商务英语毕业论文

StrategiesonCosmeticMarketingSchool:CollegeofAppliedForeignLanguageGrade:.Major:BusinessEnglish.StudentName:.StudentID:.Advisor:.HeilongjiangUniversityMay10,AbstractThemodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury，thechangethatmarketingresearchconvertedtraditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.ThemajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternationalmarketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,wemustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.Istudiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.Keywordscosmeticsindustry,products,brands,marketing,strategy摘要现代意义的市场营销思想最初始于20世纪初，营销从老式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，怎样将国际成熟的营销理论与措施和中国转型市场完毕对接，是目前摆在我国营销学界和企业界面前的一种重大课题。企业市场营销战略，是现代企业市场营销的重要活动，战略和方略制定与否科学，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，获得预期的经济效益，就必须研究、分析和评价企业的市场营销方略。伴随时代的不停发展，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实状况，总结分析了国外名牌化妆品的营销方略，重点从品牌和营销方略出发，研究国内中小化妆品怎样在竞争剧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、处理问题的能力和水平，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，方略ContentsAbstract I摘要 I1.Introduction 12.OverviewofMarketingTheory 12.1TraditionalMarketingTheory 12.24PsTheory 22.3SWOTanalysis 33.4PsTheory’sApplicationofThreeBrands’MarketingStrategies 33.1ProductStrategies 33.1.1ProductStrategiesAppliedinAvon 43.1.2ProductStrategiesAppliedinNaturalRepublic 53.1.3ProductStrategiesAppliedinPehchaolin 53.2PriceStrategies 63.2.1PriceStrategiesAppliedinAvon 63.2.2PriceStrategiesAppliedinNaturalRepublic 63.2.3PriceStrategiesAppliedinPehchaolin 73.3PlaceStrategies 73.3.1PlaceStrategiesAppliedinAvon 73.3.2PlaceStrategiesAppliedinNaturalRepublic 83.3.3PlaceStrategiesAppliedinPehchaolin 83.4PromotionStrategies 93.4.1PromotionStrategiesAppliedinAvon 93.4.2PromotionStrategiesAppliedinNaturalRepublic 93.4.3PromotionStrategiesAppliedinPehchaolin 104SWOTAnalysis’sApplicationofThreeBrands’MarketingStrategies 104.1StrengthAnalysis 114.1.1StrengthAnalysisofAvon 114.1.2StrengthAnalysisofNaturalRepublic 124.1.3StrengthAnalysisofPehchaolin 124.2WeaknessAnalysis 134.2.1WeaknessAnalysisofAvon 134.2.2WeaknessAnalysisofNaturalRepublic 134.2.3WeaknessAnalysisofPehchaolin 144.3OpportunityAnalysis 144.4ThreatsAnalysis 16Conclusion 18References 19Acknowledgements 211.IntroductionInthispaper,IusedtheAvonofUnitedStates,NaturalRepublicofSouthKoreaandPehchaolinofChinaasexamples.Avon’smarketingstrategiesarethemostpersuasiveasitistheworld-famousbrandofcosmetics.SouthKoreahasadvancedtechnologiesofproducing.AlthoughNaturalRepublicisanemergingbrand,itcanquicklycapturethemarketshowstheadvantageofitsmarketingstrategies.PehchaolinisaChinesehistoricbrandanditisconstantlyimprovingtheirmarketingstrategiesinordertooccupymoremarketshareundertheimpactoftheage.Ireferencedthe4P’stheoryandSWOTanalysis,throughanalyzingandcomparingwiththethreecompanies'marketingstrategiestofindouttheadvantagesorareasforimprovementandexcellentmarketingstrategiesthatwecanlearnfrom.2.OverviewofMarketingTheoryMarketingistheactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyat-large.2.1TraditionalMarketingTheoryFormarketing,westernscholarshavegivenhundredsofdefinitions,thefollowingaremorerepresentative.In1960,AmericanMarketingAssociation(AMA)definedmarketingfor“marketingisabusinesswaywhichguidesthegoodsandservicesfromproducerstoconsumersorusers”.E.J.McCarthyheldthatmarketingisthebusinessactivitythatguidesthegoodsandservicesfromtheproducerstotheconsumersorusersinordertosatisfycustomersandachievebusinessgoals.ThisdefinitionismoreadvancedthanthepreviousonebyAMAbecauseithasclearlypointedoutthecompany'sbusinessgoalistomeetcustomers’needsandmakeprofit.Itcanbeseenfromtheabovedefinitionthatwiththedevelopmentofthesocialeconomyandthedeepeningofhumanunderstanding,theconnotationanddenotationofthemarketinghavebeengreatlyenrichedandexpanded.Theprocessextendedforwardtoavarietyofactivitiesinthefieldofproductionandpre-productionandbacktotheconsumersaftertheendofthesale.Itscontentexpandedtomarketresearch,marketsegmentation,productdevelopment,pricing,selectdistributionchannels,advertising,promotion,service,informationfeedbackandotheraspects.2.24PsTheoryE.JeromeMcCarthy,theprofessoroftheUniversityofMichigan,hasattributedtheelementsofthecompanies'marketingstrategiestoacombinationoffourbasicstrategiesforthefirsttimeinhisBasicMarketingin1960.Thiswasknownasthe"4Ps"theory:product,price,place,promotion.4Ps’sproposedlaidthefoundationtheoreticalframeworkforthemanagementofmarketingandprovidedtheoreticalguidanceandtimemethodsforbusinessmarketingmanagement.In1967,PhilipKotlerfurtherconfirmedthecorepositionof4Psmethodinhisbest-sellingbookMarketingManagement:Analysis,PlanningandControl(thefirstedition).Hence,4Psisthestartingandendingpointanditisthebasicbusinessmarketingtool,ithasrealandgreatguidingsignificanceforChina'senterprises.2.3SWOTanalysisSWOTanalysisisalsoknownassituationanalysis,itisamoreobjectiveandaccuratewaytoanalyzeandstudytherealitiesofaunitwhichwasintroducedintheearly1980sbyamanagementprofessorofUniversityofSanFrancisco.ThefourlettersofSWOTrepresent:strength,weakness,opportunityandthreats.Overall,SWOTcanbedividedintotwoparts:thefirstpartisSWwhichismainlyusedtoanalyzetheinternalconditions;thesecondpartistheOTwhichismainlyusedtoanalyzetheexternalconditions.Usingthismethodwecanfindouttheeffectiveandcommendablefactorsaswellasthedisadvantagesthatweshouldavoid.Discoveringsolutiontosolveproblemsandidentifythefuturedirectionofdevelopment.3.4PsTheory’sApplicationofThreeBrands’MarketingStrategiesAsthemarketingguidelines,thebetterapplicationof4P’sisthekeytothesuccessofeachbrand.Byinvestigationandresearch,thispapersummarizedhowthethreebrandsuse4P’swiththeirownrealitieseffectively.3.1ProductStrategiesProductmeansthegoods-and-servicescombinationthecompanyofferstothetargetmarket.Withtherapiddevelopmentofscienceandtechnology,thedemandsofconsumershavebecomemoreandmorepersonalizedandthedeepeningofmarketcompetitionresultedinanamplificationofconnotationanddenotationoftheproducts.Themostbasiclevelofproductisthecoreinterestwhichoffersbasicutilityandbenefitoftheproductforconsumers,thisisalsothebenefitsandservicesthatconsumersreallywanttobuy.Inthecasewherethecorefunctionsofproductsaresubstantiallythesame,thecompanywhocanfaster,moreandbettermeetthecomplexneedsoftheinterestsofconsumerswillbeabletohavetheconsumer,marketshareandgainadvantages.ThefamousAmericanmanagementexpertLevittoncesaid“Thenewcompetitionisnottheproductsthatfactoriesmanufacturedbuttheonewhocangiveproductswithpackaging,services,advertising,consulting,financing,delivery,orotherthingswhichcustomersmostlycareaboutoutsidethefactory.”3.1.1ProductStrategiesAppliedinAvonThroughinvestigation,analysisandstatistics,Avon'sproductsareclassifiedas:skincareaccountedfor35%,haircareaccountedfor28%,beautyaccountedfor24%,and8%forperfume.Thisshowsthatskincareproductsarestillthemainstreamforconsumers.Avonusedrichtypesofbrandstoprovideconsumerswithmorechoicesandpossibilities.Inordertobetterreflectthefamousbrandwhichleadsthefashiontrendofbeauty,Avonselecteddifferentproductmarketingstrategies.Dependingonthedifferentcolorsandskintypesofconsumers,Avonrecommendedsuitableproductsandbeautysolutionstofullymeetthedifferentneedsofconsumersandattracttomorebuyers.Theultimategoalistoexpandtheconsumptionofvariousproducts.Avonisnotonlyfocusonpromotingtheirmatureproducts,butalsodedicatetotheintroductionofnewproducts.Themostrepresentativethingisthatthedevelopmentandlaunchofthenewproductsiscloselyrelatedtotheseason.Thismethodgreatlysatisfiestheneedsoffemalewhowanttopursuitnewthingsanddistinctive.3.1.2ProductStrategiesAppliedinNaturalRepublicAsweallknow,SouthKoreaisabigcountryofcosmetics,itsmanufactureandR&D(researchanddevelopment)technologiesareverymature.NaturalRepubliclikeadarkhorsestoodoutinsuchacompetitivemarketbyitsuniqueproducts.NaturalRepublicproductsaremadefromrawmaterialsofnaturalgreenplantsanditusespatentedtechnology—MDWATERwhichisindependentlydevelopedbythecompanyitself.TheproductshavenoirritationandinjuryontheskinandcomplywiththestandardofEuropeanorganicskincare.Alltheproductsadheretotheconceptofenvironmentalprotectionandawayfromthepollution.What’smore,thereisnochemicalscentwiththeproducts.Theproductssuitforanytypeofskinbecauseitisfrompureplantandthisisalsoanimportantreasonforitshugeconsumergroup.Besidesthebasicskincareseries,NaturalRepublichasalsodevelopedthemake-upseriestooccupyalargermarketshare.3.1.3ProductStrategiesAppliedinPehchaolinPehchaolinisoneofthefewhistoricalfamouscosmeticsmanufacturersofChina.Thebrandhasalonghistorywhichgivesitabrilliantperformanceandthehighlyreputationofquality.Thecompanydedicatedtocreatinghigh-qualityandmildnaturalskincareproductsforconsumers.ThesafetyofskincareisthefundamentalwayforEastern,thusPehchaolinheldthestimulatingherbalskincaremethods.Inaspectsofproducttechnology,itusedauniquetechnologycalled“extractionfromcoldsoaking”thatcanretainsthegreatestdegreeofcompletenessofherbalessencesinordertodistinguishitfromothercosmeticsproducts.Itchangeditsimageofcheapoldproductsforconsumerswiththeintroductionofherbalessenceseries.Thecompanyfollowedupthevictoryofherbalessenceseriesandintroducedmoreproductsseries.Thedesignofeachserieshasdifferenteffectsforgroupsofpeoplewithdifferentskincharacteristics.3.2PriceStrategiesPriceistheamountofmoneycustomersmustpaytoobtaintheproduct.Eachproducthasitscompetitorsinthishighlydevelopedsocietyandhowtopricetheirproductshasbecomeanimportantissueforabrand.Commodity’spricecan’tbeimmutablebutshouldbeadjustedindifferentseasons,months,andeventhefestival.Thepurchasingpowerofdifferentconsumergroupsisthedecisivefactorinpricing.3.2.1PriceStrategiesAppliedinAvonTheproductsofAvonhavedifferentpricesforhigh,mediumandlow-endproducts.Pricesofgenerallyfacialcleanser,lipstick,etc.shouldhavetomakethemassconsumertoaccept,butthehigh-endproductssuchastheperfumeoflittlegolddressseriesmustsuitforconsumerswithbettereconomicconditions.Thismethodreflectstheprinciplethatwe’dbettertosetdifferentpricesaccordingtodifferentconsumers.3.2.2PriceStrategiesAppliedinNaturalRepublicThepricesofproductsforNaturalRepublicarebasedontheselectionofrawmaterials.Forexample,productslikealoefacialcleanserandaloeveragelthatbelongingtotheseriesofaloemoisturizingarerelativelylowerbecausealoeveraisarelativelycommonrawmaterialofskincare.Atthesametime,italsopreparedaseriesofPolynesiaforhigh-endconsumers.PolynesiaseriesusedthewaterfromPolynesianlagoonandthenativeessentialmineralsinthelake.Itcansmoothwrinkles,bringpreciousnutrientsfortheskintokeepityouthful.3.2.3PriceStrategiesAppliedinPehchaolinFirstly,Chinaisadevelopingcountry,andthemajorgroupofconsumersforPehchaolinisorientalfemaleswhoaremorefrugal.Ontheotherhand,thecompany'straditionalpositionisinexpensive.AsImentionedbefore,thepurchasingpowerofdifferentconsumergroupsisthedecisivefactorinpricing.Allofthesefactorsdeterminethatitspricingcan’tbehigh.3.3PlaceStrategiesPlaceincludescompanyactivitiesthatmaketheproductavailabletotargetconsumers.ThefamousmarketingmasterPhilipKotleroncesaid“marketpositioningisthesouloftheentiremarketing”.Indeed,allthesuccessfulbrandshavethesamefeaturethattoaccuratelyconveytheinformationofbrandpositioningtoconsumers.Marketpositioningisnottheactionforproductitselfbutthecreativethinkingactivitiesforexistingproductsandpotentialconsumers.3.3.1PlaceStrategiesAppliedinAvonAvon'ssuccessismainlyduetoitsdiversifiedchannelsofmarketingmodelsuchasbeautycounters,specialtystoresandonlinesales.Tostartwiththecountersales,thereareoftenunfavorablefactorslikehighcostandslowpaymentforsettingupcountersinlargeshoppingmalls.However,thefeaturethatlargeshoppingmallshavelargerpassengerflowvolumeisfavorableforthespreadingofbrand.Secondly,theestablishmentofAvonstorethatcannotonlysellproductsbutalsoofferbeautyserviceshasrealizedthedepthdistribution.3.3.2PlaceStrategiesAppliedinNaturalRepublicNaturalRepubliclistedininSouthKoreaexpandedoverseasmarketsinthesameyear.Creatingsuchagoodsalesvolumeinlessthanayearshowsthatithasawealthofdistributionchannels.NaturalRepublichasopenedmanystoresinDongdaemun,Myeongdong,Cheongdam-dongandHongdaewhicharefamousshoppingcentersinSouthKoreatoexpandbrandawarenessandincreasesales.Foroverseasmarkets,itisverysuccessfulintheapplicationofinternetmarketingandoverseaspurchasingandotheradvancedmarketingtools.3.3.3PlaceStrategiesAppliedinPehchaolinThesaleschannelsofPehchaolinaremainlyinthelargeshoppingsupermarketsbecauseitspriceisrelativelyaffordablewhichrangingfromRMB20yuanto100yuanforordinarypeople.Marketinginsuchplacescanadapttotheneedsofitsmajorconsumersanditcantakeacertaindegreeofacombinationpackage,discountsandothermeanstocatchtheeyesofconsumers.Asonlineshoppinghasbecomeanewfashion,ithasalsosetupflagshipstoresonTaobao,JUMEIandotherwebsitesinordertoenhancethebrand'smarketsales.3.4PromotionStrategiesPromotionmeansactivitiesthatcommunicatethemeritsoftheproductandpersuadetargetcustomerstobuyit.Promotionisaturningpointandthekeyofcommoditymarketinganditisawayofinformingpotentialbuyersabouttheproducts.Therearemanywaysforpromotingsuchasadvertising,personalselling,salespromotion,publicityandsoon.3.4.1PromotionStrategiesAppliedinAvonAvonmadealoteffortinmediacampaigns,itteamedupwithHollywood,hiredactressReeseWitherspoon,MTVstarLaurenConrad,"Bondgirl"GemmaAtkinsDaytonandtheactorPatrickofthehitTVseriesGrey'sAnatomytoadvertisetheirproducts.AvoninvitedtheactressZoeSaldanaoftheAvatarasthespokespersonfor"EternalMagic"perfumerecently.Forthepricediscount,Avonhasalsousedmanymethods.Avon’smarketingprogramisbasedon"month"bylaunchinganewproducteverymonth.Itprovidesrecommendationofseveralseriesandthengivesdiscountstopartoftheproducts.Italsoimplementsthesystemofintegralandmembershiptoestablisholdcustomers.Memberscangetabrochureofthemonthlynewproductandhavesomepreferentialwhenbuyingproducts.3.4.2PromotionStrategiesAppliedinNaturalRepublicNaturalRepublicadaptsthetrendoftimescleverlyduringtheKoreandramasandKoreanstarsareverypopularallovertheworld.ThecompanysignedacontractwithAsianpopularitysuperstarRainforadvertisementatthebeginningandhiredpopularcombinationJYJtorepresenttheirlatestproductsbytheendof.EXObecametheworldfamousidolgroupinandalloftheiralbumsandarraysofmerchandisesareveryhotnow.ThecompanycaughttheopportunitytohireEXOasspokespersonandledtothehighsales.Inadditiontothestarstrategies,NaturalRepubliccooperatedwithMBCtelevisionstationofSouthKoreaneither,thelipstickthattheheroineShinSeKyungusedintheTVseriesWhenaManFallsinLoveistheproductofNaturalRepublic.TheTVseriesexpandedthesalesofmakeupproductsgreatly.3.4.3PromotionStrategiesAppliedinPehchaolinInthepast,PehchaolinoccupiedaplaceinthemarketbyitstraditionalimageofChinatime-honoredbrand,butinordertofollowthedevelopmentofsociety,ithaschangeditspromotionstrategiesfrom.TheinternationalsuperstarKarenMokwhohasinfluenceandcharismaisthespokespersonofthebrand.Byparticipatinginsomecharityevents,suchasdonationstocharitiesorruralprimaryschools,organizingpublicevents,etc.,thebrandestablishedagoodbrandimage.Moreover,theFirstLadyPengLiyuanhasattendedthecharityeventinAfricaandgiventhesetofskincareproductsasapresenttoforeignleaders.ThisbehaviorhasmadePehchaolinasthenationalgiftandimproveditsvisibility.Lastyear,PehchaolinhasbecometheexclusivesponsorofTheVoiceofChinaofZhejiangTVandpromotedthebrandgreatly.4SWOTAnalysis’sApplicationofThreeBrands’MarketingStrategiesSWOTanalysisbeginswithanexaminationoftheexternalfactorsthatcouldinfluencethecompanyineitherapositiveornegativeway.Thenextstepistoevaluatethecompany’sstrengthsandweaknesses.SWOTanalysisanalyzestheinternalandexternalfactorsoftheenterprisecompletely,summarizestheadvantagesanddisadvantagesofproducts.Itisanindispensableprincipleofmakingmarketingstrategy.4.1StrengthAnalysisStrengthincludesinternalcapabilities,resources,andpositivesituationalfactorsthatmayhelpthecompanytoserveitscustomersandachieveitsobjectives.Strengthmeanscompetitiveadvantagewhichcanbeembodiedinthefollowingareas:technicalskills,tangibleassets,intangibleassets,humanresources,organizationalsystemsandcompetitiveness.4.1.1StrengthAnalysisofAvonSincethe1980s,Avonhasexperienceddecadesofrapiddevelopmentandformedascaleindustry.StrongcompetitivenessandadvantagesfordevelopingofAvonaremainlyinseveralaspectslikethebrandimage,R&Dcapabilities,managementoperationsandlogisticsanddistribution.Thecompanyfocusedonmarketdevelopmentandsalesoperations,effectivelyincreasedthecustomersanddealers’satisfaction,strengthenthecorecompetitiveness.Astheworld'sleadingcosmeticsbrand,thecompany'sstrengthisverystrong.Itsproductlineislongandthequalityofproductsishigh.ThecompanyhasastrongcapacityofR&Dandproduction,theinternalmanagementsystemisalsoveryadvanced.Itcooperateswiththethird-partylogisticscompanieswhichcanreducecostsandachievedirectsales.4.1.2StrengthAnalysisofNaturalRepublicFreshandpurerawmaterialsandadvancedtechnologyisthebiggestadvantageofNaturalRepublic.SouthKoreahasadvancedmanufacturingtechniquesofcosmeticsbecauseithasinvestedalotofenergyandtimeforthecosmeticsindustries.Thecompanyhasacompleteproductionlinetoensurethequalityofeachproduct.Itsnewproductscanquicklybepromotedbecauseoftheirspokesmen-AsianidolgroupEXOhasahugenumberoffansallovertheworld.Thecompanyisalsowellappliedtoonlinemarketingandhasacompletenetworkmarketingsystem.Ithasmanykindsofproductsthatsuitableforallskintypes.Duetotheuniqueproductiontechnologyandinnovativeproducts,manyforeigntouristscometoKoreatopurchasecosmetics,whichalsolaidthefoundationforsales.4.1.3StrengthAnalysisofPehchaolinPehchaolinwasfoundedin1931,isoneofthefewwell-knowndomesticmanufacturersofcosmetics.Ithasaccumulatedawealthofbrandvalueandculturalaccumulationandhasawiderangeoflocalconsumers.Bymanyyears’researchofherbalskincaremethods,ithaslearntthetraditionalChinesemedicalbook—CompendiumofMateriaMedicaandShenNong'sHerbalClassictoimprovetheirtechnology.Thecompanycontinuestostrengthencooperationinresearchandtechnologywiththeinternationalcompanies,adherestolearnfromeachotherinordertomakeupfortheirweaknesses.4.2WeaknessAnalysisWeaknessincludesinternallimitationsandnegativesituationalfactorsthatmayinterferewiththecompany’sperformance.Factorsthatcouldcauseinternalweaknessare:alackoftechnicalskillswithasenseofcompetition,thelackofcompetitivenessliketangibleandintangibleassetsandcompetitivenessofkeyareasisbeinglost.4.2.1WeaknessAnalysisofAvonTheinsidersbelievethatAvonhastheadvantageofhardware,butislackingintheoperational.Avoncan’tmakeadecisionbetweenspecialtystoresanddirectsalesanditdimmedtheimageofconsumers.Headofficelacksofrestrictionforstoresthatresultinginthesaturationofstoresandcausingseriousinternalfriction.Frequentpromotionsandavarietyofdiscountshaveshakentheconfidenceofconsumers.Somelow-costandlow-qualityproductsbroughtdowntheimageofAvonbecauseitsproductlineistoolong.4.2.2WeaknessAnalysisofNaturalRepublicMostconsumersofNaturalRepublicaremainlyyoungwomenandstudents,manypotentialbuyerssuchasmiddle-agedwomendonotknowthebrand.Thecompany'sidentityinthemarketisstillnewproductsandthisindicatesthatthebrandisintheintroductionperiod.Thepromotionaltechniquesofthecompanyaretoosingleresultinginthatthebrandislesswellknown.Saleschannelisnotwideenoughtosatisfytheneedsofconsumers,forexample,manymediumandsmallcitiesdonothavethebrandstoresthatconsumerscanonlybuytheproductsonline.Cosmeticsmarketisverycompetitivecurrentlyandtherearemanypowerfulcompetitors.4.2.3WeaknessAnalysisofPehchaolinPehchaolinisanoldbrand,becausethespendingofadvertisementisrelativelylessandthereisaproblemofpublicity,manyyoungpeoplehaveneverheardofit.Incompleteproductlinemakesthebrandalackofhigh-endproductstoattractcustomerswhohaveacertaineconomiccapacity.Domesticcosmeticscompaniesarerelativelybackwardinbrandoperationandmanagementcapabilities,soitisdifficulttocompetewithforeigncompanies.SaleschannelsofPehchaolinarefragileanditstillreliesonthetraditionalmarketingpracticesofthelastcentury.ThesalesvolumeisnothighbecauseitstargetconsumersfocusedonChina'smiddle-agedfemale.4.3OpportunityAnalysisOpportunitiesarefavorablefactorsortrendsintheexternalenvironmentthatthecompanymaybeabletoexploittoitsadvantage.Potentialdevelopmentopportunitiesmaybe:atendencytoexpandthecustomerbaseorproducts’marketsegments,skillsortechnologiestransfertonewproductsandservices,reducingofbarrierstoenterthemarket,strongmarketdemands,geographicexpansionofsalesandanopportunitytoexpandmarketshare.Rapideconomicdevelopmentprovidesunprecedentedopportunitiesforthecosmeticsindustries.Thegraduallyincreaseofpeople'slivingstandardsandspendingpowerstimulatesnewdemandsofcustomerswhohaveahigherawarenessofenvironmentalprotectionandsafetyaboutcosmetics.Cosmeticsmarkethasgreatpotentialbecausetheunevendevelopmentoftheworldeconomyandthedifferencesbetweenregionsandthelevelsofconsumers’demandsdeterminethemulti-levelanddiversificationofcosmetics.Theexplosivegrowthofelectricitysuppliersbringsaprofoundimpactonthecosmeticsmarketingmodel.Everycosmeticscompanyshouldseizetheopportunitytobroadentheirdistributionchannels.Customerswillnottaketheinitiativetoconsulttheproductwhichrequiresthatcompaniesshouldmakecustomersawareoftheirproductsthroughavarietyofpromotionalmethods.Internetsales,averyimportantpartofmarketingstrategiesconformstothetrendofthesocietybuteverycoinhastwosides,thecompanyshouldkeepaclearhead,boycottofpoororfakegoodsandadheretoestablishtheintegrityofthebrandimage.Thedevelopmentofscienceandtechnologyhasalsoprovidedavastspacefortheinnovationofcosmeticsindustries.Thetraditionalapproachofbasicskincarehasbeenunabletomeettheneedsofconsumersandnewproductswillberesearchedbyinnovationoftechnology.Environmentalprotectionisanimportantissueintoday'ssociety,researchingandproducingcosmeticsshouldpayattentiontoenvironmentalprotection.Hence,zeropollut