【摘要】：中國(guó)的入世使國(guó)際化妝品品牌加快了迅速進(jìn)入中國(guó)市場(chǎng)的有力步伐,全面增強(qiáng)滲透和搶占我們中國(guó)市場(chǎng)的力度。這一系列措施將很大程度上改變中國(guó)化妝品市場(chǎng)的現(xiàn)有競(jìng)爭(zhēng)格局,使中國(guó)的化妝品產(chǎn)業(yè)和化妝品市場(chǎng)融入全球化妝品產(chǎn)業(yè)體系和市場(chǎng)體系之中。本國(guó)的化妝品生產(chǎn)企業(yè)和運(yùn)營(yíng)企業(yè)必須根據(jù)自身特點(diǎn),審時(shí)度勢(shì),利用貼近中國(guó)本土化妝品消費(fèi)者的先天優(yōu)勢(shì),盡快學(xué)習(xí)先進(jìn)的化妝品營(yíng)銷理念和方法,培養(yǎng)本企業(yè)的核心競(jìng)爭(zhēng)力,才能在未來的市場(chǎng)競(jìng)爭(zhēng)格局中掌握主動(dòng)權(quán)。 為了使最終的研究結(jié)論能真正具備實(shí)踐意義,本文以超英化妝品公司為背景,運(yùn)用專題研究的方法,分析了超英化妝品公司目前所處的市場(chǎng)營(yíng)銷環(huán)境、化妝品行業(yè)的未來發(fā)展趨勢(shì)以及安徽省化妝品市場(chǎng)的現(xiàn)狀,明確存在的市場(chǎng)機(jī)會(huì)和面臨的競(jìng)爭(zhēng)威脅,深入研究了超英化妝品公司在安徽省市場(chǎng)的營(yíng)銷現(xiàn)狀和已采取的營(yíng)銷組合策略,在詳細(xì)分析的基礎(chǔ)上,指出了超英化妝品公司在安徽市場(chǎng)的營(yíng)銷管理和營(yíng)銷策略中存在的問題及其原因,表明了在當(dāng)前市場(chǎng)競(jìng)爭(zhēng)日趨激烈的情況下開展?fàn)I銷組合策略改進(jìn)的必要性,并結(jié)合相關(guān)營(yíng)銷管理理論,有針對(duì)性的提出了營(yíng)銷改進(jìn)策略,以及一系列的保障措施。例如在產(chǎn)品上不斷完善產(chǎn)品架構(gòu)和引進(jìn)知名品牌；退出價(jià)格戰(zhàn)的老思路,從增加其他支持力度上增加品牌的附加值和競(jìng)爭(zhēng)力；渠道為王是硬道理,要從現(xiàn)有渠道出發(fā),豐富渠道方式,并科學(xué)管理渠道；同時(shí)采取豐富的促銷形式和內(nèi)容增加市場(chǎng)業(yè)績(jī)。良好的后勤保障措施是市場(chǎng)成功的重要組成部分,因此最后根據(jù)公司的實(shí)際發(fā)展需求,提出了在保障措施方面的改進(jìn)意見。這些改進(jìn)措施和建議,為超英化妝品公司在安徽市場(chǎng)的化妝品營(yíng)銷工作指明了方向,同時(shí)也為公司制定整體營(yíng)銷策略提供了決策依據(jù)。
[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.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.72;F274

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本文編號(hào)：2447330