女性化妆品营销策略分析毕业论文.doc

我国女性化妆品营销策略分析 [摘 要]随着我国经济的快速增长，化妆品行业得到了迅猛的发展，国内的化妆品市场也成为全球最大的新兴市场。然而，诸如细分市场培育不足、市场规范化程度低、科研能力不足等问题也随之涌现。此外，进口化妆品的冲击使得国内化妆品行业的市场份额较低、创新能力跟不上、竞争无力，这给我国化妆品企业带来了巨大的挑战。因此，如何让我国的化妆品企业在激烈的竞争中脱颖而出成为重要的研究课题。本文主要从国内化妆品行业的现状出发，着重研究女性消费者的行为，以此了解女性消费者的心理，决策过程及其影响因素，并以西方消费者行为模型的研究为理论基础，结合我国化妆品市场行业特征和女性消费者心理特征，建立符合我国女性消费者行为特征模型，从而制定出迎合女性消费需要的化妆品营销策略，让国内化妆品企业在激烈的竞争中脱颖而出，实现企业利润最大。 [关键词] 化妆品行业；女性消费者；行为特征模型；营销策略 Marketing Strategy Analysis of Chinese Female cosmetics Zhang Dan （Department of Management, Donghai Institute of Science and Technology, Zhoushan 316004, China） [Abstract] With rapid economic growth of China, the cosmetics industry has been rapid development ,Chinese domestic cosmetics market has become the worlds largest emerging market.However,such as market segments inadequate training, low levels of market standardization, lack of research capacity and other issues also will emerge.In addition, the impact of imported cosmetics makes domestic cosmetics industry a lower market share, innovation can not keep up, competitive weakness, which has brought great challenges to Chinese cosmetics companies.Therefore, how to make Chinas cosmetics business to stand out in the fierce competition has become an important research topic.This article from the current situation of the domestic cosmetics industry, focuses on the behavior of female consumers in order to understand the consumer psychology of women, decision-making process and influencing factors, and base on western consumers behavior model research as the theoretical basis, combine with Chinese cosmetics markets industry characteristics and psychological characteristics of female consumers, and establishing female consumer behavior characteristics model, which would set out to meet the needs of female consumers of cosmetics marketing strategy, so that the domestic cosmetics companies would enterprise from the crowd in the fierce competition, to achieve maximum profits. [Key words]Cosmetics Industry; Female consumers; B