| Along with the Chinese market gradually opening, more and more international large cosmeticscompany to look at the world’s second largest cosmetics market, and increased the capital, technology, etc,the same, also brought the cosmetics industry competition from around the world. Under the extrusion offoreign competitors, the domestic cosmetics industry’s survival space is smaller and smaller, and eveneliminated by the market.Based on this background, this paper describes the related concepts and theories of marketing mixstrategy, the domestic cosmetics market competition situation has carried on the related instructions, tostudy the foreign cosmetics companies generally general marketing mix strategy, with a practical example(SPDC) demonstrates the lack of domestic enterprises in the market marketing combination application,use of marketing mix in China is proposed own some viewsEnterprises want to survive in the fierce competition, must find suitable marketing mix strategy,expand their market share in the domestic and international market. Cosmetics marketing mix strategy as akind of important sales strategy, gradually came into view of the enterprise. One of the most representativeis4P and STP marketing mix strategy. This paper USES the combination of qualitative analysis andtheoretical research and empirical analysis proof method, studies the market marketing combinationstrategy in the Chinese market environment, how to establish marketing mix strategy which accords withthe situation of China, put forward through the establishment of product strategy, pricing strategy, channelstrategy, promotion strategy combination of four factors to try. Under this premise, this article attemptsthrough the marketing mix strategy into the Chinese market of cultural study, explore and construct suitablefor the marketing of small and medium-sized cosmetics enterprises in China, to our country nationalcosmetics enterprises in operation were put forward. Some Suggestions of marketing mix strategy. |
PDF Full Text Request