悦风诗吟公司的市场营销分析研究 工商管理专业VIP专享VIP免费

内容摘要本文首先对中国化妆品市场营销状况和爱茉莉太平洋公司的情况作了一个介绍,然后对悦诗风吟在中国所面临的行业环境与竞争结构进行了简要描述。其次通过资料收集与实地考察的办法结合营销策略的理论知识对悦诗风吟在中国市场的营销市场与品牌策略作了简单介绍与分析，从而提出一套较为适合悦诗风吟化妆品品牌进行制度创新和改进经营管理状况的对策措施。论文重点在于结合悦诗风吟化妆品品牌在中国的销售的案例分析,研究悦诗风吟品牌在经营管理体制中存在的缺陷,针对这些缺陷提出具体的改进措施，以便其适应市场、社会的发展和需求。关键词：悦诗风吟，市场营销，化妆品市场现状AbstractThispaperfirstlymakesanintroductiononChinesecosmeticsmarketingsituationandamorePacifiCorp,andthenmakeabriefdescriptionofinnisfreeintheChinesecosmeticsindustryenvironmentandcompetitionstructure.Secondly,throughdatacollectionandfieldsurveymethodsofcombiningthetheoreticalknowledgeofmarketingstrategyofinnisfreeintheChinesemarketmarketingandbrandstrategyareintroducedandanalyzed,andputsforwardaseriescountermeasuresonsysteminnovationandimproveproductionandmanagementsituation.ThispaperfocusesontheanalysiscombinedwiththeinnisfreecosmeticsbrandintheChinesesalescase,defectsinthemanagementsystemintheproductionofinnisfreebrand,thisarticleproposesspecificmeasuresforimprovement,inordertoadapttothemarket,thedevelopmentofthesocietyandthedemand.Keywords:Strategyofmarketing，presentsituationofcosmeticsmarket，innisfree目录1引言................................................................................................12悦诗风吟公司的市场营销环境....................................................12.1行业环境分析.......................................................................12.2行业竞争结构分析...............................................................33悦诗风吟品牌营销策略分析.........................................................43.1悦诗风吟市场定位...............................................................43.2悦诗风吟品牌策略...............................................................53.3悦诗风吟的营销组合策略...................................................54悦诗风吟的营销策略存在的问题.................................................74.1专营店数量少.......................................................................74.2产品缺乏个性.......................................................................74.3缺少市场调查.......................................................................84.4营销团队乏力.......................................................................85悦诗风吟营销策略的改进建议....................................................85.1做好市场调研.......................................................................85.2巩固团队合作.......................................................................95.3明确品牌内涵.......................................................................95.4优化品牌差异.......................................................................9结论..................................................................................................9参考文献..........................................................................................10悦风诗吟公司的市场营销分析1引言悦诗风吟是爱茉莉太平洋集团旗下的品牌。爱茉莉化妆品是由韩国著名企业爱茉莉太平洋公司所生产的享誉全球的化妆品。爱茉莉太平洋公司成立于1945年，至今已有50多年的历史，是韩国最著名的企业集团，旗下子公司跨行...