Marketing Strategy Optimization For Hair Products Of R Company

With the rapid development of the world economy,people’s pursuit of makeup,beauty and hairdressing and other fashion consciousness is also stronger,while the fast-paced development of society also increases the pressure of the younger generation,hair loss problems continue to highlight the demand for wigs continue to grow,the total consumption of wig products in the world is increasing year by year,China’s wig industry has also been rapid development.With the increase of hair product enterprises,the competition in the hair product market has become more intense.This paper takes R hair products company as the research object,analyzes the problems of the company’s domestic marketing strategy,and proposes marketing optimization strategies in combination with the hair products market environment to further improve R’s domestic market competitiveness.In the context of the domestic market,this paper takes Company R as a case study,analyzes the macro marketing environment,the current situation of corporate marketing,and consumer demand,evaluates the problems of Company R’s hair products marketing strategy,and proposes optimization suggestions for the main problems.Firstly,this paper uses PEST method to analyze the macro marketing environment of Company R.The government vigorously optimizes the business environment,the steady development of domestic economy and the change of consumer concept also promote the development of hair products market,and the development of Internet technology expands the product sales channels,which provides good conditions and inspiration for the expansion of Company R’s domestic market.Secondly,this paper analyzes the current marketing situation of R hair products company from five aspects: market,product,price,channel and promotion,and explains the marketing strategies and shortcomings of R company at this stage.Thirdly,this paper analyzes the consumer demand for hair products based on the questionnaire survey method,and understands the characteristics of consumer demand for hair products by studying the consumption characteristics of the participants,the main channels to obtain information about hair products,the main scenes of wearing hair products,and the main reasons for not buying wig products.Fourthly,through the analysis of macro marketing environment,current marketing situation,and characteristics of consumers’ demand for hair products in the previous paper,we diagnose that the current marketing strategy of Company R has the problems of lack of attention to users’ demand,difficulty in meeting diversified demand for products,single marketing channel,too narrow product price band,lack of personality in promotional activities,and poor brand communication,and analyze the causes of the problems.Finally,based on the 4D marketing mix strategy,this paper suggests that Company R should pay attention to users’ needs,design new products and create value based on consumers’ needs,and develop the market with precise marketing;broaden the layout of product lines,launch customized business,and develop target markets;improve marketing channels and build multi-channel stereo;improve the enterprise information system,expand the price band of hair products,and build a precise price system;realize promotion linkage,and quickly The thesis is a study of the marketing of R hair products.The paper makes some suggestions on the development of marketing management of R hair products company in the domestic market in order to enhance its competitiveness in the market.