摘 要
本文对于国内外相关文献进行了分析评述，对SHWQ公司市场营销现状进行了
介绍，通过分析各营销环节发现了销售策略、产品同质化、营销渠道、价格策略四方
面存在的问题，通过对出现的问题分析，发现造成这些问题的根本原因是：产品科研
水平低，品牌定位模糊，市场营销策略单一；然而，从这三个方面着手，提出SHWQ
公司市场营销的整体营销策略优化方案。
本文中，首先，基于相关营销理论作为基础，深刻了解化妆品行业特点，以SHWQ
公司实际情况与4P营销策略作为本课题研究的出发点与基本依据。其次，结合SHWQ
公司市场的实际情况，采用SWOT作为工具，对比分析相关竞争对手，分析出SHWQ
公司在问题背后存在的问题，以及针对营销方面出现的不足。最后，针对暴露的问题，
依据相关的理论，从产品的目标市场及定位，品牌营销方案优化，市场营销策略的优
化三个方面提出提供出相应的解决问题，做好SHWQ公司市场营销的方案与对策。
关键词：化妆品；市场定位；营销策略；优化
ABSTRACT
II
Abstract
The current situation of domestic and overseas research on brand management
and marketing strategy is comprehensively reviewed in this paper. Based on the
current situation of marketing management of SHWQ Company, the international
market environment, competitive situation and market opportunities of domestic
cosmetics enterprises are analyzed to provide some objective evidences for the
marketing practices of SHWQ Company. Comparative analysis, literature reading
and other methods integrating theory and practice are adopted in this paper to
analyze problems in marketing management of SHWQ Company in four aspects,
that is, sales strategy, products, marketing channels and price strategy. According to
the analysis of the problems of SHWQ Company in the above four aspects, the
weaknesses of the company are discovered, including low scientific research level,
fuzzy brand positioning and single price strategy. Aiming at the weaknesses
discovered, an optimization scheme is put forward in this paper.
First of all, based on relevant marketing theories, the features of the cosmetics
industry are realized in depth and the actual situation and the 4P Marketing Strategy
are used as the base of this research project.
Secondly, based on the market conditions of SHWQ Company, SWOT analysis
is utilized in this paper to analyze relevant competitors and the weaknesses of
SHWQ Company in terms of marketing behind its problems.
At last, aiming at weaknesses discovered, corresponding solutions are put
forward in three aspects based on relevant theories, including target market and
market positioning, optimization of brand marketing plan and optimization of
marketing strategies.
Key Words: Cosmetics; Optimisation ; Marketing Strategy ;