1、Strategies on Cosmetic MarketingSchool: College of Applied Foreign Language Grade: 2011 . Major: Business English . Student Name: 吴晓旭 . Student ID: 201113072 . Advisor: 凤宇飞 . Heilongjiang UniversityMay 10, 2015IAbstractThe modern sense of the marketing ideological originally started in the early 20t
2、h 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 marketing acad
3、emia 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 to the
4、 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 star. In
5、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 branding
6、and marketing strategy. This has a very important practical significance for improving our ability and level of analyzing and solving problems.Key wordscosmetics industry, products, brands, marketing, strategyII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论框架，如何将国际成熟的营
7、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。关键词化妆品行业，产品，品
8、牌 ，营销 ，策略ContentsAbstract.I摘要 II1. Introduction .22. Overview of Marketing Theory22.1 Traditional Marketing Theory.22.2 4Ps Theory 22.3 SWOT analysis .23. 4Ps Theorys Application of Three Brands Marketing Strategies .23.1 Product Strategies .23.1.1 Product Strategies Applied in Avon .23.1.2 Product
9、Strategies Applied in Natural Republic23.1.3 Product Strategies Applied in Pehchaolin .23.2 Price Strategies23.2.1 Price Strategies Applied in Avon 23.2.2 Price Strategies Applied in Natural Republic.23.2.3 Price Strategies Applied in Pehchaolin .23.3 Place Strategies .23.3.1 Place Strategies Applie
10、d in Avon23.3.2 Place Strategies Applied in Natural Republic 23.3.3 Place Strategies Applied in Pehchaolin .23.4 Promotion Strategies.23.4.1 Promotion Strategies Applied in Avon23.4.2 Promotion Strategies Applied in Natural Republic .23.4.3 Promotion Strategies Applied in Pehchaolin.24 SWOT Analysis
11、s Application of Three Brands Marketing Strategies 24.1 Strength Analysis 24.1.1 Strength Analysis of Avon 24.1.2 Strength Analysis of Natural Republic.24.1.3 Strength Analysis of Pehchaolin.24.2 Weakness Analysis .24.2.1 Weakness Analysis of Avon24.2.2 Weakness Analysis of Natural Republic .24.2.3
12、Weakness Analysis of Pehchaolin.24.3 Opportunity Analysis 24.4 Threats Analysis2Conclusion2References 2Acknowledgements2Strategies on Cosmetic Marketing11. IntroductionIn this paper, I used the Avon of United States, Natural Republic of South Korea and Pehchaolin of China as examples. Avons marketin
13、g 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 brand, it can quickly capture the market shows the advantage of its marketing strategies. Pehchaolin is a Chinese historic b
14、rand 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, through analyzing and comparing with the three companies marketing strategies to find out the advantages or areas for improve
15、ment and excellent marketing strategies that we can learn from.2. Overview of Marketing TheoryMarketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at-large. 2.1 Tr
16、aditional Marketing Theory For marketing, western scholars have given hundreds of definitions, the following are more representative.In 1960, American Marketing Association (AMA) defined marketing for “marketing is a business way which guides the goods and services from producers to consumers or use
17、rs”. 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 and achieve business goals. This definition is more advanced than the previous one by AMA because it has clearly pointed out
18、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 deepening of human understanding, the connotation and denotation of the marketing have been greatly enriched and expanded. The proces
19、s 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 research, market segmentation, product development, pricing, select distribution channels, advertising, promotion, service,
20、information feedback and other aspects.2.2 4Ps TheoryE. Jerome McCarthy, the professor of the University of Michigan, has attributed the elements of the companies marketing strategies to a combination of four basic strategies for the first time in his Basic Marketing in 1960. This was known as the “
21、4Ps“ theory: product, price, place, promotion.4Pss proposed laid the foundation theoretical framework for the management of marketing and provided theoretical guidance and time methods for business marketing management.Strategies on Cosmetic Marketing2In 1967, Philip Kotler further confirmed the cor
22、e 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 and it is the basic business marketing tool, it has real and great guiding significance for Chinas enterprises. 2.3 SWOT analysisSWO
23、T 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 1980s by a management professor of University of San Francisco.The four letters of SWOT represent: strength, weakness, opportunity an
24、d 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 is mainly used to analyze the external conditions. Using this method we can find out the effective and commendable factors as well as
25、the disadvantages that we should avoid. Discovering solution to solve problems and identify the future direction of development.3. 4Ps Theorys Application of Three Brands Marketing StrategiesAs the marketing guidelines, the better application of 4Ps is the key to the success of each brand. By invest
26、igation and research, this paper summarized how the three brands use 4Ps with their own realities effectively.3.1 Product StrategiesProduct means the goods-and-services combination the company offers to the target market. With the rapid development of science and technology, the demands of consumers
27、 have become more and more personalized and the deepening of market competition resulted in an amplification of connotation and denotation of the products. The most basic level of product is the core interest which offers basic utility and benefit of the product for consumers, this is also the benef
28、its 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 and better meet the complex needs of the interests of consumers will be able to have the consumer, market share and gain advantages. The f
29、amous American management expert Levitt once said “The new competition is not the products that factories manufactured but the one who can give products with packaging, services, advertising, consulting, financing, delivery, or other things which customers mostly care about outside the factory.”3.1.
30、1 Product Strategies Applied in AvonThrough investigation, analysis and statistics, Avons products are classified as: skin care accounted for 35%, hair care accounted for 28%, beauty accounted for 24%, and 8% for perfume. This shows that skin care products are still the mainstream for consumers. Avo
31、n 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 of beauty, Avon selected different product marketing strategies. Depending on the different colors and skin types of consumers, Avon recomme
32、nded suitable products and beauty solutions to fully meet the Strategies on Cosmetic Marketing3different needs of consumers and attract to more buyers. The ultimate goal is to expand the consumption of various products.Avon is not only focus on promoting their mature products, but also dedicate to t
33、he 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 method greatly satisfies the needs of female who want to pursuit new things and distinctive.3.1.2 Product Strategies Applied in Natural Republi
34、cAs we all know, South Korea is a big country of cosmetics, its manufacture and R these objectives in turn contribute to accomplishing the organizations overall goals. However, certain cautions should be paid attention to in the application of marketing strategies: environmental forces are important
35、 in the strategic market planning process and very much affect it. These forces imply opportunities and threats that influence an organizations overall goals.Through analyzing and comparing with the three companies marketing strategies, we have learnt the marketing strategies of advanced enterprises
36、. At the same time, the articles also provided a reference to other enterprises in the early stages of developing by comparison and study of the three companies opportunities and threats. Strategies on Cosmetic Marketing11References1金学禹，倪自银，市场营销理论与实务M ，北京，航空工业出版社， 1993.2 Philip Kotler, Gary Armstron
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40、San Diego: Greenhaven, 10（2003 ）：20-27.Strategies on Cosmetic Marketing12AcknowledgementsThanks to those people who have contributed to the writing of this final paper, especially my tutor Mr. Feng Yufei.I would also like to acknowledge my debt to my close friend, Dara who has given me a lot of mental support during the research of Natural Republic and all the teachers in our department, who I love, who have generously given numerous favor to me during my four years of college life here. Thank you!
