strategies on cosmetic marketing商务英语毕业论文.docx

strategies on cosmetic marketing商务英语毕业论文.docx

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strategiesoncosmeticmarketing商务英语毕业论文

StrategiesonCosmeticMarketing

Abstract

Themodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury，thechangethatmarketingresearchconvertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.ThemajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternationalmarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.

Keywords

cosmeticsindustry,products,brands,marketing,strategy

摘要

现代意义的市场营销思想最初始于20世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始，4个P理论的提出奠定了管理营销的基础理论框架，如何将国际成熟的营销理论与方法和中国转型市场完成对接，是当前摆在我国营销学界和企业界面前的一个重大课题。

企业市场营销战略，是现代企业市场营销的主要活动，战略和策略制定是否科学，直接关系到企业营销的成败。

因此，要使企业营销活动正常进行，取得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。

随着时代的不断发展，化妆品行业俨然成为一颗闪耀的巨星。

本文深入分析我国化妆品行业的市场竞争现状，总结分析了国外名牌化妆品的营销策略，重点从品牌和营销策略出发，研究国内中小化妆品如何在竞争激烈的市场上脱颖而出，扩大市场份额。

对于提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义。

关键词

化妆品行业，产品，品牌，营销，策略

Contents

1.Introduction

Inthispaper,IusedtheAvonofUnitedStates,NaturalRepublicofSouthKoreaandPehchaolinofChinaasexamples.Avon’smarketingstrategiesarethemostpersuasiveasitistheworld-famousbrandofcosmetics.SouthKoreahasadvancedtechnologiesofproducing.AlthoughNaturalRepublicisanemergingbrand,itcanquicklycapturethemarketshowstheadvantageofitsmarketingstrategies.PehchaolinisaChinesehistoricbrandanditisconstantlyimprovingtheirmarketingstrategiesinordertooccupymoremarketshareundertheimpactoftheage.

Ireferencedthe4P’stheoryandSWOTanalysis,throughanalyzingandcomparingwiththethreecompanies'marketingstrategiestofindouttheadvantagesorareasforimprovementandexcellentmarketingstrategiesthatwecanlearnfrom.

2.OverviewofMarketingTheory

Marketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyat-large.

2.1TraditionalMarketingTheory

Formarketing,westernscholarshavegivenhundredsofdefinitions,thefollowingaremorerepresentative.

In1960,AmericanMarketingAssociation（AMA）definedmarketingfor“marketingisabusinesswaywhichguidesthegoodsandservicesfromproducerstoconsumersorusers”.

E.J.McCarthyheldthatmarketingisthebusinessactivitythatguidesthegoodsandservicesfromtheproducerstotheconsumersorusersinordertosatisfycustomersandachievebusinessgoals.ThisdefinitionismoreadvancedthanthepreviousonebyAMAbecauseithasclearlypointedoutthecompany'sbusinessgoalistomeetcustomers’needsandmakeprofit.

Itcanbeseenfromtheabovedefinitionthatwiththedevelopmentofthesocialeconomyandthedeepeningofhumanunderstanding,theconnotationanddenotationofthemarketinghavebeengreatlyenrichedandexpanded.Theprocessextendedforwardtoavarietyofactivitiesinthefieldofproductionandpre-productionandbacktotheconsumersaftertheendofthesale.Itscontentexpandedtomarketresearch,marketsegmentation,productdevelopment,pricing,selectdistributionchannels,advertising,promotion,service,informationfeedbackandotheraspects.

2.24PsTheory

E.JeromeMcCarthy,theprofessoroftheUniversityofMichigan,hasattributedtheelementsofthecompanies'marketingstrategiestoacombinationoffourbasicstrategiesforthefirsttimeinhisBasicMarketingin1960.Thiswasknownasthe"4Ps"theory:

product,price,place,promotion.

4Ps’sproposedlaidthefoundationtheoreticalframeworkforthemanagementofmarketingandprovidedtheoreticalguidanceandtimemethodsforbusinessmarketingmanagement.

In1967,PhilipKotlerfurtherconfirmedthecorepositionof4Psmethodinhisbest-sellingbookMarketingManagement:

Analysis,PlanningandControl（thefirstedition）.

Hence,4Psisthestartingandendingpointanditisthebasicbusinessmarketingtool,ithasrealandgreatguidingsignificanceforChina'senterprises.

2.3SWOTanalysis

SWOTanalysisisalsoknownassituationanalysis,itisamoreobjectiveandaccuratewaytoanalyzeandstudytherealitiesofaunitwhichwasintroducedintheearly1980sbyamanagementprofessorofUniversityofSanFrancisco.

