| Marketing channels as cosmetics enterprise survival and development of the "lifeline", in relation to the direction of development, enterprise strategic objectives and competitive advantage, market positioning, and product terminal services and circulation system and so on, deep into all aspects of the development of the enterprise.At present, the cosmetics market in China is basically belongs to the local market to international competition, high-end market has been foreign capital and joint venture brand control. On behalf of imported cosmetics as a professional, high quality and first-class service, high-end brand, plays a leading role in the cosmetics market in China, and the import of cosmetics for the brand image of the attention and the terminal services requirements, makes the design and marketing channel strategy, channel structure, management and maintenance has certain research value.This paper applies the marketing channel theory, through the analysis of present situation of A company’s main imports of cosmetics marketing channel, put forward the marketing channel of A company has product update cycle is long, the control is weak, the product structure is not reasonable, the dealer inventory control ability is insufficient, the level of terminal services difficult control problems, on this basis, the marketing channel, the Chinese cosmetics market and the major competitors marketing channels and the advantages and disadvantages of the marketing channel of A company, the opportunities and challenges are analyzed, finally from the open franchise stores, strengthening the dealer management, maintenance and integration of retailers, the positive development of four aspects of electronic commerce proposes the optimization strategy and measures of the marketing channel A company.Hope to improve A company’s marketing channel management through this research, also can strengthen the channel management to provide a reference for other similar enterprises. |
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