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HY化妆品公司中国市场营销策略研究_硕士毕业论文DOC

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更新时间:2023/2/21(发布于广东)

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文本描述
摘要
摘要
随着中国实施改革开放政策和加入WTO,我国的经济获得了快速发展,居民
的生活质量显著提高。国内各行各业经济迅猛发展,当然化妆品行业是中国快消
品市场活跃度很高的行业之一,化妆品市场品牌众多且竞争非常激烈, HY化妆
品企业在化妆品行业的销售业绩也是非常可观,旗下有我美家、后、雪花秀等多
个韩国知名品牌,在美容护肤、科技护肤、彩妆等销售品类上都有涉足。本文以
HY化妆品公司为例,基于国内化妆品市场的现状,在 SWOT分析、4P理论、
STP理论等理论的基础上,剖析 HY企业在国内市场所具备的优势、劣势、机遇
和挑战。具体研究了 HY化妆品公司在中国的市场现状、问题,并提出对应的营
销优化策略。从业务结构、产品结构、客户现状、渠道现状等多维对该公司的市
场营销情况进行分析研究,最终得出营销策略的设计、实施和保障措施。
本文第一部分,从市场定位、产品价值营销、爆款打造、营销渠道策略、产
品价格策略和产品促销策略五个方面制定了营销方案。第二部分,从市场定位、
产品营销、渠道营销、价格营销和促销营销五个方面提出实施方案。第三部分,
从组织和流程的保障、资金的保障和团队的激励保障提出三大保障措施。化妆品
行业在营销过程中要充分利用互联网传播速度快、涉及人员范围广、节约购物时
间及购物便利等优势,强化线上线下相结合,实行“线上营销、线下体验”新型
购物模式。本文将 HY企业作为研究主体,重点对其营销策略展开研究,能清
楚地了解中国化妆品市场的现状,更加深入的挖掘中国现有市场奠定良好的基
础。
关键词:化妆品;营销策略;SWOT;中国化妆品市场
I

ABSTRACT
ABSTRACT
With the implementation of the reform and opening-up policy and China's accession
to the WTO, China's economy has achieved rapid development, and the quality of life
of residents has been significantly improved. Domestic economic rapid development in
all walks of life, of course, the cosmetics industry is Chinese FMCG market business
is one of the high active degree, brand of cosmetics market and the competition is
fierce, HY cosmetics companies in the cosmetics industry sales performance is also
very handsome, have my beautiful home, after, snow flower show, and other South
Korea famous brand, In beauty and skin care, science and technology skin care,
makeup and other sales categories are involved. In this paper, HY cosmetics company
as an example, based on the current situation of the domestic cosmetics market, SWOT
analysis, 4P theory, STP theory and other theories on the basis of HY enterprise in the
domestic market has the advantages, disadvantages, opportunities and challenges.
Specific research HY cosmetics company in China's market status quo, problems, and
put forward the corresponding marketing optimization strategy. From the business
structure, product structure, customer status, channel status and other multidimensional
analysis of the company's marketing situation, and finally get the design,
implementation and guarantee measures of marketing strategy.
The first part of this paper, from the market positioning, product value marketing,
popular style building, marketing channel strategy, product price strategy and product
promotion strategy five aspects of the development of marketing plan. The second part,
from the market positioning, product marketing, channel marketing, price marketing
and promotion marketing five aspects of the implementation plan. The third part, from
the organization and process guarantee, fund guarantee and team incentive guarantee
put forward three safeguard measures. In the marketing process, the cosmetics industry
should make full use of the advantages of the Internet, such as fast transmission speed,
wide range of people involved, saving shopping time and shopping convenience,
strengthen the combination of online and offline, and implement a new shopping mode
of "online marketing and offline experience". In this paper, HY enterprises as the
research subject, focus on its marketing strategy research, can clearly understand the
II

ABSTRACT
status quo of Chinese cosmetics market, more in-depth mining of China's existing
market to lay a good foundation.
KEY WORDS: Cosmetics; Marketing strategy; China cosmetic market
III
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