The Research On Marketing Mix Strategy Of Mary Kay (China) Cosmetics Co.,LTD

It is called "Beautiful Economy"-Chinese cosmetics market,has achieved unprecedented accomplishment after 20 years of rapid development.Now,Chinese cosmetics market is one of the world's largest emerging markets.During the 20 years,Chinese cosmetics industry has been in fast development situation,maintains annually 20 to 30 percent growth,and has become a new consumption hotspot.With the rapid development of our economy,the people's living standards rise increasingly.China will become the biggest one of global cosmetics market,which will definitely offer more development opportunities to cosmetics enterprises.Within five years,it is expected sales revenue in China will reach 300 billion US dollars.Therefore,under the development prospects of the cosmetics industry,the marketing mixed strategy of cosmetics enterprise should be valued.If cosmetics enterprises want to ensure their development achievements,it is very necessary to analyze the product operation and research the marketing strategy.Mary Kay Cosmetics Co.,LTD.is one of direct sales company in the U.S.After its entrance to Chinese market,it still maintains its unique corporate culture and marketing strategy in the status of direct selling industry and cosmetic industry development in China.Direct selling industry in China has entered a standardized period of development,facing opportunities and challenges.The main content of this essay focuses on improving marketing strategy,enhancing market competitiveness and building more outstanding team of salesperson in the current marketing environment.Taking Mary Kay(China)Cosmetics Co.,Ltd.as the research object and combining the 16 years development experience of Mary Kay in China,this essay analyzes and researches profoundly on its marketing combination strategy in a simple way.Starting with the summary of domestic and oversea marketing theory status,following the principle of combining theory and practice,based on introducing the summary of Mary Kay company,the essay analyzes the current marketing situation of Mary Kay(China)Cosmetics Co.,Ltd.and proposes the existing questions and analyzes their forming reason,then further analyzes the company's macroscopic and industrial environment,does the SWOT analysis with itself internal environment to bring forward the improvement target of marketing strategy and its relative solution plan and the detailed methods made by marketing combination strategy.