百雀羚产品营销策略研究

百雀羚产品营销策略研究摘要：伴随着人们生活质量的提升和消费理念的变化，人们开始重视皮肤护理，护肤品开始成为人们日常生活之中的必需品。依靠人口数量和市场规模，最大的化妆品消费地就是中国了。鉴于国外投资产品质量问题最近几年时常出现，很多的消费者将目标产品转向了我们的国产市场，我国的本土的化妆品行业开始有了新的机会，许多个优秀的国产品牌再次登台。但是目前来看，外资品牌仍对我国品牌企业造成了很大的影响。关注消费者的真正的需求，重新定制企业的营销策略是提高化妆品业发展速度的必要之路，还能够从而提高我国化妆品牌的竞争力。百雀羚是一个中国老字号品牌，是国产化妆品中的佼佼者，本文主要通过理论研究百雀羚的营销策略分析，根据文献和网络资料研究并整理出来百雀羚及与它相关品牌的市场状况，概括并总结他们的成功之处与优劣之处。剖析其存在的问题，进而提出相应的发展对策，我国的化妆品发展之路还有很大的发展空间，相信未来的百雀羚一定能够成为让中国骄傲的护肤品牌。关键词：百雀羚：营销：策略Research on Marketing Strategy of BaiqueLing ProductsAbstract:Abstract:With the improvement of people's quality of life and the change ofconsumption concept,people began to pay attention to skin care,and skin care productsbecame a necessity in people's daily life.Depending on the population and market size,Chinais the largest consumer of cosmetics.In view of the frequent quality problems of foreigninvestment products in recent years,many consumers have turned their target products to ourdomestic market,and China's local cosmetics industry has begun to have new opportunities,and many excellent domestic brands have once again appeared on the stage.But at present,foreign brands still have a great influence on Chinese brand enterprises.Paying attention tothe real needs of consumers and re-customizing the marketing strategy of enterprises is thenecessary way to improve the development speed of cosmetics industry,and can also improvethe competitiveness of cosmetics brands in China.Baique Ling is an old brand in China,and it is a leader in domestic cosmetics.This papermainly studies Baique Ling's marketing strategy through theoretical analysis,and studies andsorts out the market situation of Baique Ling and its related brands according to literature andnetwork materials,and summarizes their successes and advantages and disadvantages.Byanalyzing the existing problems,and then putting forward the corresponding developmentcountermeasures,there is still a lot of room for the development of cosmetics in China.Ibelieve that Baique Ling will definitely become a skin care brand in pride of chinese in thefuture.Keywords:Baique Ling;Marketing;tactics目录第1章引言…1.1研究背景.1.2研究意义.21.2.1理论意义.21.2.2现实意义。21.3国内外研究文献综述.…31.3.1国外研究文献综述…31.3.2国内研究文献综述3第2章百雀羚基本情况介绍…2.1公司简介52.2发展现状第3章百雀羚产品营销存在的问题分析.73.1中低端的市场定位。.73.2缺乏系统性定价策略.73.3产品功能单一.73.4传播方式匮乏.83.5集中在超市的销售终端.8第4章其他品牌营销策略借鉴94.1大量广告传播的欧莱雅.94.2渠道畅通的资生堂.94.3理念创新的自然堂.….94.4“中国风”的佰草集.................-10第5章百雀羚产品营销策略建议115.1明确市场定位…115.2强化品牌的塑造..115.3提高产品质量115.4增加产品特色.125.5丰富传播方式..12第6章结论与展望,14致谢15参考文献.….16