摘 要

中国化妆品行业快速发展，市场趋于成熟，然而中国化妆品的市场份额却远不及海外品牌，许多国妆企业的生存空间被进一步压缩。作为国妆老字号的谢馥春企业经营现状远不如以前，市场份额在同行中并不高，知名度也大大下滑，许多年轻人对谢馥春企业一无所知。本文通过对谢馥春企业的研究和分析，发现谢馥春企业中所存在的问题，对其营销策略进行优化，提高谢馥春企业的营业额，扩大其市场份额，让其在中国化妆品市场竞争中重放光彩。

本文首先阐述了本研究的目的及意义和国内外相关研究，采用SWOT分析法、波特五力模型分析法、调查法、文献资料法等方法进行研究。发现谢馥春在历史悠久、质量优良和产品绿色天然等几个方面存在优势，但其知名度不高、顾客群局限大、门店数量少质量低。市场潜力巨大、产品研发能力可观、新兴的电子商务是他的机会，但同时它也面临着国内竞争激烈和国外品牌侵占的威胁。通过分析营销策略现状发现其营销策略存在产品设计不完善、产品价格低、营销渠道少、推广力度弱等问题，这些问题主要由于其经营理念陈旧、品牌社会认同度降低、产品含量低于西方品牌、推广意识单薄等原因造成。并针对谢馥春营销策略问题原因提出了完善产品设计、争取高端市场份额、建立全国营销网络、加大推广和促销力度等营销策略优化方案，最后总结了本研究的发现，提出了本研究的缺陷和不足，并提出本研究相关展望。

本文以市场营销学等理论知识为基础，研究了网络营销、口碑营销、服务营销等理论知识，通过对谢馥春企业营销宏观环境、营销竞争环境、营销策略的研究和分析，发现谢馥春企业的营销策略中所存在的问题，提出营销策略优化方案。本文的研究结果对谢馥春企业的营销现状及其品牌知名度，未来发展情况都有所帮助，同时对其他国产化妆品企业提供一定的借鉴及指导作用。

关键词：谢馥春企业；营销策略；国妆企业

Abstract

China's cosmetics market is growing, but the market share of Chinese cosmetics is far less than overseas brands. Many of the developments of national makeup enterprises are not optimistic. As a Time-honored Brand, the situation of Xie Fuchun enterprise is worse than before. The market share in the peer is not high, its popularity greatly reduced as well as many young people know nothing about Xie Fuchun enterprises. According to the research and analysis of Xie Fuchun enterprise, the thesis finds out the problems of Xie Fuchun, optimizes its marketing strategy, improves the turnover of Xie Fuchun and expands its market share, so as to replay the glory in the competition of Chinese cosmetics market.

  The thesis first describe the purpose and significance of the study and related research domestically and abroad with SWOT analysis, Porter five force model analysis, investigation, literature and other methods. Xie Fuchun was found that its advantages in its long history, good qualities, green products and other aspects. But its market were not well-known, its customer groups were limited and its stores were of low qualities and quantities. It had a chance on market’s great potential, product research and development capabilities. While it had to face fierce domestic competition and the threat of foreign brand invasion. By analyzing the current situation of marketing strategy, it was found that the marketing strategy had problems of imperfect product design, low product price, less marketing channel and weak promotion. These problems were mainly due to the old management concept, the lower degree of brand recognition, the content of the product, the thin awareness of the promotion and other reasons. The thesis put forward optimization scheme for improving product design, seeking high-end market share, establishing national marketing network and increasing promotion to Xie Fuchun’s marketing strategy. Finally it summarizes the findings and puts forward the defects of this research and the relevant outlook of this study.

Based on the theoretical knowledge of marketing and other theories, the thesis studies the theoretical knowledge of network marketing, word-of-mouth marketing, service marketing and so on. Through the research and analysis of Xie Fuchun's corporate marketing macro environment, marketing competition environment and marketing strategy, the thesis finds out Xie Fuchun's existing problems in marketing strategy, puts forward marketing strategy optimization program. The results are helpful to Xie Fuchun's marketing status, its brand awareness and the future development. Also it provides some references and guidances for other domestic cosmetics enterprises.

Keywords:Xie Fuchun; Marketing Strategy ; Domestic Cosmetics Enterprises

目 录

第1章 绪论 1

1.1 研究目的与意义 1

1.2 国内外相关研究综述 2

1.3 研究内容与方法 4

第2章 谢馥春企业营销环境分析 6

2.1 谢馥春营销宏观环境分析 6

2.2 谢馥春企业营销竞争环境分析 8

2.3 谢馥春企业SWOT分析 10

第3章 谢馥春企业营销策略现状分析 15

3.1 谢馥春企业营销现状分析 15

3.2谢馥春企业营销策略问题 17

3.3谢馥春企业营销问题原因 18

第4章谢馥春企业营销策略优化方案 21

4.1 谢馥春企业营销策略优化目标及原则 21

4.2 产品策略优化 22

4.3价格策略优化 24

4.4渠道策略优化 25

4.5促销策略优化 27

第5章 结论与展望 29

5.1 研究总结 29

5.2 研究展望 30

参考文献 31

致 谢 33

第1章 绪论

1.1 研究目的与意义

1.1.1 研究目的

随着中国经济的快速发展,中国化妆品行业,其整体规模和发展速度都处于较高水平。2015年中国的化妆品零售额已达2049亿元,化妆品市场的需求不断增高,使得各大海外化妆品品牌纷纷进入中国市场,并成功取得了大部分的市场份额。而国内的化妆品品牌作为本土产品与海外化妆品品牌相比却不受消费者青睐,目前中国化妆品市场份额中大约只有20%左右为国产化妆品占有,同时在中国化妆品市场上的高端产品几乎被海外产品所垄断。虽然近年来国产化妆品企业不断快速成长,市场占有率也在逐步增长,但是总体来讲,国产化妆品在市场竞争中还是处于弱势。

而谢馥春企业作为国妆老字号,其现状也不甚乐观。谢馥春是中国第一家化妆品企业,从1830年创业开始,一直是享誉全国的化妆品企业。谢馥春被誉为“中华第一妆”,1915年荣获巴拿马万博会大奖,成为当时国际著名的化妆品品牌,并成为中国化妆品第一品牌。然而如今的谢馥春已不复当年的辉煌,随着市场化的深入,以及海外化妆品进军中国,谢馥春承受着来自各方面的竞争压力,生存空间逐渐缩小,企业自身也存在一些问题,导致了如今的没落。

作为国妆老字号的谢馥春企业经营现状远不如以前，市场份额在同行中并不高，知名度也大大下滑，许多年轻人对谢馥春企业一无所知。本文通过对谢馥春企业的研究和分析，发现谢馥春企业中所存在的问题，对其营销策略进行优化，提高谢馥春企业的营业额，扩大其市场份额，让其在中国化妆品市场竞争中重放光彩。

1.1.2 研究意义

谢馥春企业的产品虽然十分不错,然而其过度重视生产环节,对研发和营销相对忽视,导致消费者对谢馥春品牌并不了解，同时其包装上相较海外同价格产品比较简陋,也不易携带,流失了许多消费者。而且谢馥春企业对市场变化反应缓慢，对于品牌营销没有树立正确系统的观念，缺乏战略思维，这些都是阻碍其发展的原因。