A Reseach On The Development Strategy For Pechoin Daily Chemical Co.,Ltd Of Shanghai

At present,China's cosmetics industry has a development foreground,but competition in China is intense, especially with foreign cosmetics, is more intense. Pechoin company was founded in 1930s,has a household name and became the brand and symbol of the domestic cosmetics brand. Starting in the '90s, the public demand rise, development of economy, Pechoin faded out of due to the market management stagnates and foreign brands;Pechoin companies redevelopment due to adjusted its corporate structur and marketing strategy from 2000's. Pechoin's fame and sales have reached a historical peak due to the rising of network shopping and has been gived as a national gift in 2013 years.However, the external environment changes rapidly,the market competition is intense,in order to in Dominant position and not to repeat the mistakes Of the 1990s , the company must Optimize marketing strategy according to the external surrounding?inner condition and real market condition.This paper is based on marketing theory, firstly, summarized the domestic and foreign cosmetics market,and then analysised the Pechoin company's External environment,competitive environment and internal environment by using the PEST method, five force analysis method of internal and external environment; analyzed existing problems of the Pechoin company by using the 4P marketing strategy. Re-analyzed Pechoin's STP marketing strategy by using the analysis of environmental and marketing, and finds the improvement measure of 4P marketing strate.1, product strategy: Improve combination diversity,segment market,develop multi effect and technological innovation products,enhance product brand publicity measures;2, price strategy: Reduce the price difference between different channels Reduce the customer's confusion about brand price due to different prices,enhance brand.3, channel strategy: Adjust channels, explore overseas channels, increase wechat public store channels, reduce private wechat business to the impact of brand image, expanding the scope of regional channels, online and offline channel integration.4, promotion strategy: Membership system is implemented to enhance the marketing level of the sales team, to achieve comprehensive marketing services, and to closely contact customers and improve customer service quality. Strengthen WeChat public number operation, enhance customer viscosity.