W 公司是一家民营化妆品企业，其成立已有八个年头。虽然在市场终端初具规模、 年销售额相对稳定，但受全球经济低潮的影响，其近 2 年的增长速度出现了逐年下滑现 象。相较于竞争品牌的飞速发展，以及新生品牌的奋力追赶，W 公司在化妆品市场的市 场份额不断缩小。这和大环境下化妆品行业的蓬勃发展形成鲜明对比。据国家统计局官 方数据显示，化妆品行业的年复增长率较其他行业要高，其中 2017-2018 年，国内化妆 品的年销售增长率高达 11.5%,远超其他快销产业。与此客观数据遥相呼应的是，闹市街 头行人中化妆人士普遍增多，新生一代女性更有“无妆不出门”的趋势。如何扭转 W 公 司的市场营销困局，于行业占有一席之地，就是本论文的研究重点。 本文通过对国内外化妆品市场调研，W 品牌的自我剖析，比对行业内发展较好的竞 争对手的市场营销策略，通过运用市场营销相关理论，如 PEST、五力分析法和 SWOT 矩阵分析，得出 W 品牌在市场营销环境中存在的营销战略和营销策略问题。然后再通 过运用 STP 策略和 4P 营销组合工具，有针对性地提出解决 W 品牌现存的市场营销难题 的优化建议，其包括产品策略、价格策略、渠道策略、促销策略和创新型营销方案，以 帮助 W 公司突破当前市场营销困局。 本论文也希望通过对 W 公司市场营销战略、策略的研究，对其他同处类似尴尬境 地的化妆品公司一些市场营销策略上的参考，也希望国货品牌能日渐强大，在国际化知 名化妆品品牌榜上占有一席之地。 关键词，化妆品；市场；营销策略；II Abstract W Company is a private cosmetics company that has been in existence for eight years. Although the market terminal has begun to take shape and the annual sales performance is relatively stable, due to the impact of the global economic downturn, its growth rate in the past two years has been declining year by year. Compared with the rapid development of competitive brands and the struggling catch-up of new brands, W's original market share is shrinking. This is in stark contrast to the booming development of the cosmetics industry in the larger environment. According to the official statistics of the National Bureau of Statistics, the annual growth rate of the cosmetics industry is higher than that of other industries. In 2017-2018, the annual sales growth rate of domestic cosmetics is as high as 11.5%, far exceeding other fast-selling industries. Responding to this objective data, there is a general increase in the number of make-ups among street pedestrians in the downtown area, and the new generation of women has a tendency to “no makeup without going out”. How to reverse the marketing dilemma of W company, which has a place in the industry, is the research focus of this paper. Through the research on the domestic and international cosmetics market, the self-analysis of the W brand, compared with the marketing strategies of the better developed competitors in the industry, through the use of marketing related theories, such as PEST, five-force analysis and SWOT matrix analysis, Out of the marketing strategy and marketing strategy issues of the W brand in the marketing environment. Then, through the use of STP strategy and 4P marketing combination tools, we propose targeted optimization solutions to the existing marketing challenges of the W brand, including product strategy, price strategy, channel strategy, promotion strategy and innovative marketing solutions to help W company broke through the current marketing dilemma. This paper also hopes to study the marketing strategy and strategy of W company, and to refer to some marketing strategies of similar cosmetic companies in the same place. It also hopes that domestic brands can become stronger and stronger on the list of internationally renowned cosmetics brands. To have a role to play. Key words : Cosmetics; Marketing; Marketing strategyIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义 ............................................................................................................. 1 1.2 理论基础与文献综述 ..................................................................................................... 2 1.2.1 化妆品行业相关概念............................................................................................... 2 1.2.2 国内外研究综述....................................................................................................... 3 1.3 研究内容及框架 ............................................................................................................. 8 第二章 公司概况和市场营销现状........................................................................................ 11 2.1 W 公司概况.................................................................................................................... 11 2.1.1 公司简介................................................................................................................. 11 2.1.2 组织架构................................................................................................................. 12 2.2 公司产品及业绩情况 ................................................................................................... 12 2.2.1 产品概况................................................................................................................. 12 2.2.2 销售业绩................................................................................................................. 13 2.3 公司营销现状 ............................................................................................................... 14 2.3.1 市场战略现状......................................................................................................... 14 2.3.2 营销策略现状......................................................................................................... 15 2.3 本章小结 ....................................................................................................................... 19 第三章 营销环境分析............................................................................................................20 3.1 外部环境分析 ............................................................................................................... 20 3.1.1PEST 分析................................................................................................................. 20 3.1.2 行业态势分析......................................................................................................... 22 3.2 内部环境分析 ............................................................................................................... 27 3.2.1 资源分析................................................................................................................. 27 3.2.2 能力分析................................................................................................................. 28 3.3 竞争对手的分析 ........................................................................................................... 29IV 3.4 W 公司的 SWOT 分析 .................................................................................................. 30 3.4.1 优势分析................................................................................................................. 31 3.4.2 劣势分析................................................................................................................. 31 3.4.3 机会分析................................................................................................................. 32 3.4.4 挑战分析................................................................................................................. 32 3.4.5 SWOT 矩阵分析................................................................