On New Product Marketing Program Of HC Cosmetics Company

In recently years, along with the people living standard enhancement, the Chinese cosmetics market rapid growth, the cosmetics overall market capacity expanded unceasingly.In HC cosmetics limited company host camp, high end brend cosmetics.For further expands the market, the promotion company’s profession status, the company decided promotes the new brand.But because massive overseas brand, the domestic new brand enters nceasingly. the cosmetics market competition is day by day intense.After the company new product promotes, the market performance is unsatisfactory, the corporate management level with various departments in view of the new product market localization, the retailing pattern and the advertisement strategy and so on has the difference gradually, facing market which changes unceasingly, the corresponding marketing strategy needs to weed through the old to bring forth the new, future, whether will the new product open the market smoothly? To HC Corporation will be a very big challenge.This article utilizes the new product marketing game theory to carry on the analysis, including new produce market localization theory, new product channel management theory, new product advertisement marketing theory.Synthesizes above theory, must promote the new product to obtain the success, first must through the profession analysis, expend the community to analyze, discovers the company the superiority, the inferiority; Seeks risk which the profession the potential market opportunity and should guard against, finally determines the appropriate market localization.Next, according to the product localization, chooses the appropriate marketing channel, the market special counter form and the dealer channel reasonable utilization, according to the product cycle determination different marketing channel determination product initial period delivery region, establishes23level of retailing systems, establishes the market with to monopolize the shop channel.Finally, according to the product localization, the product life cycle and the different marketing channel formulation advertisement strategy, uses the diversification promotion, the stress different region media and so on. This article through to the HC Corporation’s new product marketing strategy research, proposed the revision suggestion, first acts according to the company market image, the product characteristic, molds the product the market localization; Next conformity marketing channel, the product invests the market initial period to monopolize the shop again primarily, waits the product to obtain certain market cognition, again with emphasis develops the dealer channel; Finally in the different product cycle stage, formulates the different advertisement strategy, the promotion method diversification, nimble utilization.The hope causes the company the new product through the adjustment strategy to enter the market rapidly.Product marketing strategy correct or not, affects directly the product market performance, decided the product the vitality, relates the company directly the management achievement, regarding is especially make-up and so on the quick ripe consumable profession, the marketing strategy is more important.This article through suggested to the HC Corporation new product marketing strategy case research and the feasibility that, hoped how promotes the new product to the correlation profession company to have the model significance.This article altogether divides into following several parts:Introduction part:Mainly composes from five aspects, company case description, research background and research basis, research method, research content and literature summary.The main text part mainly composes from three aspects:First introduces the HC cosmetics limited company the history and the development.Carries on the synthesis description to the company.The HC Corporation market environment analysis, including the superiority and the inferiority, the threat which in the market latent opportunity and faces and so on.The second question describes the analysis theory basis; Carries on the analysis to the HC cosmetics limited company new product marketing strategy, including the market locates whether accurately, the latent client base analysis, sells on commission the channel the choice, in the advertisement strategy exists question and so on.The third question is the countermeasure and the suggestion, gives the summary suggestion to the HC Corporation new product strategy, and to same profession other enterprise’s new product strategy model significance.