T Cosmetics Company Marketing Strategy Research

Through nearly thirty years development after the reform open, the Chinese cosmetic industry already has gone into a mature phase. Now, there are numerous business enterprises in this profession which cause it constitute complicated, and the competition is vigorous. It is not easy thing that want to exist in the market whether it is a transnational corporation or a domestic one. For all that, Chinese cosmetic industry always keeps the situation of high-speed growth in recent years, various market opportunity pile up one after another. Hence, how to survive and develop in the market is a real problem that every enterprise has to be face. T cosmetic company has nearly two hundred years history in France. since it has entered the Chinese market more late, its brand popularity is lower in Chinese market, and its marketing ability still seem to be shortage that compare with some main rivals on the market. Therefore, how could make use of oneself resources effectively, hold tight the opportunity in the exterior environment, evade the threat of the reality, acquire a marketing ability that surmount the rivals, abstain excellent accomplishment in Chinese cosmetic market, is the problem that T cosmetic company have to face, it is exactly the contents that this thesis want to study.At first, the thesis introduces the circumstance of the T cosmetic company and its marketing. Then it analyzes the inner and the exterior environment of the company. After being clear about the exterior environment and company's ability, the thesis put forward the three years marketing strategic target of the company, and design the marketing strategic of the company that applies the SWOT analysis method. At the end, the article again put forward eight strategies and the implement method. These strategies include brand strategy, product strategy, price strategy, channel strategy, the marketing communication strategy, service strategy, internet marketing strategy and the word of mouth marketing strategy. These strategies not only include traditional marketing theories, but also include newly arisen marketing theory and application. I hope that these strategies can cause the T cosmetic company win competition in future Chinese cosmetic market. The thesis study T cosmetic company marketing strategic by applying marketing theory, the consumer behavior theory, the brand management theory etc. at the base of qualitative research, it also makes the massive market investigation and quantitative investigation. The many contents in the research, such as population environment, economy environment, social cultural environment, cosmetic profession environment and the consumer behavior, not only have a help to the T cosmetic company, but also bring many profits for national cosmetic enterprise, this is also one of writing significances of the article.