国货化妆品的营销现状及营销策略分析.docx

PAGE 目录 TOC \o 1-3 \h \z \u 1引言1 1.1研究的背景和意义 1 1.2 国内外文献综述 2 1.3 研究方法 4 2国货化妆品营销现状及完美日记的发展状况 6 2.1国货化妆品的营销现状简述 6 2.2完美日记的发展现状6 2.3完美日记的营销策略 12 3完美日记发展中存在的问题及原因 17 3.1根基薄弱，企业文化欠缺 17 3.2产品质量水平不佳，自主研发能力有待高18 3.3营销力度过大，适得其反19 3.4夸大产品效果，品牌诚信度下降20 4完美日记的发展对策及建议 22 4.1加强企业文化建设，提高软实力 22 4.2重视产品质量，增强消费粘性 22 4.3从消费者角度出发，运用STP适度营销 23 4.4提高自主研发能力，加大产品创新力度23 4.5弘扬公益精神回馈社会，塑造良好企业形象24 5结论与展望25 参考文献26 致谢28 国货化妆品的营销现状及营销策略分析 —以完美日记为例 论文题目：字体：楷体，字号：小一摘要：近年来，中国经济发展迅猛，人们生活水平提高，对美丽的追求和要求也越来越高。中国美妆消费市场的庞大及其在国际地位的提高，意味着国货化妆品发展有着巨大的潜力和无限的可能。现今，国货化妆品已进入媒体化新美妆时代，国货化妆产品百花齐放，而完美日记品牌从2016年成立以来，用自己的能力和独特魅力，花了不到三年时间就成为了新国货化妆品中赫赫有名的新星，在国货化妆品市场占据了 一隅之地。本文以完美日记品牌为研究对象，介绍国货化妆品近年来的市场发展现状和趋势，完美日记品牌概况，崛起历程，营销策略，系统地阐述其商业模式及其存在的问题。最后，根据完美日记所存在的问题，提出具有建设性的完善与优化对策。 论文题目：字体：楷体，字号：小一 关键词：国货化妆品；完美日记；营销策略 Analysis of the marketing status and marketing strategies of domestic cosmetics —Take the perfect diary as an example Abstract: In recent years, Chinas economy has developed rapidly, peoples living standards have improved, and their pursuit of beauty has become increasingly demanding. The huge consumer beauty market in China and its international status means that the development of domestic cosmetics has huge potential and unlimited possibilities. Nowadays, domestic cosmetics have entered a new era of media-based beauty marketing. Domestic products are full of flowers. Since the establishment of Perfect Diary brand in 2016, with its own ability and unique charm, it took less than three years to become the new domestic cosmetics. Chinas famous star has occupied a place in the domestic cosmetics market. This article takes Perfect Diary brand as the main research object, and introduces the market development status and trends of domestic cosmetics in recent years, the profile of Perfect Diary brand, its rise, marketing strategies, and systematically explains its business model and its existing problems. Finally, according to the existing problems of the per