1、 Strategies on Cosmetic Marketing School: College of Applied Foreign Language Grade: 2011 . Major: Business English . Student Name: 吴晓旭 . Student ID: 201113072 . Advisor: 凤宇飞 . Heilongjiang University May 10, 2015 I Abstract The modern sense of the marketing ideological originally started in the ear
2、ly 20th century， the change that marketing research converted traditional economics into management science marked the beginning of the marketing management era, 4Pss proposed by expert have laid the foundation theoretical framework for the management of marketing. The major issues which our marketi
3、ng academia and business circles are facing with currently are that how can mature international marketing theory integrate with China market in transition. Business marketing strategy is the main activity of the modern business marketing and whether the strategies are scientific is directly related
4、 to the success or failure. Hence, to make the business marketing activities operate and to achieve the expected economic benefits, we must research, analyze and evaluate the business marketing strategies. With the continuous development of the society, the cosmetics industry has become a shining st
5、ar. In this paper, I analyzed the present situation of Chinas cosmetic industrys competition and summarized the marketing strategies of foreign brand-name cosmetics. I studied that how can domestic small cosmetics stand out in a highly competitive market and expand the market share by focusing on br
6、anding and marketing strategy. This has a very important practical significance for improving our ability and level of analyzing and solving problems. Key words cosmetics industry, products, brands, marketing, strategy II 摘要 现代意义的市场营销思想最初始于 20 世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始， 4 个 P 理论的提出奠定了管理营销的基础理
7、论框架，如何将国际成熟的营销理论与方法和中国转型市场完成对接，是当前摆在我国营销学界和企业界面前的一个重大课题。企业市场营销战略，是现代企业市场营销的主要活动，战略和策略制定是否科学，直接关系到企业营销的成败。因此，要使企业营销活动正常进行，取得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。 随着时代的不断发展，化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状，总结分析了国外名牌化妆品的营销策略，重点从品牌和营销策略出发，研究国内中小 化妆品如何在竞争激烈的市场上脱颖而出，扩大市场份额。对于提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义
8、。 关键词 化妆品行业，产品，品牌 ，营销 ，策略 Contents Abstract . I 摘要 .II 1. Introduction. 1 2. Overview of Marketing Theory . 1 2.1 Traditional Marketing Theory. 1 2.2 4Ps Theory. 1 2.3 SWOT analysis. 2 3. 4Ps Theorys Application of Three Brands Marketing Strategies . 2 3.1 Product Strategies . 2 3.1.1 Product Strate
9、gies Applied in Avon. 2 3.1.2 Product Strategies Applied in Natural Republic. 3 3.1.3 Product Strategies Applied in Pehchaolin . 3 3.2 Price Strategies. 3 3.2.1 Price Strategies Applied in Avon . 3 3.2.2 Price Strategies Applied in Natural Republic . 4 3.2.3 Price Strategies Applied in Pehchaolin .
10、4 3.3 Place Strategies . 4 3.3.1 Place Strategies Applied in Avon . 4 3.3.2 Place Strategies Applied in Natural Republic . 4 3.3.3 Place Strategies Applied in Pehchaolin . 5 3.4 Promotion Strategies . 5 3.4.1 Promotion Strategies Applied in Avon. 5 3.4.2 Promotion Strategies Applied in Natural Repub
11、lic . 5 3.4.3 Promotion Strategies Applied in Pehchaolin . 5 4 SWOT Analysiss Application of Three Brands Marketing Strategies. 6 4.1 Strength Analysis. 6 4.1.1 Strength Analysis of Avon . 6 4.1.2 Strength Analysis of Natural Republic . 6 4.1.3 Strength Analysis of Pehchaolin . 7 4.2 Weakness Analys
12、is . 7 4.2.1 Weakness Analysis of Avon. 7 4.2.2 Weakness Analysis of Natural Republic . 7 4.2.3 Weakness Analysis of Pehchaolin . 7 4.3 Opportunity Analysis . 8 4.4 Threats Analysis . 8 Conclusion .10 References .11 Acknowledgements .12 Strategies on Cosmetic Marketing 1 1. Introduction In this pape
13、r, I used the Avon of United States, Natural Republic of South Korea and Pehchaolin of China as examples. Avons marketing strategies are the most persuasive as it is the world-famous brand of cosmetics. South Korea has advanced technologies of producing. Although Natural Republic is an emerging bran
14、d, it can quickly capture the market shows the advantage of its marketing strategies. Pehchaolin is a Chinese historic brand and it is constantly improving their marketing strategies in order to occupy more market share under the impact of the age. I referenced the 4Ps theory and SWOT analysis, thro
15、ugh analyzing and comparing with the three companies marketing strategies to find out the advantages or areas for improvement and excellent marketing strategies that we can learn from. 2. Overview of Marketing Theory Marketing is the activity, set of institutions, and processes for creating, communi
16、cating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at-large. 2.1 Traditional Marketing Theory For marketing, western scholars have given hundreds of definitions, the following are more representative. In 1960, American Marketing Association (AM
17、A) defined marketing for “marketing is a business way which guides the goods and services from producers to consumers or users”. E. J. McCarthy held that marketing is the business activity that guides the goods and services from the producers to the consumers or users in order to satisfy customers a
18、nd achieve business goals. This definition is more advanced than the previous one by AMA because it has clearly pointed out the companys business goal is to meet customers needs and make profit. It can be seen from the above definition that with the development of the social economy and the deepenin
19、g of human understanding, the connotation and denotation of the marketing have been greatly enriched and expanded. The process extended forward to a variety of activities in the field of production and pre-production and back to the consumers after the end of the sale. Its content expanded to market
