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ID:229815
大小:100.50 KB
页数:15页
时间:2017-07-10
《Strategies on Cosmetic Marketing-商务英语毕业论文》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、StrategiesonCosmeticMarketingAbstractThemodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury,thechangethatmarketingresearchconvertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationth
2、eoreticalframeworkforthemanagementofmarketing.ThemajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternationalmarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhe
3、therthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryha
4、sbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmar
5、ketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.Keywordscosmeticsindustry,products,brands,marketing,strategy12摘要现代意义的市场营销思想最初始于20世纪初,营销从传统的经济学转入管理学研究,标志营销管理时代的开始,4个P理论的提出奠定了管理营销的基础理论框架,如何将国际成熟的营销理论与方法和中国转型市场完成对接,是当前摆
6、在我国营销学界和企业界面前的一个重大课题。企业市场营销战略,是现代企业市场营销的主要活动,战略和策略制定是否科学,直接关系到企业营销的成败。因此,要使企业营销活动正常进行,取得预期的经济效益,就必须研究、分析和评价企业的市场营销策略。随着时代的不断发展,化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状,总结分析了国外名牌化妆品的营销策略,重点从品牌和营销策略出发,研究国内中小化妆品如何在竞争激烈的市场上脱颖而出,扩大市场份额。对于提高自己分析问题、解决问题的能力和水平,具有非常重大的实际应用意义。关键词化妆品行业,产品,品牌,营销,策略1
7、2ContentsAbstractI摘要II1.Introduction22.OverviewofMarketingTheory22.1TraditionalMarketingTheory22.24PsTheory22.3SWOTanalysis23.4PsTheory’sApplicationofThreeBrands’MarketingStrategies23.1ProductStrategies23.1.1ProductStrategiesAppliedinAvon23.1.2ProductStrategiesAppliedinNaturalRepublic
8、23.1.
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