Research On Marketing Channels Of QY Group Cosmetics Industry

Has been dubbed the "beauty economy" title cosmetics market,with the continuous improvement of our country residents' consumption level and rapid development,the domestic independent brand cosmetics have mushroomed general creation and rapid growth.However,the rapid increase in the number of domestic independent brands has not led to a significant increase in market share,and the high-end cosmetics market is still firmly occupied by foreign brands.Compared with foreign brands,the core competitiveness of the self-owned cosmetics brand remains to be tapped.The brand management benefits need to be enhanced,and the market share of the brand needs to be further expanded.As one of the four main elements of marketing mix,marketing channels is an advantage source of core competitiveness of enterprises,which has an irreplaceable significance for the development of independent cosmetics enterprises.For enterprise managers,the management of marketing channels is often a cross-organizational management,which is more difficult than internal management.How to design and build all kinds of channels of coexisting system,how to establish between channel members of the internal and external members populated partnership,how to use marketing channel resources to the fullest in order to improve the management benefit,these problems worth deep thinking for cosmetics enterprises.This article adopts the method of combining theory with practice,and applies the relevant theories of Business Administration,based on marketing channel theory achievement of domestic and foreign research,summarized the concept of marketing channels,type,function and significance,this paper expounds the evolution and development trend of domestic and international marketing channels theory,this paper introduces the cosmetics marketing channel types and the present situation of our country.This article selects private cosmetics enterprises in Guangdong Province—QY Group Co.,Ltd,as the study case,describes the QY Group from the establishment to the ranks of the "China top 50 high-growth chain" development,combined with the group organization structure and the structure of the channel member,select about 30 franchise branch office,160 franchise stores and 9 direct-sale stores for research object,through visiting fields,telephone interview and investigation methods such as email,understand the characteristics from QY Group's franchise channels,direct chain channels,electronic commerce channels and Supermarket channels,analysis of the relationship between each member of the big four channel type.On this basis,this paper summarizes the research of marketing channels in the process of the problems which we found,and according to the development environment of QY Group with its own SWOT analysis on the status of marketing channels,build up the channel decision analysis matrix,and finally attempts to define the present development of all kinds of channel mode and QY Group match,strengthening the marketing channels design and management,offering feasible suggestions about channel resource optimization.