I 佰草集市场营销策略研究 摘要 随着社会经济的进一步发展，人们生活水平的日益提高，人们的 消费水平也有了一定的提升，因而，国内化妆品市场逐步发展起来。 由于人们对化妆品的需求越来越大，使得化妆品品牌的竞争日益激 烈。现阶段，对于本土化妆品公司而言，其产品主要位于中低档，且， 这些本土公司在市场中所占的份额迅速增加。然而由于国外化妆品牌 的加入，使得国内化妆品的竞争程度日益激烈。自创立佰草集以来， 佰草集凭借优异的营销策略，创造了十分优异的销售业绩。但是，目 前由于国外化妆品牌的加入，譬如欧莱雅等，及相宜本草等本土化妆 品的日益发展，使得佰草集品牌的竞争进一步加剧，产品销售的增加 趋势趋于平缓。故而，目前，为了促进佰草集品牌的进一步发展，该 公司应改革产品营销策略，深入分析营销问题，明确其营销策略的不 足之处，继而找到有利于品牌健康持续发展的途径。 本文通过文献研究法、消费者调查法、SWOT和4P分析法，从理 清关系等多个方面展开了对佰草集品牌的进一步研究，针对佰草集现 有弊端及产品营销方案的改进等问题作出了详细地整合与探究。全文 摘要 II 共涉及六个部分:第一章，绪论，主要对研究佰草集品牌的背景与意 义作出了详细介绍，并对文章的主要内容、研究方法及现有相关营销 理论展开阐述;第二章，主要基于化妆品欧亿·体育（中国）有限公司的发展现状，从市场发 展趋势等多个层面对化妆品欧亿·体育（中国）有限公司的发展环境展开了叙述。第三章，包 括上海家化和佰草集的基本概述，并结合佰草集营销现状，分别从竞 争角度、综合策略角度、生产者角度，通过波特五力模型、SWOT模 型、4P理论对佰草集的营销问题进行分析。第四章，根据基于消费者 需求的4p原则建立营销策略评价指标，设计消费者调研问卷，采集数 据，依据营销策略评价指标进一步分析、研究佰草集的营销问题;第 五章，基于第二章至第四章的相关研究，并结合化妆品市场的发展特 性，及上海家化的营销策略重点，提出了进一步优化与完善佰草集营 销策略的方案;第六章，从产品、渠道、促销三个维度的佰草集营销 策略的保障和建议；第七章，根据本文研究所得结论，对佰草集的深 入发展趋向作出了预测与分析，基于文章的基本观点，提出了佰草集 品牌发展的改进方案。 经进一步研究可知，佰草集品牌的营销策略具有一定的缺陷，譬 如，产品销售能力有待提高、销售理念相对落后、缺乏足够的销售网 点等。为了促进佰草集品牌的进一步发展，应将各种化妆品组合为一 体，打造高端产品，并促进品类协调发展，增强销售力量。通过高低 双向渗透百货终端，加强特许经营店的经营，扩大电子商务销售渠道 建设，扩大网点数量;创造明星产品，通过维护已有的声誉，开发新 摘要 III 一代明星来增加消费者消费兴趣。通过对网络口碑的进一步优化与完 善，创建符合品牌发展的新型广告体系，加大品牌宣传力度，创新产 品推广理念。 关键词:化妆品欧亿·体育（中国）有限公司；市场营销策略 ABSTRACT IV RESEARCHONMARKETINGSTRATEGYOFHERBORIST ABSTRACT Withthefurtherdevelopmentofsocialeconomy,people'slivingstandardsare improvingdaybyday,andpeople'sconsumptionlevelhasalsobeenimprovedto someextent.Therefore,thedomesticcosmeticsmarketisgraduallydeveloping.Due totheincreasingdemandforcosmetics,thecompetitionamongcosmeticsbrandsis becomingincreasinglyfierce.Atthepresentstage,forlocalcosmeticscompanies, theirproductsaremainlypositionedatthemiddleandlowend.Therefore,theshare oftheselocalcompaniesinthemarketincreasesrapidly.However,duetotheaddition offoreigncosmeticbrands,thedomesticcosmeticscompetitionisbecoming increasinglyfierce.SincetheestablishmentofHerborist,Herboristhascreated excellentsalesperformancewithitsexcellentmarketingstrategy.However,duetothe additionofforeigncosmeticbrands,suchasL'oreal,andtheincreasingdevelopment oflocalcosmeticssuchasHerborist,thecompetitionofHerboristbrandsisfurther intensified,andtheincreasingtrendofproductsalestendstobegentle.Therefore,at present,inordertopromotethefurtherdevelopmentofHerboristbrand,thecompany shouldreformitsproductmarketingstrategy,conductin-depthanalysisofmarketing problems,identifythedeficienciesofitsmarketingstrategy,andthenfindways conducivetothehealthyandsustainabledevelopmentofthebrand. Throughliteratureresearchmethod,consumersurveymethod,SWOTand4P analysismethod,thispapercarriesoutfurtherresearchonherboristbrandfromthe aspectsofclarifyingtherelationship,andmakesdetailedintegrationandexploration fortheexistingdisadvantagesofherboristandtheimprovementofproductmarketing plan.Therearesixpartsinthispaper:thefirstchapteristheintroduction,which mainlyintroducesthebackgroundandsignificanceofstudyingherboristbrandin ABSTRACT V detail,andelaboratesthemaincontent,researchmethodsandexistingmarketing theoriesofthepaper.Thesecondchapter,mainlybasedonthedevelopmentstatusof thecosmeticsindustry,describesthedevelopmentenvironmentofthecosmetics industryfromthemarketdevelopmenttrendandotheraspects.Thethirdchapter, includingthebasicoverviewofShanghaijahwaandherborist,analyzesthemarketing