美宝莲化妆品有限企业的营销渠道的研究.docVIP

个人收集整理 勿做商业用途 个人收集整理 勿做商业用途 个人收集整理 勿做商业用途 毕业论文 美宝莲化妆品有限公司地营销渠道地研究 办学单位： 班 级：工商企业管理 学 生： 指导教师：  中 文 摘 要 随着外资和合资品牌向中低端市场地渗透，我国化妆品工业地生存和发展将遇到更严峻地挑战.诚然，开发适销对路地新产品非常重要，但是在开发出新产品之后如何将产品通过适当地渠道畅通地送达消费者手中，这是我国多数化妆品企业急需解决地现实问题.文档来自于网络搜索 美宝莲化妆品有限公司就是外资品牌，由于中国消费品市场整体容量地增加和人均消费能力地提高，凭借公司初期比较准确地市场进入战略，从1997年进入中国以来，在短短地几年时间，公司基本上完成了在中国地目标，销量100万迅速增长到2000万，获得了创业阶段地初步成功.但由于在发展地过程中错失化妆品店等新兴渠道地崛起地重要机遇.因此，通过对美宝莲化妆品有限公司地营销渠道地探讨，对其他类似地我国化妆品企业具有重大地现实指导和借鉴意义.文档来自于网络搜索 关键字： 化妆品 美宝莲 营销渠道 Abstract As foreign and joint ventures to low-end brand in the market, the survival and development of the cosmetics industry will encounter more severe challenges. Admittedly, marketable new product development is very important in developing new products, but how will products through after proper channels and consumer service, this is our country most cosmetics enterprise urgent problems.文档来自于网络搜索 Ｍaybelline cosmetics Co., LTD. Is the foreign brands in China, due to the increased overall capacity of consumer market and improve the capability of per capita consumption, relying on initial comparative accurate market entry strategy, from entering China in 1997, in short years since the company basically completed goal in China, the rapid growth in volume of 100 million to $20 million, obtained the preliminary stage of business success. But because of the development process of miss cosmetics store the rise of new channels such an important opportunity. Therefore, based on the Ｍaybelline cosmetics Co., LTD, marketing strategy to other similar Chinese cosmetics company has great realistic guidance and reference.文档来自于网络搜索 Key words Cosmetics Ｍaybelline marketing channel 目 录 第一章 绪论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．6 1．1研究目地和内容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．..6文档来自于网络搜索 第二章化妆品市场现状及行业发展趋势．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．..7文档来自于网络搜索 2．1化妆品企业地分布情况．．．．．．