Study On The Marketing Strategy Of Huicheng Cosmetics Company Lianyungang Jiangsu

Fast moving consumer goods market marketing has always been to the fierce competition, complex channel is known. First of all, the fast-moving consumer goods industry to enter the threshold is relatively low, regardless of which type of products are brand bristly; secondly, fast moving consumer goods market is corresponding to the end consumer is omnipresent, so fast moving consumer goods sales channels are relatively complex and difficult to manage. On the analysis of the current China fast consumption goods market have to face when one makes numerous domestic brand marketing embarrassing reality:in most of the industry fields, many domestic brands is still in the low-end, more competition is embodied in the domestic brands of simple price war. Many FMCG enterprises also face many problems.Persistence of a fast moving consumer goods brands need to continuous innovation to support. But the fast moving consumer goods and IT or different electronic products is increasing, fast moving consumer goods not immediately realize the new function, new technology, fundamentally speaking, the products can not be achieved significant reforms. Product innovation results are often not marketing innovation has obvious. So the fast consumer goods industry has been trying for fresh marketing method, marketing is also changing, emerge in an endless stream. Also so, fast moving consumer goods industry marketing has been walking in the forefront of the market marketing.In this paper, through theoretical analysis and case study, with a specific enterprise of fast moving consumer goods--Huicheng cosmetics company as an example, the fast moving consumer goods market environment. Theoretical analysis of existing situation of enterprise marketing; through the data analysis process to identify the marketing advantages and deficiencies in; in view of the actual situation and design the corresponding marketing strategy; safeguard measures according to the marketing strategy related. In order to help its and other similar enterprises to improve the level of marketing. Based on the theory of marketing, strategic management, using the method of case study, consists of five parts:the first part is introduction of the article. It expounds the research background and significance, research review, research methods and ideas. The second part focuses on the analysis of the relevant theory of marketing and fast moving consumer goods market, including the related theory of marketing analysis, as well as the introduction of fast moving consumer goods industry, and the fast moving consumer goods market demand, consumer preferences, marketing mode, make analysis. The third part introduces Huicheng cosmetics company, and listed the Huicheng cosmetics company faced in the existing marketing strategy problem, then the Huicheng cosmetics company’s internal environment, external environment, its own characteristics, core competence is analyzed, In the fourth part, Huicheng Cosmetics Company as an example, try to make their own development for its marketing strategy, and with the fast moving consumer goods market network marketing planning. The fifth part first elaborated in order to ensure the smooth implementation of marketing strategy, guarantee measures. Then combined with the previous theoretical analysis and case analysis, this paper summarizes the research results, similar to the Huicheng cosmetics fast-moving consumer goods companies that put forward some suggestions.The characteristics and innovation of this paper lies in the network marketing is the new method in fast moving consumer goods marketing, with the entity channel combination as the research target. Not many people. I use for Huicheng cosmetics companies the opportunity, gained a lot of valuable first hand market data and information. And the use of marketing, strategic management, economic psychology faces the market environment, are analyzed using Huicheng cosmetics company’s marketing strategy, and points out some problems existing in the marketing strategy and the insufficiency, and puts forward corresponding solutions, in order to help such as Hui cosmetics company’s fast-moving consumer goods industry in the small and medium-sized enterprise competitive advantage in the market competition.