护肤品营销策划书.docxVIP

护肤品营销策划书 护肤品营销策划书 随着社会经济的不断发展和人们生活节奏的加快，消费者的消费观念已经发生了变化，注重产品的效果和功效。特别是女性朋友，美容已经成为了她们的口头禅。护肤品的功效能够起到美容的效果，迎合了当代女性的消费需求。因此，护肤品市场存在着一个强大的潜在市场。特别是南洋地区的女大学生将成为一个重要的消费群体。针对这一市场，我们制定了一整套以提高护肤品在南洋市场占有率为主要目的的营销策略方案。 一、市场分析 1、需求分析： 我们认为挖掘顾客的隐性需求是最值得去挖掘的。尽管这个项目并不是我们发现存在明显需求的情况下建立的，但是我们经过分析认为，这是一项值得我们去挖掘的隐性需求。因此，需要我们做一些营销活动和宣传来合理地引导广大学生建立这种需求意识，从而培养学生顾客的认真度和忠诚度。 2、目标顾客分析： 我们的目标市场主要在经济管理系、财经系以及外语系等女生较多的系。当然，男生的市场也不能忽略。在恋爱中，男生们都在为送什么给女生而发愁，护肤品是一个小巧的产品，符合女生的心意。同时，我们的服务也适合男士使用。国产化妆品价格较低，相对于高价位的国外化妆品，具有很大的竞争优势。 二、营销方式 1、建立客服网站，解答消费者的咨询和使用中的疑问，让顾客买着放心，用着舒心。 2、把我们的化妆品推向美容院，通过她们可以把我们的产品告诉他们的爱人和朋友。 3、不定期地组织产品展览会，展示最时尚最实用的产品，刺激消费者对男士专用化妆品的需求。同时，也可以请专业的美容师到现场讲解男士专业化妆品的作用，引导大家打破观念要保养好自己的皮肤。 4、自己也要不断参加美容培训，尤其是营业员要参加专业培训，了解更多化妆知识。 The majority of customers who go to the supermarket enter through the west gate and leave through the same gate because they can store their bags there and the service desk is located nearby. Customers who go to Chun Tian Department Store usually enter through the main entrance, and they are our target customers. Our focus is on retaining this group of customers, and we will study how to do so. Once customers enter the Food Paradise, they may shop, go to the cashier, use the restroom, or go to the third floor to eat. We will take advantage of these opportunities to promote our products. How can we make all female customers who enter the Food Paradise aware of Liang Jia Ren cosmetics? Promotion at the main entrance: We will place Liang Jia Rens promotional products on display racks at the points of sale, outside the main entrance, and near fire hydrants. The display racks will primarily feature promotional products and use simple Chinese characters to explain them. The design should make people feel a desire to buy the products. We can also distribute promotional materials at the entrance during idle times. Promotion at the west gate: During idle times, we will send employees to the entrance of the west gate to distribute Liang Jia Rens three-fold promotional