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1、碧修堂化妆品亚洲市场推广方案策划摘要：随着生活水平的不断提高,人们对化妆品的需求越来越强烈，特别是年轻女性。化妆品市场的竞争日趋激烈，市场细分日益细化。相比于资生堂、兰蔻、香奈儿等知名品牌，中小企业只能在夹缝中求得一线生机。在竞争如此激烈的化妆品市场中，像碧修堂这样的中小型企业想要在市场中赢得一席之地，就必须认真研究化妆品市场的现状，预测其变化，掌握其动态，制定正确的营销策略，更好的满足消费者的需求。碧修堂，日化行业中一颗璀璨新星，源自法国科美集团，以“修复”理念为主导的精准市场定位，让碧修堂品牌在2009年异军突起，致力打造为中国日化行业“修复”第一品牌。本文主要分析以中
2、国、日本等为代表的亚洲化妆品市场的基本概况，对碧修堂的目标市场和市场定位加以分析研究，运用SWOT工具分析碧修堂当前所处的竞争市场，寻找碧修堂的市场前景。分析了碧修堂的营销要素，围绕企业效益最大化的目标，从企业可提供的产品与价格着手扩大企业与消费者的对应面；结合渠道与促销推力，拉近消费者与企业产品之间距离，制定相应的营销策略，从而解决企业面临的营销问题。把碧修堂打造成为中国领航品牌，使其顺利进入亚洲市场。关键词：亚洲市场,碧修堂化妆品,推广策划BIOXUTAGCosmeticsAsianMarketPromotionPlanAbstract:WithPeople'slivi
3、ngstandardimproving,theirneedincosmeticsbecomesmoreandmoreintensely,especiallyfortheyoungwomen.Competitionincosmeticsmarketbecomesincreasinglyfierce,marketsegmentsisincreasinglyrefined.ComparedtoShiseido,Lancome,Chanelandotherfamousbrands,smallandmedium-sizedenterprisescanonlysurviveinsque
4、ezedbysilverlining.Ifsmallandmedium-sizedenterpriseslikeBioxutagwanttowinaplaceinthecompetitivecosmeticsmarket,theymuststudythesituationofcosmeticsmarketcarefully,predicateitschanges,masterthedynamics,formulatecorrectmarketingstrategiesandmeettheneedsoftheconsumersbetterly.Bioxutag,ashinin
5、gstarindailychemicalindustry,fromFrenchKeMeiGroup,whosedominantmarketpositionis“fix’’,whichletBioxutagbrandbecomeanewforcein2009,iscommittedtobuildingthefirstbrandinChinesechemicalindustry'sdomainof“fix".ThispapermainlyanalysisthebasicsituationsofAsiancosmeticsmarketsespeciallyChinaandJapa
6、n.AnalysisandresearchthetargetmarketandmarketpositionofBioxutag,useSWOTtoolstoanalyzethecurrentcompetitivemarketwhichBioxutagbein.LookingforBioxutag'smarketprospects.Analyzesthemarketingfactors,focusonthegoalsofself-benefitmaximization,expandthecontactfacebetweenconsumersandenterprises;com
7、binethepushpowerofPlaceandPromotion,toclosethedistanceofproductsandconsumers;takebothsidesastheoreticalbase,toformulaterelevantmarketingstrategies,thustoresolvethemarketingproblemsthatcompaniesface.Creat,Bioxutag,asChina'sleadingbrandandletitenterAsianmarketsu