ThefourlettersofSWOTrepresent:

strength,weakness,opportunityandthreats.Overall,SWOTcanbedividedintotwoparts:

thefirstpartisSWwhichismainlyusedtoanalyzetheinternalconditions;thesecondpartistheOTwhichismainlyusedtoanalyzetheexternalconditions.Usingthismethodwecanfindouttheeffectiveandcommendablefactorsaswellasthedisadvantagesthatweshouldavoid.Discoveringsolutiontosolveproblemsandidentifythefuturedirectionofdevelopment.

3.4PsTheory’sApplicationofThreeBrands’MarketingStrategies

Asthemarketingguidelines,thebetterapplicationof4P’sisthekeytothesuccessofeachbrand.Byinvestigationandresearch,thispapersummarizedhowthethreebrandsuse4P’swiththeirownrealitieseffectively.

3.1ProductStrategies

Productmeansthegoods-and-servicescombinationthecompanyofferstothetargetmarket.Withtherapiddevelopmentofscienceandtechnology,thedemandsofconsumershavebecomemoreandmorepersonalizedandthedeepeningofmarketcompetitionresultedinanamplificationofconnotationanddenotationoftheproducts.Themostbasiclevelofproductisthecoreinterestwhichoffersbasicutilityandbenefitoftheproductforconsumers,thisisalsothebenefitsandservicesthatconsumersreallywanttobuy.

Inthecasewherethecorefunctionsofproductsaresubstantiallythesame,thecompanywhocanfaster,moreandbettermeetthecomplexneedsoftheinterestsofconsumerswillbeabletohavetheconsumer,marketshareandgainadvantages.ThefamousAmericanmanagementexpertLevittoncesaid“Thenewcompetitionisnottheproductsthatfactoriesmanufacturedbuttheonewhocangiveproductswithpackaging,services,advertising,consulting,financing,delivery,orotherthingswhichcustomersmostlycareaboutoutsidethefactory.”

3.1.1ProductStrategiesAppliedinAvon

Throughinvestigation,analysisandstatistics,Avon'sproductsareclassifiedas:

skincareaccountedfor35%,haircareaccountedfor28%,beautyaccountedfor24%,and8%forperfume.Thisshowsthatskincareproductsarestillthemainstreamforconsumers.Avonusedrichtypesofbrandstoprovideconsumerswithmorechoicesandpossibilities.Inordertobetterreflectthefamousbrandwhichleadsthefashiontrendofbeauty,Avonselecteddifferentproductmarketingstrategies.Dependingonthedifferentcolorsandskintypesofconsumers,Avonrecommendedsuitableproductsandbeautysolutionstofullymeetthedifferentneedsofconsumersandattracttomorebuyers.Theultimategoalistoexpandtheconsumptionofvariousproducts.

Avonisnotonlyfocusonpromotingtheirmatureproducts,butalsodedicatetotheintroductionofnewproducts.Themostrepresentativethingisthatthedevelopmentandlaunchofthenewproductsiscloselyrelatedtotheseason.Thismethodgreatlysatisfiestheneedsoffemalewhowanttopursuitnewthingsanddistinctive.

3.1.2ProductStrategiesAppliedinNaturalRepublic

Asweallknow,SouthKoreaisabigcountryofcosmetics,itsmanufactureandR&D（researchanddevelopment）technologiesareverymature.NaturalRepubliclikeadarkhorsestoodoutinsuchacompetitivemarketbyitsuniqueproducts.

NaturalRepublicproductsaremadefromrawmaterialsofnaturalgreenplantsanditusespatentedtechnology—MDWATERwhichisindependentlydevelopedbythecompanyitself.TheproductshavenoirritationandinjuryontheskinandcomplywiththestandardofEuropeanorganicskincare.Alltheproductsadheretotheconceptofenvironmentalprotectionandawayfromthepollution.What’smore,thereisnochemicalscentwiththeproducts.Theproductssuitforanytypeofskinbecauseitisfrompureplantandthisisalsoanimportantreasonforitshugeconsumergroup.

Besidesthebasicskincareseries,NaturalRepublichasalsodevelopedthemake-upseriestooccupyalargermarketshare.

3.1.3ProductStrategiesAppliedinPehchaolin

PehchaolinisoneofthefewhistoricalfamouscosmeticsmanufacturersofChina.Thebrandhasalonghistorywhichgivesitabrilliantperformanceandthehighlyreputationofquality.Thecompanydedicatedtocreatinghigh-qualityandmildnaturalskincareproductsforconsumers.ThesafetyofskincareisthefundamentalwayforEastern,thusPehchaolinheldthestimulatingherbalskincaremethods.

Inaspectsofproducttechnology,itusedauniquetechnologycalled“extractionfromcoldsoaking”that