The Research On The Establishing Of Regional Sales Channel System Of Cosmetics

With the rapid development of the cosmetics market,cosmetics brands and types are also increased sharply,resulting in the intensifying competition of cosmetics industry.In order to improve their competitive advantages to cope with the threat of rich alternatives,more cosmetic enterprises began to implement the "channel is king" business strategy and begin to pay more attention to the construction of sales channels with special features.In order to meet the needs of enterprise marketing channel construction,this paper to the cosmetics industry sales system as the research object,from the perspective of "Internet plus" and the construction of Omni-Channel research on the optimization of the regional sales system of cosmetics,integrated use of the literature survey,field survey method,data analysis method,qualitative research method,experiential summary method and other research methods,in order to provide ideas for the construction of cosmetics sales system.First of all,this paper summarizes the domestic and foreign research status of regional sales,marketing channels,marketing mode and so on,trying to understand the integration of regional development and marketing from a scientific point of view.Secondly,this paper comprehensively analyzes the concept,classification,characteristics,uses and differences of cosmetics,to systematically understand the relevant knowledge of cosmetics.Then,from the development situation of the cosmetics market,the market demand and the internal and external environment,the paper also analyzes the marketing environment of the Chinese cosmetic market.And then,this paper analyzes regional sales system of cosmetics.The paper regards the three mainstream channels of cosmetics distribution as the starting point and foothold,namely physical channels,electricity suppliers channels,direct marketing channels,summed up the cosmetics industry sales system and channel structure.And proposed measures to expand the distribution channels of cosmetics from four aspects,that is,the systemic sales channel system,the implementation of fine channel management,the establishment of information sharing platform and the enhancement of dealer's distribution capability.Next,this paper puts forward the idea of cosmetics regional sales system innovation construction.This paper takes the innovation strategy of "all round integrated integrators" as the guide,combined with the model of Omni-Channel development,proposed the conceptual framework of regional sales system of cosmetics industry.At the same time,proposed four safeguard measures to ensure the operation of the sales system,namely the comprehensive construction of information service system,the selection of high loyalty distributor,the implementation of the whole process of high-end talent resource protection,and the standard and rational mechanism of interest distribution.Finally,the paper considers BDF cosmetics company as the research object to propose the innovative construction strategies of the regional sales system of BDF cosmetics company.By using the SWOT analysis and PEST analysis method,this paper empirically analyzes the marketing environment of BDF company in China.And based on the analysis discussed the company's cosmetics sales system in Yichang area of China,and proposed the suggestions on the innovative construction of regional sales system of cosmetics in this area.