佰草集藥妝品營(yíng)銷策略問(wèn)題及對(duì)策

1、沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文I摘要中國(guó)化妝品業(yè)經(jīng)過(guò)改革開(kāi)放近三十年的發(fā)展，已經(jīng)步入了成熟階段。目前，行業(yè)內(nèi)企業(yè)眾多、業(yè)態(tài)復(fù)雜、競(jìng)爭(zhēng)激烈，無(wú)論是跨國(guó)公司還是國(guó)內(nèi)中小型企業(yè)，想在這個(gè)市場(chǎng)上生存都不容易。另外，中國(guó)化妝品業(yè)近年來(lái)卻一直保持著高速增長(zhǎng)的態(tài)勢(shì)，各種市場(chǎng)機(jī)會(huì)層出不窮。藥妝品是近幾年來(lái)新興起來(lái)的化妝品系列，市場(chǎng)競(jìng)爭(zhēng)的日益激烈，公司的發(fā)展面臨著許多威脅與挑戰(zhàn)。本文正是在此種背景下對(duì)佰草集藥妝品的營(yíng)銷策略進(jìn)行研究，期望對(duì)企業(yè)的發(fā)展帶來(lái)幫助。本

2、文以研究佰草集營(yíng)銷策略為出發(fā)點(diǎn)，在充分收集文獻(xiàn)資料和了解企業(yè)內(nèi)部情況的基礎(chǔ)上，運(yùn)用市場(chǎng)營(yíng)銷學(xué)的基本原理和方法，研究和分析了上海家化佰草集藥妝品的營(yíng)銷環(huán)境，在對(duì)佰草集營(yíng)銷策略現(xiàn)狀分析的基礎(chǔ)上，對(duì)如何在不利的藥妝品市場(chǎng)營(yíng)銷環(huán)境下，利用自身機(jī)會(huì)與優(yōu)勢(shì)、規(guī)避威脅和弱勢(shì)，制定出符合企業(yè)內(nèi)、外環(huán)境條件的營(yíng)銷策略，提高企業(yè)自身的競(jìng)爭(zhēng)能力，維持企業(yè)的生存和發(fā)展進(jìn)行了初步的探索，并對(duì)公司在營(yíng)銷策略中的不足提出了自己的看法，以期對(duì)公司未來(lái)的發(fā)展起到積極作用

3、。關(guān)鍵詞：藥妝品；營(yíng)銷策略；營(yíng)銷環(huán)境沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文III目錄引言...........................................................................................................................................11企業(yè)概況......................................

4、.........................................................................................22佰草集營(yíng)銷環(huán)境分析...........................................................................................................32.1宏觀環(huán)境分析...

5、...........................................................................................................32.1.1人口環(huán)境分析....................................................................................................3

6、2.1.2自然環(huán)境分析....................................................................................................32.1.3政治與法律環(huán)境分析........................................................................................42.1.4

7、經(jīng)濟(jì)環(huán)境分析....................................................................................................52.1.5科學(xué)技術(shù)環(huán)境分析............................................................................................52.1.6社會(huì)

8、文化環(huán)境分析............................................................................................62.2微觀環(huán)境分析.............................................................................................................62.

9、2.1企業(yè)內(nèi)部環(huán)境分析............................................................................................62.2.2競(jìng)爭(zhēng)者分析........................................................................................................72

10、.2.3消費(fèi)者行為分析................................................................................................92.2.4供應(yīng)商分析......................................................................................................

11、112.2.5營(yíng)銷中介分析..................................................................................................112.2.6公眾分析..................................................................................................

12、......112.3SWOT分析...............................................................................................................122.3.1佰草集面臨的機(jī)遇.............................................................................

13、.............122.3.2佰草集面臨的威脅..........................................................................................132.3.3佰草集優(yōu)勢(shì)分析........................................................................................

14、......142.3.4佰草集劣勢(shì)分析..............................................................................................143佰草集藥妝品STP戰(zhàn)略分析..........................................................................................

15、..153.1佰草集藥妝品的市場(chǎng)細(xì)分.......................................................................................153.2佰草集的目標(biāo)市場(chǎng)選擇...........................................................................................163.3佰草集的

16、市場(chǎng)定位...................................................................................................174佰草集營(yíng)銷組合策略及存在問(wèn)題分析.............................................................................184.1佰草集藥妝產(chǎn)品策略分析.....