从消费者角度分析高端美妆品牌的营销策略——以昆明市场为例摘要在中国有越来越多的女人追求更高端的美妆，更先进的美妆方式，由此衍生出很多的代购、美妆博主、美妆排行榜和美妆APP。看的出中国消费者在美妆方面越来越了解，在这样的条件下，中国的美妆市场具有巨大前景。有市场就有竞争，在竞争激烈的前提下，消费者是否买单成为品牌所关心的最大原因，本文就通过对消费者的调查，来看高端美妆品牌的营销策略是否适用于消费者。中国发展到现在，已经成为一个经济大国，与国际接轨之后有越来越多的人开始追求更好的品牌。经济的快速发展已经使得中国成为奢侈品品牌最重要的市场，越来越多的高端品牌进驻到中国这个大都市。但有很多的品牌来势汹汹，但到了这个之后却没有造成现象级的影响。从这就可以看出品牌营销的重要性了，本文通过消费者调查出一些值得深思和研究的结论。针对这一调查结果进行评价和建议。关键词：营销策略，消费者，高端美妆品牌AnalysisofMarketingStrategyofHigh-endBeautyBrandFromthePerspectiveofConsumers--TakingKunmingMarketasanExampleABSTRACTTherearemoreandmorewomentopursuemorehigh-endbeautyinChina,moreadvancedbeauty,whichcreatesalotofpurchasing,beautymakeupbloggers,beautyandbeautyAPP.rankingslookoutChineseconsumersknowmoreintermsofbeauty,insuchconditions,Chinathebeautymarkethasgreatprospects.Thereiscompetitioninthemarket,inthecontextoffiercecompetition,whetherconsumerspaytobecomethebiggestreasonbrandsareconcerned,thisarticlethroughthesurveyofconsumers,seehigh-endbeautybrandmarketingstrategyissuitableforconsumers.Developmentuptonow,Chinahasbecomeaneconomicsuperpower,inlinewithinternationalstandardsaftermoreandmorepeoplebegintopursueabetterbrand.TherapiddevelopmentofeconomyhasmadeChinaaluxurybrandisthemostimportantmarket,moreandmorehigh-endbrandsinthismetropolisinChina.Buttherearealotofbrandsbecamestrongenough,butnotattheendofthethisphenomenalimpact.Fromthisyoucanseetheimportanceofbrandmarketing,basedontheconsumersurveyoutsomeconclusionstoponderandresearch.ToevaluatetheresultsandSuggestions.KEYWORDS：carketingstrategy，consumer，high-endbeautybrand目录1营销策略的概述..........................................11.1营销策略的概念..........................................................................11.2营销策略的意义及方法..............................................................11.2.1营销策略的意义.................................................................11.2.2营销策略的方法.................................................................12高端美妆品牌的营销现状..................................32.1产品策略......................................................................................32.2价格策略......................................................................................32.3渠道战略......................................................................................42.4促销策略......................................................................................43影响营销策略的因素......................................63.1宏观因素......................................................................................63.1.1市场因素.............................................................................63.1.2环境因素.............................................................................63.2微观因素......................................................................................73.2.1产品因素.............................................................................73.2.2公司...