20、 research, market segmentation, product development, pricing, select distribution channels, advertising, promotion, service, information feedback and other aspects. 2.2 4Ps Theory E. Jerome McCarthy, the professor of the University of Michigan, has attributed the elements of the companies marketing
21、strategies to a combination of four basic strategies for the first time in his Basic Marketing in 1960. This was known as the “4Ps“ theory: product, price, place, promotion. 4Pss proposed laid the foundation theoretical framework for the management of marketing and provided theoretical guidance and
22、time methods for business marketing management. Strategies on Cosmetic Marketing 2 In 1967, Philip Kotler further confirmed the core position of 4Ps method in his best-selling book Marketing Management: Analysis, Planning and Control (the first edition). Hence, 4Ps is the starting and ending point a
23、nd it is the basic business marketing tool, it has real and great guiding significance for Chinas enterprises. 2.3 SWOT analysis SWOT analysis is also known as situation analysis, it is a more objective and accurate way to analyze and study the realities of a unit which was introduced in the early 1
24、980s by a management professor of University of San Francisco. The four letters of SWOT represent: strength, weakness, opportunity and threats. Overall, SWOT can be divided into two parts: the first part is SW which is mainly used to analyze the internal conditions; the second part is the OT which i
25、s mainly used to analyze the external conditions. Using this method we can find out the effective and commendable factors as well as the disadvantages that we should avoid. Discovering solution to solve problems and identify the future direction of development. 3. 4Ps Theorys Application of Three Br
26、ands Marketing Strategies As the marketing guidelines, the better application of 4Ps is the key to the success of each brand. By investigation and research, this paper summarized how the three brands use 4Ps with their own realities effectively. 3.1 Product Strategies Product means the goods-and-ser
27、vices combination the company offers to the target market. With the rapid development of science and technology, the demands of consumers have become more and more personalized and the deepening of market competition resulted in an amplification of connotation and denotation of the products. The mos
28、t basic level of product is the core interest which offers basic utility and benefit of the product for consumers, this is also the benefits and services that consumers really want to buy. In the case where the core functions of products are substantially the same, the company who can faster, more a
29、nd better meet the complex needs of the interests of consumers will be able to have the consumer, market share and gain advantages. The famous American management expert Levitt once said “The new competition is not the products that factories manufactured but the one who can give products with packa
30、ging, services, advertising, consulting, financing, delivery, or other things which customers mostly care about outside the factory.” 3.1.1 Product Strategies Applied in Avon Through investigation, analysis and statistics, Avons products are classified as: skin care accounted for 35%, hair care acco
31、unted for 28%, beauty accounted for 24%, and 8% for perfume. This shows that skin care products are still the mainstream for consumers. Avon used rich types of brands to provide consumers with more choices and possibilities. In order to better reflect the famous brand which leads the fashion trend o
32、f beauty, Avon selected different product marketing strategies. Depending on the different colors and skin types of consumers, Avon recommended suitable products and beauty solutions to fully meet the Strategies on Cosmetic Marketing 3 different needs of consumers and attract to more buyers. The ult
33、imate goal is to expand the consumption of various products. Avon is not only focus on promoting their mature products, but also dedicate to the introduction of new products. The most representative thing is that the development and launch of the new products is closely related to the season. This m
34、ethod greatly satisfies the needs of female who want to pursuit new things and distinctive. 3.1.2 Product Strategies Applied in Natural Republic As we all know, South Korea is a big country of cosmetics, its manufacture and R & D (research and development) technologies are very mature. Natural Repub
35、lic like a dark horse stood out in such a competitive market by its unique products. Natural Republic products are made from raw materials of natural green plants and it uses patented technologyMD WATER which is independently developed by the company itself. The products have no irritation and injur
36、y on the skin and comply with the standard of European organic skincare. All the products adhere to the concept of environmental protection and away from the pollution. Whats more, there is no chemical scent with the products. The products suit for any type of skin because it is from pure plant and
37、this is also an important reason for its huge consumer group. Besides the basic skin care series, Natural Republic has also developed the make-up series to occupy a larger market share. 3.1.3 Product Strategies Applied in Pehchaolin Pehchaolin is one of the few historical famous cosmetics manufacturers of China. The brand has a long history which gives it a brilliant performance and the highly reputat
