中国美容化妆品业行销的困惑与创新（Puzzles and innovations in the marketing of Chinese cosmetic industry）.doc

中国美容化妆品业行销的困惑与创新（Puzzles and innovations in the marketing of Chinese cosmetic industry） Cosmetics industry Chinese through the groundless talk for more than twenty years, from scratch, from small to large, from weak to strong. The market capacity has reached Sibaiyuyi yuan, the scale of living in the Asian market second. The rapid development of the market and huge consumption potential attract the attention from the world. The achievements of Chinas cosmetics industry are obvious to all. But, in the market operation of nearly twenty years, we still can discover ones own shortcomings. The lack of enterprise brand strategy target long-term, short-term interests tend to act at the same time, most enterprises lack a formal marketing management and marketing management experience, the lack of introduction and training of senior marketing professionals. Chinas beauty cosmetics industry needs marketing! Marketing is a branch of learning. Twenty-first Century is an era of marketing change. Chinas beauty cosmetics industry should introduce the marketing concept comprehensively, and take the road of standardization, standardization and scientific development. Marketing theory is the most easy to change in the management of enterprise knowledge structure, because of regional marketing, is the consumer country and regional culture determines its consumption behavior, and thus leads to the different characteristics of consumer groups, but also because of the change of the times, with the change in consumer behavior characteristics, coupled with the vast Chinese and these factors determine the specific China cosmetics industry marketing. Confused one: marketing is followed by the feeling of walking? Which was every session of the cosmetics industry expo, we can see many enterprises will be a lot of money in the show and the concept of speculation, in order to attract the attention of the market. Carefully discovered, we all hype the same basic routines, the lack of new ideas. Th