化妆品公司营销方案

化妆品公司营销方

案

XX化妆品公司营销方案

姓名：陈征华化学工程与工艺1班 1656126

单位：三峡大学化学与生命科学学院

[摘要]：随着中国改革开放的深入进行，国民经济迅速增长，人们的生活水平不断提高，化妆品市场也得以迅猛发展。1987年中国化妆品市场的销售额仅为10多亿元，1991年增加到40亿元，1993年猛增为90多亿元，近年来平均年增长率都达到50% ，经过十几年的培育和发展，中国已成为亚洲第二大、全世界第八大化妆品市场，行业内品牌化竞争格局已经形成，日益成为集产业化、市场化、国际化为一体的综合性产业。、化妆品市场保持快速、稳定增长。根据中华全国商业信息中心的统计，从开始，全国重点大型零售企业化妆品销售始终呈稳定快速的增长态势，零售额同比增长速度逐年提高，已达到28.6％，在所有商品零售额中所占比重也逐年增长。从总体上看，美容用品比例大幅上升，增长速度超过护肤品和洗发护发品，养护型日常彩妆成为国内市场发展的重点。持续快速增长将是化妆品行业21世纪的发展主流。

[abstract] : with the deepening of China's reform and opening up, rapid growth of national economy, people's standard of living rises ceaselessly, the cosmetics market is rapid development. In 1987 sales of the cosmetics market in China is only more than 10, one hundred million yuan, increased to $4 billion, 1991, 1993, soared to more than

90 one hundred million yuan, in recent years, the average annual growth rate of 50%, after years of cultivation and development, our country has become Asia's second largest, the world's eighth largest cosmetic market, the brand in the industry competition pattern has been formed, has become a collection of industrialization, marketization and internationalization as an integrated industry. Maintain fast and stable growth, cosmetics market. According to all-china commercial information center, since , national key large-scale retail enterprises cosmetics sales is always steady and fast growth, retail sales growth year-on-year increase year by year, has reached 28.6% in , the proportion in all retail sales also increased year by year. Overall, proportion of beauty products have risen sharply, growing at a faster rate than skincare and hair products, maintenance daily cosmetics become the focus of the domestic market development. Continued rapid growth will be cosmetics industry the development mainstream of the 21st century.

【键词】]化妆品市场；营销战略策划；可行营销策略；新型营销策略

【 key words 】cosmetics market; Marketing strategy planning; The feasible marketing strategy; New marketing strategy

引言

中国化妆品市场是一个充满活力的新市场，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姿：产品结构变化，市场更加细分，概念日渐翻新，营销也各有高招。这更促进了国内化妆品行业的发展，又加剧了行业品牌之争。特别是国外品牌的介入，更加使竞争升级，归纳其营销策略，能够作以下要点概述：强劲的广告宣传攻势，公关策略应用，着重塑造品牌；成功的专柜营销策略；超细分的市场策略，能吻合不同的消费需求；包装策略设计更注重特色，更有个性，更有品质感；“引导消费”向“追踪消费”模式演变，更加迎合消费者心理需求；更重视品牌建设，重视市场信息收集、反馈和研究；更重视化妆品网络及终端建设。

与欧美及日本等市场相比，中国化妆品市场的优势

第一，消费能力的潜力巨大。很多消费者处于从消费大众品牌向高档品牌过渡阶段，虽然当前消费能力没有日本及欧美市场高，可是消费能力呈不断上升和扩大的趋势。且中国消费者对新产品、新品牌非常感兴趣，喜欢尝试新鲜事物，喜欢学习新的化妆美容知识，这是新兴市场展现出来的活力。

第二，渠道的快速发展。新兴市场另一个优势，就是新的高档的百货公司正在不断出现，而高档百货公司是最适合化妆品公司发展业务的渠道。

第三，迅速上升的增长率。成熟市场的增长率不会太快，因为基数较大，产品渗透率已经比较高。可是在中国，每天都会有