韩雅化妆品营销策略分析本科生毕业（设计）论文.doc

Hefei University 本科毕业论文 BACHELOR DISSERTATION 论文题目：_ 韩雅化妆品营销策略分析 学位类别： 管理学学士  目录 中文摘要 0 ABSTRACT 1 第一章 引言 2 第二章 营销策略理论概述 3 2.1市场营销组合概念 3 2.2市场营销组合基本构架 3 2.2.1产品策略 3 2.2.2价格策略 4 2.2.3渠道策略 4 2.2.4促销策略 4 第三章 韩雅化妆品营销策略分析 4 3.1化妆品定义和分类 4 3.2韩国化妆品在中国的发展 5 3.3韩雅化妆品介绍 6 3.4韩雅在中国市场的营销策略 7 3.4.1在中国市场的产品策略 7 3.4.2在中国市场的价格策略 8 3.4.3在中国市场的渠道策略? 9 3.4.4在中国市场的促销策略 10 第四章 韩雅化妆品营销策略中存在的问题及对策建议 11 4.1产品方面 11 4.2价格方面 13 4.3渠道方面 13 4.4促销方面 15 第五章 结束语 16 参考文献 17 致谢 18 韩雅化妆品营销策略分析 中文摘要 近年来，随着国民经济的快速发展，中国已经成为了全球最大的日化消费品市场之一，化妆品行业取得了前所未有的成绩。 中国化妆品市场是一个充满活力的市场，跨国企业的大举进入，本土企业的崛起，使这个行业更加变化多端：产品结构变化，市场更加细分，概念日渐翻新，营销策略也各有高招。这促进了中国化妆品行业的发展，又加剧了行业内的竞争。特别是国外品牌的介入，更加使竞争升级。面对这一现状，化妆品企业逐渐发现运用产品、价格、促销来获得竞争优势已经变得越来越困难营销变得愈发重要。 关键词：化妆品；韩雅；营销策略 ANYA cosmetics marketing strategy analysis ABSTRACT In recent years, with the rapid development of national economy, China has become the worlds largest daily-use cosmetics industry one of the consumer market, has made unprecedented achievement. Chinese cosmetics market is a vibrant market, multinational enterprises sweeping into local enterprisess rise, make the industry more change multiterminal: product structure change, market more subdivision, increasingly face-lifting, marketing strategy concept also have each entrance. It promoted the development of Chinese cosmetics industry, and increased competition in this industry. Especially foreign brands intervention, more make competition to upgrade. Facing this situation, cosmetics enterprise gradually found using single product strategy, price strategy, channel strategy or promotion strategy to gain competitive advantage has become more and more difficult. How the marketing strategy organic combination together become ever more important. Especially, cosmetics belong to rapid consumables, consumption frequency and high, almost daily use, consumer base is big, wide prospect of market. In this case, the