北京大宝化妆品有限公司营销策略研究3i1bp.doc

北京大宝化妆品有限公司营销策略研究 摘 要随着化妆品行业的高速发展和人民生活水平的不断提高,化妆品市场竞争日益激烈,同时,巨大的发展潜力和日渐成熟的消费者群体为化妆品行业带来了难得的发展机遇。由于缺乏科学的市场营销理论和营销技术的指导,我国化妆品企业的总体营销水平与国外化妆品企业相比,还存在巨大的差距。 本论文在市场营销相关理论的指导下,运用 PEST分析、市场细分和选择市场定位以及 4Ps的营销组合策略等现代营销理论,以北京大宝化妆品有限公司为例,陈述了大宝公司在市场营销实践中所遇到的问题,然后对这些问题加以分析,提出具有现实意义、切实可行的与大宝公司相适应的化妆品营销管理思路。具体来讲,首先,运用 PEST方法对化妆品的宏观环境进行分析,并从微观方面对北京大宝化妆品有限公司的内部情况、消费者对化妆品的购买行为、大宝公司的主要竞争对手、化妆品市场规模及化妆品行业的特点进行了分析。其次,分析了大宝公司营销的现状及营销管理中存在的问题,如:市场细分没有差异化、忽视新产品的推广、未能向中高端品牌突破及营销渠道有待完善等,并在分析化妆品市场细分的基础上选择了大宝公司的目标市场及营销战略。然后,从产品、价格、渠道、促销和服务等方面对大宝公司的营销策略做了研究,并提出了适合大宝公司发展的营销策略,如:注重产品策略、提高产品和品牌竞争力,采取有市场竞争力的中低价策略,加强营销渠道建设,实施合理化促销策略,重视服务营销等。最后,从加强企业文化、信息化管理、科研技术、人力资源保障的实施等方面分析了营销策略实施的支撑体系。 希望这些策略能对大宝公司做大做强有一定的参考价值。而大宝公司的经验与不足又能对中国化妆品企业走向成功提供借鉴。关键词: 大宝公司 化妆品 营销策略1 AbstractAs a result of instant development of the cosmetics industry and improvement of life quality, increasingly severe competitions come into the cosmetics market. In the meanwhile, great potentials for development and consumers keeping on advancing bring on optimum opportunities for the cosmetics industry. For the lack of guidance of scientific marketing theory and marketing tactics, general marketing level of Chinese cosmetics enterprises are quite lower than that of foreign onesUnder the direction of modern marketing theories such as PEST analysis, marketing subdivision and selection, market orientation and 4Ps combined strategies, this article gives an introduction of problems occurred in the Beijing Dabao Cosmetics Co. Ltd’s marketing practices. It makes an analysis on these problems and put forward the proposals for marketing management, which is realistic, feasible and adaptive to the Dabao companyAt first, it makes an analysis of macro circumstance of the cosmetics industry by means of PEST, as well as interior status of the Dabao company, purchasing behaviors of consumers, major competitors, the cosmetics market scale and features of the cosmetics market from micro aspect. Secondly, it makes analyses of m