Marketing Innovation Research Of Cosmetics Company

Currently, the state of globalization and diversification of world economy has been obviously appearing and gradually deepening from beginning on, the various fields have gone across the boundary of country or area in order to look forward to cooperating totally, Meanwhile, under such increasing intense competition atmosphere of economy, We can apprehend, no matter finance, technology, science, commerce, or politics, culture, military affair and so on, Occupying market is so critical and profound for all of them.Undoubtedly, it's prone to competition of marketing strategy, the momentum of marketing competition almost originates from innovation or creativity of management, by which enterprise can exist and keep sustainable developing. Therefore, understanding and digesting knowledge of marketing management, taking advantage of related theory to innovate or optimize, are deemed to be significant and effective to any organizational development.Herein, in view of the marketing of cosmetics, by the approach of combination of theory and practice, this thesis analyzes the cosmetics corporation in terms of the atmosphere of market and situation of marketing, meanwhile, depending on self -experience and understanding. It poses some current problems and troubles which impact on marketing performance and block further development, which mainly consisting of insufficiency of whole-own branding, rough partitioning of markets and consumers, shortage of total quality marketing, lack of attraction and relation to customers, imperfect of competition strategy, simplified channel and distribution of marketing, no strict evaluation to sales team performance, otherwise, it points out that cosmetics company must be aware of them and take initiative to improve in marketing management, even by using guidance of the modern marketing management , drawing support from own strength and opportunity, to work out the marketing innovation strategy in order to intensify core competence of marketing. At last, it draft a package of marketing innovation strategies for cosmetics corporation, made up of branding strategy, total quality marketing strategy, market and consumers partitioning strategy , channel and distribution strategy. The objective of this thesis is to analyze existing marketing management and solve actual problems some enterprises are facing by utilizing the modern marketing management theory, all attributes to applied research. Hopefully, this research is available and valuable for those enterprises confronting same problem, helpful for their strategic innovation, or as reference from which they can benefit.