摘要
摘 要
近几年，人们对彩妆的兴趣日益增强也间接促进了彩妆市场规模的扩大。
随着国外彩妆品牌的入驻，国内彩妆品牌的兴起，彩妆市场的竞争日益加剧。A
彩妆正是在这样一个环境下创立，想要借助时代发展新机遇，实现生存与发展
的彩妆国货产品。近几年，A彩妆产品销售成绩虽然喜人，但是其营销水平其他
成熟的彩妆品牌仍有一定差距。
针对上述问题，本文结合 4Ps理论和网络整合营销理论的 4I原则对 A彩妆
产品的市场营销策略进行优化研究。文章的结构安排如下，首先对研究所运用
到的 4Ps理论、网络整合营销 4I原则这些相关的理论基础进行一个阐述，其次
从宏观和微观两个角度对 A彩妆产品的市场环境进行分析。接着按 4Ps理论框
架的四个角度进行切入，分析 A彩妆产品营销策略现状。结合上述分析和消费
者调研发现 A彩妆产品发展势头减缓的背后营销策略方面出现的多重问题：爆
款产品单一、价格优惠活动少、线下渠道的缺失和促销模式的单调乏味。对此，
本文提出 A彩妆产品的具体营销优化策略有：在产品方面，完善固有产品和开
发个性化爆品；在渠道方面，开设线下快闪店和入驻彩妆集合店；在价格方面，
开展预售优惠和实行产品组合定价；在促销方面，采取企业高管客串主播、营
造产品话题热度促销和增加促销趣味性内容。另外，从人力、风险控制、技术、
资金四个方面提出措施，以期保障措施有效实施。
本文期望通过对 A彩妆产品营销策略的分析研究，希望对 A彩妆产品今后
的发展提供新的思路和策略性的指导。
关键词：彩妆；市场营销；营销策略
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Abstract
Abstract
for the past few years, people's increasing interest in cosmetics also directly
promotes the expansion of the scale of cosmetics market. With the entry of foreign
cosmetics brands and the rise of domestic cosmeticsbrands, the competition in
cosmetics market is becoming increasingly fierce. A cosmetics product was founded
in such an environment. It is A domestic cosmetics brand that wants to realize
survivalanddevelopmentbytakingadvantage ofnewopportunitiesofthe
development of The Times. In recent years, although the sales performance of A
cosmetics products is good, its marketing level still lags behind that of other mature
cosmetics brands.
In response to above problems, this article combines 4Ps theory and 4I principle
of network integrated marketing theory to optimize the marketing strategy of A
cosmetics product.The structure of the article is as follows. Firstly, the 4Ps theory and
4I principle of network integrated marketing used in the research are described.
Secondly, the market environment of A cosmetics product is analyzed from both
macro and micro perspectives.Then, according to the four angles of 4Ps theoretical
framework, the marketing strategy of A cosmetics product is analyzedbined with
the above analysis and consumer research, it is found that multiple problems in
marketing strategies behind the slowing development momentum of A cosmetics
product are as follows: single popular products, few price preferential activities, lack
of offline channels andmonotonous promotion mode.In this regard,this article
proposes specific marketing optimization strategies for A cosmetics products: in
terms of products, improve the inherent products and develop personalized explosive
products; In terms of channels, offline pop-up shops and cosmetics collection shops
are opened. In terms of price, carry out pre-sale preference and implement product
mix pricing; In terms of promotion, it adopts corporate executives as guest anchors,
createshot promotionofproducttopics andincreasesinterestingcontentof
promotion. In addition, measures are put forward from four aspects of manpower, risk
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