Research On Marketing Strategy Optimization Of ZRT Cosmetics Company

As one of the fastest growing industries in China's national economy,cosmetics industry has maintained a high-speed growth trend.In China's cosmetics market,domestic brands have a small market share,and import brands of foreign-funded enterprises have always occupied the leading position in the industry.However,in recent years,with the improvement of national self-confidence and national strength,excellent domestic brands have risen rapidly.ZRT Company studied in this paper is one of the largest cosmetics companies in China.In the early stage of its development,ZRT Company can reasonably position itself and select the market accurately,thus rapidly opening the situation.Its development and growth are worth learning and learning from domestic cosmetics companies.But at the same time,we also find that in the process of development,challenges also exist.Domestic cosmetics enterprises start late and are congenitally deficient.Compared with imported brands,there are still many shortcomings,such as: insufficient research and development technology,incomplete category,insufficient segmentation of consumer market,insufficient market channels and so on,which restrict the further development of enterprises.In this paper,ZRT company's marketing strategy optimization research,mainly reflected in product segmentation,channel expansion,promotion and innovation,because the main barriers to competition in this industry are products,channels and innovation.Firstly,this paper clarifies the relevant definition of cosmetics and expounds the theoretical basis of marketing strategy.Through PEST model,the macro-environment of China's cosmetics market is analyzed,and the trend,characteristics and structure ofthe cosmetics industry are discussed.By analyzing the current situation of the industry,the environment and market opportunities of domestic brands are understood.Thirdly,the marketing strategy of ZRT cosmetics company is analyzed by SWOT,including product category,channel and consumer analysis.This paper elaborates and puts forward some suggestions on the optimization of brand marketing strategy,i.e.multi-category + multi-channel strategy: in product category,subdivide consumer market,develop baby and man skin care products,improve R&D innovation ability,develop high-end skin care products,and introduce the differentiated concept of "skin care products + mini-cosmetology instrument" to consumers;in channel,reduce the proportion of franchised stores,and add Major investment in resources of business channels;opening up new channels----single brand stores;in the way of promotion,using new media technology to deepen consumers brand awareness.This paper optimizes the marketing strategy of ZRT Company,a representative cosmetics company in China,refines the relevant marketing strategy,summarizes its successful experience and practices,which can provide reference for relevant enterprises to improve their business strategy and further enhance their market competitiveness.