论文总字数：20320字

摘 要

随着中国经济的发展, 近十余年来，中国化妆品的销售额的增长明显高国民经济的增长速度。化妆品行业是国家投资比较少，包袱比较轻的行业，同时又是为国家创造高税利，创造大量就业机会的行业。化妆品既是一个产业也是一种文化。化妆品是多种学科的结晶，随着精细化工、生物科学、材料科学的飞速发展，细胞科学在皮肤医学中的深入，以及人类基因工程的起动，使化妆品向着更富有深度和广度的方向发展。化妆品行业的市场空间也恒达，这就吸引了众多国外化妆品品牌纷纷登陆中国。我国老牌化妆品企业百雀羚等面临着极为严峻的市场竞争威胁。本文深入分析了我国化妆品行业的竞争态势，广泛地将营销管理理论和战略管理理论与为我国化妆品企业的实际状况相结合，借助于对上海百雀羚化妆品公司的研究，对我国化妆品企业以及百雀羚公司的营销策略进行了细致的分析，并据此提出了今后发展的几点建议。

关键词：百雀羚；化妆品；营销策略

Study on the domestic cosmetics marketing strategy

-- Taking Shanghai Pehchaolin company as an example

Abstract

With the developing of Chinese economy, nearly 10 years, China"s cosmetics sales growth guo-min gao economic growth significantly. Cosmetics industry is the national investment is less, the burden lighter industry, at the same time to create high taxes andprofits country, creating a large number of employment opportunities. Cosmetics is a industry is also a kind of culture. Cosmetics is the crystallization of a variety of disciplines, with the fine chemical industry, the rapid development of biological science, material science, cell science in dermatology, and the starting of human genetic engineering, make cosmetics more depth and breadth in the direction of development. Cosmetics industry market space also hengda, it attracted many foreign cosmetics brands in China. Hundred birds established cosmetics enterprises in our country current faces very tough market such as competitive threats. This paper deeply analyzes the competition status of cosmetic industry in our country, widely and the marketing management theory and strategic management theory into cosmetics enterprise combining the actual situation in our country, with the aid of the Shanghai auk current research of the cosmetics company, cosmetics companies, and hundreds of birds in China current company"s marketing focus is analyzed, and accordingly puts forward some Suggestions for future development.

Keywords: Pehchaolin; Cosmetics; The marketing strategy

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究的背景 1

1.2 研究目的和意义 1

1.3 本文研究的内容及思路 1

1.4 论文框架 2

第二章 国内化妆品市场发展的文献综述 3

第三章 我国化妆品产业现状 5

3.1 我国化妆品产业现状 5

3.2 我国化妆品市场结构 5

3.2.1 消费市场环境 5

3.2.2 国家监管力度 6

3.3 国内化妆品企业的基本特点 6

3.4 国内化妆品的产品定位 7

第四章 百雀羚化妆品公司营销策略的问题分析 8

4.1 百雀羚品牌背景 8

4.2 品牌的传承与创新 8

4.3 百雀羚化妆品公司营销策略的问题分析 9

4.3.1 没有明确的受众定位 9

4.3.2 产品功能单一 9

4.3.3 销售渠道单一 9

第五章 百雀羚化妆品公司营销策略问题的解决对策 11

5.1 加大广告力度，重塑品牌形象 11

5.2 拓宽销售渠道 11

5.2.1 建立专营店和专柜 12

5.2.2 线上线下同时促销 12

5.3 精准定位青年受众群体 12

5.4 精准划分产品定位 13

5.4.1 根据产品功能进行细致区分 13

5.4.2 根据产品功效介绍产品成分 13

第六章 结 论 14

致 谢 15

参考文献 16

国产化妆品营销策略研究——以上海百雀羚公司为例

摘 要

随着国民经济的发展，我国民众生活水平有了显著的提高，人们越来越多的关注于自身生活的质量。因此，以化妆品为主的轻工业有了旺盛的市场需求。化妆品行业投资少，发展快，利润高，并能够吸纳大大量的就业青年，所以在短时间内获得了高速发展。我国传统的化妆品品牌百雀羚是上世纪三、四十年代化妆品行业的翘楚，当时众多的名媛淑女都以使用百雀羚为时尚。但是随着时代的发展，百雀羚固守传统的生产和营销观念，逐渐落后于时代的脚步，被消费者抛弃，进而销声匿迹。当代化妆品是融合了生物工程、材料学、营销学等多种学科的综合性产业。随着我国民中国购买力的逐年提高，全球各大化妆品品牌开始入驻中国，百雀羚等国内传统品牌受到巨大冲击。本文在深入分析国内化妆品行业实际情况的基础之上，以上海百雀羚品牌为例，对我国本土化妆品品牌的营销策略展开了深入的研究，揭示其存在的问题，并切实提出解决的方法。

关键词：百雀羚；化妆品；营销策略

Abstract

With the developing of Chinese economy. nearly 10 years. China"s cosmetics sales growth guo-min gao economic growth significantly. Cosmetics industry is the national investment is less. the burden lighter industry. at the same time to create high taxes andprofits country. creating a large number of employment opportunities. Cosmetics is a industry is also a kind of culture. Cosmetics is the crystallization of a variety of disciplines. with the fine chemical industry. the rapid development of biological science. material science. cell science in dermatology. and the starting of human genetic engineering. make cosmetics more depth and breadth in the direction of development. Cosmetics industry market space also hengda. it attracted many foreign cosmetics brands in China. Hundred birds established cosmetics enterprises in our country current faces very tough market such as competitive threats. This paper deeply analyzes the competition status of cosmetic industry in our country. widely and the marketing management theory and strategic management theory into cosmetics enterprise combining the actual situation in our country. with the aid of the Shanghai auk current research of the cosmetics company. cosmetics companies. and hundreds of birds in China current company"s marketing focus is analyzed. and accordingly puts forward some Suggestions for future development.

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