美宝莲化妆品有限公司的营销渠道的研究.doc

PAGE PAGE 21 高等教育自学考试 毕业论文 美宝莲化妆品有限公司的营销渠道的研究 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的渗透，我国化妆品工业的生存和发展将遇到更严峻的挑战。诚然，开发适销对路的新产品非常重要，但是在开发出新产品之后如何将产品通过适当的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的现实问题。 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的增加和人均消费能力的提高，凭借公司初期比较准确的市场进入战略，从1997年进入中国以来，在短短的几年时间，公司基本上完成了在中国的目标，销量100万迅速增长到2000万，获得了创业阶段的初步成功。但由于在发展的过程中错失化妆品店等新兴渠道的崛起的重要机遇。因此，通过对美宝莲化妆品有限公司的营销渠道的探讨，对其他类似的我国化妆品企业具有重大的现实指导和借鉴意义。 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. 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. Key words Cosmetics Ｍaybelline marketing channel 目 录 第一章 绪论．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．6 1．1研究目的和内容．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．..6 第二章化妆品市场现状及行业发展趋势．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．..7 2．1化妆品企业的分布情况．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．7 2．2化妆品行业的发展趋势．．．