佰草集药妆品营销策略问题及对策

沈阳理工大学学士学位论文

摘 要

中国化妆品业经过改革开放近三十年的发展，已经步入了成熟阶段。目前，行业内企业众多、业态复杂、竞争激烈，无论是跨国公司还是国内中小型企业，想在这个市场上生存都不容易。另外，中国化妆品业近年来却一直保持着高速增长的态势，各种市场机会层出不穷。药妆品是近几年来新兴起来的化妆品系列，市场竞争的日益激烈，公司的发展面临着许多威胁与挑战。本文正是在此种背景下对佰草集药妆品的营销策略进行研究，期望对企业的发展带来帮助。

本文以研究佰草集营销策略为出发点，在充分收集文献资料和了解企业内部情况的基础上，运用市场营销学的基本原理和方法，研究和分析了上海家化佰草集药妆品的营销环境，在对佰草集营销策略现状分析的基础上，对如何在不利的药妆品市场营销环境下，利用自身机会与优势、规避威胁和弱势，制定出符合企业内、外环境条件的营销策略，提高企业自身的竞争能力，维持企业的生存和发展进行了初步的探索，并对公司在营销策略中的不足提出了自己的看法，以期对公司未来的发展起到积极作用。

关键词：药妆品；营销策略；营销环境

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沈阳理工大学学士学位论文

Abstract

China's cosmetics industry developed and reformed for about recent three decades years, has entered a mature stage. Currently, there are many enterprises in cosmetics industry, which are almost in complex format and intense competition, meanwhile, it’s unlikely to survive in this market for both multinational and small and medium-sized enterprises. In addition, in recent years, China’s cosmetics industry has maintained a rapid growth trend and emerged a variety of opportunities in this market. In recent years, Medicine cosmetics are a newly arising series of cosmetics, which aggravate the competition in market and then makes enterprises face with many threats and challenges. In this thesis, I conducted a research on the marketing strategy of Herborist, hoping to assist the development of China’s cosmetic industry.

In my thesis, the research on Herborist’s marketing strategy was regarded as the starting point, at the same time, it is based on detail collecting documents and understanding the internal circumstance of Herborist, using the basic principle and method of the market marketing for researching and anglicizing the marketing circumstance of Herboris in Shanghai, which formulate the marketing strategy to meet both inside and outside of the environmental conditions in the business enterprise in using its opportunities and strength, challenge and weakness in a weakness of marketing circumstance of cosmetics, improving their own competitiveness to maintain the survival and development of a preliminary exploration, putting forward their own views on the weakness of company’s marketing strategy to play a positive role in the future development of the company.

Keywords: Cosmetics; Marketing strategy; Marketing circumstance

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沈阳理工大学学士学位论文

目 录

引 言 .......................................................................................................................................... 1 1 企业概况 .............................................................................................................................. 2 2 佰草集营销环境分析 .......................................................................................................... 3

2.1 宏观环境分析 .............................................................................................................. 3 2.1.1 人口环境分析 ................................................................................................... 3 2.1.2 自然环境分析 ................................................................................................... 3 2.1.3 政治与法律环境分析 ....................................................................................... 4 2.1.4 经济环境分析 ................................................................................................... 5 2.1.5 科学技术环境分析 ........................................................................................... 5 2.1.6 社会文化环境分析 ........................................................................................... 6 2.2 微观环境分析............................................................................................................. 6 2.2.1 企业内部环境分析 ........................................................................................... 6 2.2.2 竞争者分析 ....................................................................................................... 7 2.2.3 消费者行为分析 ............................................................................................... 9 2.2.4 供应商分析 ..................................................................................................... 11 2.2.5 营销中介分析 ................................................................................................. 11 2.2.6 公众分析 ....................................................................................................... 11 2.3 SWOT分析 .............................................................................................................. 12 2.3.1 佰草集面临的机遇 ......................................................................................... 12 2.3.2 佰草集面临的威胁 ......................................................................................... 13 2.3.3 佰草集优势分析 ............................................................................................. 14 2.3.4 佰草集劣势分析 ............................................................................................. 14

3 佰草集药妆品STP战略分析 ........................................................................................... 15

3.1 佰草集药妆品的市场细分....................................................................................... 15 3.2 佰草集的目标市场选择........................................................................................... 16 3.3 佰草集的市场定位................................................................................................... 17 4 佰草集营销组合策略及存在问题分析 ............................................................................ 18

4.1 佰草集药妆产品策略分析....................................................................................... 18

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沈阳理工大学学士学位论文

4.1.1 产品概况 ......................................................................................................... 18 4.1.2 产品组合策略分析 ......................................................................................... 18 4.1.3 产品包装策略分析 ......................................................................................... 19 4.1.4 品牌策略分析 ................................................................................................. 19 4.1.5 产品策略存在的问题 ..................................................................................... 20 4.2 佰草集价格策略分析............................................................................................... 20 4.2.1 定价目标和基本策略 ..................................................................................... 20 4.2.2 定价策略中存在的问题 ................................................................................. 21 4.3 佰草集渠道策略分析............................................................................................... 22 4.3.1 营销渠道策略 ................................................................................................. 22 4.3.2 营销渠道策略中存在问题 ............................................................................. 22 4.4 佰草集促销策略分析............................................................................................... 23 4.4.1 广告策略分析 ................................................................................................. 23 4.4.2 销售促进分析 ................................................................................................. 23 4.4.3 人员推销策略分析 ......................................................................................... 24 4.4.4 公共关系策略分析 ......................................................................................... 24 4.4.5 促销策略中存在问题 ..................................................................................... 24

5 佰草集营销组合策略的改进意见及对策 ........................................................................ 25

5.1 产品策略调整方案................................................................................................... 25 5.1.1 不断研发新型产品，优化产品结构 ............................................................. 25 5.1.2 改善产品外包装，增添时尚气息 ................................................................. 25 5.2 价格策略调整方案................................................................................................... 26 5.3 渠道策略调整方案................................................................................................... 26 5.3.1 改变单一渠道模式，重点建立网络营销渠道 ............................................. 26 5.3.2 精选中间商，制定适度的中间商激励政策 ................................................. 26 5.3.3 窜货的处理方法 ............................................................................................. 27 5.4 促销策略调整方案 .................................................................................................... 27 结 论 ........................................................................................................................................ 28 致 谢 ......................................................................................................................................... 29 参考文献 .................................................................................................................................. 30

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沈阳理工大学学士学位论文

附录A（英文原文） .............................................................................................................. 32 附录B（汉语翻译）............................................................................................................... 41

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