玫琳凯（中国）公司营销策略研究

发布时间：2018-03-04 05:29

本文选题：化妆品市场　切入点：营销策略　出处：《内蒙古财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：当今社会,随着居民可支配收入的不断提高,人们对美的追求也不断提升,特别是广大的女性对美容及化妆品的需求与日俱增,促使化妆品行业形成快速增长趋势,所以化妆品市场拥有巨大的发展潜力。正因如此,相关各类化妆品品牌层出不穷,市场竞争也日益激烈,为了抢占更多的市场份额,各大化妆品公司实施了不同的营销策略。玫琳凯(Mary Kay)化妆品作为全球最大的护肤品和彩妆品品牌之一,产品受到广大顾客的喜爱。当玫琳凯化妆品把中国定位成最大市场并进驻之后,她的市场份额与预期的一样,在逐年的增加。玫琳凯之所以能够成功的抢占市场份额,除了产品质量过硬的先决条件之外,必然存在自己的特色。玫琳凯(中国)公司不仅有效应用可佳的营销策略,她更拥有自己独特的企业文化,信奉“你要别人怎样对待你,你也要怎样对待别人”的黄金法则,大力倡导“信念第一、家庭第二、事业第三”的生活优先次序,为众多女性提供广阔的事业发展平台和人生价值舞台。正是这种以工作哲学和生活哲学相结合的企业文化为依托,采用适合自身发展的营销策略,尤其是直销模式的有效应用,才使其不断做大做强。同时,随着我国针对直销行业出台了一系列的法律法规,为合法直销不断向前发展营造了适宜的法律环境,而且人们对直销的认识也逐渐加深,使得直销模式成为各大行业中非常有潜力的销售模式。基于以上认识,本文试图以玫琳凯(中国)公司为载体,运用相关营销理论,通过对玫琳凯(中国)公司营销现状、营销环境的分析,找出其营销策略存在的问题,并结合传统行业的项目型营销步骤,提出了进一步完善玫琳凯化(中国)公司营销策略的思考。
[Abstract]:In today's society, with the increasing disposable income of residents, people's pursuit of beauty is also rising, especially the increasing demand of women for beauty and cosmetics, which promotes the cosmetics industry to form a rapid growth trend. Therefore, the cosmetics market has great potential for development. As a result, related cosmetics brands are emerging in endlessly, and the market competition is becoming increasingly fierce. In order to seize more market share, Mary Kay Cosmetics is one of the world's largest brands of skincare and makeup products. The products are loved by a large number of customers. When Mary Kay positioned China as the largest market and moved in, her market share increased year by year as expected. Mary Kay was able to seize market share successfully. In addition to being a prerequisite for high quality, Mary Kay (China) has its own characteristics. Mary Kay (China) not only applies effective marketing strategies, but also has its own unique corporate culture, believing in "what do you want others to do to you?" How do you treat others? "the golden rule," and strongly advocate "belief first, family second, career third" life priority, To provide a broad career development platform and life value stage for many women. It is this kind of enterprise culture, which combines work philosophy and life philosophy, adopts marketing strategies suitable for their own development, especially the effective application of direct selling mode. At the same time, with the introduction of a series of laws and regulations for the direct selling industry in China, it has created a suitable legal environment for the continuous development of legal direct selling, and people's understanding of direct selling has gradually deepened. This paper attempts to use Mary Kay (China) company as a carrier, using relevant marketing theory, through the Mary Kay (China) company marketing status. This paper analyzes the marketing environment, finds out the problems existing in the marketing strategy, and puts forward some thoughts on how to further perfect the marketing strategy of Mary Kay Company combined with the project marketing steps of the traditional industry.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F274

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