随着消费理念的不断更新，化妆品早已不再是女性消费者的专利，很多男
士也开始重视面子问题，随之专为男性消费者打造的男士护肤品悄然产生，很
多企业也开始重视这块具有无限潜力的市场，在女性化妆品逐渐趋于饱和的情
况下，它们把目标转移到男士护肤品，而且把它做为新的市场增长点。很多外
资企业适时地推出了同品牌或子品牌的男士护肤品，这对很多生产同类产品的
民营企业来说，无疑将面临和女性化妆品一样激烈的竞争和严峻的挑战。如何
在竞争中成功突围、站稳脚跟是现阶段民营企业应重点思考的问题。诚然,研发
出适合消费者的新产品非常重要,尤其是在由消费者主导的市场经济体制中，产
品质量就是企业的生命线，但是在化妆品行业产品趋于同质化的情况下，仅仅
依靠好的产品并不能让企业长久发展甚至生存下去，想办法做好渠道才是企业
发展的关键，好的渠道能帮助企业将产品及时准确的送到消费者手中，尤其是
在我国幅员辽阔、经济发展不均衡的市场条件下，如何把渠道做好是每个企业
都会面临的现实问题。
A 公司是一家专业生产男士护肤品的企业，在成立的初期借助男士护肤品市
场的发展和竞争少的优势，在 10 多年的发展中逐步确立了自己的品牌和产品定V
位，初步完成了产品渠道布局，但随着近几年外资、合资品牌也开始加入竞争，
A 公司的渠道弊端完全暴露，相较于国际大品牌在渠道管理和运营方面的手法和
经验，更是完全处于劣势，面对这种突如其来的市场竞争，A 公司措手不及，渠
道变革迫在眉睫。
本文以专业生产男士护肤品的 A 公司为研究背景，结合现代营销理论,从我
国化妆品现有市场营销渠道入手,首先通过对国内化妆品市场的现状和发展趋
势、渠道分布、男士护肤品市场现状和发展趋势、男士护肤品渠道的分析,说明
男士护肤品市场还有很大的发展空间。然后分析了 A 公司现有渠道存在的问题，
并对 A 公司的渠道在长度、宽度、广度和渠道系统方面进行调整和优化，使 A
公司的渠道布局更合理，更能适应现阶段市场的激烈竞争。最后给出了对渠道
精细化管理方面的建议。希望通过此文能为我国同类化妆品企业在激烈的市场
竞争中如何建立、完善并管理营销渠道提供系统的参考。
关键词:
男士护肤品；营销渠道；渠道管理III
Abstract
Research on Marketing Channel Management of
Men’s skin care product of Company A
To date, cosmetics industry of China developed quickly with the rapid
development of the global economy and China became a member of the World
Trade Organization. Also, the competition of Chinese cosmetics market was very
drastic, the companies of foreign investment, joint ventures and private enterprises
do everything with the intelligences to obtain a parts of the market share. However,
the foreign brands still dominated the main cosmetics market of China. Especially,
the market of high-end and mid-range almost became the swaggering arena of
foreign brands. Thereby, the domestic brands of cosmetics were defeated by the
foreign brands, and only dominated the low-end market. In spite of large-scale
enterprises with the state-owned assets, such as Jahwa United Co. Ltd. have the
competitive forces to the foreign companies. Whereas, it needs the market and time
to have a test.
With the concept of consumption constantly updated, cosmetics were not the
exclusive products for the female consumers. In present, many male consumers have
begun to concern their vanities. Therefore, there were more unlimited potential
markets for the cosmetic companies. Furthermore, the female cosmetics markets
have saturated trends. Thereby, many cosmetic manufactures have transferred to
their attentions for men's skincare markets, and make it become a new growth point.
Therefore, many foreign companies launched the brand or sub-brand of men's
skincare products. Also, it was challenge and competition for many private
enterprises of China which produce similar cosmetics for women undoubtedly.
It deserved for many private enterprises to reflect on the successfully break inIV
the competition and has a competitiveness in the market. Accordingly, it was
important to research and develop the new products for the consumers. Indeed, the
quality of products is the lifeline of enterprises, especially in the consumer -driven
market economy system. However, most cosmetics companies only rely on good
quality products could not developed for a long time or even to bankrupt in the case
of the cosmetics industry have more homogeneous product. The good channel was a
key factor for the development of a company. It could insure that consumers obtain
the product delivered by the producers timely and accurately, especially in vast
territory of China and the uneven market conditions of economic development in
China. Therefore, a good business channel was the realistic problems for many
enterprises.
Company A was a professional manufacturer of men's skincare products.
Finally, established its own brand and product positioning in the 10 years’
developments with the advantages of less competitor and the underdeveloped
markets at the earlier period. Also, the layout of distribution channels has formed.
Furthermore, the channel’s drawbacks of Company A have exposed completely
when the foreign investment and joint ventures participated into the competition of
the market. Therefore, compared to international brands, it has a disadvantageous
position in the aspects of channel managements, operating methods and operating
experiences. By the surprise of company A, the innovation of channel management
was necessary for the adaptation to market variations
The objective of this paper was that investigated the developed space in the
markets of men’s skincare products combined with modern marketing theory
according to the research background of Company A which was a professional
manufactures of men's skincare products. Firstly, analyze the situations of domestic
cosmetic market and men’s skincare market in the aspects of the current situation, the
developing trends and the distributions of marketing channel. Secondly, analyzeI
drawbacks existing in the marketing channel of Company A. In addition, in order to
enable Company A to more responsive for the current market fierce competition and
more reasonable for the distribution of marketing channel, it need to adjust and
optimize the marketing channel in the aspects of length, width, breadth and channel
systems. Finally, provide a suggestion on the meticulous management of channel the
refinement of the channel management recommendations. Also, the expectation of
this paper was to provide a systematic reference for how to create, improve and
manage marketing channels.
Keywords:
Men's skincare products, Marketing channels, channel management.VI
目 录
第 1 章 绪论....... 1
1.1 研究背景 .... 1
1.2 研究意义 .... 2
1.3 研究内容 .... 2
第 2 章 男士护肤品营销环境分析....... 4
2.1 化妆品行业发展现状和趋势 ........ 4
2.2 男士护肤品市场发展现状和趋势6
第 3 章 A 公司男士护肤品营销渠道现状分析........... 9
3.1 男士护肤品营销渠道现状9
3.2 A 公司营销渠道存在的问题及原因分析 .......... 11
第 4 章 A 公司男士护肤品营销渠道优化与管理..... 15
4.1 A 公司男士护肤品营销渠道设计 .......... 15
4.2 A 公司营销渠道优化后的冲突的管理 .. 22
4.3 A 公司营销渠道精细化管理的建议 ...... 27
结 论 . 40
参考文献 . 41
致 谢 . 431
第 1 章 绪论
1.1 研究背景
中国的化妆品市场是世界上最具潜力的化妆品市场，经过20多年的迅速发
展，国内化妆品产业已极具规模，尤其是女性化妆品，无论从产品种类、品牌
数量和化妆品企业数量来说，都已接近饱和，但从化妆品人均消费水平方面来
看，国内市场不及发达国家，目前
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