Study In Marketing Channel Of PH Cosmetics

Compared with daily chemicals enterprises which are the world-class level,the developments of the marketing management area were late and laggard indomestic cosmetics companies. Most experience of management and manner onthe marketing channel mainly drawn from accumulation within traditionalindustries at internal cosmetics. During the China joined the WTO, Like Procter&Gamble, Unilever etc at the first class in the world which have been focusingon the cosmetics market in China, and the domestic cosmetics companies wereforced to match in the international market. The channel competition incosmetics is also increasingly fierce. This situation makes the survival anddevelopment of domestic cosmetics company suffered the vital threat. Channelmarketing is one of the most important means in marketing tools which hasthe various kinds of opportunity in china. Therefore, our national enterprisesmust research the cosmetics marketing channels on comprehensive and deeply inChina to deal with the increasingly severe market situation and internationalpressure.This paper is based on the author’s personal practice in the PH cosmeticscompany. The author investigated the large amounts of data which come from theNational Bureau of statistics and research institutions, then using thecomparative analysis method etc. We analyzed the challenges which domesticcosmetics industry must faced and the problems which the PH brand existed inthe marking channel management. After we summarize the characteristics ofmarketing channels, according to the modem marketing theory, analyzed theinfluence of various factors in marketing channel of China’s cosmetics market,design a set of method to build a marketing channel and operations managementwhich can improve the cosmetics market share of PH cosmetics company in theour country.