Research On The Marketing Strategy Of Yi - Ni Brand

Social transformation usually brought the changes of way of life. The development of market economy most often causes the innovation of marketing model, too. In a globalized economic environment, the competition among cosmetics industries becomes increasingly cut-throat. The local brands have to compete with each other and with the international brands which swarmed into the Chinese market in succession. Meanwhile the consumers’ knowledge of cosmetics and the requirements for them increased rapidly with the annual improvement of consumers’material standards of living, the rise of disposable purchasing power, and the gradual change of lifestyle. After twenty years of development of the cosmetics industries, the marketing-oriented concern gradually shifts from the initial focus of goods to that of consumers. Corporations have to make researches on and develop products that meet the needs of consumers and the demands of markets. Moreover, corporations have to break down the vicious circle of industrial homogenization, locate differentiated products, and as a result shape consumers’lifestyles. Therefore, innovation has already become crucial for the survival and the development of core competitiveness of enterprises, and effective marketing strategies play a key role for companies to dominate the market and to grow up.The H Company is an enterprise that engages in R&D, production, sales of cosmetics products. The paper investigates the H Company and its development. It analyzes the development of the cosmetics industry, the competition among them, and the future development. It offers advices on marketing mix and implementation strategy for the Yinai brands under the H Company after the analyses of its market situation in terms of its the products and market positioning.