悦诗风吟品牌的营销策略研究.pdfVIP

悦诗风吟品牌的营销策略研究 摘 要：本文首先对中国化妆品市场营销状况和爱茉莉太平洋公司的情况作了一个介绍,然后对悦诗风吟在中 国所面临的行业环境与竞争结构进行了简要描述。其次通过资料收集与实地考察的办法结合营销策略的理 论知识对悦诗风吟在中国市场的营销市场与品牌策略作了简单介绍与分析，从而提出一套较为适合悦诗风 吟化妆品品牌进行制度创新和改进经营管理状况的对策措施。 论文重点在于结合悦诗风吟化妆品品牌在中国的销售的案例分析,研究悦诗风吟品牌在经营管理体制 中存在的缺陷,针对这些缺陷提出具体的改进措施，以便其适应市场、社会的发展和需求。 关键词：悦诗风吟，市场营销，化妆品市场现状 Abstract ：This paper firstly makes an introduction on Chinese cosmetics marketing situation and amore Pacifi Corp, and then make a brief description of innisfree in the Chinese cosmetics industry environment and competition structure. Secondly, through data collection and field survey methods of combining the theoretical knowledge of marketing strategy of innisfree in the Chinese market marketing and brand strategy are introduced and analyzed, and puts forward a series countermeasures on system innovation and improve production and management situation. This paper focuses on the analysis combined with the innisfree cosmetics brand in the Chinese sales case, defects in the management system in the production of innisfree brand, this article proposes specific measures for improvement, in order to adapt to the market, the development of the society and the demand. Key words ：Strategy of marketing，present situation of cosmetics market ，innisfree 1 引言2 2 营销策略的内涵与类型2 2.1营销策略的内涵3 2.2营销策略的类型3 常见营销类型3 产品渠道策略3 产品本身的品牌营销策略3 服务营销策略4 产品促销策略4 3悦诗风吟的营销环境分析4 3.1行业环境分析4 1、化妆品的定义与分类4 2 、国内化妆品的现状与发展趋势分析5 3、国内化妆品行业驱动因素分析5 4 、化妆品行业关键成功因素分析6 3.2行业竞争结构分析6 4悦诗风吟品牌现如今的营销策略分析7 4.1悦诗风吟的目标市场与市场定位7 4.2悦诗风吟的品牌策略7 4.3悦诗风吟的营销组合策略7 4.3.1产品策略7 4.3.2定价策略8 4.3.3渠道策略8 4.3.4　促销策略9 5悦诗风吟的营销策略存在的问题9 6 悦诗风吟营销策