安徽超英化妆品公司市场营销管理研究
发布时间：2019-03-25 21:25
【摘要】：中国的入世使国际化妆品品牌加快了迅速进入中国市场的有力步伐,全面增强渗透和抢占我们中国市场的力度。这一系列措施将很大程度上改变中国化妆品市场的现有竞争格局,使中国的化妆品产业和化妆品市场融入全球化妆品产业体系和市场体系之中。本国的化妆品生产企业和运营企业必须根据自身特点,审时度势,利用贴近中国本土化妆品消费者的先天优势,尽快学习先进的化妆品营销理念和方法,培养本企业的核心竞争力,才能在未来的市场竞争格局中掌握主动权。 为了使最终的研究结论能真正具备实践意义,本文以超英化妆品公司为背景,运用专题研究的方法,分析了超英化妆品公司目前所处的市场营销环境、化妆品行业的未来发展趋势以及安徽省化妆品市场的现状,明确存在的市场机会和面临的竞争威胁,深入研究了超英化妆品公司在安徽省市场的营销现状和已采取的营销组合策略,在详细分析的基础上,指出了超英化妆品公司在安徽市场的营销管理和营销策略中存在的问题及其原因,表明了在当前市场竞争日趋激烈的情况下开展营销组合策略改进的必要性,并结合相关营销管理理论,有针对性的提出了营销改进策略,以及一系列的保障措施。例如在产品上不断完善产品架构和引进知名品牌；退出价格战的老思路,从增加其他支持力度上增加品牌的附加值和竞争力；渠道为王是硬道理,要从现有渠道出发,丰富渠道方式,并科学管理渠道；同时采取丰富的促销形式和内容增加市场业绩。良好的后勤保障措施是市场成功的重要组成部分,因此最后根据公司的实际发展需求,提出了在保障措施方面的改进意见。这些改进措施和建议,为超英化妆品公司在安徽市场的化妆品营销工作指明了方向,同时也为公司制定整体营销策略提供了决策依据。
[Abstract]:With China's entry into the WTO, the international cosmetics brand has quickened the strong step of entering the Chinese market, and strengthened the penetration and seizing the strength of our Chinese market in an all-round way. This series of measures will greatly change the present competition pattern of Chinese cosmetics market, and make China's cosmetics industry and cosmetics market integrate into the global cosmetics industry system and market system. Domestic cosmetics manufacturers and operators must study advanced cosmetic marketing ideas and methods as soon as possible by taking advantage of the inherent advantages close to local cosmetic consumers, according to their own characteristics, judging the current situation, and taking advantage of the inherent advantages of China's native cosmetics consumers. Only by cultivating the core competence of the enterprise can we master the initiative in the future market competition pattern. In order to make the final research conclusion really have practical significance, this paper analyzes the marketing environment of Super British Cosmetics Company in the current marketing environment with the background of Super British Cosmetics Company and using the method of special research. The future development trend of cosmetics industry, the present situation of cosmetics market in Anhui Province, the market opportunity and the competition threat that exist clearly, Based on a detailed analysis of the current marketing situation and marketing mix strategy adopted by Super British Cosmetics Company in Anhui Province, this paper makes a deep research on the marketing situation of Super British Cosmetics Company in Anhui Province. This paper points out the problems and reasons existing in the marketing management and marketing strategy of Super British Cosmetics Company in Anhui market, and points out the necessity of improving the marketing mix strategy under the increasingly fierce market competition. Combined with the relevant marketing management theory, the marketing improvement strategy and a series of safeguard measures are put forward. For example, constantly improve the product structure and introduce well-known brands in the product; withdraw from the old thinking of price war, and increase the added value and competitiveness of the brand by increasing other support efforts; The channel is king is the hard truth, should proceed from the existing channel, enrich the channel way, and the scientific management channel; at the same time adopt the rich promotion form and the content to increase the market performance. Good logistics measures are an important part of the success of the market, so finally, according to the actual development needs of the company, some suggestions on the improvement of the safeguard measures are put forward. These improvement measures and suggestions point out the direction of cosmetics marketing in Anhui market, and also provide the decision-making basis for the company to formulate the overall marketing strategy.
【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
本文编号：2447330
[Abstract]:With China's entry into the WTO, the international cosmetics brand has quickened the strong step of entering the Chinese market, and strengthened the penetration and seizing the strength of our Chinese market in an all-round way. This series of measures will greatly change the present competition pattern of Chinese cosmetics market, and make China's cosmetics industry and cosmetics market integrate into the global cosmetics industry system and market system. Domestic cosmetics manufacturers and operators must study advanced cosmetic marketing ideas and methods as soon as possible by taking advantage of the inherent advantages close to local cosmetic consumers, according to their own characteristics, judging the current situation, and taking advantage of the inherent advantages of China's native cosmetics consumers. Only by cultivating the core competence of the enterprise can we master the initiative in the future market competition pattern. In order to make the final research conclusion really have practical significance, this paper analyzes the marketing environment of Super British Cosmetics Company in the current marketing environment with the background of Super British Cosmetics Company and using the method of special research. The future development trend of cosmetics industry, the present situation of cosmetics market in Anhui Province, the market opportunity and the competition threat that exist clearly, Based on a detailed analysis of the current marketing situation and marketing mix strategy adopted by Super British Cosmetics Company in Anhui Province, this paper makes a deep research on the marketing situation of Super British Cosmetics Company in Anhui Province. This paper points out the problems and reasons existing in the marketing management and marketing strategy of Super British Cosmetics Company in Anhui market, and points out the necessity of improving the marketing mix strategy under the increasingly fierce market competition. Combined with the relevant marketing management theory, the marketing improvement strategy and a series of safeguard measures are put forward. For example, constantly improve the product structure and introduce well-known brands in the product; withdraw from the old thinking of price war, and increase the added value and competitiveness of the brand by increasing other support efforts; The channel is king is the hard truth, should proceed from the existing channel, enrich the channel way, and the scientific management channel; at the same time adopt the rich promotion form and the content to increase the market performance. Good logistics measures are an important part of the success of the market, so finally, according to the actual development needs of the company, some suggestions on the improvement of the safeguard measures are put forward. These improvement measures and suggestions point out the direction of cosmetics marketing in Anhui market, and also provide the decision-making basis for the company to formulate the overall marketing strategy.
【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】
相关期刊论文 前1条
1 张鹏;;网络经济下化妆品网络营销策略分析[J];北方经贸;2011年04期
，本文编号：2447330
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