Marketing Strategy Of A New Cosmetic Company

With the steady growth of China's national economy and the increasing of the total retail sales of consumer goods, China's cosmetic industry has also been a rapid development and because of the continued good policy there will be a broad space for development, but on the other hand, foreign brands accounted for the main position of the cosmetics market in China, many domestic manufacturers are in the low-end market, the fact of homogeneous product seriously and the abuse of the tactics of the price war are eroding the profit.So there are the opportunities and challenges in this condition, the marketing strategy is particularly important for the cosmetics business, especially for a new company into the industry. In this paper, take the newly created Shanghai Kang Yan Cosmetics Co., Ltd. as the research object, combine the current industry conditions and the company's own characteristics, to analyze how to make the new cosmetics company marketing strategies.In order to study close to the facts, using the method of in-depth visits to markets and getting information within the company.first enterting the industry is concluded through the analysis of national macro-policy and intra-industry competition; then through internal analysis and competitive analysis, demonstrated the strategic vision ; and then through the development of assuming marketing strategy, concluded final specific marketing strategy.