摘要
摘要
我国化妆品市场呈现增长趋势，人民的消费需求和购买能力大幅提升，消
费者对化妆品的需求向精细化、专业化发展，化妆品市场发展潜力巨大。国内
外化妆品企业竞相角逐我国化妆品市场，不断推出新的产品，提出新的护肤理
念，抢占化妆品消费市场。A公司发展起步晚，在化妆品行业知名度低，产品市
场份额小，在竞争激烈的化妆品市场中，A公司如何抓住机遇，突围而出，形成
自身竞争优势，获得消费者的认可，抢占市场份额，是亟待解决的问题。
本文以 A 公司为研究对象，进行化妆品营销策略的有关研究。首先，分析
了 A公司所处的营销环境，运用 PEST分析法对A公司所处的宏观营销环境进
行分析；分析了 A公司的竞争者，如国外化妆品牌、国内化妆品牌、替代品等；
运用调查法，开展消费者购买行为问卷调查，分析化妆品消费者行为特征。第
二，运用 4P营销理论，分析公司现有的营销策略，并进行 A公司化妆品营销策
略问卷调查，结合问卷分析 A 公司在营销策略上存在的问题。第三，针对发现
的问题，提出相应策略优化建议及保障措施。
经过分析，本文认为 A 公司在化妆品营销策策略上要做如下改进。在产品
策略上，公司可以加强产品竞争力，合理设计产品线、改进产品包装设计。在
价格策略上，公司要避免不同渠道价格冲突。在渠道策略上，公司可以加强渠
道管理，规范销售渠道、拓展线下渠道、重视线上渠道。在促销策略上，公司
可以深入挖掘促销手段，邀请明星进行组合式营销、加强新媒体营销、强化线
下实体店体验营销。本文通过对 A公司化妆品营销策略的研究，为 A公司的营
销策略的优化提供参考，也为国产化妆品牌的营销策略制定提供了一些借鉴。
关键词：市场营销；化妆品；营销策略
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Abstract
Abstract
China's cosmetics is growing rapidly, the people's consumption demand and
purchasing powerare greatlyincreasing. Consumers’ demandfor cosmeticsis
developing towards refinement and specialization. The cosmetics market has great
developmentpotential.Domestic andforeign cosmeticsenterprisescompete for
China's cosmetics market, constantly launch new products, put forward new skin care
concepts, and seize the cosmetics consumption market. A Company didn’t start to
develop until recent years, with low popularity in the cosmetics industry and small
product market share. In the highly competitive cosmetics market, how A company
seizesthe opportunity,breaksthrough difficulties,formsits owncompetitive
advantage, obtains the recognition of consumers and seizes the market share, those
are urgent problems to be solved.
This paper takes A company as the research object to study the cosmetics
marketing strategy. Firstly, it analyzes the marketing environment of A company, and
uses PEST analysis method to analyze the macro marketing environment of company
A; it analyzes the competitors of A company, such as foreign cosmetic brands,
domestic cosmetic brands, substitutes and so on; Using the survey method, it carry
out aquestionnaire surveyon consumers'purchasebehavior, andanalyze the
characteristics of cosmetics consumers' behavior. Second, using 4P marketing theory,
it analyze the company's existingmarketing strategy, it conduct a questionnaire
survey on thecosmetics marketing strategyof A company, and itanalyze the
problems existing inthe marketing strategyof A company combinedwith the
questionnaire. Third, according to the problems found, it put forward corresponding
strategy optimization suggestions and safeguard measures.
After analysis, this paper believes that A company should make the following
improvements in cosmetics marketing strategy. In terms of product strategy, the
company can strengthen product competitiveness, reasonably design product line and
improve product packaging design. In terms of price strategy, the company can avoid
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