Marketing Analysis And Marketing Strategy Of China Cosmetics

With fairly less investment and burden, cosmetics trade creates huge profit and great many employment opportunities for the state. At present, foreign enterprises and jointventures take a main role in cosmetics trade in China. They occupy about 80% of the market share. On the contrary, China middle and small-sized cosmetics companies with assets between 30-50 million, which take about 90% of the total cosmetics enterprises, possess a poor market share.Under the basis of marketing theory, this article gives a detailed analysis about the present condition of China cosmetics market, the distance between domestic enterprises and the enterprises of advanced countries and the problems existing in domestic enterprises, drawing conclusions such as: the marketing potential is great and the competition will be sharp and so on. Based on the analysis of the structure and marketing segmentation of domestic cosmetics consumption and with the study of action science and psychology, the article makes a deep discussion about female's mind when purchasing cosmetics and I draw a conclusion that " promoting cosmetics is promoting mind ". The article also makes a comprehensive evolution about the brand traits of famous international cosmetics as well as their marketing strategies and gives suggestions for domestic enterprises to improve their marketing. It also put forward the following points for solving the problems: (1) Making full use of self-superiority and having a clear understanding about self-resources; (2) Making correct competition position. Regional market choosing and market segmentation are crucial for taking market opportunities; (3) Choosing right orientation for the R&D; (4) Making objective and timelyself-evolution; (5) The manager of cosmetics enterprises must change the old sense and have a right viewpoint and fairly good capabilities, implementing scientific human resources management and establishing enterprise culture; (6) Implementing marketing and brand management. According to the above analyses, I draw a conclusion that establishing a famous brand is necessary for a consistent development .The article also poses relative measures which should be taken facing the challenge of knowledge economy.Student: Chen Rong Qun (MBA)Directed by Liu Ring Yang...