百雀羚品牌护肤品的营销策略.doc

百雀羚品牌护肤品的营销策略研究 摘 要 中国在近年来化妆品普及消费类产品世界化妆品市场亚洲化妆品市场化妆品竞争经过十几年的生产化妆品企业之间的竞争，价格、销售模式、市场宣传营销渠道企业文化生产化妆品企业应对激烈竞争市场种种变化调整营销战略挑战本文选百雀羚化妆品作为研究对象，运用营销管理企业战略管理理论SWOT分析法波特行业竞争分析模型通过对我国化妆品市场当前现状进行系统分析从目标市场评价和面分析竞争对手相关的策略销售模式的变竞争中的百雀羚化妆品位置羚化妆品具备的优劣势提出的营销战略提供科学决策依据百雀羚化妆品今后的发展 Abstract 中国在近年以来，化妆品的普及和使用已经成为重要的消费类产品，世界化妆品市场排名第八，亚洲化妆品市场排名第二，在这么大的化妆品市场中竞争十分的激烈，经过十几年的时间，生产化妆品的企业发展的也是很多，企业之间的竞争，不仅从价格方面、销售模式方面、市场宣传方面，还从营销渠道方面和企业文化方面，以更深层和更多的形式的内容开始全面的竞争，生产化妆品企业为了应对激烈竞争和市场的种种变化，都要调整新的营销战略来接受市场挑战。本文选用百雀羚化妆品作为研究的对象，运用营销管理和企业战略管理的理论，以及SWOT分析法和波特行业竞争分析模型等方法，通过对我国化妆品市场 China in recent years, the popularity and use of cosmetics has become an important consumer products, the cosmetics market ranked eighth, the Asian cosmetics market ranked second, in the cosmetics market in such a big competition is very fierce, after ten years of time, the production of cosmetics enterprise development is also a lot of, the competition between enterprises, not only from the price, the sales model, marketing, from marketing channels and enterprise culture, began a comprehensive competition with a deeper and more forms of content, cosmetics production enterprises in order to cope with fierce competition and changes in the market, must adjust to the new marketing strategy to accept the challenge of the market. This paper selected by cosmetics as the research object, the use of marketing management and enterprise strategic management theory, and SWOT analysis method and the Potter industry competition analysis model, based on Chinas cosmetic market 当前的现状进行系统分析，从整个目标市场出发，评价和全面分析竞争对手相关的策略和销售模式的演变，通过深入的了解，确定竞争中的百雀羚化妆品的正确位置，以及结合羚化妆品在市场中具备的优劣势提出相应的营销战略，提供科学决策依据，从而推动百雀羚化妆品今后的发展。 System analysis of the current situation, from the perspective of the whole market, evaluation and comprehensive analysis of the competitors strategies and sales mode, through in-depth understanding, to determine the correct position in the competition by cosmetics, and cosmetics have advantages and disadvantages with the current in the ma