随着国民消费水平持续升级，人们对美丽、年轻需求的越来越迫 切。精油类化妆品以其天然、纯粹的特性，吸收快、渗透力强的优势， 逐渐受到越来越多爱美人士的追捧。与此同时，中国市场的广阔，海 外知名精油品牌纷纷进入中国市场。作为知名电子商务的精油品牌， H 公司需要审时度势，不断优化其营销策略，以满足消费者的个性化 和多样化需求，这对稳固公司的市场地位和公司长远的发展具有重要 意义。 本文对经典营销理论和对现有文献的营销学观点进行了学习研 究，对 H 公司做了细致的分析。首先在第一部分对研究背景、目的和 意义做了详细的说明。在第二部分介绍了相关理论包括营销理论的国 内外现状和精油类化妆品的研究现状。在第三部分对 H 公司进行了简 要介绍，在肯定 H 公司取得的成绩的同时，也看到了如产品质量不过 硬，企业对产品定位不足；品牌策略不完善，产品更新换代周期长； 缺少稳定统一的价格体系，渠道冲突严重；员工专业技能不足，公司 内部倾轧严重等问题。第四部分对 H 公司所处的宏观环境和行业环境 进行了简要说明并进行了市场细分、目标市场选择及产品定位的分析， 并发现了以下问题:公司在制定策略时忽视了线上线下不同消费者的 消费心理和行为的不同，由此带来了不同渠道的产品定位不鲜明，无东华大学何萃楠毕业论文 6 法在消费者心目中形成明确认知的问题；此外，在品牌布局时，也没 有充分考虑地域特征和消费者购买方式的差异性。第五部分从产品策 略、价格策略、渠道策略和促销策略四方面提出了 H 公司精油类化妆 品市场营销组合策略优化。在最后提出，制定合理的营销计划和采用 立体化的财务体系、注重营销队伍的培养与对组织结构进行优化、建 立双向反馈的营销信息系统、进行营销控制等方面提出了 H 公司精油 类化妆品营销策略的保障措施。 本文应用了市场营销理论、波特五力竞争理论、消费者行为学、 产品定位理论、网络营销及体验营销的相关理论来进行研究。在定性 研究的基础上，也做了大量的市场调查与统计分析的研究。通过聚类 分析法，聚焦公司需要下一步主要发力的目标消费者人群，进而结合 对公司的 STP 战略的再制定，明晰了 H 公司下一步战略调整的重点。 本论文试图把营销学理论应用到 H 公司的分析中，寻找适合 H 公司的营销之路， 这对于中小型化妆品公司的营销有很多借鉴意义， 这也是本文的意义之一。 关键词 :精油类化妆品;化妆品营销；营销组合策略；消费者行为；东华大学何萃楠毕业论文 7 STUDY ON MARKETING STRATEGY OPTIMIZATION OF H COMPANY’S ESSENTIALOILNATURALCOSMETICS ABSTRACT With the continuous upgrading of national consumption level, people's demand for beauty and youth is becoming more and more urgent. Essential oil cosmetics, with its natural and pure characteristics, fast absorption and strong penetration, are gradually being sought after by more and more beauty lovers. At the same time, the vast Chinese market, overseas well-known essential oil brands have entered the Chinese market. As a well-known e-commerce brand, H company needs to review the situation and constantlyoptimize its marketing strategyto meet thepersonalizedanddiversified needs of consumers, which is of great significance to stabilize the company's market position and long-term development. This paper studies the classical marketing theory and marketing viewpoints of the existing literature, and makes a detailed analysis of H Company. In the first part, the background, purpose and significance of the research are described in detail. In the second part, the related theories including marketing theoryat home and abroad and the research status of essential oil cosmetics are introduced. In the third part, H company is briefly introduced. While affirming the achievements of H company, it also sees such problems as poor product quality, inadequate product positioning; imperfect brand strategy, long product renewal cycle; lack of a stable and unified price system, serious channel conflict; lack of professional skills of employees, serious internal roll-over and so on. In the fourth part, the macro-environment and industry environment of H companyare brieflydescribed, and the market segmentation, target market selectionand product positioning are analyzed. The following problems are found: the company东华大学何萃楠毕业论文 8 neglects the differences of consumer psychology and behavior of different consumers online and offline when formulating strategies, which leads to the product positioning of different channels is not clear and can not be in the consumer's mind. In addition, in the brand layout, the differences between regional characteristics and consumers' purchasing patterns are not fully taken into account. The fifth part puts forward the optimization of H company's essential oil cosmetics marketing mix strategy from four aspects: product strategy, price strategy, channel strategy and promotion strategy. In the end, it puts forward the safeguard measures of H company's essential oil cosmetics marketing strategy in formulating reasonable marketing plan and adopting three- dimensional financialsystem, focusingonthetrainingofmarketingteamandoptimizing organizational structure, establishing two-way feedback marketing information system, and carrying out marketing control. This paper applies marketing theory, Porter's Five-power competition theory, consumer behavior theory, product positioning theory, network marketing and experience marketing theory to study. On the basis of qualitative research, a lot of market research and statistical analysis have been done. Through cluster analysis, focusing on the target consumer groups that the company needs to focus on in the next step, and then combining with the redesign of the company's STP strategy, the focus of H company's next strategic adjustment is clarified. This paper attempts to applymarketing theorytothe analysis ofH companyand find a suitable marketing path for H company. It has a lot of reference significance for the marketing of small and medium cosmetics companies, which is also one of the significance of this paper. KEYWORDS: Essential oil skincare; Marketing; Marketing mix strategy; Consumer behavior;东华大学何萃楠毕业论文 9 目录 第一章 绪论..............................................................................................................1 1.1 研究的背景、目的与意义 ...................................................................................1 1. 1. 1 研究的背景..................................................................................................1 1. 1. 2 研究的目的与意义……………………………………………………………………2 1.2 研究的内容 ..........................................................................................................2 1.3 研究的思路与技术路线图 ...................................................................................2 1.4 研究的方法 ..........................................................................................................3 第二章 文献综述………………………………………………………………...……………. .5 2.1 营销理论的国内外研究......................................................................................5 2.2 精油类化妆品营销的研究 ...................................................................................7 2.3 文献述评.............................................................................................................8 第三章 H 公司营销现状与问题分析.............................................................................9 3.1 公司简介.............................................................................................................9 3.2 H 公司市场营销现状.........................................................................................10 3.3 H 公司精油类化妆品在市场营销中存在的问题分析.......................................12 3.3.1 产品质量不过硬..........................................................................................12 3.3.2 品牌策略不完善..........................................................................................13 3.3.3 缺少稳定统一的价格体系...........................................................................13 3.3.4 员工素质整体偏低......................................................................................14 3.4 本章小结............................................................................................................14 第四章