悦诗风吟品牌的营销策略研究摘要：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Abstract：ThispaperfirstlymakesanintroductiononChinesecosmeticsmarketingsituationandamorePacifiCorp,andthenmakeabriefdescriptionofinnisfreeintheChinesecosmeticsindustryenvironmentandcompetitionstructure.Secondly,throughdatacollectionandfieldsurveymethodsofcombiningthetheoreticalknowledgeofmarketingstrategyofinnisfreeintheChinesemarketmarketingandbrandstrategyareintroducedandanalyzed,andputsforwardaseriescountermeasuresonsysteminnovationandimproveproductionandmanagementsituation.ThispaperfocusesontheanalysiscombinedwiththeinnisfreecosmeticsbrandintheChinesesalescase,defectsinthemanagementsystemintheproductionofinnisfreebrand,thisarticleproposesspecificmeasuresforimprovement,inordertoadapttothemarket,thedevelopmentofthesocietyandthedemand.Keywords：Strategyofmarketing，presentsituationofcosmeticsmarket，innisfree1引言........................................................................................................22营销策略的内涵与类型........................................................................22.1营销策略的内涵......................................................................32.2营销策略的类型...........................................................................3常见营销类型................................................................................3产品渠道策略................................................................................3产品本身的品牌营销策略............................................................3服务营销策略................................................................................4产品促销策略................................................................................43悦诗风吟的营销环境分析.....................................................................43.1行业环境分析..........................................................................41、化妆品的定义与分类..............................................................42、国内化妆品的现状与发展趋势分析......................................53、国内化妆品行业驱动因素分析..............................................54、化妆品行业关键成功因素分析..............................................63.2行业竞争结构分析.......................................................................64悦诗风吟品牌现如今的营销策略分析.................................................74.1悦诗风吟的目标市场与市场定位...............................................74.2悦诗风吟的品牌策略...................................................................74.3悦诗风吟的营销组合策略...........................................................74.3.1产品策略.............................................................................74.3.2定价策略.............................................................................84.3...
