国货彩妆品牌营销策略研究——以花西子为例.docxVIP

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摘要

随着经济水平的提高与消费观念的转变，国产彩妆行业进入高速发展期，行业市场规模不断扩容。在自媒体兴起和直播经济盛行的影响下，国产彩妆行业的发展日新月异，营销策略也在不断优化调整。因此，本文在现有理论成果的基础上，以花西子品牌为研究案例，着眼于行业最新的动态行为，采用PEST模型、波特五力模型、SWOT模型，对花西子品牌的外部环境和内部状况进行分析，设计发放调查问卷，结合调查问卷数据以及4P理论对花西子营销策略进行研究，进而得出了花西子的现行营销策略中产品卖点不突出、消费者忠诚度较低以及品牌受众单一的问题，并相应地提出了注重产品研发、打造畅销新品以及拓宽用户年龄层的改进建议，旨在帮助品牌扩大其市场份额，提高品牌知名度，并且为国产彩妆行业的其它品牌提供参考，助力国产彩妆行业的发展，以及希望能够对国货彩妆行业营销策略方面现有的理论成果有所补充。

关键词：国货彩妆营销策略花西子品牌4P理论

Abstract

Withtheimprovementofeconomiclevelandthetransformationofconsumptionconcepts,thedomesticcosmeticsindustryhasenteredaperiodofrapiddevelopment,andthemarketscaleoftheindustrycontinuestoexpand.Undertheinfluenceoftheriseofselfmediaandtheprevalenceofthelivestreamingeconomy,thedevelopmentofthedomesticcosmeticsindustryischangingrapidly,andmarketingstrategiesarealsoconstantlybeingoptimizedandadjusted.Therefore,basedontheexistingtheoreticalachievements,thisarticletakesHuaxizibrandasaresearchcase,focusesonthelatestdynamicbehavioroftheindustry,usesPESTmodel,PortersFiveForcesmodel,andSWOTmodeltoanalyzetheexternalenvironmentandinternalconditionsofHuaxizibrand,designsanddistributesquestionnaires,andstudiesHuaxizismarketingstrategiesincombinationwithquestionnairedataand4Ptheory,Further,itisconcludedthatthecurrentmarketingstrategyofHuaxizihassomeproblemssuchasweakproductsellingpoints,lowconsumerloyalty,andasinglebrandaudience.Accordingly,itproposesimprovementsuggestionsthatfocusonproductresearchanddevelopment,createbest-sellingnewproducts,andbroadentheagegroupofusers.Thepurposeistohelpthebrandexpanditsmarketshare,improvebrandawareness,andprovidereferenceforotherbrandsinthedomesticcosmeticsindustrytohelpthedevelopmentofthedomesticcosmeticsindustry,AndIhopetobeabletosupplementtheexistingtheoreticalachievementsinthemarketingstrategyofthedo