摘要化妆品是近年来在中国竞争较为激烈的消费类产品之一。产品结构的变化，市场的日益细分，概念的日渐翻新，营销的高招叠出，所有这一切既促进了国内化妆品行业的发展，又加剧了行业品牌之争。面对种种变化，化妆品生产企业均对自身市场营销战略做出新的审视和调整，以应对激烈市场所带来的挑战。全文分为引言、正文、结论三大部分。正文分为五个部分：第一部分分析了上海百雀羚日用化学有限公司的基本状况；第二部分重点分析了上海百雀羚日用化学有限公司的营销环境，包括宏观环境、微观环境和SWOT分析；第三部分对上海百雀羚日用化学有限公司的STP营销战略进行具体分析；第四部分分析了上海百雀羚日用化学有限公司当前营销组合策略的现状以及存在的问题；第五部分主要陈述了解决问题的对策和方法。在结论部分，总结全文，得出结论，强调在市场竞争日益激烈的商品经济条件下，结合市场发展提出了上海百雀羚应采取的营销组合策略，为今后的发展提供科学决策依据。本文通过对上海百雀羚化妆品的营销组合策略的研究，希望对本土品牌如何在国外品牌占相对优势的化妆品市场中获得更大的发展有较好的启迪作用。关键词：营销组合策略；营销环境；SWOT分析；STP营销战略AbstractCosmeticsinChinainrecentyears,competitionismoreintenseoneofconsumerproducts.Theproductstructurechanges,marketsegment,theconceptofgrowingincreasinglyface-lifting,marketingwisefoldout,allthisencouragesthedevelopmentofdomesticcosmeticsindustry,exacerbatingtheindustrybrandwrangling.Faceofthesechanges,cosmeticmanufacturershavetheirownmarketingstrategytomakeanewlookandadjustedtomeetthechallengesoffiercemarket.Theletterdividesintotheintroduction,text,conclusionsthreesections.Thetextisdividedintofiveparts:thefirstpartanalyzesthebasicofSPDCsituation;ThesecondpartfocusesonanalyzingtheSPDCofthemarketingenvironment,includingthemacroenvironment,microcosmicenvironmentsandtheSWOTanalysis;ThethirdpartofSPDCSTPmarketingstrategyforspecificanalysis;ThefourthpartanalyzesSPDCthecurrentmarketingmixstrategythecurrentsituationandexistingproblems;Thefifthpartmainstatedthecountermeasuresandmethods.Inconclusion,summingup,drawtheconclusion,stressedinthemoreandmorecompetitivemarketcommodityeconomy,combinedwithmarketdevelopmentputforwardtheSPDCmarketingstrategiesshouldbeadoptedforfuturedevelopment,providescientificbasisfordecision-making.ThroughthecasestudyofSPDCmarketingmixstrategy,thegoalofthispaperistofindoutpossiblestrategiesfordomesticcosmeticsfirmstobettercompeteintheforeign-dominatedmarket.Keywords:Marketingmixstrategy;Marketingenvironment;SWOTapproach;STPmarketingstrategy目录引言...........................................................................................................................................11上海百雀羚公司概况.............................................................................................................22上海百雀羚营销环境分析.....................................................................................................42.1宏观环境分析...............................................................................................................42.1.1政治法律环境分析.............................................................................................42.1.2经济环境分析.....................................................................................................52.1.3社会文化环境分析.............................................................................................62.1.4技术环境分析......................................................................
