作为当前我国国民经济中发展最快的行业之一，化妆品行业一直保持着高速 增长的态势。在我国化妆品市场中，国产品牌市场份额较小，外资企业的进口品 牌一直占据着行业的主导地位，但近年来，随着国民实力增强，民族自信心提升， 优秀的国产品牌已快速崛起。本文研究的 ZRT 公司，是目前国内最大的化妆品 公司，它在发展初期，能对自身合理定位，市场选择精准，从而迅速打开了局面， 它的发展成长值得国内的化妆品公司学习和借鉴。但同时也发现，其在发展过程 中，挑战也同时存在，国内化妆品企业因起步较晚，先天不足，与进口品牌相比 仍然存在很多不足，如，研发技术的不足、品类的不完整、消费者市场不够细分、 市场渠道不够丰富等，制约了企业的进一步发展。本文对 ZRT 公司的营销策略 进行优化研究，由于这个行业主要的竞争壁垒是产品、渠道和创新，因此本文的 优化主要体现在产品细分、渠道拓展、宣传促销方式的创新上。 本文首先明确了化妆品的相关定义，阐述了营销策略的理论基础。通过 PEST 模型对我国化妆品市场的宏观环境进行剖析，对化妆品行业的趋势、特点以及结 构等方面展开探讨，通过分析当前行业的现状，了解国产品牌所处的环境及市场 机遇；再次，对 ZRT 化妆品公司营销策略做了 SWOT 分析，从产品品类、渠道、 消费者分析等方面进行详细阐述，提出了营销策略优化的建议，即多品类+多渠 道的策略，在产品品类上，细分消费市场，开发婴童和男士护肤领域产品，提高 研发创新能力，开发高端护肤产品，给消费者导入“护肤品+小型美容仪”这一差 异化概念；在渠道上，缩减专营店比例，加大对电商渠道的资源投入，开拓新渠 道，比如单品牌店等；在促销方式上，运用新媒体技术，深化消费者对品牌的认 知。 本文对国内化妆品代表性企业 ZRT 公司的营销策略进行优化研究，提炼了 有关营销策略，总结了其成功的经验和做法，可以为有关企业完善经营策略，进 一步提升市场竞争力提供借鉴和参考。 关键字，化妆品，国产品牌，营销策略，优化浙江工业大学硕士学位论文 II RESEARCH ON MARKETING STRATEGY OPTIMIZATION OF ZRT COSMETICS COMPANY ABSTRACT As one of the fastest growing industries in China's national economy, cosmetics industry has maintained a high-speed growth trend. In China's cosmetics market, domestic brands have a small market share, and import brands of foreign-funded enterprises have always occupied the leading position in the industry. However, in recent years, with the improvement of national self-confidence and national strength, excellent domestic brands have risen rapidly. ZRT Company studied in this paper is one of the largest cosmetics companies in China. In the early stage of its development, ZRT Company can reasonably position itself and select the market accurately, thus rapidly opening the situation. Its development and growth are worth learning and learning from domestic cosmetics companies. But at the same time, we also find that in the process of development, challenges also exist. Domestic cosmetics enterprises start late and are congenitally deficient. Compared with imported brands, there are still many shortcomings, such as: insufficient research and development technology, incomplete category, insufficient segmentation of consumer market, insufficient market channels and so on, which restrict the further development of enterprises. In this paper, ZRT company's marketing strategy optimization research, mainly reflected in product segmentation, channel expansion, promotion and innovation, because the main barriers to competition in this industry are products, channels and innovation. Firstly, this paper clarifies the relevant definition of cosmetics and expounds the theoretical basis of marketing strategy. Through PEST model, the macro-environment of China's cosmetics market is analyzed, and the trend, characteristics and structure ofZRT 化妆品公司营销策略优化研究 III the cosmetics industry are discussed. By analyzing the current situation of the industry, the environment and market opportunities of domestic brands are understood. Thirdly, the marketing strategy of ZRT cosmetics company is analyzed by SWOT, including product category, channel and consumer analysis. This paper elaborates and puts forward some suggestions on the optimization of brand marketing strategy, i.e. multi-category + multi-channel strategy: in product category, subdivide consumer market, develop baby and man skin care products, improve R&D innovation ability, develop high-end skin care products, and introduce the differentiated concept of skin care products + mini-cosmetology instrument to consumers; in channel, reduce the proportion of franchised stores, and add Major investment in resources of business channels; opening up new channels ---- single brand stores; in the way of promotion, using new media technology to deepen consumers brand awareness. This paper optimizes the marketing strategy of ZRT Company, a representative cosmetics company in China, refines the relevant marketing strategy, summarizes its successful experience and practices, which can provide reference for relevant enterprises to improve their business strategy and further enhance their market competitiveness. KEY WORDS: Cosmetics, Domestic Brand, Marketing Strategy, Optimization浙江工业大学硕士学位论文 IV 目 录 摘要.................................................................................................................... I ABSTRACT..........................................................................................................II 插图清单............................................................................................................VII 附表清单............................................................................................................VII 第一章 绪 论......................................................................................................1 1.1 研究背景与意义.....................................................................................1 1.1.1 研究背景......................................................................................1 1.1.2 研究意义......................................................................................2 1.2 国内外研究综述.....................................................................................2 1.2.1 国外研究综述..............................................................................2 1.2.2 国内研究综述..............................................................................4 1.3 