上海家化化妆品营销战略探究.docVIP

南京航空航天大学硕士学位论文 摘 要 化妆品是近年来在中国普及速度较快、竞争较为激烈的消费类产品之一。经过十几年的培 育和发展，中国己成为亚洲第二大、世界第八大化妆品市场，化妆品生产企业之间的竞争，已 演变为价格、销售模式、市场宣传、营销渠道、企业文化等众多形式的全方位竞争。面对种种 变化，化妆品生产企业均对自身市场营销战略做出新的审视和调整，以应对激烈市场所带来的 挑战。 本文运用营销管理理论及企业战略管理中的波特行业竞争分析模型和 SWOT 分析法，选择上 海家化化妆品作为研究对象，通过对当前我国化妆品市场现状进行系统分析，着重从其目标市 场的变化、竞争对手的相关策略、销售模式的变化等方面进行了评价和分析，通过知己知彼的 分析过程，明确了上海家化化妆品在竞争中的位置，文章论述了上海家化化妆品所具备的优势 和劣势，并结合市场发展提出了上海家化化妆品应采取的营销战略，为上海家化化妆品今后的 发展提供科学决策依据。 本文通过对上海家化化妆品的营销战略研究，希望对本土品牌如何在国外品牌占相对优势 的化妆品市场中获得更大的发展有较好的启迪作用。 关键词：营销战略，关键因素评价法，行业竞争分析模型，SWOT 分析法，定位分析 I 上海家化化妆品营销战略研究 ABSTRACT The cosmetics industry has been one of the fastest growing and most competitive industries in China in recent years. And China has become Asia’s second and the world’s eighth largest market for cosmetics through over ten years of development. Currently, the competition between cosmetics firms has evolved into an all-aspects one, including price and sales mode、market publicity、distribution、 corporate culture etc. Faced with the market changes, all cosmetic firms are beginning to re-evaluate themselves and make adjustment to adapt to the challenges brought about by the fierce market competition. With the use of Marketing Management theory、Industry competition analysis model and SWOT analysis, this paper selects Shanghai Jawha as the objective of study. Through systematic analysis of the status quo of domestic cosmetics market in which special attention is given to changes of the target market, competitors’ strategies, and sales mode etc, and by means of examining the competitive edge of both itself and its rivals, this paper points out the market status of Shanghai Jawha and discusses its strengths and weaknesses in the competition. Based on previous analysis and the trend of market, this paper puts forward several sales strategies and provide scientific basis for Shanghai Jawha’s future development. Through the case study of Shanghai Jawha’s sales strategy, the goal of this paper is to find out possible strategies for domestic cosmet