近几年随着中国经济的快速增长, 我国化妆品消费迅速崛起，从2009年到2018年， 中国化妆品行业年均复合增长率达到9.9%，2018年我国化妆品的总体市场规模达到 4102亿元人民币，化妆品消费的繁荣带动了相关的化妆品生产制造企业的快速发展,据 统计截至2018年底取的全国化妆品生产许可证的企业达到了4456家, 其中OEM/ODM 企业约2000多家, 整个行业产值近500亿元人民币。与此同时, 随着国内互联网电子购 物的快速发展，以淘宝天猫、京东商城、小红书以及拼多多为代表的各类互联网电子商 务线上渠道对于传统的线下营销渠道产生明显的替代作用，新兴的互联网营销模式对于 OEM/ODM企业营销模式，生产制造，产品创新等都提出了更高的要求。 本文研究的INT公司，是国内为数不多的几家化妆品代工外商独资企业，也是全球 最大的化妆品代工企业之一，和世界排名前30的化妆品品牌在全球范围内长期合作； 但近些年随着国内OEM/ODM化妆品行业的快速发展以及电子商务的快速兴起, 消费 市场进一步下沉至3-4线城市，同时以90后为代表的新生代用户对于国产品牌的拥抱， 对整个国内化妆品行业研发，制造以及创新能力提出了新的更高的要求，外资 OEM/ODM化妆品企业和国内本土企业的差距正在一步步缩小，甚至在一些细分领域已 经超过外资企业，而INT中国公司因为各种条件的制约，未能及时做出调整，直接导致 从2018年开始公司销售额增长乏力，远不及竞争对手和整个行业发展的平均水平，与 此同时一些重要的KA客户也开始流失。 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，对INT公司的概 况做了说明，进而运用STP和4Ps对公司的营销现状进行了说明和阐述；通过对公司营 销环境的详细分析以及公司所面临的营销困境的说明，针对性提出了营销战略与组合策 略优化建议，以及相应的保障措施，本研究将有助于INT公司区域管理层对目前的困境 做出准确的判断，为应对策略的选择提供具有实操意义的方案，确保战略目标的顺利完 成，同时也为国内其他OEM/ODM企业决策提供参考，随着互联网技术的不断发展和 升级，5G技术的大范围运用以及直播带货的兴起, 如何调整我们的营销策略以便满足市 场以及客户端的需求。 关键词：移动互联网；化妆品OEM/ODM；营销策略 II Abstract In recent years, with the rapid growth of China's economy, China cosmetics consumption has risen rapidly. From 2009 to 2018, the annual growth rate achieved 9.9%. In 2018, the overall market size of China's cosmetics is 410.2 billion yuan. The prosperity of cosmetics consumption has driven the rapid development of relevant cosmetics manufacturing enterprises, by end of 2018, there are 4456 enterprises which has been award cosmetics production licenses, including more than 2000 OEM / ODM cosmetic enterprises, and the output value of the whole industry was nearly 50 billion Yuan. Meanwhile being with the rapid development of Internet E-commerce in China, like Tmall, JD etc, E-commerce online channels starts to replace traditional offline channels. The emerging Internet marketing mode ask for higher requirements for OEM /ODM enterprise，such as production and manufacturing, innovation and marketing. INT Company is one of the few wholly foreign-owned cosmetics OEM enterprises in China and one of the largest cosmetics OEM enterprises in the world. It has been long-term cooperate with the top 30 cosmetics brands in the world. However, in recent years, with the rapid development of domestic OEM / ODM cosmetics industry and the rapid rise of E-commerce, the consumer market goes deeper, the new generation accept the domestic brands which ask for higher requirements for the R & D, manufacturing and innovation capabilities of the whole domestic cosmetics industry. The gap between foreign OEM / ODM cosmetics enterprises and domestic enterprises is gradually decreasing, and even has been exceed foreign enterprises in some specific fields, however, INT China failed to make timely adjustments due to various conditions, which directly impact to the sales growth since 2018, which is far below the average level of competitors and the whole industry. At the same time, loss some KA client. Firstly we define cosmetics, introduce the theoretical basis of marketing strategy, and explain the general situation of INT Company, and then adopt STP and 4Ps to analysis the current marketing condition of the company. Through the detailed analysis of the marketing environment of the company and the explanation of the marketing dilemma the company is facing, proposed the optimization suggestions of marketing strategy and combination strategy and the corresponding regulations and measures, this study will help the regional management III team of INT company to make an accurate judgment on the current difficulties condition, propose practical solutions，ensure the achievement of strategic objectives, and also provide reference for other domestic OEM / ODM enterprises to make decisions. With the continuous development and upgrading of Internet technology, the large-scale application of 5G technology and the rise of webcast, how to adjust our marketing strategy to meet the needs of the market and clients. Keywords: Mobile Internet; cosmetics OEM / ODM; marketing strategy IV 目 录 摘要 ........................................................................................................................................... I Abstract ..................................................................................................................................... II 图表清单 ................................................................................................................................ VII 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 .............................................................................................................. 1 1.1.1 研究背景 ................................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 2 1.2 营销理论与文献综述 ...................................................................................................... 2 1.2.1 营销基础理论 ........................................................................................................... 2 1.2.2 国内外文献综述 ....................................................................................................... 3 1.3 研究方法 .......................................................................................................................... 4 1.4 论文结构 .......................................................................................................................... 5 第二章 化妆品OEM/ODM行业现状与INT公司概况 ........................................................ 7 2.1 化妆品OEM/ODM行业现状 ........................................................................................ 7 2.2 INT中国公司概况 ........................................................................................................... 9 2.2.1 发展历程 ................................................................................................................... 9 2.2.2 业务以及产品组合 ................................................................................................... 9 2.2.3 INT中国公司经营绩效 .......................................................................................... 10 2.3 INT公司营销现状 ......................................................................................................... 13 2.3.1 公司营销战略现状 ................................................................................................. 13 2.3.2公司营销策略现状 .................................................................................................. 13 2.4 本章小结 ........................................................................................................................ 14 第三章 INT公司市场营销环境分析 .................................................................................... 15 3.1 外部环境 ........................................................................................................................ 15 3.1.1 一般环境 ...................................