发布时间 : 星期二 文章(精品)韩雅化妆品营销策略分析毕业论文更新完毕开始阅读27ee7a4f58eef8c75fbfc77da26925c52cc591b0
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 ................................................................... 1 ABSTRACT ................................................................... 2 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 ........................................... 10 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 ............................................................. 14 4.4促销方面 ............................................................. 15 第五章 结束语 ............................................................. 16 参考文献 .................................................................. 17 致谢 ...................................................................... 17
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单个的产品策略、价格策略、渠道策略或者促销策略来获得竞争优势已经变得越来越困难。如何把营销策略有机的组合在一起变得愈发重要。尤其是，化妆品属于快速消耗品，消费频率高，几乎每天都要使用，消费基数大，市场前景广阔。在这种情况下，化妆品企业应该更加看重营销，多元化营销策略将成为企业在市场竞争中出奇制胜的法宝。
本文以实习企业合肥惠康商贸有限公司代理品牌韩雅化妆品品牌的营销策略为分析对象，在国内外营销策略理论的研究成果基础上，对其发展过程中存在的问题提出建议。
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 world's largest daily-use cosmetics industry one of the consumer market, has made unprecedented achievement.
Chinese cosmetics market is a vibrant market, multinational enterprise's sweeping into local enterprises's 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 cosmetics enterprise should be more valued marketing, diversified marketing strategy will become enterprises in market competition a magic weapon of the opponent.
Based on the internships enterprise hefei HuiKang cosmetics Co., LTD agent, the brand ANYA cosmetics brand marketing strategy is analyzed objects, in domestic and international marketing strategy based on the theory of research achievements on its development process and solve the problems are proposed.
KEY WORD: cosmetics;ANYA; Marketing strategy
第一章 引言
化妆品产业在中国的历史很短，但随着我国经济的发展，人民生活水平的不断提高，人们的需求和生活观念也发生了根本性的转变，这一过程使中国从20世纪80年代中期以来成为了世界化妆品产业的新兴增长点。据权威部门的调查数据显示：中国化妆品行业的