化妆品企业营销策略研究-以玫琳凯（中国）为例 .pdfVIP

化妆品企业营销策略研究- 以玫琳凯（中国）为例 中文摘要 化妆品产业在我国的发展不算晚，同时为国家创造了很多税收和大量的就业机会。目 前我国化妆品行业中，外资和合资的企业占主导地位，进口化妆品和合资企业的化妆品已 经占有了近80％的化妆品市场。化妆品市场是一个巨大市场，并具有相当大的发展前景， 引得各大公司竞相争夺。化妆品企业该如何综合利用企业资金、技术、管理等，在激烈的 市场竞争中取得营销渠道优势，成为本文的研究重点。想在日益激烈的营销竞争中取胜， 如何找到适合自己的营销方式以及如何找准营销中的文化是非常重要的，好的营销手段和 好的营销理念是好的营销的基础和关键所在。本文以玫琳凯化妆品公司为例，分别从营销 手段和营销理念两个大方面阐述营销策略在营销中的应用。 关键词：玫琳凯，营销策略，化妆品企业，研究 1 abstract Cosmetics industry in Chinas development is not too late, but the country has created a lot of jobs and a lot of taxes. At present Chinas cosmetics industry, foreign and joint venture enterprises dominate the import of cosmetics and cosmetic joint ventures have occupied nearly 80 percent of the cosmetics market. Cosmetics market is a huge market and has considerable development prospects, attracted major companies competing. How cosmetics companies in the utilization of corporate capital, technology, management, and marketing channels to obtain advantage in the fierce market competition, become a research focus of this article. Want in the increasingly fierce competition to win the marketing, how to find their own way of marketing and how to identify marketing culture is very important, good marketing and good marketing idea is the foundation of good marketing and key. In this paper, Mary Kay Cosmetics, for example, were elaborate marketing strategy in marketing from the marketing tools and marketing concepts two major respects. Keywords: Mary Kay, marketing strategy, cosmetics companies, research 4 目录 中文摘要3 abstract 4 第一章 引言6 1.1 概述