I 摘要 在国家“大众创业，万众创新”的政策推进和移动互联网技术的普及，一大 波微商、电商、移动商城、社群营销迅速涌入了化妆品市场，与传 统化妆品实体 营销、品牌直销，形成了互相打压挤占市场的竞争格局。A化妆品公司之前通过 线上社群和线下实体门店的双轨道发展，在这激烈的竞争市场中脱颖而出。但是 面 对政策环境规范化和消费升级以及技术革新、产品同质化越来越严重等行业内 外部的严峻挑战，目前A化妆品公司正在积极探寻优化营销策略，纵深服务，加 强大数据技术的挖掘 应用，完善公司经营理念，实现营销升级。 本文主要是以A化妆品公司营销策略改进措施作为研究对象，对化妆品行业 现状以及A公司营销现状进行了详细描述。通过对公司现有 的产品策略、定价策 略、渠道布局、促销、消费群体、营销过程服务、有形展示等阐述发现，A公司 目前存在市场规模增长缓慢、产品品牌单一、实体门店拓展受限以及客户体验 感 不强等问题。进一步分析产生这些问题是因为产品上新缓慢、自身研发能力有待 提升、渠道不够完善、代理商能力良莠不齐、有形展示不够。作者在这些分析的 基础上提出了 加强产品研发创新、优化调整渠道、全面促销、规范管理代理商、 提升营销过程服务和完善有形展示等一系列措施，以及建立了云仓库、生活商城 资源池、品牌大学人才培训体 系、供应链体系以及智慧门店来保障新的营销策略 的实施。通过以上改进措施与保障体系的构建助力A公司在新零售市场抢占先机。 同时，文章采用的方法、理论以及研究思路等 ，希望能够帮助类似A化妆品公司 的中小型企业管理者制定符合企业自身特色的营销策略提供参考。 关键词：化妆品 微商 线上线下 7Ps 新零售 ABSTRACT II ABSTRACT With the promotion of the national policy of "innovation and entrepreneurship" and the popularization of mobile Internet technology, A large number of WeChat merchants , e-commerce, mobile mall, and community marketing have rushed into the cosmetics market. With the traditional cosmetics entity marketing and brand direct marketing, they have formed a competitive pattern of suppressing each other and occupying the market. A cosmetics company, through the dual track development of online community and offline physical stores, stood out in this fierce competitive market. But in the face of the severe challenges inside and outside the industry, such as the standardization of policy environment and consumption upgrading, as well as the increasingly serious technical innovation and product homogeneity, at present, A cosmetics company is actively seeking to optimize marketing strategies, in-depth services, strengthen the mining and application of big data technology, improve the company's business philosophy, and achieve marketing upgrading. This paper mainly takes the improvement measures of A cosmetics company's marketing strategy as the research object, The current situation of cosmetics industry and the marketing situation of company A are described in detail.Through the elaboration of the company's existing product strategy, pricing strategy, channel layout, promotion, consumer group, marketing process service, tangible display, etc., it is found that company A currently has such problems as slow growth of market scale, single product brand, limited expansion of physical stores and weak customer experience. Further analysis of these problems are caused by slow development of new products, their own research and development capacity to be improved, imperfect channels, uneven agent capacity, physical display is not enough. The author on the basis of the analysis is put forward to strengthen product development innovation, optimizes the channels, comprehensive promotion agent, standardized management, improve marketing services and perfect a series of measures such as tangible demonstration, and established the cloud warehouse, living mall resource pool, brand university talent training system, supply chain system as well as the wisdom of stores to ensure the implementation of the new marketing strategy. Through the above improvement measures and the construction of guarantee system, A company can seize the first ABSTRACT III opportunity in the new retail market. At the same time, the methods, theories and research ideas adopted in this paper are expected to provide references for the managers of small and medium-sized enterprises like A cosmetics company to formulate marketing strategies in line with their own characteristics. Key words: cosmetics, WeChat merchants, online and offline, 7PS, new retailing 目 录 IV 目 录 第一章 绪论 .................................................................................................................... 1 1.1研究背景 ............................................................................................................ 1 1.2 研究意义 ............................................................................................................ 2 1.3 研究思路 ............................................................................................................ 3 1.4 研究方法 ............................................................................................................ 3 1.5 论文架构 ............................................................................................................ 4 第二章 理论基础及国内外研究综述 ............................................................................ 5 2.1 理论基础 ............................................................................................................ 5 2.2 国内外文献研究 ................................................................................................ 6 第三章 化妆品市场营销发展现状及分析 ................................................................... 11 3.1 化妆品行业现状 ............................................................................................... 11 3.1.1 行业分类 .............................................................................................. 12 3.1.2 行业特征 .............................................................................................. 13 3.1.3 行业宏观环境PEST现状 ................................................................... 13 3.1.4 行业微观环境现状 .............................................................................. 16 3.2 化妆品行业发展趋势分析 .............................................................................. 18 3.2.1 她经济与他经济双向发展 .................................................................. 18 3.2.2 通过分享渗透市场 .............................................................................. 19 3.2.3 通过大数据精准营销 .......................................................................... 20 第四章 A公司营销现状及其分析 .............................................................................. 22 4.1 A公司概况 ....................................................................................................... 22 4.1.1 发展历程 .............................................................................................. 22 4.1.2 组织架构 .............................................................................................. 22 4.1.3 经营情况 .............................................................................................. 23 4.2 当前营销现状 .................................................................................................. 24 4.2.1 产品介绍 .............................................................................................. 24 4.2.2 当前价格策略 ...................................................................................... 27 4.2.3 当前渠道现状 ...................................................................................... 29 4.2.4 当前促销现状 ...................................................................................... 29 4.2.5 目标客户群体现状 .............................................................................. 31 目 录 V 4.2.6 营销人员现状 ...................................................................................... 32 4.2.7 营销过程服务管理现状 ...