浅析国内化妆品的市场营销策略--以欧莱雅为例[论文摘要]随着社会与经济的不断进步发展,人们对于自身的皮肤保养越来越重视,着眼于国内的化妆品行业,短短的十几年内,需求不断扩大,市场迅速拓展,成为一项潜力无限的朝阳产业。此外,市场竞争环境的变化和互联网技术的发展,一些化妆品企业已经将自身企业销售业务扩展到互联网平台。同时 O2O 线上线下结合的这一种新型营销方式,也为我国的化妆品行业发展带来一次新的契机。但是由于许多化妆品企业经不起眼前利益的诱惑,导致一些市场营销问题大量存在。另外由于商家的经营观念和手段方法的不断深入和发展,掌握好市场营销的相关策略就变得非常重要。企业要重视企业在市场营销上出现的问题,因此,本文以欧莱雅为例来分析国内化妆品的市场营销策略发展现状。文章主要分为五个部分。首先是绪论部分,介绍本次课题的研究背景、目的和主要内容。第二,是关于企业营销策略的相关内容概述。然后,是关于欧莱雅公司的发展状况和市场营销的应用情况研究。第四,是分析目前欧莱雅公司在进行市场营销的时候存在的问题。最后,是对欧莱雅公司在未来的营销策略上提出有效的解决措施,以此来促进我国化妆品在市场营销策略上的完善和长远的发展。[关键词]化妆品;市场营销;营销策略;欧莱雅[Abstract] With the continuous development of society and economy, people pay more and more attention to their skin care. Focusing on the domestic cosmetics industry, just over ten years, the demand continues to expand. Rapid expansion of the market has become a potential sunrise industry. In addition, changes in the market competitive environment and the development of Internet technology, some cosmetics companies have their own business expansion to the Internet business platform. Meanwhile, O2O online and offline combination of this new marketing approach, also has brought a new opportunity for the development of China’s cosmetics industry. However, due to many cosmetics companies without affording the temptation of immediate interests, it results in a number of marketing problems abound. With the deepening of...