近几年，人们生活水平逐渐提高且消费观念不断改变，之前不怎么被 普及的化妆品却慢慢成为了人们日常生活中的必需品。依靠庞大的人口基 础和巨大的市场潜力，我国已成为世界上最大的化妆品消费市场。另外， 由于近年来进口化妆品的质量问题频发，越来越多的人开始将注意力转移 到了国产化妆品上，国产化妆品企业自然也迎来了春天，当然这也伴随着 新的机遇和挑战。就现阶段而言，占据中高端市场的仍旧是进口化妆品品 牌，且他们正往低端市场蔓延，正因如此对我国的国产化妆品企业造成了 巨大的冲击和压力。众所周知，化妆品行业发展的关键点就是消费这个环 节，在消费过程中关注化妆品消费者会因为什么而影响他们的消费决策行 为可以使企业更好地了解他们的需求，优化和创新现有的营销策略，进而 提高国产化妆品企业的竞争力。 本文以百雀羚公司这一我国老字号化妆品企业为研究对象，首先，通 过对大量数据的收集和整理，以此掌握相关领域的研究现状。并结合大量 百雀羚公司的相关信息，进一步地研究百雀羚公司目前所采取的营销方式。 其次，以消费者购买决策过程理论以及营销理论为基础，采用调查问卷的 形式，对南宁市的消费者进行问卷调查，通过SPSS数据分析统计软件对收 集到的数据进行整理归纳，并深入分析影响消费者购买百雀羚化妆品的因 素，探讨百雀羚公司目前所采取的产品营销手段对消费者所产生的影响， 总结百雀羚公司现有营销策略存在的问题。最后，从百雀羚公司目前所采 II 用营销手段中出现的一系列问题及当前营销方式所获得的实际效果入手， 借助于4P理论进行分析，通过产品、渠道、促销以及价格四个维度，给百 雀羚公司日后营销活动的开展提出更具创造力和可行性的建议。希望通过 本文能对百雀羚公司的发展有所帮助，推动企业的不断进步，也为我国其 他国产化妆品企业的营销道路和策略提供借鉴。本文从消费者购买决策的 角度对百雀羚公司的4P营销策略进行梳理，之前没有学者从这个角度对百 雀羚公司的营销策略进行梳理，这是本文的创新之处。 关键词：百雀羚公司消费者购买决策营销策略 III RESEARCHONTHEMARKETING STRATEGYINNOVATIONOFPECHOIN BASEDONTHECONSUMER’SPURCHASE DECISIONPROCESS ABSTRACT Inrecentyears,thereisagradualimprovementinlivingstandardsanda constantchangeinconsumptionconcepts.Cosmetics,whichwerenotsopopular before,havegraduallybecomenecessitiesinpeople'sdailylives.Chinahas becomethelargestcosmeticsconsumermarketaroundtheworldduetoalarge sizeofpopulationandahugemarketpotential.Inaddition,byreasonofthe frequentqualityproblemsofimportedcosmeticsforthepastfewyears,more andmorepeoplehavebeguntoturntheirattentiontodomesticcosmetics,asa result,springtimecomesfordomesticcosmetics,whichalsomeanstheywill facenewchallengesandopportunities.However,importedcosmeticsbrandsare stilloccupyingthemid-tohigh-endmarketatthisstage,andtheyarespreading tothelow-endmarket,whichhascausedgreatimpactandhugepressureon Chinesedomesticcosmeticscompanies.Aseveryoneknows,consumptionisthe keypointofthedevelopmentofthecosmeticsindustry.Sothatpayattentionto thefactorduringtheconsumptionwhoaffectconsumers’decision-making behaviorcanhelpcompaniesknowtheirrequirementsbetter,asthusoptimize IV andinnovateexistingmarketingstrategies,andthenimprovethecompetitive forceofdomesticcosmeticscompanies. Pechoincompany,atime-honoredcosmeticscompanyinChina,isserved asthesubjectofthispaper.Firstofall,theresearchstatusofrelatedfieldscan beobtainedfromthecollectionandsortingofalargeamountofdatabined withalargeamountofrelevantinformationofPechoinCompany,thecurrent marketingmodeadoptedbyPechoinCompanywasfurtherstudied.Secondly, basedontheconsumerpurchasedecision-makingprocesstheoryandmarketing theory,asurveywasconductedonconsumersinNanningintheformof questionnaires,andthecollecteddataweresortedoutandsummarizedbySPSS dataanalysisandstatisticalsoftware,nextthefactorsthataffectconsumers purchasePechoincosmeticsweredeeplyanalyzed,andtheimpactofthecurrent productmarketingmodeadoptedbyPechoinonconsumerswasexplored, summarizestheproblemsexistinginthecurrentcompanyexistingmarketing strategy.Finally,startwithaseriesofproblemsinthecurrentmarketingmode adoptedbyPechoinanditsactualeffects,analysiswith4Ptheory,putforward morecreativeandmorefeasiblesuggestionsforthedevelopmentofPechoin’s marketingactivitiesthroughthefourdimensionsofproduct,place,promotion andprice.Itishopedthatthispaperwillbehelpfultothedevelopmentof PechoinCompany,andpromotethecontinuousprogressofthecompany,aswell asprovidereferenceforthemarketingmodeandstrategyofotherdomestic cosmeticscompaniesinChina.Thispapercombsthe4Pmarketingstrategyof V PechoinCompanyfromtheperspectiveofconsumerpurchasingdecision.No scholarshavecombedthemarketingstrategyofPechoinCompanyfromthis perspectivebefore.Thisistheinnovationofthispaper. KEYWORDS：PechoinCompany；Consumer’spurchasedecision；Marketing strategy VI 目录 摘要...........................................................................................................................................I ABSTRACT.................................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究的背景和意义.......................................................................................................1 1.1.1研究背景............................................................................................................1 1.1.2研究意义............................................................................................................1 1.2研究内容.......................................................................................................................2 1.3研究方法、思路与创新点...........................................................................................2 1.3.1研究方法............................................................................................................2 1.3.2研究思路............................................................................................................3 1.3.3本文创新点........................................................................................................3 1.4文献综述.......................................................................................................................4 1.4.1消费者购买决策理论文献综述........................................................................4 1.4.2营销理论文献综述............................................................................................6 1.4.3对国内外研究的思考........................................................................................8 第二章百雀羚公司营销现状...................................................................................................9 2.1百雀羚公司概况...........................................................................................................9 2.2百雀羚公司营销分析.................................................................................................10 2.2.1产品策略状况..................................................................................................10 2.2.2价格策略状况..................................................................................................10 2.2.3渠道策略状况..................................................................................................11 2.2.4促销策略状况..................................................................................................12 2.3百雀羚公司营销策略创新现状.................................................................................13 第三章基于消费者购买决策过程的百雀羚营销策略分析.................................................15 3.1百雀羚消费者问卷调查.............................................................................................15 3.1.1问卷设计..........................................................................................................15 3.1.2基于消费者购买决策过程的问卷指标筛选..................................................15 3.1.3问卷调查组织实施..........................................................................................16 3.2百雀羚消费者购买决策的统计分析.........................................................................16 3.2.1百雀羚消费者基本情况的描述性统计......