篇一：百雀羚品牌护肤品的营销策略研究
百雀羚品牌护肤品的营销策略研究
摘要
中国在近年以来，化妆品的普及和使用已经成为重要的消费类产品，世界化妆品市场排名第八，亚洲化妆品市场排名第二，在这么大的化妆品市场中竞争十分的激烈，经过十几年的时间，生产化妆品的企业发展的也是很多，企业之间的竞争，不仅从价格方面、销售模式方面、市场宣传方面，还从营销渠道方面和企业文化方面，以更深层和更多的形式的内容开始全面的竞争，生产化妆品企业为了应对激烈竞争和市场的种种变化，都要调整新的营销战略来接受市场挑战。本文选用百雀羚化妆品作为研究的对象，运用营销管理和企业战略管理的理论，以及SWOT分析法和波特行业竞争分析模型等方法，通过对我国化妆品市场
当前的现状进行系统分析，从整个目标市场出发，评价和全面分析竞争对手相关的策略和销售模式的演变，通过深入的了解，确定竞争中的百雀羚化妆品的正确位置，以及结合羚化妆品
在市场中具备的优劣势提出相应的营销战略，提供科学决策依据，从而推动百雀羚化妆品今后的发展。
关键词：市场营销；营销策略；市场定位
Abstract
China in recent years, the popularity and use of cosmetics has bee an important consumer products, the cosmetics market ranked eighth, the Asian cosmetics market ranked second, in the cosmetics market in such a big petition is very fierce, after ten years of time, the production of cosmetics enterprise development is also a lot of, the petition between enterprises, not only from the price, the sales model, marketing, from marketing channels and enterprise culture, began a prehensive petition with a deeper and more forms of content, cosmetics production enterprises in order to cope with fierce petition and changes in the market, must adjust to the new marketing strategy to accept the challenge of the market. This paper selected by cosmetics as the research object, the use of marketing management and enterprise strategic management theory, and SWOT analysis
method and the Potter industry petition analysis model, based on China's cosmetic market
百雀羚洗面奶 System analysis of the current situation, from the perspective of the whole market, evaluation and prehensive analysis of the petitors strategies and sales mode, through in-depth understanding, to determine the correct position in the petition by cosmetics, and cosmetics have advantages and disadvantages with the current in the market and puts forward the corresponding marketing strategy, and provide scientific basis for decision making the 100, so as to promote the future development of cosmetics.
Key words: marketing; marketing strategy; market positioning
目录
引言 ...................................................................... 1
1护肤品概况 ............................................................... 1
护肤品市场现状 ....................................................... 1
护肤品市场前景 ....................................................... 1
对高质量化妆品需求高 ........................................... 1
走深度细分产品的路线 ........................................... 2
2百雀羚品牌护肤品的概况 ................................................... 2
百雀羚品牌护肤品的产品及公司简介 ..................................... 2
百雀羚品牌护肤品的市场现状分析 ....................................... 2
市场细分情况 ................................................... 2
目标市场选择情况 ............................................... 3
市场定位情况 ................................................... 3
差异化战略实行情况 ............................................. 4
3.百雀羚护肤品SWOT分析 ................................................... 4
优势分析 ............................................................ 4
劣势分析 ............................................................. 4
机会分析 ............................................................. 4
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