浅析我国化妆品企业营销渠道现状与对策-以佰草集为例.docxVIP

目 录摘 要1Abstract2引言31 佰草集企业概况41.1企业背景42企业营销环境分析52.1宏观环境分析52.1.1人口环境分析52.1.2 自然环境分析52.1.3 经济环境分析52.1.4 科学技术环境分析52.1.5 政治与法律环境分析52.1.6 社会文化环境分析62.2内部环境SWOT分析62.2.1strength优势62.2.2weakness劣势62.2.3opportunity机会62.2.4threat威胁73佰草集STP战略分析73.1 市场细分73.2目标市场选择83.3市场定位84营销策略及解决方案84.1product产品84.1.1深化产品主题84.1.2对产品进行包装84.1.3研究生产不同功效的产品，满足不同的顾客需求84.2price价格94.3 place渠道94.3.1专卖店扩张94.3.2 商场超市设立专柜94.3.3国外销售渠道94.3.4品牌理念转变，多方位品牌沟通，增加品牌曝光率。94.4 promotion促销94.4.1终端人员促销94.4.2广告促销94.4.3电视宣传104.4.4网络促销宣传104.5服务体验式营销104.5.1关注顾客的体验104.5.2以顾客体验为导向，设计销售自己的产品104.5.3顾客既是理性的又是情感的10结 论11参考文献12浅析我国化妆品企业营销渠道现状与对策——以佰草集为例摘 要自新中国建立改革开放以来，美容护肤品及化妆品行业走过了近40年的发展，逐渐发展到成熟阶段。成为现代女性生活必需品。化妆品行业品牌全球化竞争时代已经来临。化妆品行业内竞争异常激烈。此外业态复杂，企业众多。尤其近些年来国外品牌大量进军中国,无论是跨国公司还是国内大中小型企业，竞争都很有压力，而药妆品牌，是近些年新兴的化妆品系列，发展过程中面临许多威胁和挑战，各种市场机会越来越多，竞争也日益激烈。公司的发展面临更多的压力，有着许多威胁和挑战。此篇论文的目的是研究佰草集营销渠道现状与对策，通过了解企业内部情况和收集查看了大量的文献资料，结合了营销策划所学到的知识，研究分析佰草集药妆品的营销环境，并对公司在营销策略中存在的问题及原因提出自己的看法，分析佰草集药妆品的营销环境，利用自身机会与优势，制定出符合企业内外环境的营销策略，提高公司竞争力，使其对公司品牌未来发展起到积极推进的作用。 [中文关键词] 药妆品牌； 营销策略Analysis of the status quo and Countermeasures of marketing channels of cosmetics enterprises in China -- Taking Herborist as an exampleAbstractSince Since the establishment of reform and opening up in China, the beauty, skin care products and cosmetics industry has gone through nearly 40 years of development, and gradually developed to mature stage. Become the necessities of modern womens life. The era of brand globalization in cosmetic industry has come. The competition in the cosmetics industry is extremely fierce. In addition, the format is complex, many enterprises. Especially in recent years a large number of foreign brands to enter the Chinese, both multinationals and domestic small and medium-sized enterprises, the competition is very stressful, but in recent years the emerging cosmetic brand, series of cosmetics, many threats and challenges in the process of development, more and more various market opportunities, competition has become increasingly fierce. The develo