The Study On Improvement Of The Marketing Strategy Of C&S Company

Cosmetics in China, women has a long history can be traced back to thousands years ago, however, since1949, especially the cultural revolution from1966to1976, Chinese women makeup are denounced as decaying capitalism. Until1978, when China adopted reform and opening-up, make-up again across the nation. Today, most of China’s urban female friends on some special occasions, makeup. With the development of the economy, protect skin to taste every year by up to15%of the growth is a leading global, cosmetics market growth since2010began more than skin care products. China, however, consumers in the cosmetics market in2012is only1/16of1/16of the us and Japan, the market potential is tremendous.In China, cosmetics and make-up products market is huge but scattered. Lots of follow products and a wide range of sales market results in the Chinese consumers for makeup brand loyalty is low. International companies stepping up their presence in three or four line city, they through the acquisition of local and small businesses to reinforce market scope in order to attract users with different demands and expectations. Therefore, the most effective brand positioning strategy is to meet the demands of consumers to increase confidence and at the same time provide the validity of the product.In this paper, on the basis of the theory of brand positioning, product positioning, marketing management, and enterprise strategic management in the potter industry competition analysis model and SWOT analysis method, C&S brand’s marketing strategy,C&S provide scientific basis for the future development of S brand.This paper details from the product, price, channel, promotion four aspects analyzed and proposed solutions. First from the products through the quality promotion,method using flanking, establish the uniqueness of core products, quickly occupied the market, to change the passive situation. Second in terms of price,the15%price, and also improve the quality of the products, which makes the channel profit can be improved. Third in the channel, expand the channels of distribution, channel in e-commerce and business layout, solves the single channel weak. Fourth in the aspect of promotion, changed in a single way of marketing, integrated marketing the new product, marketing and promotion of the perfect combination of. In addition, in order to ensure the four aspects of innovation and reform, also put forward a detailed scheme in organizational guarantee, through the implementation of a year and a half, they all have got remarkable achievements in practical work.