Study On Optimization Of Huaxizi Brand Marketing Strategy

With "consumption,investment and export" as the driving force for China’s economic growth,social consumption has been promoted significantly,and all types of markets have huge growth potential.Under the current general trend of economic development,the overall growth rate of cosmetics sector has been greatly elevated.The annual growth of its overall sales performance has exceeded 23%,and its market value has broken through 400 billion mark.It is also precisely on account of its high profits,large market and low threshold that the overall competition in this industry is becoming increasingly fierce,and cosmetic brands are facing a severe test.With the substantial improvement of people’s material quality of life,people begin to pay attention to "beauty".In this process,many cosmetic markets in China gradually expand their scope of influence,and the overall competition is becoming more and more fierce.In this thesis,the author will focus on the rookie of Chinese beauty cosmetic enterprises-Huaxizi to be studied.Relying on the rapid development of Internet sales channels,Huaxizi has become the market leader of Chinese cosmetic brands in a short time.However,during the practice of past year,many newly-developing brands have emerged in domestic China,with the high cost performance and the vacancy of market positioning,which have overtaken the leading brands by use of social media.In this competition,Huaxizi has gradually lost part of the market.In view of the above issues,this thesis has been got through the market researches of the domestic and foreign cosmetics,self-analysis of Huaxizi brand,combines with STP and4 P theory to optimize the marketing strategy of Huaxizi.First of all,the author analyzes the internal and external environment of the company’s operation process,and finds out the most important competitors in the competition process.Afterwards,it analyzes the overall business situation of the enterprise from the inside,and analyzes it by issuing questionnaires to consumers.It combines the research conclusion with the actual sales strategy of the enterprise and puts forward specific and accurate optimization scheme.The research concludes that the enterprise put a large number of products into the market in the operation process,but the hot products is few,and the price of its products gradually loses its competitiveness in the market,and lack of offline experience module.The thesis formulates marketing strategy and specific safeguard measures to support its strategy according to its actual operating situation.The author hopes to analyze the overall sales strategy of Huaxizi through this thesis,in order to make a contribution to the enterprise on improvement of its own market competitiveness,expansion of market scope and promotion of operating income.