近几年，随着中国综合国力的不断增强，国民生活水平得到很大的提升。人们在解 决了基本的温饱问题之后，开始追求享受型的生活，尤其是年轻人 ，越来越舍得往自己 身上花钱。也正是在这样消费升级的背景下，化妆品行业迎来了高速发展期。据国家统 计局官方数据显示，化妆品行业的年复合增长率明显高于其他行业， 2017-2018 期间， 年销售增长率达到 11.5%，中国已经成为一个化妆品消费大国。在这么一个蓬勃发展的 行业里面，自然少不了激烈的竞争，截至 2019 年，中国的化妆品生产 企业已经接近 5000 家。而另一方面，移动互联网的高速发展，给整个化妆品市场的竞争格局，带来 了很多不确定的因素和可能性。G公司正是在这样一个环境下创立，想要借助 互联网时 代新机遇，实现生存与发展的企业。然而，在此背景下，G公司X化妆品销售状况并不 理想。因此对于G公司X化妆品如何制定营销战略、如何改进营销组合已经成为公司 发展过程中，迫切需要解决的问题。 通过对过往化妆品市场营销相关研究成果的归纳，以及G公司X化妆品经营现状、 所处内外部环境的分析，运用 STP 理论、营销 4P 理论分析 ，找到G公司X化妆品在 营销过程中存在的战略及策略问题。运用定量定性相结合的方法、理论联系实际，对G 公司X化妆品提出重塑产品定位、提升产品力、优化定价模型、创新 渠道及促销形式等 方面的建议。 通过对G公司X化妆品市场营销策略进行深入研究，结合当前互联网大背景提出 针对性改善建议，以期对中小型消费品企业有一定的借鉴意义。 关键词：化妆品；营销策略；网络营销 II ABSTRACT In recent years, with the continuous enhancement of China's comprehensive national strength, the national living standard has been greatly improved. After solving the basic problem of food and clothing, people began to pursue a life of enjoyment, especially young people, more and more willing to spend money on themselves. It is in this context of consumption upgrading that the cosmetics industry ushered in a period of rapid development. According to the official data of the National Bureau of statistics, the annual compound growth rate of the cosmetics industry is significantly higher than that of other industries. During 2017-2018, the annual sales growth rate reached 11.5%, and China has become a major cosmetics consumer. In such a booming industry, fierce competition is inevitable. By 2019, there are nearly 5000 cosmetics manufacturers in China. On the other hand, the rapid development of mobile Internet has brought many uncertain factors and possibilities to the competition pattern of the whole cosmetics market. It is in such an environment that G company was founded. It wants to take advantage of the new opportunities in the Internet era to realize its survival and development. However, in this context, G Company X cosmetics sales situation is not ideal. Therefore, how to make marketing strategy and improve marketing mix for X cosmetics of G company has become an urgent problem to be solved in the development process of the company. Based on the summary of the past research results of cosmetics marketing, and the analysis of the current situation and internal and external environment of X cosmetics in G company, using STP theory and marketing 4P theory, this paper finds the strategic and strategic problems in the marketing process of X cosmetics in G company. By combining quantitative and qualitative methods, theory and practice, this paper puts forward suggestions on reshaping product positioning, improving product strength, optimizing pricing model, innovating channels and promotion forms for X cosmetics of G company. Through in-depth research on the marketing strategy of X cosmetics of G company, and combining with the current internet background, this paper puts forward targeted improvement suggestions, with a view to providing some reference for small and medium-sized consumer goods enterprises. Keywords: Cosmetics; Marketing strategy; Internet Marketing III 目录 摘要 ......................................................................................................................................... I ABSTRACT ............................................................................................................................... II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景、意义 ............................................................................................................. 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 2 1.2 国内外文献综述 ............................................................................................................. 2 1.3 研究内容与方法 ............................................................................................................. 5 1.3.1 研究内容 .................................................................................................................. 5 1.3.2 研究方法 .................................................................................................................. 6 1.3.3 研究框架 .................................................................................................................. 6 第二章 G公司概况及X化妆品营销现状概述 ..................................................................... 8 2.1 G公司的基本情况概述 .................................................................................................. 8 2.1.1 成立背景 .................................................................................................................. 8 2.1.2 组织架构及部门职能 .............................................................................................. 8 2.1.3 产品及销售情况 ...................................................................................................... 9 2.2 G公司X化妆品营销现状概述 ................................................................................... 11 2.2.1 营销战略现状 ........................................................................................................ 11 2.2.2 营销策略现状 ........................................................................................................ 12 2.3 本章小结 ....................................................................................................................... 16 第三章 G公司X化妆品营销环境分析 ............................................................................... 17 3.1 外部环境分析 ............................................................................................................... 17 3.1.1 总体环境分析 ........................................................................................................ 17 3.1.2 行业分析 ................................................................................................................ 20 3.1.3 竞争对手分析 ........................................................................................................ 22 3.1.4 消费者分析 ............................................................................................................ 24 3.2 G公司内部环境分析 .................................................................................................... 26 IV 3.2.1 G公司的资源分析 ................................................................................................. 26 3.2.2 G公司的能力分析 ................................................................................................. 27 3.3 G公司SWOT分析及战略选择 ................................................................................... 28 3.3.1 外部环境的机会与威胁分析 ................................................................................ 28 3.3.2 内部环境的优势与劣势分析