研究内容与框架.....................................................................................6 1.4 研究方法.................................................................................................7 第二章 相关界定及理论综述..............................................................................9 2.1 概念界定.................................................................................................9 2.1.1 化妆品..........................................................................................9 2.1.2 新媒体营销..................................................................................9 2.2 相关营销理论.......................................................................................10 2.2.1 STP 战略.....................................................................................10 2.2.2 4P 营销组合................................................................................11 2.3 相关研究工具.......................................................................................11 2.3.1 PEST 分析法...............................................................................11 2.3.2 SWOT 分析法.............................................................................12 第三章 中国化妆品行业现状及发展趋势........................................................14 3.1 中国化妆品行业历程............................................................................14 3.2 中国化妆品行业现状...........................................................................15ZRT 化妆品公司营销策略优化研究 V 3.3 中国化妆品行业消费特点...................................................................17 3.4 中国化妆品行业发展趋势...................................................................19 3.5 国产品牌的发展现状...........................................................................20 第四章 ZRT 公司营销现状分析与因素调查...................................................23 4.1 ZRT 化妆品公司概述........................................................................... 23 4.2 ZRT 化妆品公司发展历程................................................................... 23 4.3 ZRT 公司外部环境分析（PEST）......................................................24 4.3.1 政策扶持力度加大，行业权益保护加强.................................24 4.3.2 国民消费力提升，行业增长潜力巨大....................................24 4.3.3 互联网飞速发展，电商成为营销重要渠道............................25 4.3.4 科学技术革新，助推产品升级................................................25 4.3.5 分析小结.....................................................................................26 4.4 ZRT 公司内部优劣势分析（SWOT）................................................26 4.4.1 S（Strengthen）竞争优势......................................................... 26 4.4.2 W（Weakness）竞争劣势.........................................................27 4.4.3 O（Opportunities）未来机会点................................................28 4.4.4 T（Threaten）面临的威胁........................................................28 4.4.5 分析小结....................................................................................29 4.5 同行业竞争环境分析（波特五力分析）...........................................30 4.5.1 国产品牌竞争者竞争程度........................................................30 4.5.2 国际品牌进入者的威胁............................................................30 4.5.3 替代品的威胁............................................................................31 4.5.4 供应商的议价能力....................................................................31 4.5.5 购买者的议价能力....................................................................32 4.5.6 分析小结....................................................................................32 4.6 ZRT 公司营销因素与存在问题调查分析........................................... 32 4.6.1 调研统计....................................................................................32 4.6.2 需求趋势与问题分析................................................................33 4.6.3 存在的问题................................................................................35 第五章 ZRT 公司营销策略优化实施建议.......................................................36浙江工业大学硕士学位论文 VI 5.1 优化目标和愿景...................................................................................36 5.2 4P 营销组合策略具体优化实施建议...................................................38 5.2.1 完善产品线，开发男士、婴童产品........................................38 5.2.2 保留基础款价格优势，开发高单价护肤线............................39 5.2.3 缩减整合专营店，发展单品牌店渠道....................................39 5.2.4 运用新媒体优势，提升品牌曝光度........................................40 第六章 ZRT 公司营销策略优化的保障支持...................................................42 6.1 科研创新...............................................................................................42 6.2 人力资源建设.......................................................................................42 6.3 企业文化建设.......................................................................................43 6.4 制度执行力建设...................................................................................43 第七章 结论与启示............................................................................................44 7.1 结论........................................................................................................44 7.1.1 加大研发投入，提升技术壁垒................................................44 7.1.2 开拓单品牌店运营模式，提升渠道竞争壁垒........................44 7.1.3 运用新媒体，提升品牌渗透度和曝光率................................45 7.2 启示.......................................................................................................45