On Marketing Channels Of Cosmetics Enterprises Of China

With the further globalization of the economy and China's entry into the WTO, there came the fierce competition among a variety of brands in Chinese cosmetics trade. Foreign brands are occupying the leading position of Chinese cosmetics market, and holding a large section of market share, while native cosmetics enterprises can only wander up and down on the relatively low end market of China.In the face of the fierce market competition, enterprises are paying more and more attention to the marketing channels, the key outside resources of enterprises, whose operational efficiency influences the market position of enterprises directly. But many cosmetics enterprises of China take improper strategies and measures in marketing channel designing and management, which have led to the numerous and complicated nets of channels in which lots of conflicts exist such as transregional selling, low price competition. Now enterprises of cosmetics of our country have realized that it is cooperation rather than pure market-based competition among channel members that can make the biggest overall income of the whole trade. Going into partnership with channel members, comprising a strategic alliance and cooperating among channel members is the only way of developing the market of whole cosmetics trade in the future.The present paper is divided into four chapters. Chapter one is the introduction part, briefly introducing the concept of marketing channels as well as their designing and management. Chapter two describes the current situation of Chinese cosmetics market and trade characteristics. Chapter three analyses several typical marketing channel modes of Chinese cosmetics enterprises, namely, emporium special counters, large-scale chain supermarkets, chain shops allied and monopolized shops, pharmacies, and beauty parlors etc; it also analyses problems in Chinese cosmetics trade marketing channels andexplores the reasons. Chapter four probes into the countermeasures for Chinese cosmetics marketing channels, including channel designing decision, choice of middlemen, encouragement to middlemen, conflict dealing and channel cooperation.