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Marketing Innovation Research of Cosmetics Company

Author: ZhaoDong
Tutor: HeZuo
School: Tianjin University
Course: Business Administration
Keywords: Marketing Management Innovation and brand strategy Product Strategy Marketing channels and ways
CLC: F416.72
Type: Master's thesis
Year: 2008
Downloads: 582
Quote: 3
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Abstract


Today , the globalization of the world economy and diversification is more and more obvious , all walks of life has gone beyond the boundaries of the regions and countries to pursue comprehensive cooperation , but it is easy to see in the growing competitive economic environment , whether it is technical , science and technology , trade , financial , cultural , political , military and other fields , the market competition is particularly important and far-reaching significance , the market competition is undoubtedly biased towards competition in the marketing strategy , innovation management to corporate survival and sustainable long-term the driving force of development , can be said to understand the marketing and management , the use of the related theory of innovation , have a significant role in the development of any organization . Contact practical methods for cosmetics marketing theory , analysis of market environment and marketing position of the cosmetics company , has drawn some of the problems currently affecting the cosmetics company marketing the current performance and future development according to their own understanding , they are mainly attributable to domestic market segmentation and consumer segments are not in place due to the lack of strong build its own brand , not a good way to attract and retain customers , the imperfect competitive strategy , marketing channels and simplistic way , the sales force lacks a strict system of management numerous deficiencies and other aspects , and also proposed a cosmetics company must be aware of these deficiencies existing marketing management and should be improved , and even through the use of modern marketing management theory as a guide to existing advantages and opportunities , and the development of marketing and management innovation strategy to strengthen the company's marketing activities . And brand development strategy designed for the cosmetics company , market segmentation and consumer segmentation strategy , maintain customer and consumer strategy , marketing channels and ways of strategy four strategic actions focused innovation strategy mode . The purpose of this paper is to use the existing mature marketing management analysis to solve the existing practical issues facing enterprises , are pure applied research . Strategic improvement and innovation of existing similar problems by the results of this study can provide some help , or provide a valuable reference articles .

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