商务英语毕业论文-国外名牌化妆品的营销策略.

Strategies on Cosmetic Marketing School College of Applied Foreign Language Grade 2011 Major Business English Student Name 吴晓旭 Student ID 201113072 Advisor 凤宇飞 Heilongjiang University May 10 2015 I Abstract The modern sense of the marketing ideological originally started in the early 20th century the change that marketing research convertedtraditional economicsinto management sciencemarkedthe beginning of themarketing management era 4Ps s proposed by expert have laid the foundation theoretical framework for the management of marketing The major issues which our marketing academia and business circles are facing with currently are that how can mature international marketing theory integrate with China market in transition Business marketing strategy is the main activity of the modern business marketing and whether the strategies are scientific is directly related to the success or failure Hence to make the business marketing activities operate and to achieve the expected economic benefits we must research analyze and evaluate the business marketing strategies With the continuous development of the society the cosmetics industry has become a shining star In this paper I analyzed the present situation of China s cosmetic industry s competition and summarized the marketing strategies of foreign brand name cosmetics I studied that how can domestic small cosmetics stand out in a highly competitive market and expand the market share by focusing on branding and marketing strategy This has a very important practical significance for improving our ability and level of analyzing and solving problems Key words cosmetics industry products brands marketing strategy II 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 Contents Abstract I 摘要 II 1 Introduction 1 2 Overview of Marketing Theory 1 2 1 Traditional Marketing Theory 1 2 2 4Ps Theory 1 2 3 SWOT analysis 2 3 4Ps Theory s Application of Three Brands Marketing Strategies 2 3 1 Product Strategies 2 3 1 1 Product Strategies Applied in Avon 2 3 1 2 Product Strategies Applied in Natural Republic 3 3 1 3 Product Strategies Applied in Pehchaolin 3 3 2 Price Strategies 3 3 2 1 Price Strategies Applied in Avon 3 3 2 2 Price Strategies Applied in Natural Republic 4 3 2 3 Price Strategies Applied in Pehchaolin 4 3 3 Place Strategies 4 3 3 1 Place Strategies Applied in Avon 4 3 3 2 Place Strategies Applied in Natural Republic 4 3 3 3 Place Strategies Applied in Pehchaolin 5 3 4 Promotion Strategies 5 3 4 1 Promotion Strategies Applied in Avon 5 3 4 2 Promotion Strategies Applied in Natural Republic 5 3 4 3 Promotion Strategies Applied in Pehchaolin 5 4 SWOT Analysis s Application of Three Brands Marketing Strategies 6 4 1 Strength Analysis 6 4 1 1 Strength Analysis of Avon 6 4 1 2 Strength Analysis of Natural Republic 6 4 1 3 Strength Analysis of Pehchaolin 7 4 2 Weakness Analysis 7 4 2 1 Weakness Analysis of Avon 7 4 2 2 Weakness Analysis of Natural Republic 7 4 2 3 Weakness Analysis of Pehchaolin 7 4 3 Opportunity Analysis 8 4 4 Threats Analysis 8 Conclusion 10 References 11 Acknowledgements 12 Strategies on Cosmetic Marketing 1 1 Introduction In this paper I used the Avon of United States Natural Republic of South Korea and Pehchaolin of China as examples Avon s marketing strategies are the most persuasive as it is the world famous brand of cosmetics South Korea has advanced technologies of producing Although Natural Republic is an emerging brand it can quickly capture the market shows the advantage of its marketing strategies Pehchaolin is a Chinese historic brand and it is constantly improving their marketing strategies in order to occupy more market share under the impact of the age I referenced the 4P s theory and SWOT analysis through analyzing and comparing with the three companies marketing strategies to find out the advantages or areas for improvement and excellent marketing strategies that we can learn from 2 Overview of Marketing Theory Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large 2 1 Traditional Marketing Theory For marketing western scholars have given hundreds of definitions the following are more representative In 1960 American Marketing Association AMA defined marketing for marketing is a business way which guides the goods and services from producers to consumers or users E J McCarthy held that marketing is the business activity that guides the goods and services from the producers to the consumers or users in order to satisfy customers and achieve business goals This definition is more advanced than the previous one by AMA because it has clearly pointed out the company s business goal is to meet customers needs and make profit It can be seen from the above definition that with the development of the social economy and the deepening of human understanding the connotation and denotation of the marketing have been greatly enriched and expanded The process extended forward to a variety of activities in the field of production and pre production and back to the consumers after the end of the sale Its content expanded to market research market segmentation product development pricing selectdistributionchannels advertising