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1、市场精耕,细化营销佳人有约品牌突围策略透析（Marketfarming,refinemarketingaboutbeautybrandstrategyofdialysis）Atpresent,theworldcosmeticsannualsalesofnearly100billionU.s.dollars,ofwhichtheUnitedStatesaccountedfor25%,WesternEuropeaccountedfor30%,Japanaccountedfor16%,othercount
2、riesaccountedfor29%.Itisworthnotingthat,inrecentyears,EastAsiaandSouthAsiancountries,withtherapideconomicdevelopment,personalconsumptionlevelrising,coupledwithalargepopulationandotherfactors,itscosmeticsconsumptionmarkethasincreasedyearbyyear,hasbecome
3、theinternationaltrend.Atpresent,China'scosmeticsindustryhasmaintainedsteadygrowthwithanaverageannualrateof15%.In2002,thetotalsalesreached45billionyuan,rankingsecondinasia.Thisyear,theentirebeautycosmeticsmarketisexpectedtohaveatotaldemandof70billionyua
4、n,theentiremarketdemandishuge.Atpresent,thedomesticprofessionalcosmeticsindustryinashortperiodoftwentyyears,therapiddevelopmentoftherapiddevelopmentof12millionemployees,thousandsofcompaniesandtensofthousandsofbrands,thepaceofdevelopmentsothatotherindus
5、triesdumbfounded.Everyoneinthefiercemarketcompetitiontocultivateahugeconsumermarket,alowcostlowthresholdmakesproductsderivedfromtherapidexpansionofproductbrandwithhighqualityandlowqualitybetweenlowandhigheachrun,witheachother,intrigues,rapidlyenhanceth
6、ebrandinashorttimebythemarketspeculationandproductefficacyintheconsumer;ontheotherhand,theconsumptionofmanybrandsintheshadowof"reputation,infacthardtomatch",resultinginaproduct,theproductratequicklyshortened,moreisfallingtoofast.Howtodevelopandconsolid
7、atethemarkethasbecomethebiggestproblemofthecurrentlinecosmeticsenterprises,itisinthiscontext,howdowerefindawayout,howtorefindbrandbreakthrough?.Inthecosmeticsinside,manyenterpriseshavesetupthefirstgoal,butpowerlessorpowerlessenterprisesaccountedforthem
8、ajority,toannualsalesofmorethantensofmillionsofdollarstodoprofessionalenterpriseswithfingerscancountinthisindustry.Infact,thedomesticprofessionalcosmeticsinthehigh-endmarket,networkandterminalmarketarenotfullypromoteprofessionalcosmetic
