我国化妆品行业渠道

编号：毕业论文题目：我国化妆品行业渠道与营销分析院（系）：应用科技学院专业：电子商务学生姓名：学号：0601140109指导教师：XXXX职称：XXXXX题目类型：√理论研究实验研究工程设计工程技术研究软件开发2010年6月15日摘要随着中国经济的不断发展，中国的贸易大门一步一步地为世界各国开启，国外品牌化妆品纷纷涌入中国市场。如今国外品牌占据了中国化妆品市场的主导地位，抢占了大量的市场份额，而国内化妆品企业通过激烈的竞争，希望能够分得一杯羹。本文从营销的基本理论入手，分析我国化妆品行业现状及典型的营销渠道，接着分析了我国化妆品行业存在的问题及根源。在我国化妆品企业发展之际，无论在渠道建设方面，还是在营销实施方面都出现了不少问题，在此基础上提出了对现阶段我国化妆品企业渠道建设的建议。最后，通过对我化妆品行业渠道与营销分析，为解决我国化妆品企业发展中存在的问题提供参考依据，有利于提高国内化妆品企业的竞争力。文章一共分五章。第一章为营销和渠道的理论概述，对营销观念及其发展做了介绍，讲述了市场营销和营销渠道的定义以及功能；第二章分析我国化妆行业营销状况，包括行业状况、营销战略和营销模式的变化；第三章介绍了我国化妆行业的典型渠道，企业如何设计和选择渠道，企业如何选择中间商；第四章探讨了我国化妆品行业存在的问题及建议；第五章对本文进行总结，并得出一些结论。关键词：化妆品；营销渠道；网络营销；中间商AbstractWiththecontinuousdevelopmentofChineseeconomy,China'stradedoorhastobeopenedfortheworldstepbystep;afloodofforeigncosmeticshascomeintoChinesemarket.NowforeigncosmeticbrandsareoccupyingtheleadingpositionofChinesecosmeticsmarket,andholdingalargesectionofmarketshare,whilenativecosmeticsenterpriseshopetogetasliceoftheactionthroughthefiercecompetition.Throughthetheoryofmarketing,thisarticleanalyzesthestatusofthemarketingandtypicalmarketingchannelsinthenativecosmeticsindustry,andthenthearticleputsforwardtheexistingproblemsfacingcurrentthenativecosmeticsindustryandfindsoutthereasonsandsourcesresultingintheseproblems.However,atthetimeofnativecosmeticsenterprisesdevelopment,nomattermarketingchannelconstructionormarketingimplementationresultsinalotofproblems.Finally,thisarticleanalysesthechannelsandmarketingofthenativecosmeticsindustry,inordertoprovidethereferenceforcosmeticsenterprisestosolvetheproblemsofdevelopment,andcontributetoimprovecompetitivenessofthenativecosmeticsenterprises.Thearticleincludesfivechapters.Thefirstchapterisanoverviewofthetheoryofmarketingandchannels,describesthemarketingconceptandthedevelopmentofmarketingconcept,explainsthedefinitionofmarketingandmarketingchannels,andexplainsthefunctionsofthem;Thesecondchapteranalysesthestatusofthemarketinginthenativecosmeticsindustry,includingindustrystatus,marketingstrategiesandchangesinmarketingmode;ThethirdchapterdescribesthetypicalmarketingchannelsinChinesecosmeticsmarket,howcompaniesdesignandselectchannels,selectintermediaries;ThefourthchapterdiscussestheproblemsinChinesecosmeticsindustryandsomesuggestionsforsolvingthem.Thefifthchaptergivesthesummarizationofthearticleandsomeconclusions.Keywords:Cosmetics;Marketingchannel;Internetmarketing;Intermediaries目录引言...............................................................................................................................................11市场营销与营销渠道概述.......................................................................................11.1市场营销与营销渠道理论...............................................................................................11.2营销观念及发展.................................................................................................................21.3市场营销与营销渠道的功能..........................................................................................42我国化妆品行业营销状况分析.............................................................................62.1我国化妆品行业现状........................................................................................................62.1.1化妆品行业在我国的发展状况..................................................................................62.1.2我国化妆品市场的消费结构及消费能力................................................................82.1.3我国化妆品市场未来之景...........................................................................................92.2我国化妆品企业营销策略变化...................................................................................102.2.1新时代个性化消费的营销策略................................................................................102.2.2优化整合化妆品的通路..............................................................................................102.2.3化妆品产品策略的变化..............................................................................................112.3化妆品营销模式变化分析.............................................................................................112.3.1化妆品当保健品营销新方式.....................................................................................122.3.2化妆品的直销模式.......................................................................................................132.3.3化妆品网络营销模式..................................................................................................143我国化妆品现行营销渠道分析...........................................................................143.1我国化妆品的典型渠道模式........................................................................................143.1.1商场专柜渠道................................................................................................................153.1.2连锁超市渠道................................................................................................................153.1.3加盟店与专卖店渠道..................................................................................................163.1.4药店渠道.........................................................................................................................173.