致己新颜的营销策略研究致己新颜的营销策略研究摘要目前国家鼓励创新发展，不断改革生物科技技术，随着互联网技术深入发展，护肤品行业受到巨大冲击，对于品牌知名度弱的中小型护肤品企业而言，更是面临技术创新所伴随的内忧外患。从 2006 年开始，用户对于国外化妆品的信心因为其频发的质量问题而流失，而国产化妆品则因其过硬的质量获得用户关注。当下，年轻一族推举“新国货主义”消费热风，据相关数据统计，在 2019 年的“6.18”活动中，八成“95”后选择了国产化妆品。致己新颜作为新国货护肤品品牌异军突起，产品凭借其显著的功能收获众多忠实客户，在 2018 年更是获得“巴黎牡丹奖”，品牌获得行业高度认可。本论文通过对致己新颜的营销环境分析、STP 策略分析、营销组合策略分析，发现其营销中存在的问题并提出相应建议，同时也给其他国产护肤品牌的营销带来启示和借鉴。关键词：致己新颜；护肤品；营销策略 北京理工大学珠海学院 2020 届本科生毕业论文Research on marketing strategy of Zhiji XinyanAbstractAt present, the state encourages innovation and development and constantly reforms biotechnology. With the further development of Internet technology, the skin care industry has been greatly impacted. For Small and medium-sized skin care enterprises with weak brand awareness, it is also faced with the internal and external troubles that are accompanied by technological innovation. Since 2006, users'confidence in foreign cosmetics has been lost due to frequent quality problems, while domestic cosmetics have gained users'attention due to their superior quality. At present, young people promote "new national goods doctrine" consumer hot wind, according to relevant statistics, in 2019"6.18" activities, 80% "95" after the choice of domestic cosmetics. Zhiji new face as a new country goods skin care brand, products by virtue of its significant function to gain a large number of loyal customers, in 2018 is the "Paris Peony Award" , the brand has been highly recognized by ...
