Research On Marketing Strategy Of Company Y

With the deepening of economic reform,China's economy obtained the swift and violentdevelopment in recent years,the people's standard of living and consumption ability improved,people pursuit of beauty and consumption is raised to a new level,the selling beautiful beauty and personal care products industry fully absorb the huge bonuses,the reform of China's economic development from small to large,from weak to strong,from the shop counters to regional chain stores,retail entity from offline to online the rapid development of e-commerce,the industry to grow rapidly.In China,beauty and personal care products production and sales enterprises more than 90% are small and medium enterprises,small and medium-sized enterprise management level and marketing ability of the personal care industry plays an important role in the development.Based on U.S.companies as the research object,in order to point in the entire area to find small and medium-sized beauty and personal care products retail business problems faced by enterprises and the deficiency of marketing,and puts forward constructive improvement strategy,expected beauty and personal care products in China a certain contributions to the healthy development of the retail industry.Billion the company set up more than 20 years,has developed into a domestic cosmetics retail industry one of the most dynamic in the chain,but with the development of China's retail market,retail channel is becoming more and more diversified,and from the development of domestic and foreign each big chain retail industry brand,has made the increasingly fierce competition in the industry,in this context,$company marketing also gradually exposed some defects.In this background,this paper USES the PEST analysis$company to analyze the external macro environment,using five model thoroughly discusses$competition situation of the industry environment,company of $company's resources,capabilities,and core expertise is summarized,and the application of SWOT analysis$company of the external opportunities and threats,and its advantages and disadvantages.Subdivision consumer market through the STP analysis tool,combining with the current industry development situation of the external environment for the influence of the company,analyze its existing problems,in the product,price,channel,brand,service and so on for$company appropriate marketing strategy improvement Suggestions are put forward.