Research On Cosmetics Marketing Channels

The development of the cosmetic industry is not too late in China, and the cosmetic industry plays an important role in revenue and employment. At present, foreign-own enterprises and Sino-joint venture enterprises base on a leading statues, which products have seized on nearly 80% market share. However, male cosmetic market is a new market and there are many competitions in it. How do Chinese cosmetic enterprises comprehensively use their capital, technique and management to have an advantage in intense competitions is this paper's research emphases.With the twenty-first century coming, the combination strategy of price, product, place and promotion in marketing become more and more important. At the same time, the fourth "p" in marketing combination, marketing channel theory bases on structure, person and relationship, which gives enterprises a path to gain potential and long-term competition advantage by means of less cost. More and more enterprises are developing new marketing channels to gain an advantage in competition.This article builds on marketing channel theory and expatiates on its meanings, character, function, structure and marketing channel management. This article also studies the evolvement of marketing channel and the new development of the marketing channel. On this condition, this article study deeply in the marketing channel of cosmetic industry and the members of it. This article uses the analysis methods of STP, SWOT to study the Taiwan KSL company, and study the male consumer behaviors by researching the questionnaire of Tainan male consumers. After that, do quantitative analysis by using the software Excel, SPSS and others software. The innovation of this article is to go deep into studying the marketing channel by the case of Taiwan cosmetic industry, hoping to help Chinese cosmetic company by comparing the more developed Taiwan cosmetic industry. In the future, Chinese cosmetic enterprises can make great progress and gain marketing channel advantages in the competition with the world famous cosmetic company.