bodyshopSWOT分析.doc

优势 良好的员工福利 产品价位较低 产品定位清楚 产品质量效果好 产品差异化，产品的种类繁多，一个系列产品有多个产品 市场分析应变能力强，能抓住细分市场，在目标市场中产品涵盖面广，能够对市场进行准确的分析，及时发现顾客需求，并作出及时的应变 劣势 公司沟通管道不够畅通 广告率低，消费者无法意识到新产品上市 产品包装设计不够多样化 低价位导致低利润 同行竞争对手多 机会 与世界保养趋势同步 全球环保与拒绝动物实验意识高涨 中国高端化妆品市场急速增长，并且市场阵线转向农村和二三线市场 良好的社会公众形象 威胁 产品大都针对女性族群，缺少对其他族群的吸引力 国际知名品牌及本地产品的竞争 营销宗旨 由于在中国大陆知名度不高，所以必须采用强有力的广告迅速打开市场，为产品准确定位、突出产品特色 以产品的主要消费群体为营销重点，根据相关资料显示在购时多数人看重品牌，所以进入市场伊始就应当投放广告以扩大知名度 建立广而宽的销售渠道，不断拓宽销售区域 做好售后服务，培养消费者的品牌忠诚度，提升品牌价值 S good employee benefits lower product prices Product positioning clear Product quality effect is good Product differentiation, a wide range of goods, a series of products have more than one products the market analysis adaptability, able to seize the market segments in the target market covers a wide range of products to the market for accurate analysis, to discover customer needs, and make a timely response W the company’s communication channels were not smooth enough the advertising rate is low, consumers can not recognize the new products to market less diversied of product packaging design low price lead to low profits more than peer competitors O simultaneously with the world trend of maintenance the global awareness of environmental protection and refused to animal experiments high the rapid growth of Chinese high-end cosmetics market, and the front to the rural market and the second and third line a good social public image T the product mostly for women, the lack of attraction for other ethnic groups the international famous brand and local products competition Tenet marketing the well-known in mainland china is not high, so the advertising must quickly open the market strong, accurate positioning for the product, highlighting product features the major consumer product marketing focus groups, according to the relevant information when the majority of people in the purchase of brand value, so it should enter the market at the beginning of advertising in order to expand awareness the establishment of broad and wide s