Research On Marketing Strategy Optimization Of Cosmetics Of X Company

With the rapid development of China’s economy and the increase of national income,the consumption of social consumer goods has also increased year by year,among which the consumption growth rate of the cosmetics industry is among the best.The cosmetics market has huge potential,which is a rare development opportunity and wealth value to be explored for all cosmetics companies.However,since the reform and opening up,together with the policy of lowering tariffs and other friendly policies towards foreign cosmetics brands,foreign cosmetics brands have flooded into the Chinese market.Domestic cosmetics,including cosmetics of Company X,have been strongly impacted.In terms of research,the high-end cosmetics market in China’s cosmetics industry is underdeveloped,and the market share of independent brands is low.Compared with foreign brands,China’s domestic cosmetics brands have little investment in cutting-edge cosmetics research and have failed to create competitive advantages in the market.Therefore,domestic cosmetics brands have broad development space in the domestic market.The cosmetics of Company X are time-honored cosmetics in China.They were brilliant more than 100 years ago,but few people have heard of them,let alone bought them.The cosmetics of Company X are under pressure from domestic and foreign cosmetics brands,and the sales situation is terrible.This paper selects cosmetics of X Company as the research object,and analyzes some problems existing in the current marketing process of cosmetics of X Company.Through PEST and SWOT analysis,the five forces analysis model is used to analyze the marketing environment of cosmetics of X Company.Through the STP strategy,the accurate positioning of cosmetics of X Company was reestablished.By using the method of questionnaire,we can analyze the consumer characteristics of cosmetics of X Company,and also know the shortcomings of cosmetics of X Company through the questionnaire,and then propose targeted optimization marketing strategies.It is believed that in terms of products,cosmetics of X Company should further meet the personalized needs of customers,deepen product segmentation,develop products with different functional characteristics according to customer needs,and enrich product categories.At the same time,the packaging should be improved to make the product look beautiful and portable.Company X’s cosmetics should focus on the research and development of the industry’s top products to create a high-quality product with characteristics that is not easy to be replaced.In terms of price,we should first maintain the existing low-cost strategy and expand the customer base.Secondly,we should introduce differentiation strategy,improve product quality and break through brand value.Finally,we should improve the price management and flexibly manage the price system of its products.In terms of channels,more attention should be paid to online sales,and offline sales should not be limited to tourist attractions.In terms of promotion,increase the advertising of cosmetics of X Company on various network platforms,set up benign promotion methods,stabilize old customers and attract new customers.At the same time,optimize experience services and improve customer satisfaction.Through the above adjustment,the competitiveness of cosmetics of X Company will be improved.This study can provide guidance for the development of cosmetics company of X Company,promote the marketing of cosmetics companies of X Company,and hope to have better reference and inspiration for the development of local cosmetics companies and the formulation of marketing strategies.