基于竞争分析的佰草集营销策略优化-研究

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1、competitors,cometoconclusionthroughcomparingandanalyzing;Chapter5,marketingstrategyrecommendationforHerborist,offersuggestionstostrengthenitsmarketingstrategyaccordingtothemarketingevaluationresults,industrycharacteristicsandthedevelopmentstrategyofJahwa;Chapter6,conclusionandfurtherresearchdire

2、ction,summarizesthemajorpoints,andfindtheimprovementdirection.Throughtheanalysis,itisclearthattherearesomeshortnessinHerborist’smarketingstrategy,suchaslowproductsalesforce,limitindistributionnets,lackofstarproductsandconservativemarketingconcept.Recommendationsareasfollow:combtheproductportfoli

3、oandimprovesalesforcebymeansofrichinghigh-endseries,integratingfacialproducts,andpromotingcoordinationofdifferentcategories;strengthendistributionchannelandexpandretailnetworkbymeansofpermeatingdepartmentstoresbothupsideanddownside,enhancingcosmeticshopsoperation,andbroadeninge-commercials;shape

4、starproductandaddattractivenessbymeansofmaintainingclassicreputableproductsandbuildingnewgenerations;improvetheeffectofpublicityandchangethepromotionconceptbymeansofintroducingdigitalmarketingandsettingupthree-dimensionaladvertisingsystem.KEYWORDS:cosmeticindustry,competitionanalysis,evaluationo

5、fmarketingstrategy万方数据目录第1章绪论.................................................................11.1研究背景与意义......................................................11.1.1行业发展背景...................................................11.1.2佰草集的困惑...................................................21.1.3研究意义.

6、......................................................21.2研究内容与框架.......................................................31.3研究方法.............................................................41.4相关理论.............................................................51.4.1竞争者理论...........................

7、..........................51.4.2营销策略理论...................................................51.4.3营销竞争力理论.................................................51.4.4射程理论.......................................................6第2章化妆品行