The Research On Cosmetics Marketing Channels Business Management Specialization

With the increasing economy globalization and entry into WTO, China's cosmetics industry has developed dramatically. At present China's domestic market is typically filled with international competition, of which the expensive with high quality products are mainly manufactured by foreign enterprises and joint ventures while the cheap with ordinary quality products are mostly manufactured by a few large-scale enterprises and many small-and-media enterprises, which are competing heatedly with each other. According to the definition of cosmetics industry, the enterprise is small-and-media enterprise if its turnover is not beyond RMB100 million, thus most of domestic cosmetics enterprises are small-and-media enterprises. Regardless of the scale, strength, brands and marketing channels, there are big difference between domestic enterprises and international enterprises. How to survive and stand highlightedly against others is the problem setting domestic enterprises thinking.With foreign enterprises and joint ventures' entry into the market of manufacturing cheap products with ordinary quality, the survival and development of China's domestic industry has confronted severe challenges. Thus it is significant and realistic for many small-and-medium enterprises to develop best-sell products and encourage customers to purchase.Combining modern marketing theory and analyzing present domestic marketing, this thesis shall present beneficial references for marketing planning and management for small-and-media enterprises. The first part presents the currentsituation of domestic market and its developing trend. Analyzing the distribution of domestic enterprises, sales trend, competition of a variety of brands as well as products' pervasive ratio, this part indicates that there still exists enormous space for cosmetics market and forecasts the developing tends and cosmetics industry in the future. The second part elaborates the marketing channels of cosmetics. Comparing and analyzing the present marketing channels, such as distributors, wholesale markets, supermarkets, exclusive agencies, chain stores and beauty houses, this part puts forward the existing problems facing current marketing channels and finds out the reasons and sources resulting in these problems. The third part presents strategies and suggestions for enterprises to establish marketing channels. By orienting enterprises' competition and seeking market opportunity, this part discusses marketing strategies and channels and put forward systematic references for enterprises to establish, perfect and manage marketing channels during heated competition.