x化妆品公司营销方案xx化妆品公司营销方案.docVIP

XX化妆品公司营销方案 姓名：陈征华 化学工程与工艺1班 20101656126 单位：三峡大学化学与生命科学学院 [摘要]：随着我国改革开放的深入进行，国民经济迅速增长，人们的生活水平不断提高，化妆品市场也得以迅猛发展。1987年我国化妆品市场的销售额仅为10多亿元，1991年增加到40亿元，1993年猛增为90多亿元，近年来平均年增长率都达到50%?，经过十几年的培育和发展，我国已成为亚洲第二大、全世界第八大化妆品市场，行业内品牌化竞争格局已经形成，日益成为集产业化、市场化、国际化为一体的综合性产业。、化妆品市场保持快速、稳定增长。根据中华全国商业信息中心的统计，从2002年开始，全国重点大型零售企业化妆品销售始终呈稳定快速的增长态势，零售额同比增长速度逐年提高，2005年已达到28.6％，在所有商品零售额中所占比重也逐年增长。从总体上看，美容用品比例大幅上升，增长速度超过护肤品和洗发护发品，养护型日常彩妆成为国内市场发展的重点。持续快速增长将是化妆品行业21世纪的发展主流。 [abstract] : with the deepening of Chinas reform and opening up, rapid growth of national economy, peoples standard of living rises ceaselessly, the cosmetics market is rapid development. In 1987 sales of the cosmetics market in China is only more than 10, one hundred million yuan, increased to $4 billion, 1991, 1993, soared to more than 90 one hundred million yuan, in recent years, the average annual growth rate of 50%, after years of cultivation and development, our country has become Asias second largest, the worlds eighth largest cosmetic market, the brand in the industry competition pattern has been formed, has become a collection of industrialization, marketization and internationalization as an integrated industry. Maintain fast and stable growth, cosmetics market. According to all-china commercial information center, since 2002, national key large-scale retail enterprises cosmetics sales is always steady and fast growth, retail sales growth year-on-year increase year by year, has reached 28.6% in 2005, the proportion in all retail sales also increased year by year. Overall, proportion of beauty products have risen sharply, growing at a faster rate than skincare and hair products, maintenance daily cosmetics become the focus of the domestic market development. Continued rapid growth will be cosmetics industry the development mainstream of the 21st century. 【键词】]化妆品市场；营销战略策划；可行营销策略；新型营销策略 【 key words 】cosmetics market; Marketing strategy planning; The feasible marketing strategy; New marketing strategy 引言 中国化妆品市场是一个充满