GA公司激光美容设备的市场营销策略分析

发布时间：2018-03-05 12:19

本文选题：GA公司　切入点：激光美容设备　出处：《对外经济贸易大学》2006年硕士论文　论文类型：学位论文

【摘要】：美容行业是近二十年发展起来的一种服务行业。随着人民收入提高,生活方式和消费习惯的改变,美容服务逐渐成为一个新的消费热点。美容服务的市场需求快速增长,各种美容产品层出不穷而且利润可观。目前,我国的美容产业已经从始创的萌芽期过渡到了成长膨胀期。美容产业已经形成了比较完整的产业链,它横跨服务、生产、科研、教育培训、商贸和媒体等产业,涉及部门繁杂。美容产品的生命周期既具有一般产品生命周期的普遍性,又具有其特殊性。这对于分析美容产品生命周期不同阶段的市场营销策略有重要意义。 GA公司是一家生产激光美容设备的企业,位于美容产业链的中游。GA公司在1998年创业初期,资产二百多万元,员工十几个人是个中小规模企业,到2005年已经发展到资产上千万元,员工近百人的业内龙头企业。取得这些业绩主要是由于GA公司为其支柱产品——激光除色机,在产品生命周期的各个阶段上分别制定了行之有效的市场营销策略。 GA公司的市场营销策略可以总结为几个方面:首先,在引入期,采取了快速撇脂战略,以高价格和高促销费用,以求快速扩大销售量,抢占市场份额,同时也获得了可观的利润。其次,在成长期,GA公司通过增加产品功能,改善产品品质,降低价格,吸引潜在客户,调整促销方式等方法,维持较高的利润率和市场占有率。再次,在产品成熟期,GA公司扩大产品组合的长度和深度,吸引那些有不同需要的客户,另外,增加代理商的数量,加强广告,增加人员推销。最后,在激光除色机的衰退期采用了继续战略。在国内市场,基本还使用成熟期的分销方式和促销方式,延续着产品的生命。并且积极寻找国际市场,使该产品的销售量和利润得以提高。当然,在GA公司的发展过程中也存在着一些问题,比如营销后勤、渠道冲突、网络广告和组织结构设计方面还不够理想,在一定程度上影响了企业的效率。
[Abstract]:The beauty industry is a kind of service industry developed in the past two decades. With the increase of people's income, the change of life style and consumption habits, beauty service has gradually become a new consumption hot spot. The market demand for beauty services is growing rapidly. At present, the beauty industry in our country has transitioned from a budding period to a period of growth and expansion. The beauty industry has formed a relatively complete industrial chain, spanning services, production, and scientific research. Industries such as education, training, commerce and the media involve a variety of sectors. The life cycle of beauty products has the universality of the general product life cycle. It is of great significance to analyze the marketing strategies in different stages of the life cycle of beauty products. Ga is a company that produces laser beauty equipment. Located in the middle of the beauty industry chain, GA started its business in 1998 with assets of more than 2 million yuan, and a dozen employees are small and medium-sized enterprises. By 2005, it had developed to tens of millions of yuan in assets. The main reason for these achievements is that GA has worked out effective marketing strategies in each stage of the product life cycle for its pillar product-laser decolorizing machine. The marketing strategy of GA Company can be summed up in several aspects: first of all, in the introduction period, it has adopted the strategy of quick skimming, with high price and high promotion cost, in order to quickly expand the sales volume and seize the market share. At the same time, it has also made considerable profits. Secondly, in the growing period, by increasing product functions, improving product quality, lowering prices, attracting potential customers, adjusting promotion methods and so on, Maintain a high profit margin and market share. Thirdly, during the product maturity period, GA will expand the length and depth of its product portfolio to attract customers with different needs. In addition, it will increase the number of agents and strengthen advertising. Finally, the continued strategy was adopted during the recession of the laser decolorizer. In the domestic market, the mature distribution and promotion methods were basically used, which perpetuated the life of the product, and actively sought the international market. Increase the sales and profit of the product. Of course, there are some problems in the development of GA Company, such as marketing logistics, channel conflict, network advertising and organizational structure design, which to some extent affect the efficiency of enterprises.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.4

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