美宝莲营销渠道策略分析.pdfVIP

美宝莲营销渠道策略分析 摘 要 化妆品行业是一个高回报率进入门槛低的行业。同时也是一个快速增长的行 业，每年都有大量的厂商进入我国市场，同时又有一批厂商被市场所淘汰。在我国 众多的化妆品企业中，美宝莲作为一个1995年进入中国的彩妆品牌，通过多年的 发展历程，在化妆品行业取得了不错的业绩。其优秀业绩的背后，除了拥有质量过 硬的商品外，其营销渠道的应用更是值得肯定的。美宝莲根据自身的营销渠道影响 因素，分别针对中心城市、二三级城市以及其它地区实施不同的营销渠道策略。并 且对中间商制定出了一套管理办法，明确了双方的权利和义务。 近些年来，美宝莲公司为了片面追求迅速的铺开市场，扩大市场份额，单纯以 销售为导向，发展了太多的渠道，导致了一些问题。本文通过对美宝莲的营销渠道 建设为背景，着重分析美宝莲营销渠道选择与管理策略并针对美宝莲营销渠道中存 在的问题提出了改进意见。 关键词：化妆品，营销渠道，窜货，深度分销 III 美宝莲营销渠道策略分析 Abstract Cosmetics industry is a high rate of return to a low entry threshold industry. It is also a fast-growing industry，in each year a large number of firms enter the Chinese market. It also has a number of manufacturers were eliminated by the market. In China have many cosmetics companies, Maybeline as a 1995 entered China Makeup Brand, through years of development, in the cosmetics industry achieved good performance. Its outstanding performance behind, besides the excellent quality of merchandise, its marketing channels for the application is worthy of recognition. Maybelline based on own marketing channels affect factors, respectively against central cities、two and three level cities and other places implement different marketing channels strategy. And make a set of management regulations, clear the rights and obligations. In recent years, Maybelline company to one-sided pursuit of the rapid spread and increase market share, a simple sales-oriented, Development too many channels, leading to a number of problems. Based on the Maybelline marketing channels building as a backdrop, analysis focused on Maybelline marketing channel selection and management strategies and against the problems that exist in