改革开放 40 年来，中国经济的发展得到全世界瞩目。但 2008 年全球性金融 危机后，我国的经济增速放缓。在“新经济”的大趋势中，很多传统企业寄希望 于战略转型以实现新突破，而“第三产业”正是他们瞄准的目标。值得注意的是， 我国化妆品行业在“第三产业”中一直处于领跑地位，中国化妆品市场作为全世 界最大的新兴市场，发展前景令人期待。但传统企业在进入新的市场时，由于行 业宏观环境与竞争环境不同，企业必须找到不同于以往传统产品的营销策略，从 而适应新的行业环境。 本文首先通过 PEST 模型分析 M 集团进军美妆市场后面临的宏观环境的变 化，并通过 3C 战略三角模型分析该集团进军新市场的内部环境，从而找到 M 集 团在美妆市场中的优势与劣势；其次，根据 M 集团的美妆产品营销现状，运用 STP 理论及 SIVA 理论系统分析 M 集团的美妆产品在市场定位，以消费者为导向的产 品方案、信息传播、价值设定及销售渠道等五个方面存在的问题；最后，结合大 数据营销理论及说服性传播理论，明确 M 集团美妆产品的市场细分、目标与定 位，设计更符合消费习惯的产品“解决方案”，根据传播模式的发展调整信息传 播方式，重塑大数据背景下的产品价值，以及整合现有销售渠道并计划拓展新渠 道，为 M 集团进军美妆市场提供新的营销策略。 关键词：营销策略；大数据营销；美妆市场III Abstract Over the past 40 years of reform and opening-up, China's economic development hascaught theeyesof theworld. However, theglobalfinancial crisissince 2008 has brought a negative affection to China’s economy. In the general trend of New Economy, many traditional enterprises hope to break through with strategic transformation, and they target to tertiary industry. As the world's largest emerging market, cosmetics market in China has a promising future. Nevertheless, enterprises from traditional industry must find different marketing strategies to help them adapt to the new environment when enter a new market as there are some differences dues to variety in macro-environment of different industries. The main subject of this paper is the marketing strategy for beauty products of M Group. Firstly, the macro environment analysis model of PEST is used to analyze the changes of the macro environment faced by M Group, and the internal environment of the Group's beauty products is analyzed through the 3C's Strategic Triangle Model, so asto find theadvantagesanddisadvantagesof MGroupin thebeauty market. Secondly, STP and SIVAtheory are applied to systematically analyze the existing problems of M Group's beauty products in market segmentation, targeting, positioning, and consumer- oriented product solution, information dissemination, value setting and sales channels based on the current situation of its marketing. Finally, combining with big data marketing theory and persuasive communication theory, finding a way of adjusting the market segmentation, targeting and positioning for M’s beauty product, designing products that meet the consumption habit of its customers, integrating the communication channels according to the development of social media, reshaping its value under the background of big data marketing, as well as the integration of existing sales channels and plans to expand new channels. Keywords: Marketing Strategy; Big Data Marketing; Beauty Makeup Market目录 致谢...........................................................................................................................I 摘要..........................................................................................................................II Abstract....................................................................................................................III 第 1 章 绪论..............................................................................................................1 1.1 选题背景.........................................................................................................1 1.2 研究意义.........................................................................................................3 1.3 国内外研究现状..............................................................................................4 1.3.1 国外研究现状.......................................................................................... 4 1.3.2 国内研究现状.......................................................................................... 5 1.3.3 国内外研究评述 ...................................................................................... 8 1.4 研究方法和创新之处......................................................................................9 1.4.1 研究方法.................................................................................................. 9 1.4.2 创新之处................................................................................................ 10 1.5 研究内容与结构............................................................................................10 第 2 章 研究理论基础............................................................................................12 2.1 市场营销 STP 理论.......................................................................................12 2.2 SIVA 营销策略理论.......................................................................................12 2.3 大数据营销理论............................................................................................14 2.4 说服性传播理论............................................................................................15 2.5 理论评述.......................................................................................................16 第 3 章 M 集团美妆产品经营环境分析.................................................................17 3.1 M 集团概况....................................................................................................17 3.1.1 集团简介................................................................................................ 17 3.1.2 M 集团进军美妆行业............................................................................. 17 3.2 宏观环境分析................................................................................................18 3.2.1 政治环境因素........................................................................................ 18 3.2.2 经济环境因素........................................................................................ 19 3.2.3 社会环境因素........................................................................................ 203.2.4 科技环境因素........................................................................................ 20 3.3 M 集团内部战略分析 ....................................................................................21 3.3.1 公司战略分析........................................................................................ 21 3.3.2 顾客战略分析........................................................................................ 21 3.3.3 竞争战略分析........................................................................................ 22 第 4 章 M 集团美妆产品营销现状及存在的问题 .................................................24 4.1 M 集团美妆产品营销概况.............................................................................24 4.1.1 美妆事业中心组织架构......................................................................... 24 4.1.2 美妆产品营销现状................................................................................. 25 4.2 目标消费群体问卷调查.................................................................................26 4.2.1 问卷设计与基本数据.............................................................................. 26 4.2.2 消费情况分析........................................................................................ 27 4.2.3 消费决策关联规则分析......................................................................... 29 4.3 美妆营销出现的问题及原因 ........................................................................30 4.3.1 市场定位不精准 .................................................................................... 30 4.3.2 产品设定不专业 ........................................