商务英语毕业论文--Strategies on Cosmetic Marketing

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1、StrategiesonCosmeticMarketingSchool:CollegeofAppliedForeignLanguageGrade:.Major:BusinessEnglish.StudentName:.StudentID:.Advisor:.HeilongjiangUniversityMay10,201512AbstractThemodernsenseofthemarketingideologicaloriginallystartedintheearly20thcentury，thechangethatmarketingresearchconverted

2、traditionaleconomicsintomanagementsciencemarkedthebeginningofthemarketingmanagementera,4Ps’sproposedbyexperthavelaidthefoundationtheoreticalframeworkforthemanagementofmarketing.Themajorissueswhichourmarketingacademiaandbusinesscirclesarefacingwithcurrentlyarethathowcanmatureinternational

3、marketingtheoryintegratewithChinamarketintransition.Businessmarketingstrategyisthemainactivityofthemodernbusinessmarketingandwhetherthestrategiesarescientificisdirectlyrelatedtothesuccessorfailure.Hence,tomakethebusinessmarketingactivitiesoperateandtoachievetheexpectedeconomicbenefits,we

4、mustresearch,analyzeandevaluatethebusinessmarketingstrategies.Withthecontinuousdevelopmentofthesociety,thecosmeticsindustryhasbecomeashiningstar.Inthispaper,IanalyzedthepresentsituationofChina’scosmeticindustry’scompetitionandsummarizedthemarketingstrategiesofforeignbrand-namecosmetics.I

5、studiedthathowcandomesticsmallcosmeticsstandoutinahighlycompetitivemarketandexpandthemarketsharebyfocusingonbrandingandmarketingstrategy.Thishasaveryimportantpracticalsignificanceforimprovingourabilityandlevelofanalyzingandsolvingproblems.Keywordscosmeticsindustry,products,brands,marketi

6、ng,strategy12摘要现代意义的市场营销思想最初始于20世纪初，营销从传统的经济学转入管理学研究，标志营销管理时代的开始，4个P理论的提出奠定了管理营销的基础理论框架，如何将国际成熟的营销理论与方法和中国转型市场完成对接，是当前摆在我国营销学界和企业界面前的一个重大课题。企业市场营销战略，是现代企业市场营销的主要活动，战略和策略制定是否科学，直接关系到企业营销的成败。因此，要使企业营销活动正常进行，取得预期的经济效益，就必须研究、分析和评价企业的市场营销策略。随着时代的不断发展，化妆品行业俨然成为一颗闪耀的巨星。本文深入分析我国化妆品行业的市场竞争现状，总结分析

7、了国外名牌化妆品的营销策略，重点从品牌和营销策略出发，研究国内中小化妆品如何在竞争激烈的市场上脱颖而出，扩大市场份额。对于提高自己分析问题、解决问题的能力和水平，具有非常重大的实际应用意义。关键词化妆品行业，产品，品牌，营销，策略12ContentsAbstractI摘要II1.Introduction22.OverviewofMarketingTheory22.1TraditionalMarketingTheory22.24PsTheory22.3SWOTanalysis23.4PsTheory’sApplicationofThreeB