摘 要我国的改革开放带来了经济的快速发展，随着人民生活水平的提高和商品可选择性的增强，国产化妆品也经历了从国民唯一的选择到被抛弃以及再次崛起的发展历程。百雀羚作为我国的经典国货品牌，也经历了由盛转衰又再次崛起的历程。但是，为了能在激烈的市场竞争中持续的发展，百雀羚应对企业的营销现状进行分析，结合环境的变化对原先营销策略进行改进优化。本文以百雀羚为研究对象，运用文献法和理论研究法，通过 4P 营销组合策略得出百雀羚当前营销现状，了解其在营销过程中存在的问题，得出对百雀羚营销策略的优化建议：应当深化产品细分；增加新品，提高创新能力；重新划分渠道比例，整合微商渠道资源，增加微信公众号购买功能；加强公共关系的建设。希望通过本文的研究能对百雀羚的发展提出指导意见，对其营销活动提供参考价值。关键词：百雀羚；市场营销 4P；营销策略AbstractChina's reform and opening up has brought about rapid economic development. With the improvement of people's living standard and the enhancement of commodity selectivity, domestic cosmetics have also experienced the development process from the only choice of the national to being abandoned and rising again. As a classic Chinese brand, Baiqueling has also experienced a process of rising again from prosperity to decline. However, in order to continue to develop in the fierce market competition, Baiqueling should analyze the current marketing situation of the enterprise and improve and optimize the original marketing strategy in combination with changes in the environment.In this paper, the author uses literature and theoretical research methods to obtain the current marketing situation of the antelope through the 4P marketing combination strategy, to understand the problems existing in the marketing process, and to obtain the optimization suggestions for the antelope marketing strategy: product segmentation should be deepened; Add new products and improve innovation ability; Redistribution o...
