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| 论文编号： | 6572 | |
| 作者编号： | 2220130050 | |
| 上传时间： | 2014/6/19 10:56:41 | |
| 中文题目： | MT进口化妆品公司多品牌渠道策略研究 | |
| 英文题目： | Research on Distribution Model for | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 化妆品；多品牌；渠道策略 | |
| 英文关键字： | Cosmetic；Multi-brand; Channel strategy | |
| 中文摘要： | 经过多年的发展，我国化妆品市场取得了繁荣发展，该市场也成为我国高度竞争市场，目前，我国化妆品高端市场主要被外资企业或者合资品牌所垄断，本土企业发展受限。进口化妆品专业优质，服务一流，在我国化妆品市场起着举足轻重的作用，它对于渠道服务以及品牌形象极为看重，使得进口化妆品在营销渠道上具有研究价值。营销渠道作为化妆品企业赖以生存的基础，关系着企业的发展方向和战略目标，深入到企业的各个方面。本文采用市场营销理论对MT进口化妆品公司的化妆品营销现状进行分析，认为MT公司在产品更新周期，渠道把握性，产品库存结构以及经销商管控上面存在明显不足，进而对MT公司的营销渠道进行SWOT分析，提出了优化MT公司营销渠道的策略与建议，以期为其他企业改善渠道策略提供借鉴意义。本文分为六章。第一章为绪论，介绍选题背景、目的、意义、方法、结构以及内容。第二章为理论回顾，主要阐述品牌战略理论和营销渠道理论。第三章介绍我国化妆品市场环境与渠道现状分析，以及对进口化妆品在我国的经营模式有一定的阐述。第四章介绍MT公司营销渠道的构建与运营。第五章研究MT公司多品牌渠道策略的实施与管理支持。第六章总结了全文，然后对MT公司多品牌渠道策略进行展望。关键词:化妆品；多品牌；渠道策略 | |
| 英文摘要： | After years of development , China's cosmetics market has made progress in the long term , the market has become China's highly competitive market , at present, China's cosmetics market dominated by high-end foreign or joint-venture brands monopoly , local enterprise development is limited. Imported cosmetics professional quality , excellent service, plays an important role in China's cosmetics market , it is for the channel service and highly valued brand image , making imported cosmetics research value in the marketing channel. In this paper, the theory of the marketing status of marketing MT of imported cosmetics cosmetics company analyzed that MT companies in product update cycle , channels grasp , product inventory management and control structures and dealers above there is obviously insufficient , and thus the MT company's marketing channels SWOT analysis, marketing channels to optimize MT company 's strategy and recommendations in order to provide reference for other companies to improve channel strategy . nd the inventory problems are getting more serious during the supply, which lead to no efficiency when the traditional inventory management works. As the company’s manager, I analyze the current situation and problems of the inventory management and make some suggestions in order to promote better development of the company. This paper is divided into six chapters . First chapter introduces the background , purpose, meaning, method , structure and content. The second chapter is theoretical review , mainly on the theory of brand strategy and marketing channel theory . The third chapter describes the environment and the status quo of China's cosmetics market analysis channels , as well as imported cosmetics in our business model has some elaboration. The fourth chapter describes the construction and operational MT company marketing channels . The fifth chapter to examine the implementation and management of multi-brand company supports MT channel strategy . Chapter VI summarizes the full text , then the MT channel multi-brand strategy company outlook . KEY WORDS: Cosmetic; Multi-brand; Channel strategy | |
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