A Study On The Marketing Strategy For Shanghai LAIZI Co., Ltd

The competition of cosmetics market is one of the most fierce consumption markets in China. As new entrants, many domestic small cosmetic enterprises focus on Marketing Strategy and tactics. The author of this article proceeded overall analysis to the macro-environment and competition states in cosmetic industry, then give the marketing strategy and tactics that fit for the resources of this kind of small cosmetic enterprises.This article is associated with practical work tightly. On the base of marketing management theory and comprehensive strategy management model, the author collected much material and data on Chinese macro-environment and cosmetic industry, then proceeded systematic summary and statistic analysis, carried out analysis on industry structure and industry competition state with Porter's theory of competition strategy, then analyzed the external, internal and competition state of LAIZI Company as the example of small cosmetic enterprises. According to the analysis and valuation of the cosmetic micro-market, the target market of small cosmetic enterprises is presented. Then, the author suggests specialist marketing strategy with the method of SWOT comprehensive analysis, the tactics of products, price, places and promotion skills which is needed. The guarantee system is discussed too.To some degree, this article may be used for small cosmetic enterprises to make out their marketing strategies, and also meaningful for the development of our national cosmetic industry.