Research On Marketing Improvement Strategy Of A Cosmetics Company

With the promotion of the national policy of "innovation and entrepreneurship" and the popularization of mobile Internet technology,A large number of WeChat merchants,e-commerce,mobile mall,and community marketing have rushed into the cosmetics market.With the traditional cosmetics entity marketing and brand direct marketing,they have formed a competitive pattern of suppressing each other and occupying the market.A cosmetics company,through the dual track development of online community and offline physical stores,stood out in this fierce competitive market.But in the face of the severe challenges inside and outside the industry,such as the standardization of policy environment and consumption upgrading,as well as the increasingly serious technical innovation and product homogeneity,at present,A cosmetics company is actively seeking to optimize marketing strategies,in-depth services,strengthen the mining and application of big data technology,improve the company’s business philosophy,and achieve marketing upgrading.This paper mainly takes the improvement measures of A cosmetics company’s marketing strategy as the research object,The current situation of cosmetics industry and the marketing situation of company A are described in detail.Through the elaboration of the company’s existing product strategy,pricing strategy,channel layout,promotion,consumer group,marketing process service,tangible display,etc.,it is found that company A currently has such problems as slow growth of market scale,single product brand,limited expansion of physical stores and weak customer experience.Further analysis of these problems are caused by slow development of new products,their own research and development capacity to be improved,imperfect channels,uneven agent capacity,physical display is not enough.The author on the basis of the analysis is put forward to strengthen product development innovation,optimizes the channels,comprehensive promotion agent,standardized management,improve marketing services and perfect a series of measures such as tangible demonstration,and established the cloud warehouse,living mall resource pool,brand university talent training system,supply chain system as well as the wisdom of stores to ensure the implementation of the new marketing strategy.Through the above improvement measures and the construction of guarantee system,A company can seize the first opportunity in the new retail market.At the same time,the methods,theories and research ideas adopted in this paper are expected to provide references for the managers of small and medium-sized enterprises like A cosmetics company to formulate marketing strategies in line with their own characteristics.