完美日记的营销策略研究【摘要】本文主要以国产品牌完美日记为研究对象，主要运用了实证分析法、SWOT 分析法、个案研究法对完美日记的发展状况、营销模式、策略等进行调查分析，目的是为了了解完美日记的营销策略，从中了解它的出彩之处以及不足之处并对此提出改进建议，进一步完善，提高市场竞争力及占有率。并且通过完美日记存在的问题，来简单分析许多国产品牌普遍存在的问题，给国产品牌带来多方面的启示，同时也通过对完美日记营销策略的研究为其他国产化妆品品牌提供营销方面的借鉴。而如今人们生活水平不断提高，对于外表也更加在意，因此化妆品的需求也越来越高，但是国产化妆品的口碑使得消费者对国产化妆品的认可度低，消费者更热衷于国外的产品，这给国产化妆品带来了很大的冲击。不过近两年一些国货新秀品牌的出现打破了以往国产化妆品的营销现状，迅速赢得消费者的认可，它们的成功值得其他品牌学习借鉴。【关键词】完美日记；SWOT 分析；营销策略Research on Marketing Strategy of Perfect Diary【 Abstract 】 This article mainly to domestic brands perfect diary as the research object, the main use of empirical analysis, swot analysis, case study method to perfect the development status of diary, marketing mode and strategy were investigated, the purpose is to understand the perfect diary of marketing strategy, learn about its brilliant place and deficiency, and put forward Suggestions for improvement, further perfect and improve the market competitiveness and market share. And through the existence of the perfect diary problems, to simply analyze the common problems of many domestic brands, to bring a variety of inspirations to domestic brands, but also through the perfect diary marketing strategy for other domestic cosmetics brands to provide marketing reference. Nowadays, with the continuous improvement of people's living standard, they pay more attention to their appearance, so the demand for cosmetics is getting higher and higher. However, the public praise of dome...
