Research On Marketing Strategy Of Cosmetics Of G Company

In recent years,with the continuous enhancement of China’s comprehensive national strength,the national living standard has been greatly improved.After solving the basic problem of food and clothing,people began to pursue a life of enjoyment,especially young people,more and more willing to spend money on themselves.It is in this context of consumption upgrading that the cosmetics industry ushered in a period of rapid development.According to the official data of the National Bureau of statistics,the annual compound growth rate of the cosmetics industry is significantly higher than that of other industries.During 2017-2018,the annual sales growth rate reached 11.5%,and China has become a major cosmetics consumer.In such a booming industry,fierce competition is inevitable.By 2019,there are nearly 5000 cosmetics manufacturers in China.On the other hand,the rapid development of mobile Internet has brought many uncertain factors and possibilities to the competition pattern of the whole cosmetics market.It is in such an environment that G company was founded.It wants to take advantage of the new opportunities in the Internet era to realize its survival and development.However,in this context,G Company X cosmetics sales situation is not ideal.Therefore,how to make marketing strategy and improve marketing mix for X cosmetics of G company has become an urgent problem to be solved in the development process of the company.Based on the summary of the past research results of cosmetics marketing,and the analysis of the current situation and internal and external environment of X cosmetics in G company,using STP theory and marketing 4P theory,this paper finds the strategic and strategic problems in the marketing process of X cosmetics in G company.By combining quantitative and qualitative methods,theory and practice,this paper puts forward suggestions on reshaping product positioning,improving product strength,optimizing pricing model,innovating channels and promotion forms for X cosmetics of G company.Through in-depth research on the marketing strategy of X cosmetics of G company,and combining with the current internet background,this paper puts forward targeted improvement suggestions,with a view to providing some reference for small and medium-sized consumer goods enterprises.