Marketing Strategy Research Of Liby Group

With the continuing economic development, the level of our life is improved rapidly. Now people's dependence on washing cosmetics is higher and higher, which makes domestic industry of washing cosmetics develop rapidly. In 2010, sales of this industry have exceeded 180 billion yuan, and there is still huge market potential. Some enterprises such as Henkel, Unilever, P&G, Kao pour into Chinese market quickly. At the same time, domestic private enterprise also seek for profit, which makes fierce competition in the industry of washing cosmetics in China. Many powerful companies have great pressure of competition, and domestic enterprises are in crisis. Development of the management level and marketing strategies in the whole industry both promotes progress of the industry and increased competition. In the fierce competition. how to create core competitiveness of the enterprise, keep the enterprise's lasting development, and form a set of of marketing strategy system which is suitable for their own will be the key to win the market share.In such a background, the author chooses his own company-Liby as a breakthrough, marketing strategy as the research object, and combines theory with practice, in order to set up a set of marketing system in accordance with the law of this industry in the multifarious marketing management network. Through in-depth analysis of the actual situation in domestic washing cosmetics industry and inner and outer environment Liby group faces, this paper is to point out some marketing strategies, and integrate a complete set of marketing strategy system through the scientific method of analysis. At the same time, to ensure the effectiveness of marketing strategy, this paper makes further discussion on main marketing environments, such as price, products, channel and so on, and puts forward the view that although the innovation of technology and product levels is focus of the enterprise, innovation must collocates with production factors so as to realize the value innovation, and seek for the interests joint between enterprise and terminal business, to create a win-win situation. Finally, in order to strengthen the management and guidance of the industry, this eaasy puts forward related suggestions based on the level of policy. In addition to the domestic market, Liby group also expand in overseas markets, which is not included in this paper due to the limitation of length and will be a research direction in the future.