Research On The Optimization Of The Marketing Strategy Of Y Company's Hair Products

The consumption of global hair products industry is growing rapidly.In foreign markets,hair products belong to rigid consumption demand,with the characteristics of short life cycle and non durable consumer goods.Europe,America and Australia are still the main consumer countries,and the consumption of hair products is becoming more and more mature.Especially since the beginning of this year,the online market of hair products has gradually increased due to the impact of the epidemic.In the future,the online market will have a broader market space.Xuchang Y company is Xuchang local hair products industry and trade integration of enterprises,the company mainly relies on hair products processing and hair products export sales to obtain profits.The orders of products are mainly exported to Africa,Europe and the United States.In recent years,with the change of market environment,y hair products company’s sales results in the global hair products are not satisfactory.It has failed to achieve the expected sales target for consecutive years,the order volume has decreased,and the profit margin has decreased significantly.Taking Y company as an example,this paper analyzes the existing problems and difficulties by summarizing its development process and the internal and external environment of hair products marketing.Based on 4P,STP and other marketing strategies,it formulates marketing optimization strategies for Y company and points out the direction of the company’s future development.