下载后可任意编辑F 市化妆品公司营销策略讨论毕业答辩论文可编辑下载后可任意编辑F 市化妆品公司营销策略讨论毕业论文 毕业论文(2024 届)F 市化妆品公司营销策略讨论 摘 要 化妆品是近年来在中国普及速度较快、竞争较为激烈的消费类产品之一。经过十几年的培育和进展,中国己成为亚洲第二大、世界第八大化妆品市场,化妆品生产企业之间的竞争,已演变为价格、销售模式、市场宣传、营销渠道、企业文化等众多形式的全方位竞争。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。 玫琳凯公司是美国一家有近五十年历史的化妆品企业,进入中国时间较晚,在中国市场上的品牌知名度较低,而且相对一些主要的竞争对手在市场营销能力上还显得不足。衢州玫琳凯公司是旗下的一家分公司,该地区玫琳凯文化出现较早但是进展十分缓慢,被其他地区后来者居上,存在着较大的营销问题,本文对玫琳凯在全国的营销策略进行细致深化地分析,剖析其所取得的成功的关键因素,同时找出衢州地区进展相对缓慢的原因,以促进衢州地区玫琳凯更加健康、快速地进展。同时给予即将参加中国直销市场竞争的企业以参考和借鉴。下载后可任意编辑 关键词:衢州玫琳凯;营销;策略 Abstract China's reform and opening to the cosmetics industry after nearly three years of development, has entered into mature stage. At present, numerous enterprises within the industry, retail complex, competition is intense, both multinational company or domestic sees, want to survive in this market is not easy. In addition, the cosmetics industry in recent years has always maintained a rapid growth momentum, various market opportunities to emerge in endlessly. Therefore, how to in this opportunity and unexpected risks market seek survival and development, is each cosmetics enterprise the problem faced Mary kay company is an American has almost five years history of cosmetics enterprises, entering China was late, in the Chinese market the brand awareness of low, and relatively some major competitors in the market marketing capability also appe...
