XDG Research On Marketing Strategy Optimization Of Brand Skin Care Products

In recent years,along with the rapid development of our economy,our skin care industry has a prominent growth trend,at the same time,skin care industry is one of industries that have rapid growth in our national economy.At the same time,the upgrading of consumers’ consumption concept has led to the popularity of the concept of professional and fine skin care.People’s choice of skin care products has changed from the original universal to the current professional and fine.Under the development of Internet + operating mode,the domestic cosmetics market development is facing great opportunities.As the rise of domestic brands such as Perfect Diary Winona,the development of domestic cosmetics is also great.The rapid development of the industry has brought broad space for the development of cosmetics enterprises,but also brought great competitive pressure to these enterprises;At the same time,consumers’ consumption behavior is also upgraded,which leads to higher and higher requirements for products and brands.Social media has gradually intensified its influence on consumers’ mentality.Personalized needs lead to higher and higher requirements for market segmentation and convenience.This thesis takes XDG skin care brand as the research object.XDG is a new Chinese skin care brand specializing in oily skin care founded in 2019.It is one of the earliest local brands to enter into oily skin care in China.It has been established for a short time.Compared with other well-known brands at home and abroad,it does not have high influence and popularity.Riding the trend of the rise of new local brands in recent years,XDG,with its niche positioning for oily skin care,initially gained a portion of its sales in the market by "traffic" through social media marketing.However,as time goes by,as a fast-moving consumer goods,many capitals and other brands have paid attention to this market segment,resulting in more and more homogeneous products.XDG brand faces great competition,and XDG itself has not become a core competitiveness.Obviously,compared with many other competitors in the Chinese skin care market,XDG has some problems in brand awareness,sales channels,product research and development level,product packaging design,promotion methods and so on.This thesis analyzes from these aspects.By referring to literature and other relevant materials,this thesis has comprehensively collected relevant data and materials.On this basis,by referring to the marketing mix strategies of skin care products at home and abroad and the excellent marketing experience of other brands,this thesis finds out the current marketing status and existing problems in the industry,and puts forward targeted measures and strategies accordingly.According to the current market trend,the macro environment and industry environment are analyzed,and the SWOT analysis of the brand is carried out.On this basis,combined with the actual situation of XDG brand skin care products,the marketing strategy of XDG brand is adjusted on the premise of optimizing the target market strategy,so as to make XDG brand products more perfect,enhance the brand influence and improve the research and development level.Research on the formulation of corresponding marketing mix strategies and other human resources,research and development,technology and other guarantees under the new situation to ensure the smooth implementation of marketing mix strategies.Combined with the environment and development trend of the skin care industry at home and abroad,this thesis optimizes the marketing strategy of the industry.Research the current domestic new brand in the current market background,how to seek development of strategic choice.In addition,it is hoped that the research on the marketing strategy of XDG skin care brand can provide an example support for the relevant theories of marketing management of other domestic skin care brands,and provide some theoretical reference for the future development of the skin care industry by formulating strategic adjustment and marketing mix strategies of new brands in the skin care industry and market.And can make a modest contribution to the steady development of the industry.