上海百雀羚营销组合策略研究

摘要

化妆品是近年来在中国竞争较为激烈的消费类产品之一。产品结构的变化，市场的日益细分，概念的日渐翻新，营销的高招叠出，所有这一切既促进了国内化妆品行业的发展，又加剧了行业品牌之争。面对种种变化，化妆品生产企业均对自身市场营销战略做出新的审视和调整，以应对激烈市场所带来的挑战。

全文分为引言、正文、结论三大部分。正文分为五个部分：第一部分分析了上海百雀羚日用化学有限公司的基本状况；第二部分重点分析了上海百雀羚日用化学有限公司的营销环境，包括宏观环境、微观环境和SWOT分析；第三部分对上海百雀羚日用化学有限公司的STP营销战略进行具体分析；第四部分分析了上海百雀羚日用化学有限公司当前营销组合策略的现状以及存在的问题；第五部分主要陈述了解决问题的对策和方法。在结论部分，总结全文，得出结论，强调在市场竞争日益激烈的商品经济条件下，结合市场发展提出了上海百雀羚应采取的营销组合策略，为今后的发展提供科学决策依据。

本文通过对上海百雀羚化妆品的营销组合策略的研究，希望对本土品牌如何在国外品牌占相对优势的化妆品市场中获得更大的发展有较好的启迪作用。

关键词：营销组合策略；营销环境；SWOT分析；STP营销战略

Abstract

Cosmetics in China in recent years, competition is more intense one of consumer products. The product structure changes, market segment, the concept of growing increasingly face-lifting, marketing wise fold out, all this encourages the development of domestic cosmetics industry, exacerbating the industry brand wrangling. Face of these changes, cosmetic manufacturers have their own marketing strategy to make a new look and adjusted to meet the challenges of fierce market.

The letter divides into the introduction, text, conclusions three sections. The text is divided into five parts: the first part analyzes the basic of SPDC situation; The second part focuses on analyzing the SPDC of the marketing environment, including the macro environment, microcosmic environments and the SWOT analysis; The third part of SPDC STP marketing strategy for specific analysis; The fourth part analyzes SPDC the current marketing mix strategy the current situation and existing problems; The fifth part main stated the countermeasures and methods. In conclusion, summing up, draw the conclusion, stressed in the more and more competitive market commodity economy, combined with market development put forward the SPDC marketing strategies should be adopted for future development, provide scientific basis for decision-making.

Through the case study of SPDC marketing mix strategy, the goal of this paper is to find out possible strategies for domestic cosmetics firms to better compete in the foreign- dominated market.

Keywords:Marketing mix strategy; Marketing environment; SWOT approach;STP marketing strategy

目录

引言 (1)

1 上海百雀羚公司概况 (2)

2 上海百雀羚营销环境分析 (4)

2.1 宏观环境分析 (4)

2.1.1 政治法律环境分析 (4)

2.1.2 经济环境分析 (5)

2.1.3 社会文化环境分析 (6)

2.1.4 技术环境分析 (7)

2.1.5 人口环境分析 (7)

2.1.6 自然环境分析 (8)

2.2 微观环境分析 (9)

2.2.1 企业内部环境分析 (9)

2.2.2 供应商分析 (10)

2.2.3 营销中介分析 (10)

2.2.4 消费者行为分析 (11)

2.2.5 竞争者分析 (13)

2.2.6 公众分析 (16)

2.3 SWOT分析 (17)

2.3.1 优势分析 (17)

2.3.2 劣势分析 (17)

2.3.3 机会分析 (18)

2.3.4 威胁分析 (18)

3 上海百雀羚STP营销战略分析 (20)

3.1 市场细分 (20)

3.2 目标市场选择 (20)

3.3 市场定位 (21)

3.4 STP营销战略存在的问题 (21)