随着改革开放的深化，人民生活安然平静，人均支出都得到了明显的提升，对于 消费需求以及消费体验都有了更高的要求。因为如今线上电子商务和线下传统零售业 都面临着危机，遭遇增长天花板，所以新零售作为一种零售新业态的诞生来突破新思 路，以消费者为中心，打破线上和线下的壁垒，来升级消费者体验。化妆品欧亿·体育（中国）有限公司处于 高速成长期，在新零售浪潮来临时，需要努力突破之前的运营框架，研究和分析企业 在营销方面存在的问题并提供解决思路，制订顺应新时代潮流下的营销战略，将消费 者的购物体验和消费方式全面升维。 本论文以 S 公司为例，S 公司是一家全球性的化妆品销售连锁店，首先从营销环 境入手，研究了国内宏观环境因素和化妆品欧亿·体育（中国）有限公司微观欧亿·体育（中国）有限公司环境，分析了政治、经济、 技术和文化的发展与演变，探讨了竞争对手的业务范围以及优势和劣势。然后通过分 析 S 公司的市场定位以及在新零售背景下存在的营销策略问题，运用 STP 理论对 S 公司在目标客户和细分市场上进行全新的定位，帮助 S 公司进入其他潜力市场。并以 7Ps 营销组合理论基础，根据产品的周期性做合理资源配置，灵活的价格策略，多元 化的渠道，创新的推广形式以及自有品牌的升级等策略调整,为 S 公司制订营销战略 优化方案，将营销组合中的产品、价格、推广、渠道、人员、有型展示和过程策略一 一分析，并为 S 公司现在所存在的问题提供了解决思路。再将新零售之轮理论作为辅 助理论，将技术边界的突破作为新业态的特征。结合 S 公司的战略规划和发展需求， 最终构建了在新零售背景下 S 公司在华的营销策略优化方案，并实现其可行性和可操 作性。新的优化方案将为 S 公司在零售新业态下积极掌握先机，市场占有率保持稳步 提升,保持自身优势的同时不断提高自身竞争力，最终实现增加经济效益的目的。同 时促进欧亿·体育（中国）有限公司的健康持续发展，为同欧亿·体育（中国）有限公司的企业提供实践参考，并为其他欧亿·体育（中国）有限公司提供新零 售环境下的营销策略借鉴。 关键词：新零售；品牌定位；营销策略；化妆品III Abstract Together with the deepening of the reform and opening up, people's living standard and disposable income has been improved profoundly, ,and there are higher requirements for consumption demands and experience. As both online e-commerce and offline traditional retailing are facing crisis of development and growth , New Retail, as a fresh retailing format, is born to break the dilemma, take consumers as the center, break the barriers of online and offline channel, and upgrade consumer experience. The cosmetics industry is in a period of rapid growth. When the New Retail wave comes, it is necessary to make efforts to break through the previous operating framework, study and analyze the existing problems and solutions in marketing, formulate marketing strategies to adapt to the new era, and comprehensively upgrade consumers' shopping experience and consumption mode. Taking S company as an example which is a global cosmetics sales channel, this paper firstly studies the macro and micro environment of the cosmetics industry, and discusses the business scope, advantages and disadvantages of competitors. And then through the analysis of the market positioning of S company and the marketing strategy problems in the New Retail era, using the STP to make a new positioning for S company in the market segments. Based on the 7Ps marketing matrix theory, reasonable resource allocation of products, flexible price strategy, diversified channels, the upgrading of private brands and the other marketing strategies should be applied to the optimization plan for S company. Combined with S company's strategic plan, it finally constructs S company's marketing strategy optimization plan in China under the new retail background, and realizes its feasibility. The new optimization plan will give S company a positive lead in the new retail format, stabilize the market share, enhance the competitiveness of the enterprise and increase economic benefits. At the same time, it promotes the healthy and sustainable development of the industry, provides some reference for enterprises in the industry about the marketing strategy in New Retail era.IV Keywords：New Retail; Brand Positioning; Marketing Strategy;Cosmetics目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景.........................................................................................................................1 1.2 研究意义.........................................................................................................................4 1.3 理论基础及研究现状.....................................................................................................5 1.3.1 国外研究现状..........................................................................................................6 1.3.2 国内研究现状..........................................................................................................7 1.3.3 国内外文献述评....................................................................................................10 1.3.4 理论基础................................................................................................................11 1.4 研究内容与结构...........................................................................................................15 1.5 研究方法与创新点...................................................................................................16 1.5.1 研究方法................................................................................................................16 1.5.2 创新点....................................................................................................................17 第 2 章 企业概况与环境分析............................................................................................19 2.1 企业概况.......................................................................................................................19 2.2 宏观环境对化妆品营销的影响...................................................................................20 2.2.1 政策环境对化妆品营销的影响............................................................................20 2.2.2 经济环境对化妆品营销的影响............................................................................22 2.2.3 文化环境对化妆品营销的影响............................................................................25 2.2.4 技术环境对化妆品营销的影响............................................................................28 2.3 欧亿·体育（中国）有限公司环境对化妆品营销的影响....................................................................................32 2.3.1 现有竞争分析.........................................................................................................332.3.2 潜在竞争者分析.....................................................................................................35 2.3.3 替代品威胁.............................................................................................................36 2.3.4 供应商讨价还价能力.............................................................................................39 2.3.5 购买者讨价还价能力.............................................................................................40 第 3 章 S 公司营销问题及原因分析.................................................................................41 3.1 S 公司营销概况.............................................................................................................41 3.2 问卷调查内容设计.......................................................................................................43 3.3 S 公司市场营销存在的问题及原因.............................................................................44 3.3.1 新零售背景下的定位问题....................................................................................44 3.3.2 产品过多且价格不具