Research On Marketing Strategy Of W Cosmetics Company

After the reform and opening up,the beauty industry has set off a tide of rapid development.The annual spending of care products has been increasing,and the annual output value of the beauty industry has been rising year by year,which has become an important part of the market economy and enjoys a promising market prospect.With the emergence of a large number of manufacturers,cosmetics companies,beauty salons and other market elements in the market,the economic environment is also starting to change,the market model is similar,product functions are homogenous,and consumer beauty begins to be rational,more inclined to the pursuit of brand and efficacy.In the face of incentivized market competition,how can cosmetics companies quickly capture the market in the new economic environment? How to position the product accurately? How to win the recognition and trust of consumers?......And so on question,is the enterprise development breakthrough must consider the important factor.This paper takes W cosmetics company as the research object.W cosmetics company has a relatively early start and a long development history in the industry,which is of certain representativeness.Through the analysis of the operating status of W cosmetics company,it points out the existing problems in the marketing strategy and puts forward the Suggestions and guarantee measures of the marketing strategy,which is of great practical significance.In terms of research methods,this paper,based on relevant marketing theories,combined with my work practice in the beauty industry,obtained first-hand market data,and analyzed and studied the marketing strategy of W brand in the beauty professional line through literature review,industry journals,personnel interviews,questionnaires and other methods.The Paper through the analysis of W cosmetics company marketing strategy,aims to make the enterprise innovation,strengthen the brand operation ability,has the stable customer resources and channel customer resources,and the market have enough patience and nurturing,such ability in the market development and market operation,market management in a shoo-in.At the same time,it also provides reference value and new marketing strategy exploration for cosmetics companies in the same industry.In terms of research methods,this paper,based on relevant marketing theories,combined with my work practice in the beauty industry,obtained first-hand market data,and analyzed and studied the marketing strategy of W brand in the beauty professional line through literature review,industry journals,personnel interviews,questionnaires and other methods.In terms of research content,this paper first summarizes the development of the beauty industry and explains the market situation of the beauty industry professional line.Secondly,it introduces the related theories studied in this paper: the application of marketing mix theory and porter's five forces model.Thirdly,it puts forward the existing problems and reasons for the marketing status of enterprises,and compares the advantages and disadvantages of brand W marketing by analyzing the external environment of the industry and the internal environment of marketing.Finally,it puts forward the formulation and guarantee measures of marketing strategy of W cosmetics company,providing reference for marketing of W brand.Through the study of this article,W cosmetics company to break through the traditional market marketing strategy,explore new marketing mode,the enterprise should not only strengthen the brand construction,create customer value,improve channel management,using all kinds of new promotions,combine electronic media to carry out the "product +services" differentiated marketing model,in this way can in the market to its marketing strategy change also brings to the cosmetics industry enterprises some reference value and significance.