition of the domestic brands is also the price war . Many fast consumer goods enterprises also face many problems .

A fast consumer product brand is needed to sustain its vitality . But unlike digital products , fast consumer goods can ' t immediately realize the application of new technology , the increase of new functions , fundamentally speaking that products cannot achieve substantial innovation .

Based on the theory and case analysis , this paper studies the environment of the fast consumer goods market by taking a special fast consumable company , Huacheng Cosmetic Co . , Ltd . as an example , and analyzes the current situation of the enterprise by marketing theory .
To find out the advantages and disadvantages of the marketing process through data analysis ;
The corresponding marketing strategy is designed according to the actual situation .
Develop relevant safeguard measures in accordance with the marketing strategy designed . It is desirable to improve the level of their own marketing by helping Huacheng cosmetics companies and similar fast - consumer goods companies .

Based on the basic theories such as marketing and strategic management , this paper is divided into five chapters : the first chapter is the introduction of the article .

The characteristics and innovations of this paper lie in that the combination of network marketing and physical channels is a relatively innovative approach in the marketing of fast consumer goods , and the combination of network marketing and physical channels as the research target is not much . I use knowledge of marketing , strategic management and economic psychology to analyze the marketing strategies used in the rapid consumer goods industry , and point out some problems existing in the existing marketing strategies of Huacheng Cosmetic Co . , and seek the corresponding solutions , so as to try to help SMEs in the fast consumer goods industry like Huicheng cosmetics companies to achieve greater advantage in the market competition .

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

【参考文献】