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-  PAGE \* MERGEFORMAT 19 - 我国化妆品行业零售渠道和营销分析 摘要 随着我国加入WTO，我国的经济逐步与国际经济接轨，国外品牌化妆品纷纷涌入中国市场。目前，中国的化妆品市场绝大多数被国外的各大品牌所占据，而我国较成熟的国内化妆品市场企业也希望通过竞争来增加自己的市场份额。本文从有效地基本理论出发，分析了我国化妆品行业的现状以及现有的营销渠道，接着分析了我国化妆品行业存在的的问题以及根源。目前我国的化妆品企业正处于发展时期，然而无论是在营销渠道建设，还是营销实施环节都存在很多的问题。在本文中就我国化妆品行业生产企业现阶段的渠道建设提出了建议。最后，通过对我国化妆品行业渠道与营销分析，为我国化妆品行业中存在的问题提供参考依据，为的是提高我国化妆品企业的竞争力。 [关键词]：化妆品 营销渠道 问题 竞争力 ABSTUCT With Chinas accession to the WTO, Chinas economy and international economy conform the tablecloth, country brand cosmetics have been pouring into China market. At present, China s cosmetics market most is the major foreign brand to occupy, and I will be mature domestic cosmetic market companies also hope that through the competition to increase its market share. This article from the effective basic theory, analysis of Chinas cosmetics industry and the status of the existing marketing channels, followed by analysis of Chinas cosmetics industry the existing problems and causes. At present our country cosmetics enterprise integrity development period, but in the construction of marketing channels and marketing practice, there are a lot of problems. In this paper on Chinas cosmetics industry production enterprises at the present stage of channel construction were proposed. Finally, through, through to the Chinese cosmetics industry channel and marketing analysis of Chinas cosmetics industry, the problems existing in the reference, the mother is to raise our country cosmetics enterprises competitiveness. [key word]: cosmetics HYPERLINK /w/marketing/marketing HYPERLINK /w/channel/channel problems competitiveness 目录 我国化妆护肤品的销售渠道…………………………………………………(4) （一）国外化妆品的销售现状………………………………………………（4） （二）国内化妆品的营销通路……………………………………………………（4） 1、国内化妆品营销渠道现状……………………………………………… （4） 2、化妆品的零售传统渠道及特征………………………………………… （6）  = 1 \* GB2 \* MERGEFORMAT ⑴生产企业→总代