promotion service information feedback and other aspects 2 2 4Ps Theory E Jerome McCarthy the professor of the University of Michigan has attributed the elements of the companies marketing strategies to a combination of four basic strategies for the first time in his Basic Marketing in 1960 This was known as the 4Ps theory product price place promotion 4Ps s proposed laid the foundation theoretical framework for the management of marketing and provided theoretical guidance and time methods for business marketing management Strategies on Cosmetic Marketing 2 In 1967 Philip Kotler further confirmed the core position of 4Ps method in his best selling book Marketing Management Analysis Planning and Control the first edition Hence 4Ps is the starting and ending point and it is the basic business marketing tool it has real and great guiding significance for China s enterprises 2 3 SWOT analysis SWOT analysis is also known as situation analysis it is a more objective and accurate way to analyze and study the realities of a unit which was introduced in the early 1980s by a management professor of University of San Francisco The four letters of SWOT represent strength weakness opportunity and threats Overall SWOT can be divided into two parts the first part is SW which is mainly used to analyze the internal conditions the second part is the OT which is mainly used to analyze the external conditions Using this method we can find out the effective and commendable factors as well as the disadvantages that we should avoid Discovering solution to solve problems and identify the future direction of development 3 4Ps Theory s Application of Three Brands Marketing Strategies As the marketing guidelines the better application of 4P s is the key to the success of each brand By investigation and research this paper summarized how the three brands use 4P s with their own realities effectively 3 1 Product Strategies Product means the goods and services combination the company offers to the target market With the rapid development of science and technology the demands of consumers have become more and more personalized and the deepening of market competition resulted in an amplification of connotation and denotation of the products The most basic level of product is the core interest which offers basic utility and benefit of the product for consumers this is also the benefits and services that consumers really want to buy In the case where the core functions of products are substantially the same the company who can faster more and better meet the complex needs of the interests of consumers will be able to have the consumer market share and gain advantages The famous American management expert Levitt once said The new competition is not the products that factories manufactured but the one who can give products with packaging services advertising consulting financing delivery or other things which customers mostly care about outside the factory 3 1 1 Product Strategies Applied in Avon Through investigation analysis and statistics Avon s products are classified as skin care accounted for 35 hair care accounted for 28 beauty accounted for 24 and 8 for perfume This shows that skin care products are still the mainstream for consumers Avon used rich types of brands to provide consumers with more choices and possibilities In order to better reflect the famous brand which leads the fashion trend of beauty Avon selected different product marketing strategies Depending on the different colors and skin types of consumers Avon recommended suitable products and beauty solutions to fully meet the Strategies on Cosmetic Marketing 3 different needs of consumers and attract to more buyers The ultimate goal is to expand the consumption of various products Avon is not only focus on promoting their mature products but also dedicate to the introduction of new products The most representative thing is that the development and launch of the new products is closely related to the season This method greatly satisfies the needs of female who want to pursuit new things and distinctive 3 1 2 Product Strategies Applied in Natural Republic As we all know South Korea is a big country of cosmetics its manufacture and R these objectives in turn contribute to accomplishing the organization s overall goals However certain cautions should be paid attention to in the application of marketing strategies environmental forces are important in the strategic market planning process and very much affect it These forces imply opportunities and threats that influence an organization s overall goals Through analyzing and comparing with the three companies marketing strategies we have learnt the marketing strategies of advanced enterprises At the same time the articles also provided a reference to other enterprises in the early stages of developing by comparison and study of the three companies opportunities and threats Strategies on Cosmetic Marketing 11 References 1 金学禹 倪自银 市场营销理论与实务 M 北京 航空工业出版社 1993 2 Philip Kotler Gary Armstrong Principles of Marketing 10 e M Tsinghua University Press Beijing 2001 3 Louis W Stern Marketing Channels 6 e M Tsinghua University Pres