W Cosmetics Marketing Strategy Research

W Company is a private cosmetics company that has been in existence for eight years.Although the market terminal has begun to take shape and the annual sales performance is relatively stable,due to the impact of the global economic downturn,its growth rate in the past two years has been declining year by year.Compared with the rapid development of competitive brands and the struggling catch-up of new brands,W's original market share is shrinking.This is in stark contrast to the booming development of the cosmetics industry in the larger environment.According to the official statistics of the National Bureau of Statistics,the annual growth rate of the cosmetics industry is higher than that of other industries.In 2017-2018,the annual sales growth rate of domestic cosmetics is as high as 11.5%,far exceeding other fast-selling industries.Responding to this objective data,there is a general increase in the number of make-ups among street pedestrians in the downtown area,and the new generation of women has a tendency to “no makeup without going out”.How to reverse the marketing dilemma of W company,which has a place in the industry,is the research focus of this paper.Through the research on the domestic and international cosmetics market,the self-analysis of the W brand,compared with the marketing strategies of the better developed competitors in the industry,through the use of marketing related theories,such as PEST,five-force analysis and SWOT matrix analysis,Out of the marketing strategy and marketing strategy issues of the W brand in the marketing environment.Then,through the use of STP strategy and 4P marketing combination tools,we propose targeted optimization solutions to the existing marketing challenges of the W brand,including product strategy,price strategy,channel strategy,promotion strategy and innovative marketing solutions to help W company broke through the current marketing dilemma.This paper also hopes to study the marketing strategy and strategy of W company,and to refer to some marketing strategies of similar cosmetic companies in the same place.It also hopes that domestic brands can become stronger and stronger on the list of internationally renowned cosmetics brands.To have a role to play.