玫琳凯公司在营销过程中存在的问题及对策.doc

摘 要 在全球美容化妆品产销行业中，有这样一个以粉红色为企业标志主色调的跨国集团，它就是美国最大的护肤品直销企业之一——玫琳凯化妆品有限公司。金融危机下的2008年，化妆品直销巨头玫琳凯的销售额，在中国“逆市”增长了50%，可见玫琳凯在化妆品市场中还是具有一定的席位的。 作为一家化妆品直销公司，玫琳凯公司以其高品质的产品、有效的服务方式、周到的售前售后服务以及严格的自我管理机制和强烈的社会责任感征服了众多消费者。玫琳凯依靠自己独特的价值观与企业文化，走出了一条与众不同的销售之路并获得了成功。但伴随着玫琳凯公司走向成功的同时，遇到一定的阻力和问题也是不可避免的。本文将以玫琳凯公司为例，对其作一简要介绍，指出其在市场中存在的一些问题与不足，并结合目前化妆品市场实际情况提出相关对策及建议。 关键词：玫琳凯 化妆品 营销策略 问题与对策 Abstract Production and marketing in the global cosmetics industry, there is a pink main colors for the corporate logos of multinational corporations, it is the nations largest direct selling skin care products, one of - the United States Mary Kay Cosmetics Co., Ltd.. Under the financial crisis in 2008, cosmetics giant Mary Kay direct sales in China against the market trend, an increase of 50%, can be seen in Mary Kay cosmetics market is in a certain seat. As a direct sales cosmetics company, Mary Kay Inc. with its high-quality products, efficient service and thoughtful pre-sale service and strict self-management mechanisms and a strong sense of social responsibility to conquer the large number of consumers. Mary Kay on their own values and unique corporate culture, out of the sale of a different road and have been successful. But along with the success of Mary Kay Inc. At the same time, encounter some obstacles and problems are inevitable. Branch of this article will be Mary Kay as an example, to make a brief introduction, noting that its presence in the market some of the problems and shortcomings and, in conjunction with the cosmetics market ,the actual situation of the measures and make relevant recommendations. Key words: Mary Kay;Cosmetics; Strategy; Problems and Solutions 目 录 摘 要 I Abstract II 目 录 III 绪 论 1 一、玫琳凯公司简介 2 二、玫琳凯公司营销现状分析 4 （一）玫琳凯公司的营销模式分析 4 （二）玫琳凯公司营销策略的特点 4 三、玫琳凯公司在营销中存在的问题 6 （一）品牌占有率不高 6 （二）消费市场定位单一 7 （三）销售渠道狭窄 7 （四）营销人员素质较低 8 四、完善玫琳凯公司营销策略的对策 10 （一）提升品牌占有率 10 （二）消费市场重新定位 10 （三）拓宽营销渠道 10 （四）加强营销人员培训 11 结 论 13 致 谢 14 参考文献 15 绪 论2006年后，中国对外进口产品将实行下调税率10%的关税制，因而随着进口成本的降低