Marketing Channels Research Of TRT Cosmetics

The industry of Cosmetics and skin-care products only has a very short history in China, however, as China's economic development and the continuous improvement of people's living standards, People's needs and the concept of life has also undergone a fundamental change, this process has enabled China from the 1980s become the new growth point of world Cosmetics and skin-care products industry. According to the survey data of authoritative department, China's cosmetics industry sales in the past 10 years has an average annual increase rate of 25%, China's cosmetics market has reached the second place of Asia.Entered the 21st century, the fierce market competition and powerful technological change makes the marketing channel more and more important. Why is there such a situation? Because the company found that the use of marketing mix of products, prices, promotions to gain competitive advantage has become increasingly difficult. But the marketing channel, because of its strategic features, makes it difficult to imitate in short term. To gain a competitive advantage, it provides more underlying strength than any other factors.This paper bases on the awareness of the importance of marketing channels in the enterprise long-term competitive advantage, takes the marketing channels of Beijing Tong Ren Tang TRT cosmetics as an example, initiates studies on. Firstly, the theory of marketing channels has been reviewed and sorted out both domestic and international, then analyzes the operating environment of Beijing Tong Ren Tang TRT cosmetics from three aspects. On the basis of the comparison between daily line and professional line, combines the characters of Beijing Tong Ren Tang and TRT cosmetics own features, selects the most appropriate marketing channels, that is, professional line - beauty salons marketing mode. Finally, discusses the building programmes of the beauty salons chain.