- I - 中文摘要 随着国民经济的持续增长，国内美妆市场需求不断增长，产业规模也不断扩 大，国外知名美妆企业纷纷涌入国内市场。由于互联网电商平台和直播带货平台 的兴起，国内美妆企业之间的竞争进一步加剧。由于突如其来的新冠疫情的影响， 市场销售受到了极大的冲击，部分美妆企业经营每况愈下、濒临破产，也有美妆 企业抓住机遇、脱颖而出，营销策略的改变功不可没。 C公司作为美妆企业之一，适时调整营销策略，适应后疫情时代美妆产业业态 的变化，是当前最重要的选择。本文利用市场营销学的基本理论和PEST、4P等研 究方法，分析了C公司目前的营销策略现状及问题，进一步挖掘了问题原因，并 在充分调研国内美妆产业环境的基础上，制定出符合C公司目前状况的营销策略， 并给出了相应保障措施。 关键词：美妆；营销；策略；行业市场 黑龙江大学硕士学位论文 - II - Abstract With the sustained growth of the national economy, the demand of the domestic beauty market is increasing, and the industrial scale is expanding. Foreign famous beauty companies have poured into the domestic market. Due to the rise of Internet e-commerce platform and live delivery platform, the competition among domestic beauty companies is further intensified. Due to the sudden impact of the COVID-19 epidemic, the market sales have been greatly impacted. Some beauty companies are going from bad to worse and are on the verge of bankruptcy. Some beauty companies have seized the opportunity and stood out, and the change of marketing strategy has contributed greatly. As one of the beauty companies, it is the most important choice for C company to adjust its marketing strategy in time to adapt to the change of beauty industry in the post-epidemic era. Based on the basic theory of marketing and PEST, 4P and other research methods, this paper analyzes the current situation and problems of C company's marketing strategy, further explores the causes of the problems, and on the basis of fully investigating the domestic beauty industry environment, formulates the marketing strategy that conforms to the current situation of C company, and gives corresponding safeguard measures. Keywords: Beauty; Marketing; Strategy; Industry market 目录 - III - 目录 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 绪论..................................................................................................................................1 一、研究的背景.......................................................................................................1 二、研究的目的和意义...........................................................................................1 （一）研究目的................................................................................................1 （二）研究意义................................................................................................2 三、国内外研究现状...............................................................................................2 （一）国外研究现状........................................................................................2 （二）国内研究现状........................................................................................3 （三）国内外研究评述....................................................................................4 四、主要内容和研究方法.......................................................................................4 （一）研究内容................................................................................................4 （二）研究方法................................................................................................4 第一章 理论基础..........................................................................................................6 第一节 基本概念.....................................................................................................6 一、市场营销....................................................................................................6 二、产品组合....................................................................................................6 三、营销策略....................................................................................................6 第二节 分析方法.....................................................................................................6 一、PEST理论..................................................................................................6 二、STP理论....................................................................................................7 三、4P理论.......................................................................................................8 本章小结...................................................................................................................8 第二章 C公司营销策略现状存在的问题及成因分析...............................................9 黑龙江大学硕士学位论文 - IV - 第一节 公司简介及市场营销策略现状.................................................................9 一、公司简介....................................................................................................9 二、公司经营现状............................................................................................9 三、产品的整体概况.......................................................................................11 四、公司产品组合..........................................................................................13 五、公司销售模式..........................................................................................17 第二节 C公司营销策略存在的问题及成因分析...............................................18 一、公司缺乏长远规划..................................................................................18 二、过分依赖营销模式..................................................................................19 三、销售渠道单一..........................................................................................20 四、缺乏价格优势..........................................................................................20 五、公司人员流失严重..................................................................................22 本章小结.................................................................................................................22 第三章 C公司市场营销环境分析.............................................................................23 第一节 宏观环境分析...........................................................................................23 一、政治环境分析..........................................................................................23 二、经济环境分析..........................................................................................23 三、社会环境分析..........................................................................................24 四、技术环境分析..........................................................................................24 第二节 产业环境分析...........................................................................................25 一、供应商的议价能力..................................................................................25 二、购买者的议价能力..................................................................................25 三、新进入者的威胁......................................................................................26 四、替代者的威胁..........................................................................................26 五、同行业竞争者的竞争程度......................................................................26 第三节 内部环境分析...........................................................................................26 一、公司资源分析..........................................................................................26 目录 - V - 二、公司能力分析..............................................