I 摘要 在商业世界里，竞争越来越激烈。琪琪公司是一家没有进入全球市场的澳大利亚 化妆品公司。面对激烈的竞争，琪琪公司决定进入新的市场。在分析了全球市场的文 化、经济和政治环境后，管理者选择了中国（香港）作为目标市场。在方法论上，琪 琪公司进行了一项探索性研究，以寻求什么样的产品，如何在香港市场开发香港客户 的价格，产品，促销和分销。其次，琪琪公司分析了市场和公司的情况，决定公司是 否需要入境。然后，用波特五力分析模型来分析竞争，新进入者，替代品，买方力量 和供应商的力量。下一步是确定 SWOT（优势，劣势，机会，威胁）的内部和外部的 琪琪公司环境。叙述琪琪公司的国际目标和市场目标，其目的是实现净利润和市场份 额的日益增长。为了能成功进入香港市场，建议琪琪公司进入新市场的市场策略，选 择出口的最佳方式。本报告的营销组合包括四个部分，有产品、价格、地点和促销。 在产品部分，报告介绍了琪琪公司的产品，其性质，质量，品牌在市场上的有效性和 形象。对于市场营销组合的价格，琪琪公司应该决定合理的价格，并使用折扣策略吸 引新的消费者。公司在本港市场上，公司需要控制新的市场信息，并利用这些信息为 销售产品打开不同的渠道。对于提升的一部分，在新的市场中引入产品，宣传品牌， 宣传产品，保持产品和品牌的信誉。在分析国际研究，市场进入策略和全面的营销组 合发展后，琪琪公司将计划一个适当的预算并预测，以提高营销活动。 关键词，琪琪、化妆品、营销策略、香港市场Abstract III Abstract In the business world, the competition becomes more and more impetuosity, domestic market is not fully attractive as before. Chi Chi Company is one of Australian cosmetic companies that have not entered the global market before. By facing the intensive competition, Chi Chi Company decides to enter the new market. After analyzing the culture, economic and political environment of the global market, manager chooses China （Hong Kong）as the target market. In the methodology section, Chi Chi Company conducts an exploratory research to find what kind of products that Hong Kong customers like and how to develop the price, product, promotion and distribution in Hong Kong market. Secondly, Chi Chi Company analyzes the situation of the market and company, decides whether company need to entry aboard or not. Then, use Porter’s five forces to analysis rivalry, new entrants, substitutes, buyer power and supplier power of Chi Chi Company. To define the market, Chi Chi Company uses Porter’s diamond mode to demonstrate factor condition, demand condition, firm strategy, structure and rivalry. Related and supporting industries. The next step is to define the SWOT (strengths, weaknesses, opportunities, threats) of internal and external environment of Chi Chi Company. After that, the international objectives and market objective of Chi Chi Company will be given, which aims to attain the net profit and market share increasingly. In order to enter the Hong Kong market successfully, the recommended market strategy likely set by Chi Chi Company and select the best way to exporting. The marketing mix in this report conclude four parts, there are product, price, place and promotion. In the product part, the report introduces the Chi Chi Company’s product, and its character, quality, branding effective and image in the market. For price of marketing mix, the Chi Chi Company should decide the reasonable price in Hong Kong market, and use discounts strategy to attract the new consumers. The place of Chi Chi cosmetic company in Hong Kong market, the company needs to control the information of new market, and use this information to open the different channels for sales their products. For the promotion part, four steps could the company to do. There are to introduce the products in new market,武汉工程大学硕士学位报告 IV publicity the brand, advertising the products and keep the product and brand’s credit. After analysis of international research, market entry strategies and comprehensive marketing mix development, Chi Chi Company will plan an appropriate budget concludes assumption and forecast that in order to improve the marketing activities. Keywords: chichi; cosmetics;marketing strategy; Hongkong market目 录 V 目 录 摘要 ...................................................... I ABSTRACT .................................................. III 第 1 章 概述 ................................................. 1 1.1 研究的背景及意义 ....................................... 1 1.2 研究内容 ............................................... 2 1.3 研究方法 ............................................... 3 1.4 文献综述 ............................................... 4 第 2 章 国内化妆品市场分析 ................................... 7 2.1 化妆品市场现状分析 ..................................... 7 2.2 化妆品品牌经营的重要性及意义 ........................... 8 第 3 章 琪琪化妆品概况 ....................................... 9 3.1 琪琪化妆品简介 ......................................... 9 3.2 琪琪化妆品的市场网络与销售服务 ......................... 9 3.3 琪琪化妆品的产品开发及质量管理 ........................ 10 3.4 琪琪化妆品的文化和管理模式 ............................ 12 第 4 章 琪琪化妆品进入香港市场战略性分析..................... 13 4.1 琪琪化妆品进入市场必要性 .............................. 13 4.2 琪琪化妆品环境分析 .................................... 14 4.3 进入香港市场投资估算 .................................. 17 4.4 经济评价 .............................................. 18 4.5 进入香港市场不确定分析 ................................ 18 4.6 优劣势分析法(SWOT) .................................... 19 4.7 波特五力分析模型 ...................................... 22 第 5 章 琪琪化妆品进入香港市场的方案实施研究................. 27 5.1 市场调查评估 .......................................... 27 5.1.1 消费者需求状况调查 ................................ 27 5.1.2 零售业态的调研 .................................... 28武汉工程大学硕士学位报告 VI 5.1.3 渠道调研 .......................................... 30 5.1.4 竞争调查 .......................................... 30 5.2 进入市场目标制定 ...................................... 32 5.2.1 国际目标 .......................................... 32 5.2.2 市场目标 .......................................... 33 5.3 进入香港市场有效的营销组合策略 ........................ 33 5.3.1 产品策略在香港市场的确定与实施..................... 35 5.3.2 价格策略在香港市场的确定与实施..................... 36 5.3.3 促销策略在香港市场的确定与实施..................... 36 5.3.4 渠道策略在香港市场的确定与实施..................... 37 5.4 进入香港市场的假设和预测 .............................. 38 5.4.1 假设 .............................................. 38 5.4.2 预测 .............................................. 38 第 6 章 结论 ................................................ 39