The Research Of The Network Marketing Channel Of The S Company

In the past20years, the cosmetics market in China develops very fast. Now, the cosmetics market has become one of the highly competitive industries. In the fierce competition, marketing is the key to success, especially the marketing channels. S company, the foreign enterprise, which is engaged in high-end cosmetics, enters Chinese market and faces the opportunity and challenge. At present, S company in our country mainly adopts the traditional marketing ways. Now the network marketing channels in cosmetics is prevalent, so S company’s marketing channel apparently didn’t have the competitive strength enough, which limits its development.This paper will thoroughly analyze the network marketing situation and existing shortage of S company. Facing these problems and the insufficiency, S company proposes the suitable network marketing channel strategy and designs the best network marketing channel. These suggestions of network marketing channel provide the clear decision direction for the cosmetics company network marketing channel strategy. This can promote the company to make decisions rapidly and gain the imitative force in the cosmetics network marketing. It is benefit for the S company to solve the problems in the marketing, gain the maximization profit and gain a firm position in cosmetics.This paper consists of seven chapters. The first chapter is an introduction, describing the research background and significance, pointing out the specific research contents and methods, discussing the innovations and inadequacies. It also introduces the theory of marketing channels, reviewing the existing research. The second chapter describes the situations, trends and the macro-environment in the cosmetics industry, on the basis of it, and analyzed the company’s internal environment. The third chapter discuses the survey of the main marketing channel in the S company and summarize the survey. Based on the questionnaire, Chapter4analyzes the situation of the marketing channel of S company now and discovers the drawbacks. The fifth chapter introduces the choices of the S company cosmetics network marketing channel. Firstly, we summarizes the network marketing mode, then find out the marketing channel status and shortcoming, at last,put forward the suggestions about the cosmetics network marketing channel. Chapter6summarized the marketing strategy about the cosmetics network marketing channel, including the promotional strategies, communication strategy, price strategy, promotion strategy, transportation strategy and service strategy. The last chapter mainly expresses implementations of the marketing strategy of S company’s network marketing channel, and assessment of the implementation effective of network marketing strategy.