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1、中国化妆品业经过改革开放近三十年的发展，己经步入了成熟阶段。目前，行业内企业众多、业态复杂、竞争激烈，无论是跨国公司还是国内中小型企业，想在这个市场上生存都不容易。另外，屮国化妆品业近年來却一直保持着高速増长的态势，各种市场机会层出不穷。药妆品是近儿年来新兴起来的化妆品系列，市场竞争的日益激烈，公司的发展面临着许多威胁与挑战。木文正是在此种背景下对佰草集药妆品的营销策略进行研究，期望对企业的发展带來帮助。本文以研究佰草集营销策略为出发点，在充分收集文献资料和了解企业内部情况的基础上，运用市场营销学的基木原理和方法，研究和分析了上海家化佰草
2、集药妆品的营销环境，在对佰草集营销策略现状分析的基础上，对如何在不利的药妆品市场营销环境下，利用自身机会与优势、规避威胁和弱势，制定出符合企业内、外环境条件的营销策略，提高企业自身的竞争能力，维持企业的生存和发展进行了初步的探索，并对公司在营销策略中的不足提出了自己的看法，以期对公司未来的发展起到积极作用。关键词：药妆品；营销策略；营销环境AbstractChina'scosmeticsindustrydevelopedandreformedforaboutrecentthreedecadesyears,hasenteredamature
3、stage.Currently,therearemanyenterprisesincosmeticsindustry,whicharealmostincomplexformatandintensecompetition,meanwhile,it'sunlikelytosurviveinthismarketforbothmultinationalandsmallandmedium-sizedenterprises.Inaddition,inrecentyears,China9scosmeticsindustryhasmaintainedar
4、apidgrowthtrendandemergedavarietyofopportunitiesinthismarket.Inrecentyears,Medicinecosmeticsareanewlyarisingseriesofcosmetics,whichaggravatethecompetitioninmarketandthenmakesenterprisesfacewithmanythreatsandchallenges.Inthisthesis,Iconductedaresearchonthemarketingstrategy
5、ofHerborist,hopingtoassistthedevelopmentofChina'cosmeticindustry.Inmythesis,theresearchonHerborist^smarketingstrategywasregardedasthestartingpoint,atthesametime,itisbasedondetailcollectingdocumentsandunderstandingtheinternalcircumstanceofHerborist,usingthebasicprinciplean
6、dmethodofthemarketmarketingforresearchingandanglicizingthemarketingcircumstanceofHerborisinShanghai,whichformulatethemarketingstrategytomeetbothinsideandoutsideoftheenvironmentalconditionsinthebusinessenterpriseinusingitsopportunitiesandstrength,challengeandweaknessinawea
7、knessofmarketingcircumstanceofcosmetics,improvingtheirowncompetitivenesstomaintainthesurvivalanddevelopmentofapreliminaryexploration,puttingforwardtheirownviewsontheweaknessofcompany'marketingstrategytoplayapositiveroleinthefuturedevelopmentofthecompany.Keywords:Cosmetics
8、;Marketingstrategy;Marketingcircumstance弓丨言11企业概况22佰草集营销环境分析32」宏观环境分析32.1.1人口环境分析32.1.2口然环境分析32.