problemsofherboristfromtheperspectivesofcompetition,comprehensivestrategy andproducers,respectively,throughporter'sfiveforcesmodel,SWOTmodeland4P theory.Inthefourthchapter,accordingtothe4pprincipleofconsumerdemand,the evaluationindexofmarketingstrategyisestablished,thequestionnaireofconsumer surveyisdesigned,thedataiscollected,andthemarketingproblemsofherboristare furtheranalyzedandstudiedaccordingtotheevaluationindexofmarketingstrategy. Inchapterfive,basedontherelevantresearchinchaptertwotochapterfour,and basedonthedevelopmentcharacteristicsofthecosmeticsmarketandthemarketing strategyfocusofShanghaijahwa,itputsforwardtheplantofurtheroptimizeand improvethemarketingstrategyofherborist.Chaptersix,theguaranteeandsuggestion ofherboristmarketingstrategyfromthreedimensionsofproduct,channeland promotion;Inchapter7,basedontheconclusionofthispaper,theauthorforecasts andanalyzesthein-depthdevelopmenttrendofherborist,andputsforwardthe improvementplanofherboristbranddevelopmentbasedonthebasicviewpointof thispaper. Throughfurtherresearch,itcanbeseenthatthemarketingstrategyofHerborist brandhassomedefects,suchasitsproductsalescapabilityneedstobeimproved, relativelybackwardsalesconceptandlackofenoughsalesoutlets.Inorderto promotethefurtherdevelopmentofHerboristbrand,itisnecessarytocombineall kindsofcosmeticsintoone,createhigh-endproducts,promotethecoordinated developmentofcategories,andenhancethesalesforce.Throughhighandlow two-waypenetrationofdepartmentstoreterminals,strengthentheoperationof franchisedstores,expandtheconstructionofe-commercesaleschannels,expandthe ABSTRACT VI numberofoutlets;Createstarproducts,bymaintainingtheexistingreputation, developanewgenerationofstarstoincreaseconsumerinterest.Throughthefurther optimizationandimprovementofthenetworkwordofmouth,tocreateanew advertisingsysteminlinewithbranddevelopment,increasebrandpublicity, innovativeproductpromotionconcept. HUANGLIJUAN（MBA） Supervisedby：WANGWENJIE KEYWORDS:cosmeticsindustry,marketingstrategy 目录 VII 目录 摘要.....I ABSTRACT....................IV 第一章绪论.....................1 1.1研究背景和意义.1 1.1.1研究背景..1 1.1.2研究目的..1 1.1.3理论意义..2 1.1.4实践意义..2 1.2研究方法和框架.3 1.2.1研究方法..3 1.2.2技术路线..3 1.3相关市场营销理论综述....................5 1.3.1市场营销综述.........................5 1.3.2营销环境分析理论.................5 1.3.3波特五力模型........................6 1.3.4SWOT分析分析理论.............8 第二章基于佰草集所在欧亿·体育（中国）有限公司-化妆品欧亿·体育（中国）有限公司经营环境分析........12 2.1化妆品欧亿·体育（中国）有限公司概述..............................12 2.2宏观环境分析...12 2.2.1政治法律环境因素...............12 2.2.2经济环境因素.......................13 2.2.3社会环境因素.......................13 2.2.4科技环境因素.......................14 2.3欧亿·体育（中国）有限公司现状分析...15 2.3.1销售规模15 2.3.2销售要素16 2.4欧亿·体育（中国）有限公司发展趋势...18 2.4.1竞争发展趋势.......................18 2.4.3消费趋势20 2.5本章小节...........21 第三章上海家化及佰草集概述和分析......22 3.1上海家化概述...22 3.2佰草集概述.......23 3.2.1佰草集历程概述...................23 3.2.2目标市场..............................24 3.3佰草集波特五力分析欧亿·体育（中国）有限公司竞争分析.............................25 目录 VIII 3.4佰草集营销SWOT分析.................27 3.4.1优势........27 3.4.2劣势........28 3.4.3机会........29 3.4.4威胁........30 3.5佰草集的营销现状..........................31 3.5.1产品组合31 3.5.2价格体系..............................32 3.5.3渠道构成..............................33 3.5.4推广模式34 第四章基于消费者的营销策略调研和问题分析.....................35 4.1调研评价指标...35 4.1.1调研评价指标设计...............35 4.1.2调研评价指标概述.........