A Study On The Marketing Strategy Of Miss Book Of Xiuzheng Group In Cosmetic Market

This paper takes the brand of Miss Book of Xiuzheng Group as the research object,and applies the relevant marketing theories to analyze and evaluate its current marketing status.It deeply analyzes the problems of brand development at the current stage.On this basis,the general strategies and methods of domestic cosmetics brands in the middle and high-end market of China are obtained.And it is hoped to be able to provide ideas for its future development.The SWOT analysis method is used to evaluate Xiuzheng Group and Miss Book's overall marketing environment through which its the advantages,disadvantages,opportunities and threats of its current development are summarized.In the process of developing marketing strategies,the STP theory is applied to analyze the market positioning of the brand.Through the 4P marketing theory,the marketing strategies of Miss Book are expounded from four aspects,product strategies,pricing policies,marketing channel and promotion methods.In order to study its marketing strategies,this paper focuses on the strategic layout in cosmetics of Xiuzheng Group,and Miss Book's development and its present marketing.An in-depth analysis is made for the product sales and channel development,and big problems have been found out in the aspects such as the brand influence,sales team building,product selling point extraction equilibrium,channel development and production technology.Secondly,in order to solve these problems,this paper analyzes the market environment of Miss Book of Xiuzheng Group from macro and micro market environment.It evaluates the macro environment,such as economy,population,politics,laws,environment,and industrial technologies.And it sorts out the micro environment from the aspects of enterprise resources of and corporate culture,and summarizes the advantages,disadvantages,opportunities and hidden dangers of Missbook at the present stage.For example,Miss Book needs more efforts in brand promotion and culture construction.And it is required to build high-end brand image,upgrade service level,and to obtain consumers' value recognition.In addition,in terms of channel development especially in offline terminal channels,the pace should be accelerated to complete the primary market construction in order for the future development of marketing.Finally,based on the research and analysis of Miss Book's market segmentation,the author also defines the market target and positioning of its "scientific and technological frontier" and "cultural brand" in order to create a cultural cosmetics brand with high-tech content and high brand added value.On this basis,the author develops a mixed marketing strategy for Miss Book of Xiuzheng Group,and provides the implementation guarantee for the marketing strategy in the aspects of incentive policy,marketing system,training plan and so on.This paper takes Miss Book of Xiuzheng Group as the research model and makes marketing strategies of a new national cosmetics brand.This is not only a study on the marketing strategy of a single cosmetics brand,but also provides ideas for the rise and development of China's national cosmetics,which is one of the significance of this paper.Miss Book is a new brand in the cosmetics market,targeting the middle and high-end cosmetics market,mainly the urban elite women.As a local cosmetics brand,it has a strong cultural meaning.Relying on the strong production and r&d capacity of the company,it will gradually develop into a powerful domestic brand.It is hoped that through the research and discussion in this paper,Miss Book and other similar local cosmetics enterprises can be inspired to shape the Chinese brand culture,increase the technological content of products,change the business model,and shine in the fiercely competitive cosmetics market.May the Chinese manufacture can not only prosper in China but also gain rapid development all over the world and will rise as a pride of all the Chinese people.