林清轩公司营销策略分析.pdf

林清轩公司营销策略分析 摘 要 改革开放30多年来，中国化妆品行业呈现出前所未有的高速发展态势。化妆品市 场销售额平均以每年20%以上的速度增长，最高的年份达41%，增长速度远远高于国民 经济的平均增长速度，且具有相当大的发展潜力。中国已成为亚洲第二大、世界第八大 化妆品市场，行业品牌化格局已经形成。 目前在中国化妆品市场上，中高端市场基本被外资、合资企业所占据。欧莱雅、 资生堂、雅诗兰黛等几家国际巨头形成了寡头竞争之势。虽然受08年全球经济放缓和金 融危机影响，但09年我国化妆品市场销售总额仍高达800亿元左右。这些产品的主要目 标对象直指白领阶层，其中主要的增长力量来自于护肤品和彩妆。 本文主要对林清轩公司和该公司的产品做以简单介绍，对其所处市场的宏观环境 和微观环境进行分析，对营销策略现状进行分析和研究，同时通过对营销策略的分析指 出其存在的问题，并提出了解决问题的相应对策。以进一步巩固林清轩在沈阳地区的市 场地位，并使其得到更好的发展。 I Abstract 30 years of reform and opening up, Chinas cosmetics industry presents a hitherto unknown high-speed development. Cosmetics market sales of an average annual growth rate of more than 20%, the highest of the year of 41%, the growth rate is much higher than the average growth rate of national economy, and has considerable development potential. China has become the second in Asia, the worlds eighth largest cosmetics market, industry brand pattern has been formed. At present in the Chinese cosmetics market, high-end market by foreign capital, joint ventures is occupied. LOreal, SHISEIDO, Es tee Lauder and several international giant forms oligarch competition trend. Although 08 years of global economic slowdown and financial crisis, but in the 09 year of market of our country cosmetic total sales amounted to 80000000000 yuan or so is still high. These products mainly targets at the white-collar class, of which the main