摘要
摘要
随着国民经济消费的不断增长，2021年中国化妆品零售额达到4500亿元人
民币，中国的“颜值经济”时代已到来。淘系平台护肤和彩妆类化妆品的零售额
占整体市场化妆品零售额的40%，化妆品市场面临着机遇与威胁。在当前的市场
经济态势下，中国化妆品市场呈现出高端化妆品市场长期被国外品牌占据、国外
品牌逐步渗透国内中低端市场、国货化妆品企业多知名品牌少、国货品牌重营销
轻研发、传统实体店冲击大、新进国货品牌立足难等一系列不利国货品牌发展的
市场现状。研究国内化妆品企业的营销策略能够使他们在负面的现状中找到突破
口。
R化妆品公司是国内的新锐品牌，致力于在化妆品中将植物自然活性和现代
科技结合，以产品加体验服务的模式经营，客户市场初具规模。在中国化妆品零
售额不断攀升的情况下，R公司却面临着竞争对手频频出击、新冠疫情波动、经
营业绩下滑等方面的困境。为帮助R公司寻找摆脱困境的营销策略，本文以R
化妆品公司为研究对象。通过对国内外化妆品成功的营销策略分析找到关键点，
对R化妆品公司宏观营销环境、行业环境进行分析，以4P营销理论为指导分析
R公司的营销现状，并与主要竞争对手进行对比，初步发现R公司营销策略中存
在的问题，结合访谈法将问题突出化，问题主要体现在以下几个方面：产品与服
务未有效衔接，产品单一的植物成分与市场环境不相协调；价格与竞争对手相比
没有优势；纯线下门店销售容易受环境影响；促销方式单一且持续时间短造成引
流受限等。最终根据分析的营销问题推进营销策略落地，提出适合R化妆品公司
当前环境的营销策略改进建议。研究成果有助于R公司在以后的营销优化、详细
措施的制定过程中能够起到一定的参考作用。促进新锐国货化妆品企业的持续发
展。
关键词：国货化妆品；品牌专卖店；4P营销
I

Abstract
Abstract
domestic economic consumption develops, the retail sales of cosmetics in China
will reach 450 billion yuan in 2021. The era of "beauty economy" in China has come.
The retail sales of skin care and make-up cosmetics on Taoxi platform account for
40% of the retail sales of cosmetics in the overall market. The cosmetics market is
facing opportunities and threats. Under the current market economic situation, China's
cosmetics market presents a series of market conditions that are unfavorable to the
development of domestic brands, such as the long-term occupation of high-end
cosmetics market by foreign brands, the gradual penetration of foreign brands into the
domestic medium and low-end market, more domestic cosmetics enterprises and
fewer well-known brands, the emphasis on marketing rather than research and
development of domestic brands, the great impact of traditional physical stores, and
the difficulty of new domestic brands. Studying the marketing strategy of domestic
cosmetics enterprises can make them find a breakthrough in the negative current
situation.
R cosmetics company is a cutting-edge brand in China. It is committed to the
combination of plant natural activity and modern technology in cosmetics, and
operates in the mode of product plus experience service. It has a certain market scale
in stores and end consumers. As China's cosmetics retail sales continue to climb, R is
facing many difficulties such as frequent attacks, COVID-19 fluctuations and
declining operating performance. R company is actively looking for marketing
strategies to get rid of the difficulties. For help R company find good marketing
strategy to eliminate dilemma, the case of R cosmetics company . Through the
analysis of the successful marketing strategies of cosmetics , find the key points,
analyze the macro marketing environment and industry environment of R cosmetics
company, analyze the marketing status of R company under the guidance of 4P
marketing theory, and make a comparative analysis with the main competitors,
II

Abstract
preliminarily find the problems existing in the marketing of R company, and highlight
the problems in combination with the interview method, The mainly problems
aspects: the products and services are not effectively connected, the single plant
components of the products are not coordinated with the market environment; Price
has no advantage over competitors; Pure offline store sales are easily affected by the
environment; The promotion method is single and the duration is short, resulting in
limited drainage, etc. Finally, according to the analyzed marketing problems, promote
the implementation of marketing strategy, and put forward suggestions for the
improvement of R cosmetics company's marketing strategy.The research results will
help r company to play a certain reference role in the future marketing optimization
and the formulation of detailed measures. Promote the sustainable development of
domestic cosmetics enterprises.
Keywords: Domestic cosmetics; Brand store; 4P marketing
III
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