《屈臣氏保健美容公司营销模式效果提升路径分析报告》(页)-日化.docVIP

屈臣氏保健美容公司营销模式效果提升路径分析报告 摘要 近几年来，随着中国化妆品行业市场经济得到空前的膨胀发展，化妆品连锁店成为一夜之间的热议主题。化妆品连锁渠道路线，一直是众多连锁企业所看重的一条生命线，而屈臣氏在整个化妆品连锁行业中可以说是非常成功的连锁企业，通过对屈臣氏营销模式效果及其绩效分析，探讨出屈臣氏效果提升的路径设计，为其他连锁企业提出引导性的发展策略，及时分析自身企业的发展现状，从而实现连锁企业更加健康稳步地发展。 关键词 屈臣氏 营销模式 绩效分析 路径设计 Abstract In few years, Chinese cosmetics industry market get unprecedented expansion development, cosmetics chain store become the theme of hot debate in one night. The channels of Cosmetics chain has been the lifeline of cosmetics chain enterprises .Watsons was one of the most successful cosmetics chain enterprise. Through the analysis of the marketing effect and the performance ，discussing the path of enhancement effect of Watsons, put forward the development strategy for other cosmetics chain enterprises and with the timely analysis of their own present situation, the chain enterprises can achieve more healthy and steady development. Key words Watsons Marketing model Performance analysis Path design 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc292461442 1前言 PAGEREF _Toc292461442 \h 1 HYPERLINK \l _Toc292461443 2屈臣氏营销模式现状及成功因素分析 PAGEREF _Toc292461443 \h 1 HYPERLINK \l _Toc292461444 2.1发展历程 PAGEREF _Toc292461444 \h 1 HYPERLINK \l _Toc292461445 2.2营销成功因素分析 PAGEREF _Toc292461445 \h 2 HYPERLINK \l _Toc292461446 2.2.1概念营销和主题营销 PAGEREF _Toc292461446 \h 2 HYPERLINK \l _Toc292461447 2.2.2市场定位 PAGEREF _Toc292461447 \h 2 HYPERLINK \l _Toc292461448 2.2.3门店和卖场布局 PAGEREF _Toc292461448 \h 3 HYPERLINK \l _Toc292461449 2.2.4终端营销 PAGEREF _Toc292461449 \h 3 HYPERLINK \l _Toc292461450 2.2.5细节管理 PAGEREF _Toc292461450 \h 4 HYPERLINK \l _Toc292461451 2.2.6社会营销 PAGEREF _Toc292461451 \h 4 HYPERLINK \l _Toc292461452 2.2.7连锁经营 PAGEREF _Toc292461452 \h 5 HYPERLINK \l _Toc292461453 3屈臣氏营销效果的制约因素 PAGEREF _Toc292461453 \h 5 HYPERLINK \l _Toc292461454 3.1人才瓶颈 PAGEREF _Toc292461454 \h 5 HYPERLINK \l _Toc292461455 3.2选址不够科学 PAGEREF _Toc292461455 \h 6 HYPERLINK \l _Toc292461456 3.3盲目发展自有品牌 PAGEREF _Toc292461456 \h 6 HYPERLINK \