摘  要：随着人们生活水平的不断提高和社会的不断进步，美化生活已经成为人们生活中必不可少的一部分，化妆品成为人们首要的选择。随着我国市场经济体制的不断健全，以及渐渐形成的经济全球化，我国化妆品市场的角逐也愈来愈白热化。本文通过资料的查阅，结合市场营销相关理论的分析。以缔凡化妆品公司为研究对象，从中国个人护理用品市场发展现状入手,分析缔凡的产品、价格、渠道、促销、服务营销、网络营销等营销策略，并以此为基础，发现缔凡化妆品公司存在产品种类不够丰富、人员推销素质不够、对客户关系管理不够等问题。基于此提出了完善缔凡化妆品公司化妆品、注重招聘人才以及员工培训、重视会员等完善营销策略。67623

毕业论文关键字：常州；缔凡化妆品公司；营销策略；研究 

Abstract: As people material and cultural life level unceasing enhancement and improvement of the development of the society, the cosmetics retail have become a people beautify the daily necessities of life. Along with our country market economy's mouth is perfect, and the mouth of the global economic integration gradually formed, and China's cosmetics market competition intense.This article through the consult material, combined with marketing related theory analysis.To  Difan cosmetics companies as the research object,from the status of the development of Chinese personal care market.Analysis of Difan product, price, channel, promotion, service marketing, network marketing, such as marketing strategy, and on this basis, found that Difan cosmetics company products is not enough, not enough personnel to promote quality, on customer relationship management, etc. Based on this put forward the perfect Difan cosmetics company, pay attention to recruiting talent, and a member of the staff training, attach importance to improve the marketing strategy.

  Key words:Changzhou; The Difan cosmetics company;marketing strategy; research

目  录

1 引言 3

2 文献综述 3

3缔凡化妆品公司简介 3

3.1 缔凡化妆品公司发展历程 3

3.2 缔凡理念 5

4 常州缔凡营销策略分析 5

4.1 产品策略分析 5

4.2 价格策略分析 6

5 常州缔凡化妆品店营销策略存在的问题 9

5.1 产品种类不够丰富 9

5.2 推销人员的素质有待提高 10

5.3 新型营销策略运用的较少 10

5.4公共关系中对于年轻群体的开发不够 10

5.5宣传方式比较单一 11

6 缔凡的营销策略研究 11

6.1 以消费者需求为中心,培养更多消费群体，丰富产品种类 11

6.2 注重培养企业文化，重视员工招聘及后期培训 11

6.3 加强体验营销等新型营销策略的运用 12

6.4联合大学活动，开拓校园市场 12

6.5拓展宣传渠道,提高消费者的认知度 13

结  论 14

致 谢 16

1引言