Thesis for Master’ s degree， Shanxi University， 2021
Research on Marketing Strategy of W Cosmetics
Company
Student Name Lu-qi Zhang
Supervisor
Major
Prof. Ye-qiang Geng
Business Administration
Marketing Strategy
Specialty
Department School of Economics and Management
Research Duration 2018.09-2021.06
June， 2021

目录
中文摘要........................................................................................................................ I
ABSTRACT.................................................................................................................. II
第一章绪论..................................................................................................................1
1.1研究背景与意义.............................................................................................1
1.1.1研究背景..............................................................................................1
1.1.2研究意义..............................................................................................1
1.2国内外研究动态.............................................................................................2
1.2.1国内研究动态......................................................................................2
1.2.2国外研究动态......................................................................................4
1.3相关理论基础.................................................................................................5
1.3.1营销策略及营销战略的区别和联系...................................................5
1.3.2市场营销理论.......................................................................................6
1.3.3 4P营销理论..........................................................................................6
1.3.4 STP战略理论.......................................................................................6
1.3.5 PEST理论.............................................................................................6
1.3.6波特五力模型.......................................................................................7
1.4研究内容及研究方法.....................................................................................7
1.4.1研究内容..............................................................................................7
1.4.2研究方法..............................................................................................8
第二章公司概况和市场营销现状............................................................................10
2.1 W公司概况...................................................................................................10
2.1.1公司简介............................................................................................10
2.1.2组织架构............................................................................................11
2.2公司产品及业绩情况...................................................................................12
2.2.1产品概况............................................................................................12
2.2.2销售业绩............................................................................................12
2.3公司营销策略现状.......................................................................................13
2.3.1产品策略现状....................................................................................13
2.3.2价格策略现状....................................................................................14

2.3.3渠道策略现状....................................................................................15
2.3.4促销策略现状....................................................................................16
2.4本章小结.......................................................................................................17
第三章 W化妆品公司营销环境分析.......................................................................18
3.1外部环境分析...............................................................................................18
3.1.1 PEST分析...........................................................................................18
3.1.2波特五力模型分析............................................................................19
3.2内部环境分析...............................................................................................21
3.2.1资源分析.............................................................................................21
3.2.2能力分析.............................................................................................22
3.3竞争对手的分析...........................................................................................23
3.4 W公司的 SWOT分析..................................................................................25
3.4.1优势分析............................................................................................25
3.4.2劣势分析............................................................................................25
3.4.3机会分析............................................................................................25
3.4.4挑战分析............................................................................................26
3.4.5 SWOT矩阵分析.................................................................................26
3.5本章小结.......................................................................................................27
第四章 W公司营销策略诊断...................................................................................28
4.1营销战略问题诊断.......................................................................................28
4.1.1市场细分因素考虑不全面................................................................28
4.1.2目标市场选择过于宽泛....................................................................29
4.1.3市场定位落地效果不佳....................................................................31
4.2产品策略问题诊断.......................................................................................31
4.2.1部分品类市场接受度低....................................................................31
4.2.2缺乏欧亿·体育（中国）有限公司内爆品................................................................................33
4.3价格策略问题诊断.......................................................................................33
4.3.1产品定价缺乏竞争性........................................................................33
4.3.2价格策略缺乏弹性............................................................................34
4.4渠道策略问题诊断.......................................................................................34
。。。以下略